Matcha Takes Off: How Wellness Is Reshaping Pre-Flight Choices

2nd Jan '26 - UKTIA

New data reported by The Guardian highlights a clear shift in airport consumption habits, particularly among younger travellers. https://www.theguardian.com/society/2025/dec/29/gen-z-shunning-the-pre-flight-pint-for-matcha-green-tea-airports-say

Figures from Manchester Airport Group show that passengers are increasingly choosing wellness-focused options over alcohol before flying. Sales of matcha green tea rose by 165% across Manchester, Stansted and East Midlands airports this year, while smoothies and gut-health shots also saw dramatic growth according to the Guardian article. A changing travel culture is creating new opportunities for tea in foodservice, travel retail and beyond.

UKTIA analysis of HMRC imports data has revealed unprecedented growth in both value and volume of green tea imports from Japan to the UK in 2025 largely driven by the matcha boom which isn't showing any signs of easing. Driven in part by social media trends, matcha’s rise reflects growing awareness of tea’s natural benefits and its relevance to modern, health-conscious lifestyles.

Intervention studies report health benefits for regular matcha consumption including:

• Improving muscle strength after resistance training and reducing stress and fatigue[1]
• Improving cognitive performance in younger[2] and older[3] adults
• Enhancing fat burning during a brisk walk[4]
• Improving sleep quality[5]

For the UK tea trade, the figures published by Manchester Airport Group offer further encouragement that tea continues to resonate with the next generation of consumers. Its appeal is no longer confined to the home; instead, tea is extending its relevance into travel, foodservice, and modern, on-the-go lifestyles.

[1] Matcha green tea beverage moderates fatigue and supports resistance training-induced adaptation - PubMed
[2]  An intervention study on the effect of matcha tea, in drink and snack bar formats, on mood and cognitive performance - PubMed
[3]  Effects of Daily Matcha and Caffeine Intake on Mild Acute Psychological Stress-Related Cognitive Function in Middle-Aged and Older Adults: A Randomized Placebo-Controlled Study 
[4] Matcha Green Tea Drinks Enhance Fat Oxidation During Brisk Walking in Females - PubMed
[5] Effect of matcha green tea on cognitive functions and sleep quality in older adults with cognitive decline: A randomized controlled study over 12 months - PubMed