Move over Matcha
A Summer Sensation in the UK and the Autumn Shift Back to Pumpkin Spice
If you had walked past a coffee shop around the UK this Summer, your eyes would have seen the unmissable bright green graphics plastered on the windows and A-frames. No, this wasn't all the providers of the dancing beans having a BRAT Summer; this was the Summer of Matcha.
What is Matcha?
Until this year, I was unaware of Matcha, so let's look at some for finer details. Matcha, a finely ground powder made from specially grown and processed green tea leaves, has taken the UK coffee market by storm over the past few years. Traditionally used in Japanese tea ceremonies, this vibrant green drink offers a range of health benefits, from being rich in antioxidants to providing a steadier caffeine boost compared to regular coffee.
A match made in heaven
If Coffee chains were looking for a straight-to-market product, Matcha powder was a near-easy win. An unmistakable bright green colour catches the eye. It plays a massive role in its marketing appeal, especially on social media platforms like Meta and TikTok, where striking visuals are critical to capturing attention. In fact, according to Meta, creators have about two seconds to capture users' attention. So, when you have the aesthetic green as the primary colour in your campaign, you will turn heads and stop thumbs.
Matcha's popularity began as a health-driven trend, influenced by wellness enthusiasts in Los Angeles and further boosted by prominent influencers and creatives. Just type Matcha into your platform of choice to be inundated with various reviews and staged shoots. The drink soon gained momentum in the UK, particularly among younger consumers, due to its distinct flavour profile and health benefits. The caffeine in Matcha is released more slowly than coffee, offering sustained energy without the jitters, which I'm feeling as I type this due to consuming three coffees today. Matcha is an appealing alternative for the health-conscious crowd. Brands like Blank Street and Black Sheep have capitalised on this, offering a variety of matcha-infused drinks that cater to the growing demand. This Summer, we have seen a blend of traditional green tea with trendy flavours like blueberry and mango. As reported in the World Coffee Portal. This blend of novelty, aesthetics, and wellness has helped Matcha rise in popularity during the warmer months, where its refreshing, iced versions dominated sales.
But Summer Ends: Enter Pumpkin Spice
However, the matcha craze will likely take a backseat as the autumn months roll in. Autumn in the UK marks the return of another coffee favourite—pumpkin spice. Since its introduction by Starbucks in 2003, pumpkin spice lattes have become an autumn staple, evoking the cosy, warming flavours of cinnamon, nutmeg, and cloves, blended with the creamy sweetness of milk and pumpkin. This seasonal drink's appeal is driven by nostalgia and a well-crafted marketing machine that thrives on the changing seasons.
While Matcha brought freshness and vibrancy to summer beverages, pumpkin spice relies heavily on the emotional pull of autumn. With the shorter days and cooler temperatures, consumers naturally gravitate towards comforting, spiced drinks. Coffee chains are well-prepared to capitalise on this shift. Marketing campaigns for pumpkin spice often evoke the feel of autumn through rich imagery of fallen leaves, warm sweaters, and cosy settings. Brands are expected to launch their pumpkin spice lines with heavy digital and in-store marketing campaigns, building on previous years' momentum and creating the emotional narrative of autumn.
Anticipated Marketing Campaigns for Pumpkin Spice
In 2024, pumpkin spice is set to return with even more fanfare. The major UK coffee chains have mastered the art of the seasonal menu, and pumpkin spice lattes are one of their most iconic products. Expect campaigns that tap into the cosy, hygge-inspired aesthetic that resonates with autumn lovers. This might include limited-edition menu items, such as pumpkin-flavoured pastries or snacks, and collaborations with creators to showcase how pumpkin spice has become a cultural icon. I think we can all safely refer to pumpkin spice as the OG (Orginal Gangster) of coffee marketing campaigns
Moreover, consumers can expect coffee chains to incorporate more sustainable and health-conscious elements into their pumpkin spice offerings. Given the growing demand for healthier and eco-friendly choices, brands may introduce dairy-free pumpkin spice lattes, using oat, almond, or coconut milk, along with sugar-free syrup options.
Uren Food Ingredients If you've ever had a pumpkin spice latte compared to a matha, the caloric difference is there to be seen. See for yourself.
While Matcha had its moment in the Summer, autumn's arrival signals the resurgence of pumpkin spice in the UK coffee scene. Both beverages represent the dynamic nature of consumer preferences, influenced by seasons, wellness trends, and powerful marketing campaigns. Coffee chains are capitalising on these shifts, ensuring that whether it's a vibrant matcha latte in July or a comforting pumpkin spice latte in October, there's always something to satisfy the evolving tastes of the British coffee lover.