Sales of hojicha lattes have jumped 55% in the past year at some US cafes, signaling a shift in consumer preferences towards this Japanese green tea drink. Hojicha is made from green tea that’s dry-roasted at high temperatures, giving it a distinctive aroma and nutty flavor. It’s less bitter than green tea and has a low caffeine content.
In the US, hojicha is becoming increasingly popular, with cafes like those in New York and Los Angeles adding it to their menus. Chef Shuko Oda, who owns a Japanese restaurant in the US, says hojicha has always been a staple in her establishment, but she’s seeing it gain traction elsewhere. Traditionally, hojicha is served without milk or sweeteners, but US cafes are experimenting with milky hojicha lattes and desserts.
Hojicha Tea Gains Popularity
Hojicha feels like the new matcha, with sales growing significantly over the past year. Rashique Siddique, director of a US matcha chain, says hojicha latte sales have increased, with one or two cups sold for every five matcha lattes. The tea has even been added to the menu at some US coffee roasters, in the form of a black sesame hojicha.
Some consumers, like 21-year-old Ana, enjoy the flavor of hojicha and don’t mind that it’s less Instagrammable than matcha. Others, like Liv Dyer, prefer coffee or English breakfast tea, finding matcha too bitter. As the demand for hojicha grows, US cafes are taking note, with some predicting that the hype around matcha may die down as the novelty wears off.
Implications for the Tea Industry
The rise of hojicha tea has implications for the broader tea industry, with sales of other types of tea, such as green tea and kombucha, also on the rise. Companies like Twinings are branching out into new products, such as sparkling fruity tea in cans. As consumer preferences continue to evolve, the tea industry is likely to see further shifts in demand.
The growth of hojicha tea in US cafes reflects a broader trend towards increased interest in international flavors and beverages. As consumers become more adventurous in their drinking habits, the market for specialty teas like hojicha is likely to continue growing, offering new opportunities for cafes and tea companies to innovate and expand their offerings.
