Why the World Can't Get Enough of Matcha Tea
Recent Posts
Categories
It starts with the colour.
Not the pale wash of your everyday green tea, but an electric, almost impossible shade of green; vivid, thick, and unmistakably modern. Across cafés from London to Lisbon, matcha lattes have gone from specialist oddities to everyday staples, their lush hue signalling something new in the world of food and drink.
The matcha green tea trend has brewed quietly over the past decade, but in 2025, it’s everywhere: in cakes and ice creams, in smoothie bowls and salad dressings, in skincare creams promising a youthful glow. Made from finely ground green tea leaves, matcha tea has moved far beyond its roots in the Japanese tea ceremony. It has found a second home at the heart of the global food and beverage industry, carried by shifting consumer preferences towards natural alternatives, wellness, and mindful indulgence.
The matcha tea market has responded with a flurry of innovation: specialist matcha cafes opening in major cities; coffee shops adding vibrant green drinks alongside cortados and cappuccinos; brands infusing matcha powder into desserts, lattes, even cocktails. Analysts predict significant growth for matcha tea market size, fuelled by a world increasingly hungry for foods that promise both health benefits and a little Instagram sparkle.
In the coming years, matcha’s story looks set to evolve even further. As more brands chase its glow, and more consumers seek out its many health benefits, the world’s most ancient tea may just become its most influential.
The Matcha Trend: Why It’s Gaining Popularity
Matcha is catching on because it fits with how people eat today. Shoppers want food that’s real, good for you, and offers more than just calories. Matcha ticks all those boxes.
It’s made by grinding green tea leaves into a fine powder. Because you drink the whole leaf, not just an infusion, it’s packed with antioxidants, amino acids, and slow-release caffeine. Many people say it gives them steady energy without the jittery crash they get from coffee.
Matcha is also easy to use in lots of ways. It’s gone from niche tea shops to everyday cafés and kitchens. You’ll find it in lattes, smoothies, salad dressings, cakes, and even skincare. That bright green colour and earthy taste have become signs of a health-conscious lifestyle.
Its rise mirrors a bigger move towards natural, functional foods. People want ingredients that feel traditional but also fit into modern habits. Matcha manages to do both.
Why Matcha? The Science Behind It
Matcha does more than look good. Because you consume the whole leaf, not just an extract, it packs in more nutrients. That includes antioxidants like EGCG, which are linked to better heart health, faster metabolism, and cell protection.
What makes matcha different is its mix of caffeine and L-theanine. Together, they give you calm, steady energy. You stay focused without the crash that coffee often brings. New research also points to anti-inflammatory benefits and possible support for weight management. The science is still early, but it shows promise. Unlike many so-called health foods, matcha has support from both tradition and modern studies.
Culture, Colour, and the Viral Power of Matcha
Matcha isn’t just popular for its health benefits. It also looks great, and that matters. A bright green matcha latte stands out. It’s a quick way to show a focus on wellness, calm living, and modern habits.
Social media has helped drive its rise. On platforms like Instagram, TikTok, and Pinterest, matcha drinks and desserts have become regular features. Drinks like iced matcha with oat milk and matcha pancakes have pulled in millions of views.
This growth isn’t by chance. Younger buyers want options that are natural, less processed, and good for their bodies. They also like to share what they eat. Matcha meets both needs. It looks good and it has real nutrition behind it. That mix is hard to find in today’s crowded drinks market.
The Matcha Tea Market Trends: 2025 and Beyond
Matcha green tea isn’t just a trend. It’s part of a fast-growing global market.
In 2024, the matcha tea market was worth $4.23 billion. By 2033, it’s expected to hit $7.86 billion. That’s a steady growth rate of 7 to 8 percent each year.
This growth shows how strong the demand is for natural, functional ingredients. Matcha fits that need and continues to attract interest across food, drink, and wellness industries.
Matcha Tea Industry Overview
- 2024 Market Value: $4.23 billion
- 2033 Projection: $7.86 billion
- Compound Annual Growth Rate (CAGR): 7–8%
- Key Markets: UK, US, Europe, Japan, South America, Asia Pacific
Growth isn’t confined to traditional strongholds like Japan. New opportunities are emerging in Asia Pacific markets outside Japan, and across South America, where health-conscious consumers are showing growing interest in natural, functional foods. In the UK alone, sales of matcha drinks have surged by over 200% in recent years.
As brands continue to explore innovative applications for matcha, from ice creams to skincare, the market growth is expected to maintain its upward momentum well into the coming years.
Matcha’s Many Uses: Food, Drink, and Beauty
Matcha works in more than just tea. Its flexibility is a big reason why it’s taken off around the world.
You’ll find matcha in ice creams, cheesecakes, smoothies, and salad dressings. It adds colour, taste, and a nutritional edge. People are drawn to foods that do more than fill you up. Matcha ticks that box.
Coffee chains now offer full matcha menus. These include smoothies, frappés, and even matcha cocktails.
The beauty industry has caught on too. Matcha’s antioxidants are now being used in creams and masks. These products claim to protect skin from stress and pollution, which fits with the demand for natural skincare.
Where matcha green tea is showing up:
- Cakes and desserts
- Ice creams and frozen snacks
- Protein bars and healthy treats
- Beauty products using its antioxidant content
Supply Challenges and Sustainability
Matcha is growing fast, but it comes with challenges.
True matcha needs very specific conditions. It must come from shade-grown leaves, picked by hand and ground with care. As The Economist explains, this makes supply tight.
Rising demand is pushing up pressure. Farms in Japan are feeling the strain, and climate change is making things worse. New producers in Asia Pacific and South America are trying to fill the gap by growing tencha, the base leaf for matcha.
For matcha to stay strong, companies must support farms that use responsible growing methods.
What’s Next for Matcha?
New products are coming out all the time. Ready-to-drink bottles, matcha protein powders, and matcha-based cosmetics are already on shelves. There’s more. Alcoholic drinks with matcha, energy shots, and vegan baking mixes using high-grade powder are now part of the trend.
Final Thoughts
Matcha started in ancient rituals. Today, it’s shaping global food culture. Its mix of health benefits, bright colour, and wide range of uses is driving its growth in food, drink, and beauty.
As demand rises, the best results will come from brands that stick to quality and real sourcing. At Uren, we help companies stay ahead of food trends. Talk to our team to see how matcha could work for your next product.
