Beverages: Gen Z's Green Glow Up: Matcha Steals the Vibe from Coffee

What is the Matcha Mania Trend: The Green Competitor

The Matcha Mania trend is the mainstream explosion of the centuries-old powdered green tea, moving it from a niche, ceremonial product to a ubiquitous, highly-flavored, and functionally superior alternative to coffee, largely driven by its aesthetic appeal and unique health benefits among younger generations.

• Mainstream Crossover: Matcha has successfully transitioned from an exclusive ingredient in traditional Japanese ceremonies to a staple offering across major global coffee chains, restaurants, and RTD formats. This massive availability makes it a true rival to established beverages.

• The Health-Driven Pivot: Unlike coffee's intense jolt, matcha provides a "calm alertness" due to the combination of caffeine and the amino acid L-Theanine, which appeals to younger consumers prioritizing balance and sustained energy without the anxiety or crash.

• Flavor and Format Versatility: Matcha has proven its adaptability by pairing successfully with a host of trending flavors—especially fruit, like Strawberry and Mango—and by integrating into popular cold formats (iced lattes, bubble teas), showcasing its potential far beyond a traditional hot tea.

Insights: The Flavor Finesse. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Matcha offers a sophisticated yet comforting routine that aligns with the modern focus on balanced wellness, providing a superior energy experience that feels "better" than the coffee crash.

• Insights for Brands: Matcha is a non-negotiable ingredient for beverage innovation. To win, brands must focus on developing bold, complementary flavor combinations and ensuring convenience through RTD and automated in-store dispensing to maximize its accessibility.

Why it is the topic trending: The Aesthetic Power Up

The topic is trending because the highly visual nature of matcha, combined with its functional benefits and cultural resonance, has made it the perfect social media currency for a digitally native generation.

• Social Media Aesthetic: Matcha's vibrant, grassy-green color and its layered appearance in cold drinks (like the Iced Strawberry Matcha Latte) are infinitely more "social media-worthy" than traditional coffee. This visual appeal fuels organic sharing on platforms like TikTok and Instagram, turning it into a "global cultural moment."

• The Gen Z Catalyst: Younger consumers (Gen Z) are the primary drivers of this meteoric rise, drawn initially by the aesthetic appeal and then converted by the functional benefits. Their willingness to explore and appreciate high-quality products, even comparing Shizuoka versus Uji harvests, elevates the trend.

• Cold Drink Dominance: With 56 per cent of Gen Z beverage orders being for cold drinks (versus 86 per cent of Baby Boomers opting for hot), matcha's successful integration into iced lattes and fruit combinations directly meets the dominant consumer format demand.

• Incremental Sales Growth: Major chains like The Coffee Club have found that matcha does not cannibalize existing coffee sales but instead drives incremental sales growth and opens a lucrative new beverage category, validating its status as a serious market rival.

Insights: No Compromise. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The act of consuming matcha is a form of self-expression and cultural participation. It’s a way to signal sophistication, wellness, and a unique, aesthetically pleasing lifestyle online.

• Insights for Brands: Brands must treat their products as visual content first. Investment in layered presentations, vibrant natural colors, and unique LTO flavor pairings is essential to leverage the power of social media to drive discovery.

Detailed findings: From Niche Ceremony to Global Supply Stress

Detailed findings reveal the sheer scale of matcha's transition, highlighting both its market success and the critical supply chain challenges that now threaten its explosive growth.

• Exponential Growth: The Australian brand T2 saw matcha sales shift from "modest quantities" 25 years ago to taking "top spots week after week" in recent years, demonstrating the rapid market acceleration since 2016.

• Supply Chain Crisis: Japanese matcha production, which yields the premium product, has hit capacity limitations, exacerbated by environmental factors causing a 20 to 30 per cent drop in yield in 2025 alone. Producers are refusing new customers, leading to a scramble for secure supply globally.

• Quality vs. Marketing: The industry still grapples with consumer education. Western classifications like "ceremonial" and "latte grade" are simply marketing terms not used in Japan, and high-quality matcha should taste "smooth and grassy," not hay-like, regardless of the foam level.

