The powdered green tea, matcha, is sought out for its earthiness, as well as the many nutrients it offers. In addition to being rich in the amino acid L-theanine which is associated with increased cognitive performance and enhanced memory, matcha is also thought to boost metabolism and enhance one’s mood. According to the 2017 Google Beverage Trends Report, interest in matcha began in the U.S. in 2015, with 202% YOY growth, and matcha drinks are still growing at a rate of 64% YOY across the four markets in the report – U.S., U.K, Spain and Mexico. Matcha has become prolific in the grocery aisle and in foodservice – matcha lattes grew 70% YOY at the beginning of 2017 across those four markets. Whether or not you already feature matcha in your product or on your menu, we wanted to highlight some of the ways this versatile ingredient can be enjoyed, since consumers continue to seek out this super tea.
While green beer may not be that common outside of St. Patrick’s Day celebrations, one tea house in the East Village in New York mixes matcha with beer (they recommend a rice lager) year round and this cocktail seems to have been well-received.
Sparkling Matcha
There aren’t many options on the market (yet) but developing products that exist at the intersection of health and carbonated beverages is a necessary response to the steady decline of traditional CSDs.
Check out: Motto or So Matchaah!
Matcha Pastries/Desserts
The possibilities are endless in terms of using matcha in a sweet or savory application, but the list of matcha inspired desserts and pastries is long. Matcha for millennials (and anyone else so inclined) has taken the shape of matcha croissants, donuts and of course, cronuts.
More matcha desserts include macarons, madeleines, muffins and tartlets.
Matcha has potential to take over even more product categories. Of the top 100 matcha videos across the U.S., U.K, Spain and Mexico, the terms most commonly used by YouTube influencers were metabolism, cream, smooth, rich and antioxidants. Some food for thought as you consider incorporating matcha into your next beverage project.
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