Flavour Fiesta

Whether it's lattes, cocktails, cookies, or cupcakes, matcha is going everywhere, and the market can't get enough.

- VAISHALI DAR

But just when the finely ground powder of green tea from Japan seemed to have claimed peak flavour status, hojicha, too, entered the conversation.

Described as matcha's roasted kin, hojicha took the same green tea leaf, gave it a smoky depth, and offered a flavour profile that felt more grounded, even more 'coffee-like' in many ways. It is being introduced not as an alternative to chai or coffee, but as a warm and cold earthy indulgence.

Matcha and hojicha have stormed into menus, dominated dessert counters, and lent themselves to everything from creamy lattes to savoury marinades.

But as this coffee-meets-tea crossover is getting started in the rapidly globalising food and beverage landscape, the demand for such novel flavours is not only trending but also driving a multi-dimensional taste experience, especially among the younger demographic. This explains why matcha offered in Starbucks' lattes in the UK or Krispy Kreme doughnuts in Singapore has seen a surging demand, so much so that it has resulted in a global supply problem.

Mintel reports a growing appetite for global flavour exploration, particularly among younger Indian consumers in metros. When choosing a premium (slightly expensive) snack, 24% of Indians consider flavour inspired by international cuisine; 34% of instant noodles/soup/pasta consumers are willing to pay more for desi-Asian flavours. Consumers often experiment with these global flavours in a familiar form but a novel spin on the familiar is what resonates with Indian consumers.

"We are seeing an interest in Korean and Japanese flavours, which is rooted in familiarity. Though still niche, it is significant given the traditional nature of the category," says Rushikesh Aravkar, director, India Reports, Mintel.