• The Global Coffee Response: Matcha's threat is real enough that nearly all major global coffee chains, including Starbucks, Dunkin', and Peet’s Coffee, have added extensive matcha ranges to their menus to capture the surging demand, confirming its status as a competitor.

Insights: Depth is the New Bold. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: A new wave of fandom is emerging, with consumers becoming sophisticated connoisseurs who genuinely appreciate the subtleties of high-quality matcha, moving beyond the initial social media craze.

• Insights for Brands: Strategic brands must diversify their supply chain immediately, exploring premiumization opportunities in regions like China for stable alternatives, while also being transparent with consumers about the quality and grading of their powder.

Key success factors of Matcha's Global Rise

The success of matcha is built on a potent combination of ancient functional benefits, modern format convenience, and a high degree of cultural and visual authenticity.

• L-Theanine Effect: The core scientific success factor is the presence of L-Theanine, which combines with caffeine to provide a smoother, sustained energy experience that alleviates the jitters and crash associated with traditional coffee, perfectly matching the wellness-focused younger generation.

• Format Convenience: Innovations like the world's first matcha flask (portable shaker-style whisking tool) made the preparation of matcha frictionless and accessible for the on-the-go consumer, proving that convenience is critical for mainstream adoption.

• Unlocking Flavor Versatility: The willingness to combine matcha with bold, trending fruit flavors like Strawberry, Mango, and Blueberry allowed it to transcend its traditional, often perceived "acquired" taste and appeal to a broader, flavor-seeking audience.

• Chain Accessibility: The decision by major café chains (like The Coffee Club) to make matcha conveniently accessible in the mainstream market in Australasia and globally validated the trend and drove immense trial and adoption among consumers who might not visit independent specialty tea houses.

Insights: The Trust Ingredient. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers are won over by products that offer an undeniable upgrade: a better feeling energy source delivered in a fun, convenient, and delicious format that fits seamlessly into their daily life.

• Insights for Brands: To sustain the trend, focus on functional innovation that highlights L-Theanine and its mood-boosting properties, while ensuring that the core product (the matcha powder itself) maintains high-quality standards (bright green, grassy taste) for authenticity.

Key Takeaway: The Competitor is Here

The key takeaway is that matcha is no longer just a trend; it is a sustainable competitor to coffee, one that forces the entire beverage industry to prioritize functional ingredients, aesthetic presentation, and format innovation to keep up with the demands of the Gen Z consumer.

• Coffee's Reign Challenged: While coffee remains 50 times the size of the matcha industry globally, matcha's incremental sales growth and its establishment on every major coffee chain menu confirm that it has carved out a permanent, lucrative niche.

• The Functionality Standard: Matcha raises the bar for functional beverages by making its health benefits (calm alertness, antioxidants) tangible through its unique ingredient combination, setting a new expectation for all morning and mid-day caffeine alternatives.

• Aesthetic as Acquisition Tool: The entire lifecycle of the matcha trend—from initial visual attraction on social media to a deeper appreciation for quality and ceremony—proves that a product's aesthetic appeal is a crucial consumer acquisition tool in the modern digital landscape.

Insights: Taste is the Trojan Horse. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers feel validated in their choice of matcha because it is globally popular, aesthetically pleasing, and scientifically proven to offer a superior, balanced energy experience.

• Insights for Brands: Any brand ignoring the power of a "better-feeling" caffeine source that is also visually stunning and social media-ready is missing the biggest consumer growth segment of the decade.

Market and Cultural Signals Supporting the Trend: The Wellness Wave

The surge in matcha popularity is reinforced by broader cultural signals indicating a persistent shift toward conscious consumption, functional wellness, and the monetization of aesthetic digital trends.

• The Wellness Premium: Consumers are actively seeking beverages that promote balance and reduced stress, aligning perfectly with the L-Theanine/caffeine dynamic. This highlights a cultural value placed on mental clarity and anxiety reduction over just a quick energy spike.

