Monthly searches for “matcha” vs “red bull” in South Africa, Jun 2022 – May 2026. Two trends, one story.
+61%YoY
49,580 (May 2026)Peak month
49,580 (May 2026)Latest
14,800 (Oct 2022)Low point
📊Matcha (+114%): +61% year-on-year.
🔥Monthly average: 26,691 searches.
📈Peak: 49,580 (May 2026).
📊 How PartyTrends measured this
We tracked 6,037 keywords from June 2022 to May 2026.
Searches normalized per 1,000 people: WC (6.92m), GP (18.2m), KZN (6.37m).
Forecasts for 2027–2028 use linear trend analysis on seasonally adjusted totals.
Matcha: The Unexpected MVP of the Beverage League
There’s a seismic shift happening in the beverage world of South Africa, and it’s led by none other than matcha, which has skyrocketed by an astonishing 114% in searches from June 2022 to May 2026. In contrast, Red Bull's growth has stagnated at just 3%, indicating that the energy drink giant is resting on its laurels while matcha enthusiasts are increasingly willing to trade traditional energy for calm-energy alternatives.
On paper, this data paints a picture of a chang consumer mindset. Matcha, once a niche product, is now being embraced as a health-conscious alternative to the high-caffeine energy drinks that have dominated the shelves of retailers like Pick n Pay and Checkers. The rise in searches hints at a broader cultural shift towards wellness and mindfulness among South African consumers, reflecting global trends.
Moreover, while Red Bull has seen its monthly search volume hover around the 100,000 mark, matcha has climbed from approximately 18,000 searches to nearly 50,000 in recent months. This tells us that consumers are not just seeking matcha as a beverage; they are seeking a lifestyle that promotes healthier choices. We read this as a clear win for matcha — an ingredient that’s becoming synonymous with self-care and holistic health.
Given matcha's explosive growth and Red Bull's flatlining trajectory, it’s clear that the beverage landscape is tilting. The data tells us that matcha is not just a passing trend; it’s reshaping consumer preferences in South Africa. So, what’s next for retailers? Well, stocking matcha might just be the key to winning over this new wave of health-conscious customers.
The data showcases a compelling narrative for the South African market. The beverage industry is witnessing a significant pivot, with matcha leading the charge while energy drinks like Red Bull are losing their grip. This transition signals a growing appetite for alternatives that offer not just energy but also well-being, aligning with the global trend of health-focused consumption.
Gauteng, being the largest province, has a high search volume for both matcha and Red Bull. However, when looking at per capita interest, the Western Cape dominates the matcha scene with a staggering 52% of searches. This highlights a geographic divide where residents in Cape Town are embracing this health kick more than their Gauteng and KZN counterparts. In fact, KZN trails significantly, reflecting a need for targeted marketing strategies in that region.
As we head into the festive season, with December spikes for beverage searches, it’s likely that matcha will see further growth. However, businesses must strategically position themselves to cater to this shift. With load-shedding still a concern, consumers are actively seeking products that offer both convenience and health benefits, solidifying matcha's place in the market.
🏆
49,580
May 2026
peak month
📊
49,580
May 2026
latest
Yearly share
2022
9%
2023
28.3%
2024
21%
2025
27.8%
2026
14%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Behaviour: A Taste for Tranquility
What does this surge in matcha searches reveal about South African consumers? Firstly, there is a discernible shift in behavior towards healthier lifestyle choices. The rise of the sober-curious movement is influencing younger generations, specifically millennials and Gen Z, who are increasingly opting for non-alcoholic beverages that promote wellness. Matcha fits perfectly into this narrative as it offers a balanced alternative to the high-sugar energy drinks.
Additionally, the suburb-township divide plays a role: matcha is gaining traction in urban areas like Cape Town and Johannesburg, while still struggling for attention in townships. This suggests a need for brands and retailers to focus on accessible marketing. Services like Mr D and Uber Eats have made healthy options more available, yet there’s still potential for growth in more traditional retail settings.
The data indicates that the demand for matcha drinks is not just a fad, but a cultural shift. While traditional energy drinks like Red Bull were once the go-to for a quick boost, the search behavior highlights a growing intent among consumers to prioritize their well-being over instant gratification. This speaks volumes about their evolving preferences, and businesses must adapt swiftly to keep pace.
What retailers should do
So, what should retailers like Pick n Pay, Checkers, and Woolworths stock on Monday morning? It’s time to make way for matcha! As search trends indicate, consumers are eager for a variety of matcha-related products. Retailers should consider expanding their offerings to include both matcha powder for DIY enthusiasts and ready-to-drink matcha beverages. Brands such as Matcha Maiden and Green Tea Powder are poised for significant sales.
Furthermore, incorporating matcha into existing products — think matcha-infused smoothies or baked goods available at Woolworths — could drive higher foot traffic. On top of that, seasonal promotions around the health benefits of matcha could capture consumer interest, particularly as the festive shopping spree approaches.
