Matcha, once known only as a traditional Japanese tea, has now made a remarkable transition into a global sensation. This vibrant green tea has captured the interest of health-conscious consumers worldwide, thanks to its natural origins, flavorful taste and unique health benefits. But as the world shifts, with a growing exclamation point on “wellness,” matcha has found its way into a variety of products, ranging from beverages and snacks to desserts and even savory dishes.
Matcha Market Expected to See Billion-Dollar Growth
The matcha market has experienced significant growth in recent years. According to the Business Research Company, the market was valued at approximately USD $2.86 billion in 2023, with a growth rate of 5.45% since 2018. It is projected to rise to USD $4.69 billion by 2028 and USD $8.11 billion by 2033, expanding at a CAGR of 11.56%.
Innovations in matcha-infused products are a key driver of this growth. In the United States alone, matcha-flavored beverages have seen a 202% increase. The convenience factor also plays a significant role, with a notable surge in ready-to-drink matcha beverages and pre-packaged products like tea bags and instant matcha latte mixes.
A Coffee Lover’s Dream: Caffeine Without the Crash
Matcha is celebrated for its impressive health benefits, which have significantly contributed to its rising popularity. It is a powerhouse of antioxidants, including EGCG, rutin, quercetin, and chlorophyll, all of which help combat oxidative stress and promote overall well-being. Additionally, matcha provides a balanced energy boost due to its unique combination of caffeine and the amino acid L-theanine. This combination offers a calm, focused energy without the jitters and crashes associated with other caffeinated beverages. Moreover, matcha’s potential to boost metabolism and aid in weight management makes it a popular choice among health-conscious individuals.
Matcha in the Market
Starbucks Matcha Green Tea Latte
One of the most iconic matcha beverages is Starbucks’ Matcha Green Tea Latte. This drink blends pre-sweetened matcha powder with milk, resulting in a creamy texture and light sweetness. Its high antioxidant content and status as a “superfood” appeal to health-conscious consumers looking for a healthy alternative to their cup of joe. The latte’s success is also due to its ability to bridge tea and coffee cultures, making it a favorite in both Western and Asian markets.
Nestlé Matcha KitKat
Nestlé’s Matcha KitKat is another standout product. Unlike the classic KitKat chocolate bar, the Matcha KitKat features a blend of matcha flavor, offering a balanced sweetness and bitterness. Initially exclusive to Japan, its success led to global distribution, enhancing the brand’s recognition worldwide. This product is a prime example of how incorporating matcha can create unique and successful product offerings.
Formulation Considerations for Matcha Products
Creating successful matcha products requires careful consideration of several factors:
Grade Selection
Matcha comes in three common grades: ceremonial, latte, and culinary.
- Ceremonial grade: Highest quality, used in traditional tea ceremonies for its strong umami flavor
- Latte grade: Ideal for beverages like lattes and smoothies
- Culinary grade: Lowest quality, perfect for cooking and baking due to its robust flavor
Preparation Techniques
Proper preparation is crucial to avoid clumping and ensure a smooth texture. Sifting matcha powder before use helps with dispersion. For beverages, using hot water (not boiling) between 140°F and 175°F is recommended to prevent bitterness. Whisking vigorously creates a foamy top layer, enhancing the drink’s texture and appearance.
Flavor Balance
The amount of matcha used should be carefully measured to avoid overwhelming bitterness. Combining matcha with compatible ingredients, such as spirulina for color or white chocolate for sweetness, can enhance its natural flavors. Finding the right balance is key to creating appealing flavor in matcha products.
Sample Product Demos: Matcha Innovations
Matcha’s complex flavor profile makes it a good companion in many versatile applications. Depending on the grade and type of matcha, you may notice distinct flavor notes such as sweet, bitter, umami, buttery or grassy. Due to these flavor profiles, it is common to pair matcha with another item that enhances its natural flavors.
For example, the high chlorophyll levels in matcha help give it an oceanic umami flavor which makes it a good flavor pairing with sea salt. Additionally, combining matcha with a neutrally sweet ingredient such as white chocolate helps to bring out the natural sweetness of matcha without overpowering its flavor.
Good quality matcha has a smooth, buttery flavor that can almost be described as nutty which is further enhanced when paired with other fats such as nuts, seeds, milk (or non-dairy), and oils/butter.
To illustrate the matcha mania in action, Howtian LLC’s formulation experts created a reduced sugar matcha white chocolate chip cookie recipe that showcases the powerful combination of matcha paired with white chocolate and stevia.
Matcha White Chocolate Chip Cookies Reduced Sugar
These cookies combine the earthy flavor of matcha with the sweetness of white chocolate, creating a delightful treat with reduced sugar content.
| Butter | 15.760 |
| SoPure™ DGS Series | 5.533 |
| Eggs | 6.942 |
| Vanilla Extract | 0.292 |
| Matcha Powder | 1.042 |
| Flour | 51.654 |
| Baking Powder | 0.261 |
| Baking Soda | 0.083 |
| Salt | 0.208 |
| White Chocolate Chips | 18.225 |
| Total | 100g |
Iced Matcha Latte No Sugar Added
In addition to the cookie, our formulators developed a recipe for a new classic summer drink, a no added sugar iced matcha latte. The recipe below uses 2% dairy milk here, but can be easily substituted with your milk of choice.
This refreshing beverage features no added sugar, making it a perfect choice for health-conscious consumers. The matcha provides a gentle energy boost, while the milk offers a creamy texture.
| Hot Water | 7.5 |
| Matcha Power | 3.75 |
| 2% Lactose-Free Milk | 88.715 |
| Stevia Extract – SoPure™ Rebaudioside D 95% | 0.02 |
| Natural Flavor – SoPure™ PLUS E5 | 0.015 |
| Total | 100g |
What’s Next for Matcha?
As consumers become increasingly interested in the ethical sourcing and sustainability of their food products, matcha brands that emphasize organic cultivation and transparent supply chains are poised to lead the market. The emphasis on sustainability resonates with eco-conscious consumers who seek products that align with their values, ensuring that matcha remains a popular choice.
The trend towards matcha-infused products continues to gain momentum, driven by constant innovations in food, beverages, and culinary applications. From lattes and ice creams to savory dishes, the versatility of matcha opens a world of creative possibilities for product developers. This adaptability allows matcha to seamlessly integrate into a variety of offerings, appealing to a broad audience.
Health-conscious consumers are also drawn to matcha for its perceived health benefits, which are likely to sustain its popularity. As the demand for fitness and wellness products grows, matcha’s rich antioxidant profile and potential health benefits will continue to make it a favored ingredient. This trend is expected to expand matcha’s presence in health-centric products, solidifying its position in the market.
Simply put, the matcha trend shows no signs of slowing down. Its unique flavor, impressive health benefits, and exceptional versatility make it a valuable addition to any product line. By capitalizing on Matcha Mania, businesses can tap into a growing market and offer innovative, health-conscious products that meet consumer demand.
For formulation expertise and ingredient solutions, contact Howtian LLC to help you create the perfect matcha-infused offerings.