• Aesthetic Consumption Culture: The success of the "Iced Strawberry Matcha Latte" is a testament to the current culture where a product's visual quotient (Instagrammability) is a non-negotiable feature, serving as the first, most powerful marketing signal.

• The Global Tea/Coffee Reset: The fact that Japan's traditional matcha production has maxed out, and other regions like China are attempting to premiumize their cultivation, signals a permanent global market restructuring in the supply and sourcing of high-demand powdered teas.

• Cold Beverage Supremacy: The 56% cold drink order rate for Gen Z is a hard data point that confirms the cultural shift away from traditional hot drinks, validating the need for all new beverage products to perform optimally in iced, layered, and mixed formats.

Insights: The Modern Craving. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The cultural signal is clear: health is holistic, convenience is king, and a product must be beautiful to earn a place in the consumer's daily ritual and on their social feed.

• Insights for Brands: Future-proof your beverage portfolio by ensuring all new products excel as cold, multi-layered, and visually appealing formats, acknowledging that cold is the new default setting for the most powerful consumer group.

Description of consumers: The Balanced Curator

The consumer segment driving the matcha trend is the Balanced Curator: a digitally fluent, wellness-focused individual who researches their consumption choices, prioritizes calm, sustained performance over a quick jolt, and uses aesthetically pleasing products as a form of social and personal expression.

• Wellness as a Lifestyle: They actively seek out ingredients with specific, verifiable health benefits (like L-Theanine for focus) and view their beverage choice as an integral part of their mental health and daily performance management strategy.

• Aesthetic First, Quality Second (But Still Required): They are initially attracted to a product's visual appeal on social media but quickly transition to appreciating and demanding high-quality, authentic sourcing (e.g., comparing tea harvests), demonstrating a sophisticated and evolving palate.

• The Digital Native: This generation's consumption habits are inextricably linked to social media platforms, making them highly susceptible to viral trends but also highly influential in driving those trends into the mainstream.

Insights: The Elevated Palate. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The Balanced Curator seeks products that align with their values of authenticity, self-care, and visual sophistication, making the purchase of matcha a conscious lifestyle choice.

• Insights for Brands: Engage this consumer by telling the transparent, authentic story behind the sourcing and preparation (the ceremony), which connects the viral aesthetic back to a sense of genuine quality and heritage.

Consumer Detailed Summary: The Flavor-Functional Influencer

The Flavor-Functional Influencer represents the core demographic powering matcha's meteoric rise, defined by their digital fluency, sophisticated health awareness, and preference for cold, experiential formats.

• Who are them: The Balanced Curator: The primary driver of functional and aesthetically pleasing beverage sales, actively seeking balance and sustained energy.

• What is their age?: Gen Z and Younger Millennials (18-35): The engine behind social media trends, cold beverage preference (56% cold orders), and the initial discovery and mass adoption of matcha.

• What is their gender?: Gender-Neutral: Wellness, aesthetic appeal, and balanced energy are universal needs, making this a cross-gender phenomenon in the beverage category.

• What is their income?: Middle to Upper-Middle Class: Willing to pay a premium for high-quality, authentic, and functional ingredients, reflecting a value exchange for superior health outcomes and sensory pleasure.

• What is their lifestyle?: On-the-Go, Digitally Fluent, and Wellness-Focused: Their lifestyle demands convenient, ready-to-drink options or fast-prep tools (like the matcha flask), and products that enhance their social media presence.

• What type of shopper is (based on motivation): The Sustained Performer: Motivated by the desire for "calm alertness" and avoiding the coffee crash. Their purchases are driven by functional benefits and aesthetic pleasure.

What is consumer motivation: The Search for Calm Clarity

The primary consumer motivation is The Search for Calm Clarity: the powerful desire for a caffeine experience that delivers robust mental focus and sustained energy without the associated anxiety, jitters, or subsequent crash that often accompany traditional coffee consumption.

