Matcha trend overview

Explore the latest data and consumer insights shaping the matcha landscape in 2025. From health-forward claims to indulgent new formats, this report reveals how and why consumers are embracing this vibrant green tea powder across beverages, snacks, and desserts.

Matcha trend

Trend overview

  • Social conversations about Matcha have by year-over-year
  • of U.S. restaurants offer Matcha dishes on their menus
  • The top consumer need driving Matcha consumption today is
  • Matcha is the most dominant dietary adaptation

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Trusted by
Nestle
Campbells
Givaudan
KraftHeinz
PepsiCo
Nestle
Campbells
Givaudan
KraftHeinz
PepsiCo

Matcha Trend performance

Monitor trend developments

Track changes in Matcha popularity across social media, restaurant offerings, and home recipes. Real-time insights reveal when consumers are searching for matcha lattes, what flavors are gaining traction, and how Matcha compares to other tea-based drinks like chai or hojicha.
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Ingredients & flavors for matcha

Berry

Frequently blended into smoothies and desserts, adding a sweet-tart balance to earthy matcha. Strawberry

Strawberry

A leading pairing for both iced matcha drinks and baked goods, offering a visual pop and fresh sweetness.

Chocolate

Creates indulgent treats from matcha brownies to matcha hot chocolate, appealing to dessert lovers.

Edible flower

Used for visual appeal in upscale cafés, adding sophistication to plated desserts and drinks.

Candy canes

A seasonal twist, especially popular during winter holiday menus for matcha hot drinks and desserts.

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Consumer behavior: when & why people order Matcha

Matcha is more than just a drink; it’s a wellness ritual, an indulgent treat, and a social-media-worthy moment.
  • Peak times: morning pick-me-ups, afternoon energy boosts, and dessert hours.
  • Key drivers: health benefits, natural caffeine, indulgence, and visual appeal.
  • Rising formats: ready-to-drink matcha beverages, matcha protein snacks, matcha-infused baked goods, and layered matcha desserts.
Top insight: Consumers want matcha products that fit both health-conscious routines and indulgent moments, with formats that feel premium and visually engaging.

Global Matcha inspirations to watch

Your next winning dish could be inspired by Matcha variations from around the world. Use Tastewise to track global twists and localize them for your market.
  • Japanese ceremonial matcha that is high-grade, whisked matcha tea for premium menus.
  • Korean matcha desserts like matcha bingsu, matcha tiramisu, and matcha soft serve.
  • U.S. matcha cold brew combines matcha with coffee trends for functional energy.
  • French matcha pastries like macarons, éclairs, and mille-feuille with matcha cream.
  • Australian matcha smoothies means plant-based blends with superfoods like spirulina.

These global variations are being reimagined for restaurant menus, frozen meals, and better-for-you retail offerings across the U.S. and beyond.

Top ingredients by popularity

Use this data to refine recipes or inspire new formats for Matcha that tap into functional needs or nostalgic comfort.

Top claims shaping F&B trend

These top claims are shaping product launches and menu positioning in the Matcha space. Tastewise reveals these claims in context, helping you understand not just what’s trending. but why.

How to use Matcha data for menu innovation

Whether you're a chef, R&D lead, or brand marketer, Matcha data is your launchpad.

For retail:

  • Use AI to pinpoint which matcha latte mixes, snack bars, or dessert kits resonate with target audiences.
  • Combine functional claims + trending flavors (e.g., matcha-berry, matcha-coconut) to differentiate products.
  • Spot whitespace opportunities like high-protein vegan matcha snacks or ready-to-drink matcha collagen beverages before competitors do.

For foodservice:

  • Build LTOs inspired by global matcha recipes with local twists.
  • Use AI to ideate “signature drink” menus from your current pantry (e.g., vanilla syrup, coconut milk, edible flowers).
  • Offer seasonal matcha items, from candy cane lattes in winter to tropical matcha iced drinks in summer.

For content & campaigns:

  • Create claims like “Matcha that powers your day” for wellness-focused consumers.
  • Position indulgent matcha treats with nostalgic or social media-friendly storytelling.
  • Anchor marketing in what’s trending, whether it’s antioxidant claims, plant-based formats, or artistic drink presentations.

Social conversations about matcha have soared 60.79% year-over-year, showing how strongly the ingredient is resonating with consumers. It’s no longer niche, 5.71% (213,996) of U.S. restaurants now feature matcha dishes on their menus.

FAQs about Matcha

  1. What is matcha?

    Matcha is a finely ground powder made from specially grown green tea leaves. Unlike traditional steeped green tea, matcha uses the whole leaf, whisked into water or milk, delivering a vibrant color, distinct flavor, and concentrated nutrients.

  2. Why is matcha so popular right now?

    Matcha’s popularity has surged thanks to its striking appearance, versatile flavor profile, and health-forward positioning. Social media moments, café menus, and home recipe trends highlight matcha in everything from lattes and smoothies to baked goods and savory dishes.

  3. What are the health benefits of matcha?

    Matcha is rich in antioxidants, particularly catechins, which are linked to supporting metabolism, heart health, and overall wellness. It also contains L-theanine, which can promote a calm focus without the jittery feeling often associated with coffee.

  4. How is matcha used in food and beverages?

    Beyond the classic hot or iced latte, matcha features in creative recipes like matcha pancakes, cookies, ice cream, cocktails, and even savory sauces. Its versatility makes it a go-to for chefs, mixologists, and home cooks experimenting with color and flavor.

  5. What makes ceremonial-grade matcha different from culinary-grade?

    Ceremonial-grade matcha is made from the youngest tea leaves, offering a smoother, more delicate flavor ideal for traditional tea preparation. Culinary-grade matcha, slightly more robust and earthy, is crafted to shine in recipes where it’s blended with other ingredients.

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