Flavor house and formulation partner Imbibe knows that consumers are increasingly drawn to functional beverages that provide health benefits, and matcha is already a ‘standout ingredient’ in the space.
That’s thanks to the support of influencers: who are particularly influential in the coffee shop sphere as well as the wider beverage industry. In the same way influencers have driven coffee shop trends, they can turn this power to matcha. And the vibrant green color lends itself perfectly to visually important posts.
“Much of matcha’s rising popularity can be attributed to social media influencers, especially on TikTok, who highlight both its health benefits and its visually appealing presentation, ” said Matthew Bae of Imbibe. “Reflecting this momentum, global Google searches for matcha now exceed 2.7 million per month, making a 70% increase over the past year.”
Matcha isn’t just about providing an alternative to coffee: it’s about embracing the space and elevating it. That could be either as a drink in a cafe; or as a matcha flavoring in RTD drinks in retail.
“I see matcha as more of a complement to coffee than a competitor.” said Bae.
“In fact, the growing popularity of the “dirty matcha” – a drink that blends matcha with expresso – highlights this synergy, with global searches for the beverage up 75% in the past year. Consumers are clearly interested in combining the benefits of both.
“Matcha appeals to those seeking unique flavor profile, a slightly lower caffeine content, a boost in antioxidants, or even a visually striking drink to share on social media.”
Read the full article on Beverage Daily.