Moreover, retailers need to capitalize on the momentum of the trend by hosting in-store tastings and educational sessions on matcha. This could not only foster consumer engagement but also enhance the store's reputation as a health-conscious retailer. With the tea market set to expand, retailers must take immediate action to stock, promote, and educate consumers on the benefits of matcha.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
matcha (+114%)Party CityAce Party SuppliesBalloon Emporium
What's your go-to drink for a health boost?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The beverage landscape in South Africa is undergoing a significant transformation, with matcha emerging as a dominant player in the refreshment market. Recent data indicates a staggering 114% increase in searches for matcha, contrasting sharply with the modest 3% growth seen in Red Bull, a traditional energy drink. This shift highlights a growing preference for beverages that offer calm energy, reflecting broader lifestyle changes among consumers who are increasingly health-conscious and seeking alternatives to conventional energy drinks.
Matcha's rise can be attributed to its unique properties that combine the energizing effects of caffeine with the calming influence of L-theanine, creating a balanced state of alertness without the jitters associated with traditional energy drinks. As South Africans become more aware of health and wellness trends, matcha is being embraced not just as a drink but as a lifestyle choice, with numerous cafes and retailers expanding their offerings to include this green tea powder.
In the context of South Africa, cities like Johannesburg, Cape Town, and Durban are witnessing a proliferation of matcha cafes and products, indicating a cultural shift towards this Japanese beverage. The data suggests that matcha is not merely a fleeting trend but rather a sustainable movement that aligns with the evolving preferences of urban consumers who prioritize both taste and health benefits in their beverage choices.
Findings & patterns
The significant rise in interest for matcha in South Africa can be attributed to several factors, including an increasing emphasis on health and wellness among consumers. According to a report from Matcha Times, the matcha market in South Africa is expanding steadily, driven by a growing health-conscious culture that values functional benefits over traditional beverage options. The South African Tea Market Insights Report echoes this sentiment, noting that matcha is becoming a fast-growing trend within the local market, appealing to consumers looking for healthier alternatives.
Moreover, the rise of matcha is not only about health; it is also about lifestyle. Cafes across major cities are adapting their menus to include matcha, with offerings ranging from lattes to desserts. Daily Investor highlights that matcha is becoming a staple in coffee shops, grocery stores, and dedicated matcha outlets, showcasing its versatility and appeal. This trend is further supported by the emergence of matcha-focused businesses that cater to the urban consumer's desire for unique, quality beverages that provide both energy and calm.
Contrastingly, Red Bull's modest growth suggests a stagnation in its appeal, particularly as consumers seek alternatives that offer a more balanced energy experience. The competition between matcha and traditional energy drinks is becoming increasingly pronounced, as noted by Notable Life, which discusses the potential of matcha-infused energy drinks to rival established brands like Red Bull. This competition is indicative of a larger shift in consumer preferences towards beverages that align with a healthier lifestyle and provide sustained energy without the crash.
Furthermore, the science behind matcha's calming energy has been well-documented, with sources like ZENSŌ and Matchafound explaining how the unique combination of caffeine and L-theanine in matcha contributes to a state of relaxed alertness. This aspect is particularly appealing to consumers who are looking for a more sustainable source of energy that fits into their daily routines without the adverse effects commonly associated with energy drinks. As the market continues to evolve, it is clear that matcha is positioning itself as a leading choice for those seeking both energy and wellness.
Key indicators
📈Matcha Search InterestMonthly searches for matcha have increased by 114%, indicating a strong upward trend in consumer interest.
➡️Red Bull Search InterestRed Bull's search interest has only grown by 3%, suggesting a stagnation in its popularity compared to matcha.
📈Health ConsciousnessThe rising health-conscious culture in South Africa is driving demand for beverages like matcha that offer functional benefits.
📈Café OfferingsAn increasing number of cafes are adding matcha to their menus, reflecting its growing cultural significance as a beverage choice.
📈Market Growth ProjectionThe matcha market in South Africa is projected to reach significant revenue by 2033, indicating sustained growth.
📈Matcha as a Lifestyle ChoiceMatcha is being embraced not just as a drink but as a lifestyle choice among urban consumers in South Africa.
PartyTrends read
The surge in matcha's popularity highlights a significant shift in consumer preferences within the South African beverage market. As traditional energy drinks like Red Bull experience stagnation, matcha's unique properties are attracting health-conscious consumers seeking a balanced energy source. The trend suggests that matcha is more than just a beverage; it represents a lifestyle aligned with wellness and mindfulness.
Furthermore, the increasing availability of matcha in cafes and retail outlets across major cities indicates its growing cultural significance. Consumers are not only seeking out matcha for its taste but also for its perceived health benefits, which resonate with a broader trend towards healthier living.
As the beverage landscape continues to evolve, matcha is poised to become a staple in South Africa, appealing to those who prioritize quality, health, and a calm energy experience. This trend is likely to shape future beverage offerings, as brands adapt to meet the changing demands of consumers.
South Africa Matcha Tea Market Size & Outlook, 2033(grandviewresearch.com)Analyzes the growth of the matcha tea market in South Africa, projecting significant revenue increases and a strong compound annual growth rate, highlighting the rising popularity of matcha as a beverage choice.
