Matcha Surges in Popularity as Pumpkin Spice Takes a Backseat This Fall

This fall, a notable shift in caffeine cravings is taking place as matcha lattes have overtaken the beloved pumpkin spice latte (PSL) in popularity, according to recent data from Google Trends. While Starbucks introduced its pumpkin spice latte as early as August 25, a surprising trend has emerged with matcha leading the seasonal beverage search interest in 29 states.

Traditionally, the pumpkin spice latte has dominated autumn beverage searches, topping the charts in 48 states in 2024 and 32 states in 2025. However, this year, it is only the favorite in three states. This dramatic decline suggests a growing sense of PSL fatigue among consumers.

In stark contrast, matcha’s popularity has skyrocketed, boasting a 260 percent higher national search interest than pumpkin spice lattes this month. Creative variations such as banana bread matcha lattes and apple cider matcha lattes have encouraged enthusiasts to experiment, with some opting for pumpkin spice matcha lattes as an alternative to the classic PSL. This trend indicates a shift towards more inventive beverage choices, with matcha poised to remain a staple in seasonal drink menus.

Source: www.delish.com