For years, matcha has dominated India's trendy beverage scene. But while the green powder's reign is far from over, new Google search data shows two new flavour obsessions are capturing the curiosity of Indian drinkers.
Matcha's Enduring Popularity
Matcha's journey from a niche wellness
product to a mainstream lifestyle staple in India has been remarkable. Initially gaining traction on social media for its vibrant green hue and health benefits, it has firmly cemented its place on café menus from Mumbai to Lucknow. According to Google Trends data reported in September 2026, while search interest for matcha peaked in mid-2025, curiosity continues to accelerate in new ways. The focus has shifted from 'what is matcha' to 'how to make matcha', with searches for the latter surging by 1300% over the past year. This indicates a deeper integration into home routines, supported by breakout searches for accessories like the 'matcha whisk' and 'matcha bowl'. Consumers are also exploring its versatility, with seasonal searches for 'mango matcha' and 'strawberry matcha' spiking dramatically, alongside growing interest in its health applications, reflected in massive search growth for 'matcha protein' and 'matcha health'.
The First Challenger: Ube's Purple Reign
The first new obsession making waves is Ube, a sweet purple yam originally from the Philippines. Its brilliant violet colour is undeniably eye-catching, making it a natural fit for the Instagram era. But its appeal goes beyond aesthetics. Ube has a unique flavour profile that is often described as a mellow, nutty vanilla with hints of pistachio. According to Google's findings, search interest for Ube reached an all-time high in India in August 2026. Drinkers are not just searching for the ingredient itself but are actively looking for beverage applications. Queries for 'ube latte' and fusion drinks like 'ube matcha' and 'ube coconut' have seen significant growth, signalling an experimental mood among Indian consumers. This trend highlights a growing desire for novel, international flavours that offer a unique sensory experience, with the highest search interest notably coming from Telangana.
The Second Challenger: Hōjicha's Toasty Allure
The second trend gaining significant momentum is Hōjicha, a Japanese green tea distinguished by its roasting process. Unlike matcha, which is made from finely ground young tea leaves, Hōjicha is made by slowly roasting mature tea leaves, which gives it a reddish-brown colour and a toasty, nutty, and naturally sweet flavour with very low caffeine. This unique profile offers a comforting, less intense alternative to other green teas. Google reported that searches for Hōjicha also hit an all-time peak in India this year, with a notable spike in August 2026. Consumer curiosity is clear from the types of searches, which include 'what is hojicha' and direct comparisons like 'hojicha vs matcha', which saw breakout growth. Much like Ube, the interest is translating directly to drink orders, with 'hojicha latte' becoming an increasingly popular search term. Its low caffeine content and soothing, roasted character make it an attractive option for an evening beverage or for those sensitive to the stimulating effects of coffee and matcha.
Why Are We Sipping Differently?
The rise of Ube and Hōjicha alongside the deepening interest in matcha points to a broader evolution in the Indian palate. After years of exposure to global food trends via social media and travel, consumers are more adventurous than ever. They are seeking not just new flavours but also new experiences and rituals associated with their drinks. The boom in 'how-to' searches for matcha, for instance, shows a move from passive consumption at cafes to active participation at home. Furthermore, the popularity of these drinks is tied to the larger wellness movement. Hōjicha offers a low-caffeine alternative, while matcha is praised for its antioxidants and Ube brings a novel, plant-based sweetness. These trends suggest that the modern Indian drinker is looking for beverages that deliver on flavour, aesthetics, and function, creating a vibrant and rapidly diversifying beverage landscape.
