Demand for matcha is simmering away, fuelled by health-conscious younger consumers, but it’s not clear how big the market might become.
The headlines on the popularity of matcha have come thick and fast in recent months. Fuelled by interest in health and the Instagrammable nature of its colour, particularly among younger consumers, sales of the Japanese green tea have grown in several markets and there has been a burst of beverages (and foods) launched to ride the matcha wave.
However, while there is broad agreement sales will continue to rise, some are unsure just how big the market for matcha will become and there are concerns a shortage of supplies could cool the growth seen in the category.
“It’s definitely sky-rocketed during the pandemic and post-pandemic,” Newby Teas global marketing director Aneta Aslakhanova says. “There was a small demand from connoisseurs but it wasn’t a mainstream thing. The way it has grown is something that has been absolutely extraordinary in the tea market to see…”
