The Rise of the Matcha Latte

During my travels around the world I discovered, that matcha's vibrant green color and unique flavor profile are more than just eye-catching. In our world of hyper fast-evolving coffee shop menus, matcha has emerged as a symbol of modern wellness and style.

How London turned green: the relentless rise of matcha

London, Timeout Magazine.

Cultural Origins: From Ritual to Global Trend

Matcha’s story begins in China during the Tang Dynasty, where it was first cultivated as a finely powdered green tea. By the 12th century, it reached Japan, evolving into a cornerstone of Zen Buddhist tea ceremonies. Matcha’s ceremonial grade, shade-grown, vibrant green, and ground with precision, symbolizes mindfulness and tradition.

Fast forward to the 21st century, and matcha has transformed into a global sensation. It is now on the menus of high-end specialty cafes, trendy global coffee shop chains, and Instagram and Tiktok feeds worldwide. MATCHA, MATCHA, MATCHA!

Matcha's Unique Appeal

1. Health Benefits

Matcha is celebrated for its nutritional powerhouse:

• Antioxidants: Rich in catechins, particularly EGCG, which may support heart health and combat inflammation.
• L-Theanine: This unique amino acid promotes calm focus, offering sustained energy without the crashes associated with coffee.
• Chlorophyll: Its vibrant green color is a highlighting its detoxifying properties.

2. Versatility and Flavor

Matcha’s earthy, umami flavor lends itself to endless creativity. From classic hot lattes to iced blends with oat milk or syrups like lavender, strawberry, mango and blueberry, it seems to offer something for everyone.

Market Insights and Growth

The global matcha market is booming, projected to grow from $4.1 billion in 2023 to $7.49 billion by 2030. While Asia-Pacific dominates as the cultural and production hub, North America is emerging as the fastest-growing market, driven by wellness trends and culinary innovation.

• Specialty Coffee Shops: Serve mainly premium ceremonial-grade matcha with authentic preparation methods, targeting discerning consumers willing to pay a premium.
• Commercial Coffee Shops: Offer often sweetened and creative blends, making matcha accessible to a broader audience.

Specialty vs. Commercial Coffee Shops

During my travels I observed, that specialty coffee shops and commercial chains approach matcha integration differently, catering to distinct audiences.

• Specialty Coffee Shops: Emphasize authenticity and quality, often sourcing ceremonial-grade matcha directly from Japan. These shops focus on meticulous preparation techniques, such as traditional whisking methods, and pair matcha with non-dairy milks like oat, almond or soy. The goal is to highlight matcha's natural flavor.
• Commercial Coffee Shop Chains: Prioritize accessibility and variety. Chains often introduce sweetened blends, flavored matcha drinks (e.g., blueberry or mango), and seasonal variations to appeal to broader consumer tastes.

Digital Trends Driving Popularity

Looking at the social media feeds of the cafés I have visited, matcha seems to owe much of its modern fame to social media. Platforms like TikTok and Instagram showcase its aesthetic appeal through recipes, photos, and massive influencer endorsements. Google Trends data reflects this digital buzz.

In Berlin, I watched three young customers taking photos and videos for their social media platforms for 15 minutes without taking a sip.

Who Drinks Matcha?

Observing the matcha drinkers during my Tour Around The World shows, that matcha’s core audience spans diverse demographics:

• Younger Consumers: Millennials and Gen Z are drawn to its health benefits, unique taste, and visual appeal.
• Health Enthusiasts: Appreciate matcha’s role as a superfood, rich in antioxidants and energy boosters.
• Aesthetics Seekers: Matcha’s bright green hue and just looks super fancy. It seems to be the perfect Fun Beverage for everything socials.

The Future of Matcha

Cafes around the world are experimenting with new products: think matcha affogatos, smoothies, and even baked goods like my all time favorite, the Swiss matcha roll or the matcha croissant - sososo delicious.

Putting Knowledge into Action

Beyond research and theory, I believe in bringing insights directly to life. Recently, I collaborated with a friend at Viajero Coffee in Bulle, Switzerland, to refine their matcha offerings. Their matcha is uniquely sourced from Hyuro, Cusco, Peru, at an altitude of 1600 meters, following Japanese preparation traditions. Working with their Peruvian matcha producer, German Povea, we adjusted recipes for dairy and oat milk, ensuring the flavor balance was just right. The visual appeal was equally important. Matcha beautifully connects tradition, innovation, and the modern specialty coffee culture.

Time for a matcha latte, no?