Today, walk into most cafés, and you won't find just coffee and tea on the menu. Japanese imports of matcha and hojicha have become permanent fixtures, while ceremonial cacao and mushroom coffee are steadily moving beyond wellness circles and into the mainstream.
While some dismiss the trend as the over-complication of one of life’s simplest rituals, blaming Gen Z, Instagram, and wellness culture gone mad, the shift reflects a broader change. Rather than reaching for caffeine alone, consumers increasingly want every cup to serve a purpose, whether that’s sustained energy, improved focus, or better digestion.
“People are becoming much more interested in taking a proactive approach to their health,” says registered nutritionist and author Rhiannon Lambert. “Rather than waiting until something goes wrong, they’re looking for small, sustainable habits that may support long-term wellbeing, and a daily hot drink is an easy ritual to build upon.”
Dietician Nichola Ludlam-Raine agrees. “There’s a growing interest in ‘functional’ foods and drinks that promise something extra, whether that is focus, calm or immune support,” she says. “That doesn’t necessarily mean the claimed benefit is proven, but consumers increasingly want their everyday purchases to feel as though they are contributing to their health.”
At the same time, many are reconsidering their relationship with caffeine. “Some find coffee leaves them feeling anxious, jittery or disrupts their sleep, so alternatives that offer lower caffeine or a gentler energy boost have become attractive,” Lambert says. Ludlam-Raine believes that “behind it all, social media has undoubtedly accelerated these trends. Drinks such as matcha are visually appealing and can easily be positioned as part of a healthy morning routine.”
Lambert also points to growing awareness of naturally occurring plant compounds. “Polyphenols, flavonoids, catechins, and other compounds have become much more widely discussed, particularly in relation to heart health, brain health, and the gut microbiome.”
Still, she urges consumers to separate promising research from clever marketing. “I always encourage people to enjoy these drinks because they like them, rather than expecting them to be a shortcut to better health,” she says. “Some ingredients certainly have interesting science behind them, but no single drink is going to replace the foundations of a healthy lifestyle.”
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Matcha
Matcha is slowly taking over not just the hot drinks space, but the whole food and beverage world – with matcha ice creams, cakes, and even cocktails on the rise. So it’s easy to forget that, outside of Japan, it is still relatively new in the hot drink scene. “A few years ago, most people were trying matcha for the first time,” says Claudia Boyer, founder of Jenki Matcha, one of the UK’s leading matcha brands. “Today, consumers are actively seeking it out as part of their daily routine.”
The exponential rise in matcha popularity may be due to its slow-release energy capabilities, as people make more mindful choices and look for drinks that provide sustained energy rather than quick peaks and crashes. “It naturally contains L-theanine, an amino acid that appears to work alongside caffeine to promote alertness while reducing feelings of jitteriness,” explains Lambert. This gives, as Boyer describes, a “smoother, more balanced energy experience.”
And of all the alternative hot drinks, Lambert says matcha has the strongest body of nutritional evidence behind it. “Matcha differs because you consume the entire powdered tea leaf rather than simply infusing it,” she explains. “This means you’re generally consuming higher concentrations of catechins and other polyphenols than with a standard cup of green tea.”
Hojicha
While matcha is often promoted as a milder caffeinated option, hojicha offers something gentler altogether. The roasted green tea, brown rather than bright green, generally has a subtle flavor alongside lower caffeine levels, although these can vary according to the product and preparation.
“Because the leaves are roasted, the flavor becomes nuttier and smoother, while the roasting process also reduces caffeine content,” says Lambert. For those looking to cut down on intake of coffee, she advises against stopping overnight. Instead, she encourages reducing “it gradually, as this can help minimize withdrawal symptoms such as headaches and fatigue.” Hojicha is an “excellent choice” for a substitute drink, as it offers naturally lower caffeine levels “while still offering a rich, comforting flavor.”
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Ceremonial cacao
Ceremonial cacao has become another wellness staple, appearing everywhere from specialist cafés to guided meditation sessions. Unlike conventional hot chocolate, ceremonial cacao is made from minimally processed whole cacao paste, retaining its natural cacao butter and many of the compounds found in the cacao bean. Traditionally used in Central and South American cultures, it’s typically served as an unsweetened hot drink.
“There is some promising evidence behind cacao,” says Lambert. “Pure cacao powder naturally contains flavanols, which have been associated with vascular health and blood flow. However, it’s important to distinguish between pure cacao and many commercial hot chocolate powders, which often contain considerably more sugar than cocoa.”
Ludlam-Raine agrees that consumers should look beyond the label. “Cocoa flavanols have been studied in relation to blood vessel function and cognition, but the flavanol content of commercial cacao drinks varies considerably. A product doesn’t automatically provide a clinically meaningful amount simply because cacao appears on the label.”
Mushroom coffee
Perhaps no drink has generated more hype than mushroom coffee, but nutritionists say it’s important to understand what you’re actually buying.
“Mushroom coffee is one of the most talked-about ‘new’ drinks,” says Lambert. “Most products are still predominantly coffee, simply blended with mushroom extracts such as lion’s mane, reishi or chaga. Nutritionally, they often still contain many of coffee’s beneficial polyphenols, although usually with a little less caffeine.”
The mushrooms themselves are where many of the health claims originate. “Lion’s mane is being investigated for potential effects on cognition and mood, while reishi is usually marketed for immunity and stress,” explains Ludlam-Raine.
However, both nutritionists urge consumers to temper expectations. “When it comes to lion’s mane and reishi [in relation to mushroom coffees], the research is certainly interesting, but it’s still in its early stages,” says Lambert. “Many of the studies have been carried out in animals, laboratories or using concentrated extracts rather than the doses found in commercial drinks. We need much more robust human research before making firm conclusions.”
Ludlam-Raine agrees. “We cannot assume that a small amount in a drink will produce the same result.”
Rather than focusing on headline ingredients, Lambert recommends looking at the product as a whole. “Just because a drink contains lion’s mane, collagen or an adaptogen doesn’t necessarily mean it contains the amount that has been studied in research. Many products don’t disclose the exact dose.”
Ludlam-Raine advises checking the full nutritional profile before purchasing. “A wellness latte may contain a tiny amount of mushroom or collagen but several teaspoons of added sugar. Look at the complete ingredients list, serving size, caffeine and sugar content, as well as the actual dose of the featured ingredients.”
Despite the caveats, she expects interest in functional mushrooms will continue growing. “Functional mushrooms will probably remain popular, but I hope the market moves towards greater transparency about the extract used, its dose, and independent testing.”
