Matcha's popularity is fueling innovation beyond beverages

The trend reflects consumer preference for natural ingredients that promote mental and physical well- being, according to GlobalData

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GLOBALDATA's Ai Palette innovation and consumer insights platform has identified matcha as an emerging ingredient in the global beverages, bakery, snacks, confectionery, and skincare categories. This trend reflects a growing consumer preference for authentic, natural ingredients that promote both mental and physical well-being and can be enjoyed while relaxing at home, the firm said.

Matcha is a fine ground powder made from specially grown and processed green tea leaves, traditionally cultivated in Japan. Once exclusive to Japanese tea rituals, matcha is now evolving into a globally recognized ingredient. Its vibrant color, rich umami flavor, and numerous health benefits have made it a popular choice in a wide range of beverages and consumer packaged goods products.

Matcha's rising popularity has also been helped by its growing social media engagement, especially among celebrities who have wholeheartedly embraced the ingredient in beverage-related social media posts, bringing it further into the mainstream culture.