Whisked: The Matcha Mania goes on

Matcha continues to be an absolute consumers’ favorite and has made its way from the traditional teacup into innovative, flavorful sips and bites.

It has become an absolute trend ingredient and there are no signs of its popularity slowing down. In fact, the global matcha market size is expected to see rapid growth at a compound annual growth rate (CAGR) of 11.2% (2024-2033).¹

While originating from grounding ceremonial tea rituals in Japanese culture, Matcha is already an absolute favorite reaching a broad, mainstream audience and lately we have been seeing more experimental matcha combos than ever. Why?

Consumers across the world love Matcha for its earthy richness flavor, vibrant color and potential health benefits. They enjoy it in various formats – from refreshing RTDs, tasteful lattes, delicious mocktails, yummy desserts, backed goods, and even sports nutrition products like protein powders.

A wellness staple

Driven by clean eating & health trends, Matcha has positioned itself as superfood. It is particularly rich in polyphenols – powerful antioxidants that are widely recognized in health-conscious formulations. Thus, the green powder is linked to a variety of potential health benefits including weight loss, aiding skin health, improving digestive health, reducing inflammation, and contributing to overall wellbeing.²

Matcha is also seen as a healthier alternative to traditional caffeine sources. While coffee gives a quick caffeine boost – and an equally quick crash, Matcha delivers a sustained level of energy. Thanks to the amino acid L-theanine, which is slowing down caffeine absorption, thus providing a longer-lasting and more balanced effect.”³

The IT-Ingredient of the Social Talk

Meanwhile, social media platforms, especially TikTok and Instagram, have set Matcha into the spotlight making it an absolute it-ingredient. Creators love the bright green color and the distinct unique flavor making Matcha ideal for visually appealing recipes and creative flavor parings.

What started with hydration hacks, we now see pop up more and more viral combos to enjoy Matcha that inspire both at-home preparation and product development.

Our favorites?

Matcha remains a beloved choice among tea enthusiasts. After fruity variants like Strawberry or Mango Matcha and the floral touch of Lavender, the combination with Earl Grey tea is now joining the ritual as a new ingredient.

In the beverage world, the green sip is everywhere: From the Matchatini and Matcha Tonic (with or without alcohol) to ice tea, smoothies, juices, and powerful shots.

Food innovation is just as strong. We see Matcha in pancakes, brownies, tiramisu or cheesecakes. The trend extends to snacks, with products like matcha popcorn, ice cream, bars and chips – showcasing its versatility and broad market potential.

How to bring this trend to your consumers?

There is a blank space for creating bold, refreshing twists across tea, food and beverage options – and we have the perfect solutions to turn Matcha into something delicious. Let’s innovate together and craft Matcha products your consumers will love.

Get in touch: sales@martin-bauer.com

¹ Grand View Research: Tea Market Size, Share & Trends, Industry Report, 2030

² FMCG Gurus, 2024

³ FMCG Gurus, The Social Media Effect