• Anxiety-Free Energy: The unique combination of L-Theanine and caffeine is a powerful selling point, directly appealing to a generation often grappling with high stress and anxiety, offering a physiologically superior experience.

• Self-Care Through Ritual: The preparation and consumption of matcha—whether a traditional whisking ceremony or simply crafting a beautiful layered latte—is a moment of intentional self-care and a brief escape, reinforcing the motivation for mindful consumption.

• Visual Validation: The need to create and post aesthetically pleasing drinks fulfills the motivation for social validation and peer connection, making the beverage an engaging part of their digital identity.

Insights: Taste = Trust. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The deepest motivation is emotional: finding a source of energy that supports, rather than sabotages, mental well-being in a chaotic, fast-paced world.

• Insights for Brands: Highlight the emotional benefits (focus, calm, stress reduction) alongside the functional ingredients (L-Theanine, high antioxidants). Positioning matcha as a mental health tool is key.

Strategic Trend Forecast: The Diversification Imperative

The strategic trend forecast is The Diversification Imperative: As the global supply of premium Japanese matcha tightens and demand continues to soar, the industry will be forced to rapidly diversify sourcing, integrate innovative flavor pairings, and embrace new technologies to meet demand while maintaining the necessary functional and aesthetic quality.

• Sourcing Expansion: Brands will look beyond traditional Japanese sources to premiumize cultivation in other regions (e.g., China, Vietnam) to ensure supply stability, which will create a wider global spectrum of matcha quality on the market.

• Flavor Shielding: Advanced flavor encapsulation and modulation techniques will be used to protect the delicate matcha taste when pairing with challenging flavors (like specific fruits or spices) or when blending lower-grade powders to stretch supply, ensuring taste consistency.

• Automation for Convenience: In-store automation and digital ordering systems will become critical for efficiently and consistently producing the complex, cold, and layered matcha drinks that Gen Z demands, overcoming the operational challenges of manual preparation.

Insights: Nature's Lab is Open. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers will see a wider range of matcha products, from ultra-premium, verified-origin options to more accessible, flavored RTD variants, making the need for brand transparency even more crucial.

• Insights for Brands: Proactive brands must secure stable, long-term sourcing partnerships now and invest in flavor modulation technology to prepare for potential quality dips from diversified supply chains, ensuring the final product maintains the premium taste experience.

Areas of innovation: The Cold Format Revolution

Innovation must focus on the Cold Format Revolution: developing formats, delivery systems, and flavor combinations that maximize matcha's functional benefits and aesthetic appeal specifically within chilled and iced applications.

• High-Performance Cold Mixes: Developing matcha powders, concentrates, or syrups that dissolve instantly and perfectly in cold liquids without clumping, maintaining the vibrant green color and smooth texture required for iced lattes and complex mixed drinks.

• Functional Layering Innovation: Creating non-dairy, sugar-free "creamers" and layered fruit purees (Strawberry, Mango) that are specifically designed to enhance the color contrast and mouthfeel of matcha, allowing for easy, visually stunning "barista-at-home" applications.

• Next-Gen Caffeine Blends: Innovation in blending matcha with other natural caffeine sources (like Guayusa or Yerba Maté) or other adaptogens to create new functional energy profiles that go beyond the L-Theanine effect (e.g., focus + immune support) but maintain the core smooth energy.

• Sustainability and Sourcing Tech: Using technology (like blockchain) to offer transparent sourcing information on the packaging, allowing consumers to trace their matcha back to its region, thereby reinforcing the authenticity and quality narrative.

Insights: Utility is Innovation. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers are winning through innovation that makes their favorite drinks simpler to prepare at home and more beautiful to share online.

• Insights for Brands: The focus should be on solubility, stability, and sensory layering in cold liquids. The RTD format with functional additions represents the fastest-growing opportunity.

Core Macro Trends: Wellness and Digital Culture Fusion

The matcha phenomenon is powered by the convergence of two dominant global macro trends: a deep commitment to Functional Wellness and the overwhelming influence of Digital and Aesthetic Culture.

