The popularity of matcha lattes and other green tea-infused products has surged worldwide, creating a significant demand for matcha tea leaves and processing machinery. This trend is reshaping beverage menus in cafes and restaurants and is influencing the food industry, as chefs and food manufacturers explore innovative uses for green tea powder.
After a decade of premiumization, matcha lattes have taken the beverage industry by storm—especially in North America and Europe. Its electric green color and airy flavor have made matcha a favorite among health-conscious consumers. They actively look for it as a replacement source of caffeine. This drink consists of very finely ground green tea leaves whisked with milk or milk substitutes. People generally laud it for its physical health benefits — everything from increased energy to increased antioxidant levels.
Matcha lattes have become one of the trendiest drinks out there. This trend has opened the door for more drinks and culinary ingredients featuring the powder. Smoothies, baked goods, and even savory dishes have started incorporating matcha as a foundational ingredient. Whatever the reason, consumers are growing bolder with their more adventurous culinary palates. In turn, venues are adjusting their menus to incorporate these popular new products.
The whirlwind of increased demand has led to a whirlwind of its own in the supply chain. In fact, producers of matcha tea leaves are having a hard time keeping up with the increased demand. Farmers in Japan, the primary source of high-quality matcha, report that they are facing difficulties in meeting the increased orders. This enforcement action has led to inflated prices on all matcha goods, an unintended consequence that harms both consumers and businesses.
Since the demand for matcha has increased sharply, the prevention of specialized machinery to further process tea leaves has grown in importance. Manufacturers of production equipment are starting to feel the pressure from the flood of orders placed by firms seeking to ramp up their production. This scarcity could make it especially difficult for smaller businesses to break into the market or expand their businesses.
We know that the beverage industry is changing quickly. In other, farther from home, chefs are revolutionizing the culinary landscape by experimenting with green tea powder. Restaurants are using matcha in desserts, sauces, and even pasta dishes. The unique versatility of matcha means it’s easily worked into popular recipes, fanning the flames of matchmaking frenzy.