Australia may be famous for its coffee culture, but this International Coffee Day (01.10.26), matcha is gaining ground in Australia's coffee-dominated culture.
Fresh data from the world's number one nutrition and food tracking app, MyFitnessPal, reveals matcha logging among Australian users grew at more than four times the rate of coffee in year on year. In fact, matcha logs increased by more than a third (33.8%), compared with an 8% increase in coffee logs over the same period.
Yet despite matcha's growing popularity, it still falls behind familiar coffee favourites, including the flat white, latte, cappuccino, espresso and mocha. The most popular coffee categories in order are:
Latte
Espresso
Cappuccino
Black coffee
Flat white
Mocha
Macchiato
Cold brew
Americano
Filter coffee
While coffee remains firmly on top, matcha is moving further into the mainstream. In 2024, there was approximately one matcha logged for every 74 coffees and by 2025, this had narrowed to one for every 60.
Younger Australians are emerging as a key audience behind matcha's popularity. More than half (53%) of all matcha logs come from Australians aged 18-34, while women overwhelmingly lead the trend, accounting for 82% of matcha logs, compared with just 18% from men.
While women aged 25-34 represent the single largest matcha cohort, younger women are emerging particularly quickly, with the number of matcha logs among women aged 18-24 having more than doubled between 2024 and 2025.
Nutritionist and MyFitnessPal ambassador, Michaela Sparrow, said, "Australia has an established coffee culture, so it's fascinating to see another drink beginning to carve out its own space - particularly among younger Australians. We may love a flat white or cappuccino, but this data clearly shows us an unexpected beverage is carving out a place of its own.
"From a nutrition perspective, matcha also has more to offer than its viral popularity alone might suggest. As a powdered form of green tea, it naturally contains antioxidants, as well as caffeine, so it can provide an alternative for people looking to mix up their usual coffee routine with an option often gentler on sensitive stomachs.
"Whether someone prefers a morning coffee, matcha or something completely different, understanding what you're consuming and how it fits into your overall nutrition through tools like MyFitnessPal can be helpful," added Michaela.
The data also suggests matcha has become part of the working-week routine. Tuesday is the most popular day for matcha logging, closely followed by Monday and Wednesday. Matcha logging falls towards the weekend, with Saturday and Sunday accounting for around 23% of weekly matcha logs combined.
