You’ve probably seen somebody drinking a bright green beverage on social media this year and wondered, “why’s everyone drinking matcha all of a sudden?”. So many people have hopped on the trend that it’s caused shortages. But who are these people, and how do they compare to others? Are the matcha drinkers of today the same people who were drinking bubble tea last year?
Journalist Jenny G. Zhang once called bubble tea “an identity”, rather than just a beverage - and it raises a frothy question: If your drink is a reflection of who you are, what story is yours telling? Here’s what we found when comparing those UK consumers who order the following beverages to the rest of the nation, using our Core Plus dataset. This is what your drinks order says about you - all according to data.
Cappuccino
You’re a professional, and coffee is part of your routine. You like eating out, so might grab one the next time you stroll into a brunch spot with a good vibe. You’ve also got a Nespresso machine at home, and stand out most for stopping at places like Caffè Nero on your way to work. You get your news from the Financial Times, Bloomberg, or LinkedIn. You’re very fashion-conscious, and choose the luxury option: champagne, Dior, Gucci, and The North Face. And the quality choices don’t stop at clothing - when you’re on the beers, it's San Miguel or Peroni, and Tanqueray for the gin.
Latte
You bought your drink from Starbucks or Costa, probably while listening to a podcast - probably true crime or self-help, or maybe a playlist your friend sent to you at the weekend. Your Instagram feed shows you beauty, celebrity news, and skincare. You like to treat yourself to a cheeky Nando’s or a Five Guys, or Krispy Kreme if it's something sweet.
Americano
You like a Guinness, so black coffee just makes sense. You drink a fair bit of red wine too, for the anti-oxidants of course (you have to be mindful of your cholesterol levels). Besides that, you’re into your sport: cycling, tennis, rugby, cricket, you’ll follow anything. You’re more likely to run or spend a decent amount of time in the gym, and you’ll be spotted out and about in your Bergaus or Regatta gear. You care about protein, but might be trying to cut down on your meat consumption.
Cold brew coffee
You probably like an iced latte, but are a bit more health-conscious, so want to cut out the dairy. You’re more likely to have a higher purchasing power than the average Brit and you like to spend it on spa getaways. As a result, you’re using LinkedIn, or work apps to stay connected. You might have picked up your drink while taking your pupper for a stroll, with a copy of Glamour magazine in your tote bag.
Espresso
You’re on the go, so you don’t have time for anything bigger. A quick shot, and then back to business. You’re an early tech adopter who uses the internet for business networking and checking your bank balance online, with a rotation of quarter zips and gilets. You’re into esports and might have watched a tournament before. You get your news from The Times or the Telegraph.
Iced coffee
You’re into beauty and style, and use the internet to keep in touch with trends and your friends, as well as downloading your favorite comedy podcasts. Pinterest, Snapchat and TikTok are your go-tos. You’re big into your experiences. You get your travel inspo from social media, and like a day out when you have a free weekend. You’re interested in dance and might have picked up a Peloton recently.
Flat white
You stand out for liking outdoor activities and you get involved in local issues. Feeling accepted by others is important to you, and you love dining out. You're more likely to use apps like Tumblr or Threads - you enjoy sharing your mind in these kinds of forums.
Mocha
You’re a chocoholic - you actually buy chocolate more than coffee. You’ve got a sweet tooth, so you’re probably on the younger side. Board games and audiobooks are some of your most distinct interests, and you like to take in something thought-provoking at a modern art gallery.
Matcha
The one we’ve all been waiting for. You probably saw this drink on one of the 5 social media platforms you scroll through: that pop of green in somebody’s outfit pic, the POV’s on TikTok, the shortages. You wanted to see what the fuss was about - inspiration is why you’re online, after all. You’re most likely an urbanite who considers yourself adventurous and creative.
You’re switched on and interested in politics. You probably read The Guardian, and being successful is important to you. You see matcha as a healthy alternative to the coffees you nail, and it might be in the skincare and cosmetics you buy. Your interest in other cultures extends beyond Japanese tea - you’re also into K-pop and afrobeats.
Bubble tea
You have a fair amount in common with the matcha drinker. You probably also found out about bubble tea on social media, but are less interested in health - there’s a load of sugar in those little balls of joy in the bottom of your cup, after all. You also swig energy drinks, and order takeaways on the regular.
You’re all about short-form video, whether it's TikTok, Snapchat, or YouTube Shorts. You’re probably a gamer, too. Battle royale games like Fortnite are your favorite, and you sometimes play with friends on your Switch. You like to be the first to try new things.
Green tea
Your clothes are from Zara, and you got outfit inspiration from Pinterest. You’re entrepreneurial, and are interested in the latest tech, whether that's AI or cryptocurrency. You’re tuning into kids’ TV channels more than most, probably on account of your little ones, so your drink choice may be a result of you trying to cut down on the caffeine.
You like to know what’s going on with the world, potentially reading the International Business Times or Al Jazeera.
English tea
The classic, no nonsense option. You’re a brand loyalist, so whether it’s Yorkshire, PG Tips, or Tetley, you’re not changing now. You have a Sony TV, and the fleece is Patagonia or Columbia. You watch golf and rugby when it’s on. You’re interested in your local community, perhaps posting in your local neighborhood group.
Next time you’re at a Starbucks, or your local independent cafe, have a look around. Pay attention to what people order and you might notice how much each customer fits the archetypes you see above.
And of course, you can do this with any audience or segmentation you can think of. Found something out you didn’t know about yourself or your audience? There’s more where this comes from with GWI. Learn more about how to profile audiences here.