The percentage of young adults choosing not to drink is on the rise, while the health and wellness industry continues to thrive, according to a recent Drinkaware report.
Coffee chain Blank Street’s daily matcha sales increased five fold in 2023, according to a brand representative.
The representative said: “This statistic speaks volumes about the rise in popularity of the drink.”
Among the benefits of drinking matcha are improvements to heart, liver and gut health.
I sat down with matcha enthusiast, Lydia Doye, at one of her favourite spots in South West London to learn more about why this drink has become so popular.
Featured image credit: Jason Leung
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