Mate is a popular caffeinated drink that originated in South America and is widely consumed in countries like Argentina, Uruguay, Paraguay, and Brazil. However, mate is not as prevalent in North America, especially the United States, as it is in South America. There are several reasons for this:
Mate’s Origins and Traditional Use
Mate (pronounced “mah-tay”) is made from the leaves of the yerba mate plant, which is native to parts of South America. For centuries, drinking mate has been a popular social and cultural practice among many indigenous groups in countries like Argentina, Uruguay, Paraguay, and Brazil.
It is traditionally consumed in a gourd cup using a metal straw called a bombilla. Sharing mate with others is an important social ritual and a sign of friendship and hospitality. So mate drinking has strong cultural roots and significance in South American countries.
Limited Awareness and Availability in the U.S.
However, yerba mate plants are not native to North America. So there is less awareness and knowledge about mate in countries like the United States and Canada. Mate simply does not have the same cultural presence and history of use there as it does in South American nations.
In addition, mate and its paraphernalia like bombillas were not very accessible in the U.S. market until relatively recently. Large scale mate production, import, and distribution networks took time to develop outside of South America due to lower demand initially.
So for a long time, mate consumption was largely limited to South American immigrants in North America who brought the custom with them. The average North American consumer was less likely to be exposed to mate and its unique ritual of consumption.
Increase in Popularity and Availability
However, in the last couple of decades, mate has been gaining more visibility and popularity in parts of North America, though still not to the extent seen in South American countries.
Its reputation as an energizing drink high in antioxidants and micronutrients has contributed to mate’s increase in popularity. Mate is sometimes marketed as a healthier alternative to coffee. The rise of trendy mate-serving cafes and improved retail distribution has also made mate more available to North American consumers.
Mate tea bags and bottled mate drinks make the beverage more convenient for North Americans who are unlikely to have the traditional equipments like gourds and bombillas used in the customary mate ritual.
Current Prevalence and Use
Despite mate’s growing availability in the last few years, it is still relatively niche in North America, not a mainstream beverage choice. Surveys suggest only 10-30% of North Americans have tried mate before. In comparison, mate consumption in some South American countries exceeds that of coffee or tea.
In the U.S., mate is likely to be drunk regularly by a small subset of the population like those with South American heritage or people consciously seeking out “alternative” caffeine drinks. Natural health aficionados may also favor it.
The chart below shows the estimated prevalence of mate consumption in selected countries:
| Country | Estimated % who drink mate regularly |
|---|---|
| Uruguay | 80-90% |
| Argentina | 70-80% |
| Brazil | 60-70% |
| Paraguay | 60-70% |
| Chile | 20-30% |
| U.S. | 3-10% |
| Canada | 2-5% |
Uruguay has the highest mate consumption per capita in the world, with an estimated 80-90% of the population drinking it regularly. In contrast, just 3-10% of people in the U.S. drink mate frequently.
Regional Differences in the U.S.
In the U.S., mate consumption varies by geographic region. More people tend to drink mate in places with higher Hispanic/Latino populations, like Florida, California, and Texas. Miami and Los Angeles likely have more mate drinkers than cities without strong South American cultural ties.
Young urbanites are mate’s primary demographic in the U.S., more so than the general population. Mate bars and cafes have popped up most in hip neighborhoods of cities like New York, Portland, and San Francisco.
Surveys also find that mate consumption is highest among adults ages 25 to 34. Older generations are less likely to be familiar with the drink.
How Is Mate Consumed in the U.S.?
The traditional South American ritual of drinking mate in a gourd and passing it around in a social circle is still not very common in the U.S. Some Argentinian restaurants or “asados” may offer mate this customary way.
But more often, Americans drink mate on their own or with a friend by brewing it like tea with hot water and a teabag, or by buying bottles of cold mate drinks. Iced and flavored mate teas are popular commercial products, catering to American tastes.
Drinking mate from a hollow gourd and metal straw likely still seems exotic to most Americans. Using reusable bags or cups is more convenient and accessible. But interest in the traditional ritual is growing among some mate fans.
Growth Projections
Looking ahead, mate is likely to continue growing in popularity in North America. The natural products and caffeine drink markets are thriving. More consumers are discovering mate’s flavor and potential health benefits.
According to market research, the U.S. mate market is projected to reach a value of around $500 million by 2025. So while still niche compared to coffee consumption, mate is finding its footing in America.
The opening of trendy new mate bars and growth of mate products on store shelves points to its rising retail presence. With improved distribution and marketing outreach to younger demographics, long-term mate consumption should steadily rise.
Conclusion
In summary, while mate drinking is a cherished tradition throughout much of South America, it has yet to gain that level of cultural significance and popularity in the United States. Most Americans are still unfamiliar with mate’s taste and ritual. But interest in mate is on the upswing, especially among Millennial and Gen Z consumers in urban areas.
Mate bars, bottled drinks, and teas are making the beverage more visible and accessible. While niche compared to coffee and tea, mate consumption is projected to keep rising as more North Americans discover its reputed benefits. But mate is still in the early stages of mainstream acceptance in the U.S. and has room to grow.