Matcha, the finely powdered green tea with origins in Japanese tea ceremonies, has made a significant impact on the global Food & Beverage (F&B) industry and culinary world. Its versatility, health benefits, and vibrant color have helped it transcend traditional uses, leading to a surge in popularity across various culinary applications, from beverages to desserts, and even savory dishes.
Growing Demand in the F&B Industry
Matcha’s rise in popularity can be traced to a broader consumer trend toward health and wellness. According to a report by Technavio, the global matcha market is projected to grow at a CAGR of over 9% from 2020 to 2024, driven largely by its reputation as a superfood. In the U.S. alone, matcha-based beverages saw a 202% growth from 2015 to 2020, making it one of the fastest-growing segments in the tea and wellness beverage markets.
This growing demand has prompted F&B businesses to incorporate matcha into their menus. Major coffee chains like Starbucks have introduced matcha lattes, while independent cafés and restaurants are experimenting with matcha-infused beverages such as smoothies, cocktails, and teas. The versatility of matcha allows it to be blended into various drinks, attracting health-conscious consumers looking for alternatives to coffee or sugary beverages.
Matcha’s Culinary Applications
Beyond beverages, matcha has found a home in the culinary world, particularly in the dessert sector. Matcha-flavored cakes, cookies, ice creams, and pastries have become popular items in bakeries and restaurants globally. Its unique flavor profile, which balances sweetness with a slight bitterness, makes it an ideal ingredient for both sweet and savory dishes.
The culinary use of matcha isn’t just limited to desserts. Chefs have begun incorporating it into savory recipes, such as matcha soba noodles, matcha-marinated meats, and even sauces. This growing trend is evident in both fine dining establishments and casual eateries, where matcha is used to add depth and a vibrant green hue to dishes.
Health Benefits Driving Popularity
One of the key factors driving matcha’s popularity in the F&B industry is its health benefits. Matcha is rich in antioxidants, particularly catechins, which are known for their cancer-fighting properties. It is also a source of L-theanine, an amino acid that promotes relaxation without drowsiness, making it a popular choice for those seeking a balanced energy boost without the jitters associated with coffee.
Matcha’s health benefits have helped it appeal to a wide range of consumers, from fitness enthusiasts to those seeking natural wellness remedies. This health-focused angle has made it a popular ingredient in the development of functional foods and beverages, particularly in the wellness and organic sectors of the F&B market.
Matcha in the Global Market
Asia remains the largest market for matcha, with Japan being the primary producer. However, matcha’s global expansion has seen significant growth in North America, Europe, and other parts of the world. The U.S. has seen particularly strong growth in matcha sales, driven by the increasing popularity of specialty cafés and the influence of wellness trends on consumer behavior.
According to Grand View Research, the global matcha market size was valued at USD 2.26 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 4.7% from 2020 to 2027. North America is expected to witness the fastest growth during this period, driven by rising awareness of matcha’s health benefits and the expanding number of cafés and restaurants offering matcha-based products.
Culinary Creativity and Social Media
Another factor contributing to matcha’s rise in the culinary world is its visual appeal. The vibrant green color of matcha has made it a favorite among chefs and food bloggers alike, as it adds a visually striking element to dishes. Matcha’s aesthetic appeal has made it a hit on social media platforms like Instagram, where photos of matcha lattes, matcha pancakes, and other matcha-infused creations garner thousands of likes and shares.
The trend of visually appealing food has helped drive consumer interest, as diners are increasingly looking for dishes that not only taste good but also photograph well. This has led to the creation of matcha-themed restaurants and cafés that cater to the Instagram-savvy crowd.
In conclusion, matcha’s impact on the F&B industry and culinary world is undeniable. Its versatility as an ingredient, combined with its health benefits and visual appeal, has made it a favorite among chefs, baristas, and consumers alike. As the trend toward health and wellness continues to grow, matcha is likely to remain a key player in the global culinary scene, driving innovation and offering new opportunities for F&B businesses around the world.
For businesses in the F&B industry, incorporating matcha into their offerings can attract health-conscious consumers and tap into the ongoing trend of wellness-driven eating. As matcha continues to gain popularity, it is set to remain a staple in both the beverage and culinary sectors for years to come.
Sources:
https://www.technavio.com/request-report?path=matcha-market-size-analysis
https://www.grandviewresearch.com/industry-analysis/matcha-market
https://tenzotea.co/blogs/matcha-handbook/why-is-matcha-trending
