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Steeped in centuries-old Japanese tradition, matcha is now bursting onto Western scenes with fresh energy – thanks to its versatility and buzz-worthy health perks. From ice creams and frozen desserts to smoothies and skincare rituals, this vibrant green powder is proving there’s more than one way to make wellness exciting. FoodBev Media’s Siân Yates investigates matcha’s meteoric rise and explores why it’s stirring up excitement across the globe.

“Matcha is to Japan what Champagne is to France,” Yureeka Yasuda, UK-based tea sensei and founder of artisanal matcha brand Sayuri, told FoodBev, pointing out that anything produced outside of Japan “is often not monitored and may simply be powdered green tea”.

Matcha is made from the tea plant Camellia sinensis and is produced by pulverising shade-grown green tea leaves into a fine powder. “The shading process increases the chlorophyll content in the leaves, which helps them retain theanine – an antioxidant amino acid that combats stress and imparts a distinctive sweetness and umami flavour,” Yasuda explained.

Unlike traditional tea, which is steeped, strained and then discarded, matcha is consumed whole in powdered form – delivering a more concentrated dose of nutrients. This nutritional intensity has played a key role in driving its rising popularity in the West.

“Matcha contains high levels of antioxidants, including catechins such as epigallocatechin gallate, which are believed to support health benefits such as weight management, cancer prevention and improved cardiovascular health,” said Nandini Roy Choudhury, F&B specialist at Future Market Insights.

She continued: “It also contains caffeine and L-theanine – an amino acid known to promote relaxation without causing drowsiness”.

The unique combination of caffeine and L-theanine in matcha provides a balanced energy boost, promoting alertness while encouraging a calm, focused state without the jitters commonly associated with other caffeinated beverages. This blend of benefits makes matcha a popular choice for those seeking both physical wellness and mental clarity.

Since awareness of these benefits has spread globally, matcha has become a sought-after ingredient in Western health and wellness circles, inspiring new products and trends.

Matcha goes mainstream

In addition to its many health benefits, matcha’s growing popularity in the West is also driven by its versatility. “The earthy, rich and bold flavour of matcha makes it an excellent choice for both sweet and savoury dishes,” Roy Choudhury pointed out.

“Its complex taste lends itself perfectly to dessert toppings as well as beverages like lattes and frappés, not to mention matcha waffles, green tea ice cream, cupcakes, cookies and countless other creations,” she enthused. “However, the highest demand remains for matcha teas and lattes, as weight watchers and health-conscious consumers tend to avoid sugar-laden desserts.”

Jeanene Martinez, director of applications at Japanese flavour producer T. Hasegawa, agreed that matcha’s uses are wide-ranging, adding: “Recently, we’ve seen matcha incorporated into sports nutrition beverages – we’ve developed numerous flavour formulations featuring matcha green tea in both whey and plant-based protein shakes, available in powdered and ready-to-drink forms”.

She continued: "We’re also seeing increasing use of matcha and its distinctive bright green colour in baked goods, serving both as a prominent flavour and a visual highlight in blondies, cheesecakes, cookies and more”.

"More than 40% of consumers in a 2021 Mintel survey expressed either experience or interest in matcha flavoured desserts and confections, showing the strong connection between green tea and these sweet categories,” Martinez told FoodBev.

Tea sensei Yasuda emphasised that matcha is more than just a rich drink. “This vibrant green powder is incredibly versatile and works beautifully in smoothies, cocktails, ice cream, pancakes and more. I also like to add a scoop to my everyday drinks – whether it’s a smoothie or orange juice – to give them an antioxidant boost.”

Other applications, Yasuda said, include matcha chocolate, cocktails – “some cocktails we really want to push include ‘sayuritini’ (matcha martini), matcha G&T, matcha old fashioned and matcha lemonade” – and indulgent patisseries such as panna cotta, mille-feuille, petit gâteau and more.

Matcha is also making it's way into mainstream retail, in everyday products ranging from RTD beverages to sweet and savoury snacks. Last month (July 2025), Popcorn Shed, a UK-based gourmet popcorn manufacturer, released a new limited-edition flavour: Matcha Latte Popcorn, aiming to blend traditional snack appeal with the growing consumer interest in matcha and speciality flavours.

Matcha is even taking over the breakfast aisle. SAN-J, a name known in the Asian condiment sector for its authentic Tamari soy sauce, has launched Premium Koji Granola in three varieties: Original, Cocoa and Matcha. The brand describes the Matcha granola as earthy and umami-rich, featuring ceremonial-grade Uji matcha powder sourced from Kyoto.

In May, Oat Shaker – a new oat- and fruit-based bottled snack – debuted a Matcha & Pineapple variant. The drink blends fruit juices and purées, oat drink and coconut milk, with spirulina and safflower extract, "on trend" matcha green tea and added vegetable fibre. Also this year, plant-based milk powerhouse Oatly launched a new Matcha Latte Oat Drink into UK retail, responding to the increased popularity of the trendy green tea with British consumers.

