Health-Focused Consumers to Define and Grow the Global Matcha Market as Suppliers Innovate

With today’s healthy consumer lifestyle and the rising trend of superfoods, the consumption of all types of tea products has picked up at a significant pace.

Indeed, the overall consumer tea intake – given its attractive health benefits – has seen an uptick in-home consumption, and the matcha market in particular is expected to record substantial expansion in the foreseeable future.

Rising Potential in Applications to Significantly Drive Matcha Market Trends

Considering its rich antioxidant content and the capabilities of offering numerous health benefits, matcha is emerging as a strong contender as a vital ingredient in many new tea products. This can be attributed to the overall rising levels of interest in tea and tea consumption around the world. It’s also attracting significant consumer attention as a superfood, as it can be added to desserts and several meals.

To that end, numerous food and beverage manufacturers (even beauty product suppliers) are leveraging matcha-based ingredients for enhancing the product, quality or flavor of their offerings. To illustrate, Z Natural Foods, a well-known quality natural food manufacturer, launched Organic Matcha Green Tea Cashew Milk.

The increasing attention on nutritious offerings and the growing dominance of matcha tea – due to its prolific application scope – has compelled key participants in the matcha industry to turn to innovation and enhancement strategies to meet the growing nutrition requirements of consumers. ITO EN North America and Aiya America are just two of the major matcha purveyors, and each have launched innovative and appealing matcha products for consumers.

The rapidly expanding cosmopolitan and health-conscious population has amplified the importance of matcha consumption in North America, but also in Japan. In addition to catering as a high-grade tea powder, the demand for matcha as a superfood ingredient in Japan has steadily increased. Consumers in the country can easily find an assortment of desserts, pudding, cakes, sweet rolls, biscuits, mochi, chocolate, cookies, ice cream and more – all with matcha. In fact, it’s easy to find matcha-infused items in grocery stores and supermarkets in Japan, which is experiencing increased product demand.

In Japan, leading regional F&B brands continue to come up with new offerings and secure investments to meet the rising matcha demand. For example, Taika, a well-known stealth health brand, invested close to $2.2 million to introduce a ready-to-drink Matcha Latte. The canned matcha is made with zero added sugars and creamy, house-made macadamia milk – high in healthy fats and protein.

The Road Ahead for the Matcha Market

In the forthcoming years, the acceptance of matcha is expected to reach new heights with the rising focus on healthy alternatives, as well as flavor innovations in food and drink applications that cater to the fast-growing number of health enthusiasts.

Tea industry players should look at developing new innovations and products in the matcha space, if they want to tap into this growing market.

Shreya Bhute is a research writer/contributor with Global Market Insights, Inc., a global market research and consulting service provider, offering syndicated and custom research reports along with growth consulting services. To learn more about Global Market Insights, visit

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