• The Wellness Economy: The global shift towards proactive health management, stress reduction, and natural energy solutions provides the foundational demand for matcha's functional benefits (L-Theanine, high antioxidants).

• The Experience Economy: Consumers prioritize product experiences over mere consumption. The ritual, the visual appeal, and the shareable nature of the matcha latte align perfectly with the desire for products that elevate daily life into a memorable, aesthetic moment.

• Supply Chain Fragility: The struggle of premium Japanese matcha producers against climate change and overwhelming demand highlights the global macro issue of agricultural capacity meeting digital-age demand spikes, forcing the industry to seek sustainable diversification.

Insights: The Strategic Pivot. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers see matcha as the perfect intersection: a product rooted in ancient tradition but engineered for modern, balanced living and digital sharing.

• Insights for Brands: Frame the product narrative around Ancient Wisdom meets Modern Wellness. Address the supply chain issue proactively by communicating sustainable sourcing efforts, thereby building trust.

Core consumer trend: Sensory-Driven Wellness

The core consumer trend is Sensory-Driven Wellness: Consumers choose functional products where the enjoyment, richness, and depth of the flavor and visual experience directly contribute to their sense of holistic well-being, driving the demand for products that are both calming and aesthetically satisfying.

• The Joy of Green: The vibrant green color is not just aesthetic; it psychologically signals "natural," "healthy," and "clean" to the consumer, making the consumption inherently rewarding and aligning taste with emotional health.

• Texture as Function: The smooth, talcum-like texture and the satisfying foam of a well-whisked matcha contribute to the feeling of a premium, high-quality, and indulgent product, making the wellness ritual feel luxurious, not clinical.

Insights: Joy on the Label. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The consumer is rejecting the idea that "healthy" must taste bad. Matcha proves that the most enjoyable product can also be the one that provides the most balanced physical and mental benefit.

• Insights for Brands: Never compromise on the bright green color or the smooth texture, as these sensory elements are key trust signals for the wellness-focused consumer.

Core Strategy: Aesthetic Functionality

The core strategy for all brands competing in this space must be Aesthetic Functionality: designing products where the functional benefit (e.g., L-Theanine) is seamlessly integrated into a visually stunning, easy-to-prepare, and delicious format that is optimized for cold-drink consumption and digital sharing.

• Lead with the Vibe: The product development cycle must start with the visual and sensory experience. The question should be: "How do we make this the most beautiful and best-tasting cold beverage?" with functional benefits engineered in afterward.

• Operational Simplicity: Invest in easy-to-use preparation systems (like shakers/flasks or automated in-store dispensers) to ensure the beautiful, layered final product can be delivered consistently and quickly, whether in a cafe or at home.

Insights: Win with Delicious. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers reward brands that make the beautiful, healthy choice the easiest, most accessible choice.

• Insights for Brands: Convenience and visual appeal are the new drivers of repeat purchase and word-of-mouth marketing, eclipsing simple price points.

Core Industry Trend: Category Fluidity

The core industry trend is Category Fluidity: The walls between traditional beverage categories (Coffee, Tea, Soda, Energy Drink) are collapsing, with the success of matcha as a functional coffee alternative forcing all major players to cross-list products and compete on cross-category attributes like functional health and aesthetic versatility.

• Coffee Chains Embrace Tea: Major coffee chains adding extensive matcha menus is the strongest signal of this trend, indicating they no longer see themselves as just coffee sellers but as purveyors of caffeinated experiences and functional beverages.

• Functional Ingredient Convergence: Tea companies are adding features common in the soda and coffee worlds (fruit flavor syrups, cold foam), while coffee companies are incorporating tea's L-Theanine for a "smoother" energy story, blurring traditional lines.

Insights: The Natural Secret Weapon. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: Consumers are benefiting from the competition, gaining access to a wider range of high-quality, highly functional options everywhere they shop.

• Insights for Brands: Brands must stop thinking within their legacy category and instead benchmark against the best aesthetic and functional products across the entire beverage landscape.