Almost every category has felt the influence of matcha – from Jelly Belly jelly beans to Little Moons ice cream mochi, and from PerfectTed’s sparkling matcha energy drinks to Ueshima’s iced matcha lattes.

What's your flavour?

To truly capitalise on matcha, manufacturers must first understand its flavour profile and how to balance or enhance it in a way that appeals to a broad consumer base.

Matcha’s natural earthiness and slight bitterness create a distinct taste that can be amplified or mellowed depending on the accompanying flavours.

T. Hasegawa's Martinez noted that matcha pairs beautifully with subtle fruit flavours, “opening up opportunities across a variety of food and beverage categories. Matcha also shines as the dominant flavour when paired with fruits like coconut and peach, which provide a delicate finishing note that complements matcha’s creaminess and depth."

Here are some smart pairings that can help manufacturers create winning products across categories.

Sweet companions

Sweet flavours can soften matcha’s bitterness while adding depth and indulgence. Vanilla and white chocolate bring creamy warmth and smoothness, ideal for matcha lattes, ice creams or baked goods. Honey offers natural sweetness with floral notes that pair beautifully in teas and energy bars.

Brown sugar or caramel introduce rich, almost smoky sweetness, perfect for sauces, syrups and confectionery. Meanwhile, traditional Japanese pairings like sweet red bean (azuki) tap into cultural authenticity and offer a nutty, subtly sweet contrast.

Bright and fruity notes

Incorporating citrus flavours such as lemon, yuzu or orange provides a refreshing brightness that balances matcha’s earthiness with zesty acidity. This can be leveraged in beverages, yogurts and dressings to create a vibrant flavour profile.

Other fruits like strawberry, mango and blueberry add varying layers of sweetness and tartness that resonate well in smoothies, desserts and snack bars, broadening matcha’s appeal to fruit lovers.

Nutty and earthy layers

Nuts and seeds such as almond and sesame complement matcha’s natural nutty undertones, adding texture and complexity. Coconut’s creamy, tropical flavour is another excellent match that works well in dairy-free or plant-based formulations, including beverages, puddings and baked treats.

Warming spices and fresh herbs

Ginger’s subtle heat and cinnamon’s aromatic warmth offer exciting ways to diversify matcha products, especially in beverages, baked goods or health shots. Fresh herbs like mint provide a cooling contrast that can freshen up drinks or desserts, adding a modern twist to traditional flavours.

Creamy textures and dairy blends

Dairy or plant-based milks (such as oat or almond milk) soften matcha’s bitterness and create a creamy, indulgent mouthfeel that consumers crave in lattes, shakes and desserts. Cream cheese, often used in matcha cheesecakes or frosting, introduces a rich tang that complements the tea’s flavour and adds sophistication.

The pressures behind matcha's global boom

Matcha mania is showing no signs of slowing down. From Starbucks’ vibrant lattes in the UK to Krispy Kreme doughnuts in Singapore, the bright green powder has captured hearts (and social feeds) across the globe. On TikTok alone, the hashtag #MatchaTok has racked up tens of millions of views, fuelling a consumer frenzy that’s as aesthetic as it is appetite-driven.

This surge in popularity is closely tied to Japan’s post-pandemic tourism boom. With the yen weakened, travellers are flocking to the country – and falling in love with its cultural exports, matcha among them. But behind the global obsession lies a growing challenge for producers, retailers and manufacturers.

According to a recent BBC News report (July 2025), the world’s thirst for matcha is outpacing supply. “Some cafés are even asking for a kilo a day,” Lauren Purvis of US-based Mizuba Tea Co, told the BBC. “They’re desperate to keep up.”

But extreme heatwaves, smaller harvests in regions like Kyoto and a shrinking workforce in Japan’s tea industry have left producers scrambling to meet surging demand. Some retailers have begun rationing tins, while prices have climbed by as much as 30%. This supply squeeze is not only affecting global manufacturers – it is also impacting local Japanese consumers who recognise the ceremonial and cultural value of matcha as an important part of daily life and heritage.

With the US imposing fresh tariffs on Japanese imports – including tea – the situation may intensify. That’s a wake-up call for F&B manufacturers looking to ride the matcha wave. Supply chain stability, sourcing ethics and product positioning have never been more important.

What does this means for brands?

For F&B innovators, the matcha craze presents an exciting growth opportunity – but it also demands a mindful, strategic approach. Sourcing higher-grade ceremonial matcha may become more expensive and less sustainable for everyday products.

In the BBC's report, the platform emphasises that Global Japanese Tea Association is encouraging brands to opt for lower-grade matcha from later harvests for use in lattes, baking or snacks – where delicate flavours would otherwise be lost.

In turn, this opens up space for:

• Premium storytelling around origin, traceability, and artisanal production.

• Clear labelling that distinguishes between culinary and ceremonial-grade matcha.

• Product segmentation that appeals to both everyday consumers and connoisseurs.

• Ethical sourcing practices that respect Japanese tea traditions and support ageing farming communities.

And amid global demand, the key message from Japanese tea experts is simple: don’t dilute the cultural value of matcha. Instead, manufacturers are urged to savour, not hoard – and to educate consumers about mindful matcha consumption.