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Matcha is a popular ingredient for bartenders, cafe owners, mixologists, and baristas. This powdered tea, which has its roots in Japan, is on track to become a global sensation. It’s now making waves in regional markets as well, with everything from matcha-infused date to rose-cardamom-infused iced beverages. Three industry experts explain how matcha is more than a passing trend.
Modern appeal
Matcha is no longer a trendy drink, but a movement. It is now a popular lifestyle choice, and it’s Instagrammable, which appeals to modern consumers. It provides a natural boost of energy without crashing. The ingredient is rich in anti-oxidants and has an ancient ritual. This ingredient is in high demand because it aligns itself with global trends such as mindful living, holistic health, and clean energy.
Combinations of creative ideas
Matcha is undergoing a creative explosion around the globe, as experts create their own combinations. Experts in Southeast Asia serve it with sesame lattes and mochi. In Dubai we are experimenting with rose-cardamom and saffron-matcha iced drinks that fit the local taste. Menus are introducing floral, spicy and savory varieties. It’s a great idea to combine traditional Japanese flavors with those of the local area.
Learning experience
Matcha is a fairly new product for most people, so there’s still much to discover. It is particularly true in terms of quality. For example, there is a huge difference between products of culinary grade and those that are ceremonial grade. The ceremonial varieties are produced from the newest, tenderest leaves and stone ground to perfection. These are, as expected, smoother, more vibrant and nuanced.
Drinks are more than just drinks
We’re also seeing tea evolve into a lifestyle of wellness. The consumer is becoming more informed and deliberate in their selections. Fermented teas such as kombucha or pu-erh have gained popularity for their benefits to the gut, while floral blends and rare oolongs make tea rituals luxurious and grounding. There’s been a shift in the way tea is viewed, both at retail and cafes. In the past consumers would view tea as “just a beverage,” but now they see it as an important part of their daily lives. The Middle East is a stronghold for this trend, as consumers there appreciate tea’s ceremonial preparation.
The versatility of the offering
Tea is a popular beverage that has grown in popularity due to a growing interest in well-being and health. The antioxidants in tea also have a stimulating effect that can both calm and awaken us. Fermented teas, on the other hand, are claimed to have less caffeine and be beneficial for gut-health. Botanical infusions also offer many benefits. The rituals and traditions associated with teas are important to consumers. Globalization has played a role in the globalization of tea, through different formats and experiences. Bubble tea is one of the many varieties that are allowing people to discover new styles, tastes, cultures, and traditions.
Matcha has many benefits
Matcha is popular for three main reasons. It is viewed as healthy because of its antioxidants and stimulant effects due to caffeine and theanine. It is also versatile as an ingredient. It can be served hot, cold or mixed with milk, water or other plant-based or dairy products. It is also a great experience, which makes it perfect for both formal tea ceremony settings and casual cafés. Its attractive color makes it popular to share on social media.
From hot to cold, from indulgent and unhealthy
Matcha offers countless possibilities for creating different beverages. My advice would be to first consider your customer’s preferences – whether they want something hot, cold, sweet, healthy, or bitter. Consider aspects like taste balance, appearance, and mouthfeel. The natural bitterness of this ingredient helps to balance sweeter additives such as sugars, fruit purees and syrups. You can reduce the bitterness by using dairy or non-dairy products. There are many ways to experiment with the texture, including cold or hot foams and whisking over ice.
A premium ingredient
Matcha drinks are more expensive, so they offer greater business potential. Substitutions of inferior quality ingredients are possible due to supply problems. Organic certifications are more expensive when they’re associated with health.
Wide-ranging health benefits
Its impressive health profile is the reason for matcha’s global obsession. It is also rich in antioxidants, which protect cells from damage and help reduce inflammation. It’s believed that it also supports liver health, brain function, and heart health. This key ingredient is also believed to help with weight loss, improve mental clarity and focus. These factors, taken together, make this a popular choice among health-conscious customers, who are often looking for functional drinks.
Demand exceeding supply
Matcha’s versatility allows it to be used for a variety of products, including traditional ceremonial teas, trendy lattes, smoothies, and desserts. The adaptability of matcha has helped drive global demand for its products. Japan, which is the world’s traditional hub for production, faces shortages despite its record-breaking production. The situation confirms matcha’s growing popularity around the world.
The regional varieties are gaining in popularity
Matcha continues to evolve rapidly at a regional scale, due in part to the growing demand for wellness and health-focused products. The matcha market generated USD 86.1 millions in revenues in 2023 in the Middle East & Africa. Forecasts indicate that it could reach USD 110.7 millions by 2030. This represents a compounded annual growth rate (CAGR) of 3.6%. Local brands have begun experimenting with new regional flavors like cardamom dusted matcha or matcha dates infused with matcha. Specialty cafes are also offering matcha lattes in Dubai, Abu Dhabi and Riyadh alongside the traditional karak tea.
There are endless possibilities
Matcha is being incorporated into a variety of unique, attractive and creative drinks by experts. Matcha lattes are timeless classics, but other varieties of mocha latte combine matcha with chocolate to create decadent drinks. Honey cinnamon and cinnamon latte variations are sweet, spicy, and add spice to the earthy latte. Matcha lemonade is a refreshing option, with creatives adding zesty lemon to it. Iced latte options with cold foam are also creamy and refreshing. Bars are now offering matcha-infused mojitos, including those with lime and mint, as well as gin cocktails and vodka.
AYMAN ZAYOUR
Beverage Director and Managing Partner
Mii-Yao & Maracai
@ayman_zayour
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