Matcha has been a trending flavor & color across segments. Iconic brands like Kitkat, Delicata & Starbucks have been ‘greening up’ their portfolio in order to attract the growing health-minded consumers. That is why they introduced the superfood matcha in their range. 

Matcha is expected to become even more popular over the next couple of years because of the booming interest in tea flavors according to UK consumers (IPSOS 2020). If we take a deep-dive into what consumers are looking for we see that 30-40% of consumers in Spain, UK and United States are inspired by Asia when consuming food, especially China and Japan (Innova market insights, consumer insight survey, 2019).   

The number of globally launched food and drinks using matcha green tea has increased by almost one third (30%) since 2016 and by a massive 246% in the last 5 years (Mintel,2018). According to Fona International market research, the bakery category accounted for 40% of all global matcha-flavored product launches followed by desserts and ice cream (20%), chocolate (12%), sugar and gum confectionery (5%) and finally dairy at 4%.

Want to know more about our matcha product range: Matcha Chocolate and Matcha Filling