How Matcha Latte and Matcha beverages became more trendy than Specialty Coffees

According to market research, the global matcha market was valued at $2.75 billion in 2020 and is projected to grow at a CAGR of 9.5% from 2021 to 2028.

The rise of matcha-based beverages, especially the matcha latte, is a fascinating case of cultural fusion, health trends, and savvy marketing. Here’s how matcha transitioned from a traditional Japanese ceremonial tea to a global trend:

  1. Health and Wellness Movement

Matcha gained prominence as part of the broader global interest in health and wellness. Its unique composition, offering a combination of antioxidants, L-theanine, and moderate caffeine, appeals to those seeking:

  • A natural energy boost without the jitters associated with coffee.
  • Health benefits like improved metabolism, enhanced concentration, and detoxification.

The health-conscious consumer base, especially millennials, embraced matcha as a « superfood. »

  1. Instagram-Worthy Aesthetics

The vibrant green color of matcha beverages made them highly photogenic and ideal for Instagram and social media posts. Cafés capitalized on this by creating beautifully crafted matcha lattes with intricate latte art or layered matcha drinks that became instant hits online.

  1. Cultural Influences and Globalization

The increasing globalization of food culture brought traditional Japanese matcha to Western markets. Matcha’s association with Japanese tradition, mindfulness, and Zen practices resonated with consumers interested in authentic, artisanal experiences.

  • The rise of Japanese cuisine globally, including sushi and ramen, paved the way for matcha to become a recognized ingredient.
  1. Endorsements by Influencers and Celebrities

Matcha beverages gained momentum when fitness influencers, wellness bloggers, and celebrities began promoting them as part of their routines. These endorsements created a perception of matcha as a premium, health-forward alternative to coffee.

  1. Versatility in Beverages

Cafés innovated beyond traditional tea, introducing matcha into:

  • Lattes: Combining matcha with milk (often plant-based) creates a creamy, slightly sweet drink that appeals to a wider audience.
  • Smoothies: Matcha’s earthy flavor pairs well with fruits and other health-centric ingredients.
  • Cocktails: Bartenders embraced matcha for its unique flavor and color.

This versatility helped matcha expand beyond niche tea shops into mainstream cafés and restaurants.

  1. Strategic Marketing by Specialty Cafés

Specialty coffee shops like Starbucks and niche tea chains played a significant role in mainstreaming matcha. By adding matcha lattes to their menus, they introduced it to a broader audience, often sweetening the flavor to suit Western palates.

  1. Matcha Kits and Home Preparation

The availability of matcha preparation kits, including whisks and premium matcha powders, encouraged home preparation. This trend was amplified during the COVID-19 pandemic when consumers sought new and health-conscious beverages to prepare at home.

  1. Rising Demand for Plant-Based Options

The popularity of plant-based diets contributed to the matcha latte trend. Almond, oat, soy, and other non-dairy milks enhance matcha’s creamy texture and complement its flavor, making it a favorite among vegan and lactose-intolerant consumers.

  1. Fusion with Local Cultures

In many regions, matcha has been adapted to local tastes:

  • India: Matcha chai latte combines matcha with Indian spices.
  • Mexico: Iced matcha drinks are fused with flavors like horchata.
  • Europe: Matcha lattes often pair with artisanal pastries.

Key Data on Matcha’s Growth

  • Starbucks reported a surge in matcha latte sales after introducing the drink in key global markets.

The matcha latte and other matcha beverages became trendy through a combination of wellness branding, social media appeal, and creative adaptations. As a result, matcha has evolved from a niche ceremonial tea to a global symbol of health-conscious living and cultural sophistication.