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Matcha madness: Why green is this year’s hottest colour

Five years ago, it was a struggle to find matcha outside of Japan. Now it seems to be popping up everywhere, from coffee shops to supermarket shelves.

Ingredients Network looks at the rise of matcha as an ingredient in foods, beverages, and supplements.

Originating from Japan, matcha is a finely ground powder of green tea derived from the leaves of the Camellia sinensis plant.

It is particularly rich in antioxidant compounds as a result of the cultivation method – the plants are grown in the shade for several weeks before harvesting. This boosts their ability to produce amino acids and bioactive compounds, including chlorophyll and L-theanine, which are responsible for matcha’s characteristic bright green colour and strong umami flavour.

In recent years, these attributes have driven the proliferation of matcha in products on retailer shelves.

“Matcha is on the rise, and it has quickly become one of the most versatile functional ingredients today. It ticks all the boxes: a smooth but distinctive taste, a bold natural colour that makes products feel alive, and benefits people actually feel,” Marit Veenstra, brand and innovation strategist at Healthy Marketing Team, told this publication.

The global matcha market was estimated at $4.3 billion in 2023 and is projected to reach $7.43 billion by 2030, growing at a CAGR of 7.9%. Asia-Pacific commands the lion’s share of the market (over 50%), but the UK is tipped for rapid growth in the next few years, with the rest of Europe following suit.

“The UK kicked off the matcha trend, especially London in cafés, boutique wellness sports, reformer pilates, and matcha crowds. But it’s now spreading across Europe. You can see early adopters in cities with a strong wellness culture and international influence: Amsterdam, Berlin, Copenhagen, Paris, Barcelona, and Madrid. These are the places where consumers pay attention to ingredient stories, seek out ‘better caffeine’ swaps, and follow global wellness trends,” said Veenstra.

Matcha-fuelled day raves

Matcha is also starting to blend into local culture in more creative ways, Veenstra added.

“In Madrid, I’ve seen matcha popping up in unexpected places, like matcha rave day parties in coffee shops,” she said.

On retail shelves, no longer limited to powdered teas, matcha is finding its way into all kinds of supplements and functional foods.

In beverages, there is a notable shift from pure matcha to blends with other ingredients.

On the Spanish market, Baïa Matcha Latte blends ceremonial grade matcha with coconut milk, cinnamon, and vanilla in a ready-to-mix powder that is positioned as a clean, plant-based alternative to coffee; and in the UK, DIRTEA Matcha combines ceremonial-grade Japanese matcha with functional mushrooms like tremella and lion’s mane.

Also in the powdered beverage space, Slowly, the latest introduction from Taiwan’s trendsetting tea brand Boba Chic, is demonstrating a trend towards bringing matcha café rituals into the home. This functional milk tea is said to embody a lifestyle philosophy of balance, awareness, and a slower rhythm in the midst of constant rush. It blends soy, roasted tea, cocoa, and matcha to deliver “smooth flavour and steady energy”.

With its L-theanine, caffeine, and catechin content, matcha is a natural fit with many supplement concepts. Examples include Upfront Matcha Protein, which blends whey protein with matcha in a shake format in the Netherlands, and beauty and vitality supplement Matcha & Co from Spain.

From health-forward breakfasts to luxury indulgence

Bars, granolas, and breakfast cereals are another area where matcha is becoming prolific.

In Sweden, the No Bar is a minimalist protein bar made from just five ingredients, one of which is matcha. In the Netherlands, Pal & Leo crafts organic, grain-free granola chunks with nuts, seeds, and ceremonial matcha; and in the UK, Düng Snacks has launched a range of nutrient-packed balls and bars that includes a Matcha Mint variant.

The Earthy also entered onto the UK breakfast scene at the start of this year, with an overnight oat range that blends Asian “superfoods” with British oats; one of its flavours is Matcha and Macadamia.

As well as fitting with health-forward concepts, there is evidence that matcha can pull off indulgence. This image has been bolstered by matcha’s association with the Dubai chocolate trend, which has seen Starbucks orders for the Dubai Chocolate Pistachio Matcha Latte going viral on social media.

In the UK, brands have translated this craze into food retail. Roly’s Fudge kitchen, for example, has launched Pistachio Chocolate Fudge – a green handmade fudge that combines 100% cocoa dark chocolate, crushed pistachios, almond, and organic matcha.

In the US, Sweety has blended matcha into ice cream and encased it in mochi dough to create a playful, better-for-you indulgence, while Dream Pops has paired matcha with vanilla in a plant-based frozen popsicle.

Other noteworthy introductions with matcha from the past 12 months include Dot Dot Matcha Lemonade Bubble Tea, which blends ceremonial-grade Japanese matcha with real lemon purée and zingy lemon bubbles; Oat Avenue’s spreadable granola, a creamy spread made from gluten-free oats, Japanese matcha, and coconut sugar; and Biona’s organic Wheat Matcha Tagliatelle Nests, which are aimed at health-conscious and gourmet consumers alike.

Strategies for success

According to Veenstra, the most successful brands do one or more of the following when incorporating matcha into their concepts: lean into heritage and quality grades (ceremonial vs culinary); replicate the out-of-home experience at home (quality and appeal); connect with daily ritual and mindfulness; or pair matcha with other wellness ingredients (eg collagen, mushrooms, or plant protein).

Asked why she thinks matcha is so popular as an ingredient, she replied: “It sits at the sweet spot of health, lifestyle, and aesthetics.

“Consumers are looking for natural energy and mental clarity without the coffee crash, and matcha delivers that through the caffeine and L-theanine synergy – making it the perfect coffee replacement.”

Its appeal also lies in the fact it is not just functional, but cultural and visual too, she noted.

“The ritual of whisking, frothing, [and] slowing down, taps into the premium ‘wellness ceremony’ moment lifestyle consumers love,” she said. “And visually, it has become its own language online: its vivid green colour, creamy texture, and handcrafted feel are built for Instagram and TikTok.”

At the same time, Veenstra said brands are leaning into origin and Japanese heritage and alternative medicine.

“That story gives matcha depth, credibility, and authenticity that many wellness trends lack,” she added.