Report: Matcha now “exploding”

Sage Group, a Seattle-based tea industry think-tank and publisher, has just released “The Matcha Report”. The report is said to be a comprehensive business guide to Matcha, one of the fastest-growing beverages in the global marketplace. A centuries-old ceremonial tea in Japan, Sage says that Matcha has recently become the nouveau drink across the western […]

Sage Group, a Seattle-based tea industry think-tank and publisher, has just released “The Matcha Report”. The report is said to be a comprehensive business guide to Matcha, one of the fastest-growing beverages in the global marketplace. A centuries-old ceremonial tea in Japan, Sage says that Matcha has recently become the nouveau drink across the western hemisphere.

“After centuries of relative obscurity and a couple recent decades of low-key promotion by die-hard tea fans, Matcha is now exploding onto the global beverage stage in a way that was truly incomprehensible a few years ago,” said Sage Group founder Brian Keating,. “Outside of its traditional use as a revered beverage in Japan, Matcha is now also an ingredient in hundreds of food and even skincare products. It’s hard to identify another beverage, food, or dietary supplement that provides this dynamic combination of wellness support and healthy mind-body nutrition.”

The new Matcha Report is claimed to feature an exceptionally diverse selection of industry trend and technical information for retailers, wholesalers and branded products manufacturers. According to Sage, Matcha is a nutritional powerhouse unequalled in the beverage world: vitamins, minerals, amino acids, chlorophyll, and multiple antioxidant compounds are abundant within Matcha. For those intrigued by its potential for growth, The Matcha Report forecasts a sure business bet. According to the new report, the breakout years for Matcha worldwide will be 2015 to 2018, catalysed by glowing media coverage, endless new Matcha products and even Matcha-centric retail outlets. Metrics on Matcha powdered and ready-to-drink (RTD) sales in the United States (2012-2014) are included within the new report.

“The specialty tea industry is booming worldwide and especially across North America,” according to Keating. “Virtually every distribution channel and product type is experiencing growth and Matcha is now among the leading teas in terms of growth, demand and popularity. If you’re considering getting involved with Matcha, your moment is right now.”

According to the report, Matcha is not only a nutritional powerhouse, but the ‘calming energy’ provided by a uniquely synergistic dose of L-Theanine and caffeine offers the best testament to why Matcha is winning new fans daily: it makes consumers feel good, boosts their energy levels and yet is gentle on the nervous system. While primarily consumed as a hot drink, Matcha is gaining popularity in culinary dishes, pastries, ready-to-drink (RTD) beverages, whole food powders, dietary supplements and other applications.

The new report also contains an independent laboratory analysis of a leading matcha brand specific to its caffeine and L-theanine content. Sage Group asked Irvine, California based ChromaDex to test a random sample of matcha supplied by a Japanese matcha supplier.

“Some matcha brands are making unsubstantiated claims for these two very important constituents of matcha without having any testing data on their product to back up their assertions by simply guessing or rehashing web-based hyperbole,” said Keating. “ChromaDex  is one of the most experienced laboratories globally when it comes to analysing the phytochemical constituents of tea, which is why we chose them to do the analysis.”

“In 20 years of analysing the tea industry it is clear Matcha is not a passing fad, but a major trend with long term viability. The international attention being paid to Matcha currently is revitalizing the centuries-old Japanese Matcha industry. Consumers are also benefiting from a fun and novel way to boost their wellness lifestyles. The new Matcha Report is the culmination of over a year of intensive research conducted worldwide.”