Core Motivation: The Quest for Balance

The core motivation is The Quest for Balance: The underlying desire among younger consumers to navigate a chaotic world by choosing products that promise a sense of calm, mental clarity, and equilibrium, both physically (sustained energy) and emotionally (comfort and ritual).

• Mental Wellness Tool: Matcha is sought out as an active anti-anxiety tool to reduce cortisol and stress, making the purchase a direct investment in mental well-being rather than just a morning routine.

• Harmonious Consumption: Consumers seek products that offer harmony—the flavor and the function should feel good and taste good simultaneously.

Insights: Palate Upgrade. The pursuit of flavor depth, complexity, and authenticity is the new standard, moving consumer expectations far beyond simple taste notes.

• Consumer Insights: The choice of matcha is a conscious act of prioritizing inner peace and cognitive performance over external stimulation.

• Insights for Brands: Marketing should use language and visuals that evoke serenity, focus, and smooth performance rather than high-octane energy.

Final Insight: The New Bar is Green

What is learned from the trend is that The New Bar is Green: the most powerful, sustained trends in the beverage space must now satisfy a triple mandate: they must be visually stunning, functionally superior (with a focus on balance), and offer format versatility to succeed in the cold, digital-first marketplace.

Consumer Insights: The consumer expects their beverage to not only taste great but also to make them feel calmer, more focused, and visually validated in their personal and social spheres.

• Insights for Brands: Innovation that solves the fundamental tension between high-performance energy and low-anxiety consumption will dominate the market. The high demand/low supply dynamic necessitates immediate, strategic diversification of sourcing.

Final Thought: Matcha's Moment is a Market Reset

Matcha's rapid ascent, fueled by Gen Z's aesthetic preferences and a cultural pivot toward functional balance, signals a permanent market reset in the global beverage industry. The consumer trend is The Search for Calm Clarity, where a functional, balanced energy source (L-Theanine + caffeine) delivered in a beautiful, cold, and convenient format (Iced Lattes) is preferred over the high-spike energy of traditional coffee. This has massive implications: the industry faces a dual challenge of supply instability from its traditional source (Japan's climate-vulnerable farms) and an urgent need to innovate rapidly in cold-format and flavor pairings to capture the lucrative youth market. The future success of major chains will depend not on whether coffee is dethroned, but on how effectively they integrate and scale these new, high-demand, high-quality functional alternatives.

Trends 2025: Aesthetic Functionalism

The Instagram-Worthy Wellness Mandate

Aesthetic Functionalism is the market demand for products that are meticulously designed to be visually stunning and shareable on social media, while simultaneously delivering specific, evidence-backed functional health benefits, fundamentally merging style with substance.

• Visual Veto Power: The bright, vibrant green of matcha, the layered look of an Iced Strawberry Latte, and the careful presentation of foam have Veto Power in the purchasing decision. If a product isn't instantly photo-worthy, it struggles to gain traction in the digital-first consumer landscape.

• Substance Over Staging: The trend demands that the functional claims must be real, moving beyond "pseudo-wellness jargon." The aesthetic appeal drives trial, but the actual benefit—like matcha's sustained, anxiety-free energy from L-Theanine—drives repeat purchase and long-term brand loyalty.

• The Ritual of Design: The physical tools and preparation (whisking, glass tumblers, layered ingredients) are critical components of the aesthetic, transforming the simple act of making a drink into a mindful, visual ritual that adds value and justification to the premium price point.

Implications for the Beverages Industry

• Packaging is Marketing: Packaging and product design must be treated as the primary marketing channel. Brands need to design products whose colors, layers, and textures pop in organic social media content, ensuring the product is the best advertisement for itself.

• Authenticity in Sourcing: To maintain the trust required for high-end functional claims, brands must invest in supply chain transparency and storytelling, connecting the beautiful final product back to high-quality, ethical sourcing (e.g., specific Japanese tea harvests).

Source: https://www.gcrmag.com/matchas-moment-with-younger-gen/