Matcha is a ground powder obtained from specially processed and grown tea leaves. These tea leaves are specially grown in shade for three weeks before being harvested and its veins and stems are removed during the processing. Matcha is produced mainly in China and Japan. Preparation of matcha lasts up to 20 days in a low sunlight penetrated area. This enables slow growth, which stimulates higher chlorophyll levels, turning the leaves darker in shade, and inhibiting amino acid production, particularly theanine. The grinding process of the matcha tea leaves is performed slowly to keep the aroma intact. It takes at least one hour to yield 30 grams of matcha. In Japan, the grinding of matcha tea leaves is performed with a special granite stone, to keep the quality intact. The flavor of matcha leaves depends upon its amino acid levels, the highest grades of which are recognized by intense sweetness and aroma.
Various health benefits of matcha tea and the increase in health awareness amongst the populace are major factor driving growth of the matcha market. Its high antioxidant content is fuelling demand for matcha throughout the globe. Antioxidants, mainly EGCG present in matcha help in prevention of bladder, prostate, cervix, and brain cancer. High amino acid contents in matcha helps reduce stress, enhance alertness and mental calmness, and prevent chronic diseases such as diabetes and gastrointestinal illnesses. Moreover, the easy availability of matcha in retail stores, online stores, and hypermarkets, among others have further boosted the global matcha market.
Matcha Market Taxonomy:
On the basis of grade, the global matcha market is segmented into:
On the basis of application, the global matcha market is segmented into:
On the basis of distribution channel, the global matcha market is classified into:
Among grades, the classic segment accounts for the largest segment and is expected to sustain its dominance throughout the forecast period. The subtle flavor of the grade and rich nutrient content are the major factors driving demand for classic grades. Among application, the regular tea segment holds the dominant position in the market, owing to increased influence of the Japanese tradition and increasing purchasing power of the population.
Matcha Market Outlook:
Asia Pacific holds the largest market and is expected to sustain its leading position over the forecast period. Owing to the strong tea culture in Japan and China, the matcha market is growing at a rapid pace. Moreover, health benefits associated with matcha is expected to fuel growth of market in India, Singapore, and Australia over the forecast period. Additionally, origination of matcha in Japan and low production as well as low processing costs are the major factors boosting growth of the matcha market in the region.
North America is the second largest market and is expected to expand at a rapid pace. Growing awareness of health benefits associated with matcha and growing influence of Japanese tradition are contributing to growth of the market in the North American region. The major cities in the U.S. such as Miami and Los Angeles have wide range of cafes providing mactha food and beverages.
Europe matcha market is expected to grow at a significant rate, owing to awareness of health benefits associated with matcha and high prevalence of life style diseases in the region. Health advantages of matcha such as protection from diabetes, cancer, and properties such as anti –ageing, energy stimulation, and low calorie content have surged the demand for the product in the region.
The AOI Tea CompanyLtd, DoMatcha, Encha, Midori Spring Ltd., Ippodo Tea Co., AIYA America, and Vivid Vitality Ltd. are some of the major players in the global matcha market.
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