Matcha over flat white? Ube over mocha? The UK likes coffee almost as much as it likes tea – maybe even more so these days – but consumer preferences are changing. What is spurring the change and what beverages are consumers ordering?

New transaction data and consumer research from Square, the global payments company, together with insight from Brighton-based The Flour Pot Bakery, shows how younger coffee drinkers and social media are changing the UK’s coffee order.

The matcha latte is now among the UK’s 10 most-ordered beverages, with matcha items seeing 30% growth in quarter-on-quarter sales according to Square transaction data (covering food and beverage purchases across UK merchants in Q1 2026, with year-on-year comparisons drawn against Q1 2025).

Ube is a root vegetable also known as a purple yam that is native to the Philippines, which has drawn global attention for its vivid purple colour and distinctive taste. Ube has gone viral online on social media, accelerating its rise in popularity. According to Square, ube is growing at a faster rate than matcha in the UK with 49% unit-growth over the same period.

Consumer research commissioned by Square and conducted by OnePoll, reveals that younger coffee drinkers and social media are behind much of the change, as more than a quarter of UK adults (27%) say they have tried a new coffee or café after seeing it online.

Nearly three in 10 (29%) would pay more for a coffee made with a specialist ingredient like matcha or ube, rising to over half (52%) of Gen Z (Square surveyed 2,000 UK adults between 15-18^th May 2026 on their coffee habits).

The same poll also found the UK consumers continue to embrace iced coffees and iced lattes, particularly in warmer months (2026 generated a 123% year-on-year uplift in iced coffee sales compared to the 2025 May bank holiday). During the May 2026 bank holiday, in which the UK was experiencing a heatwave, the top five coffee purchases during the bank holiday weekend were: iced coffee, iced latte, iced Americano, iced matcha latte, and iced white chocolate matcha.

The Flour Pot Bakery shared that its matcha sales rose 48% year-on-year and that matcha now constitutes around 5% of its barista-made drinks.

Loyalty is important to both customers and cafés, as The Flour Pot Bakery’s transaction data shows that loyal customers spend 7% more than non-loyal customers on average. Square’s research finds that 30% of UK adults describe themselves as loyal to a single coffee shop or chain. 

“Signature drinks such as foam-topped coffees, cold brew and flavoured matchas have really driven demand for us, and it is great to see that customers are eager to try new flavours and keep coming back to explore new items,” said Phoebe Simmonds, marketing manager at The Flour Pot Bakery. “That loyalty means everything to a small business like ours.”

John O’Beirne, CEO of Square International, explained that the UK’s coffee culture is quickly changing; more customers are eager to explore unique flavours such as matcha and ube, and customer loyalty is increasing. “By ensuring that ingredients like matcha and ube are readily available, businesses can widen their reach to more Gen Z and Millennial customers.”