Ask any bartender, cafe owner, mixologist or barista and they’ll tell you that matcha constantly features on their lists of in-demand ingredients. Rooted in Japan and well on the way to becoming a global phenomenon, this powdered green tea is now also causing a stir across regional markets, featuring in everything from rose-cardamom iced drinks to matcha-infused dates. Here, three industry professionals explain why matcha is much more than just a passing fad.

Contemporary appeal

Matcha has evolved from its early days of a trend to a full-blown movement. Today it is a lifestyle choice – and, importantly, an Instagrammable one – that resonates with modern consumers. Crucially, it offers a natural energy boost without the crash. It is also rich in antioxidants and has a deeply rooted ritual appeal. Beyond the aesthetics, this in-demand ingredient aligns with the global shift toward mindful living, clean energy and holistic health.

Creative combinations

We’re witnessing an explosion of creativity around matcha across the world, with experts creating their own unique combinations. In Southeast Asia, experts are serving it in sesame varieties and salted coconut lattes with mochi on the side. At the same time, in Dubai, we’re experimenting with saffron matcha and rose-cardamom iced versions that suit local palates. Floral, savory and even spicy varieties are making their way onto menus. The idea is to blend traditional Japanese roots with local flavor profiles and it’s working beautifully.

A learning experience

It’s important to remember that matcha remains a relatively new discovery for many, meaning there is still a lot to learn. This is especially true when it comes to quality. There is a big difference between culinary-grade and ceremonial-grade products, for example. Ceremonial-grade varieties are made from the youngest, most tender leaves, stone-ground to perfection. Unsurprisingly, these are smoother, brighter and more nuanced in flavor.

More than just a drink

More broadly, we’re seeing a clear evolution of tea into a wellness lifestyle. Consumers are becoming more curious and intentional when making their choices. For example, fermented teas like kombucha and pu-erh are gaining momentum for their gut-health benefits, while rare oolongs and floral blends are making tea rituals feel luxurious and grounded. In both cafes and retail, there’s a noticeable shift from how teas are regarded. While in the past, many consumers viewed them as ‘just a drink,’ they are now increasingly seen as ‘a daily moment of nourishment.’ Significantly, origin, fermentation method and mood-enhancing qualities are becoming more important. This trend is particularly strong in the Middle East, where consumers appreciate the ceremonial aspects of tea preparation.

A versatile offering

The explosion of interest in tea stems from a macro trend in health and well-being. Tea has stimulating effects that both awaken and calm us, while also providing antioxidants. Some fermented teas are said to be lower in caffeine and beneficial for gut health, while botanical infusions offer a range of claimed benefits. Importantly, consumers are also attracted by the traditions and rituals associated with teas. The globalization of tea through new formats and experiences has also played its part. Varieties like bubble tea, for example, are serving as a gateway for people to explore richer styles, flavors, cultures and traditions.

Matcha’s multiple benefits

Matcha has mass appeal for three key reasons. First, it is perceived as being healthy due to its antioxidant content and stimulating effects from caffeine and theanine. Second, it offers versatility as an ingredient. For example, it can be enjoyed hot or cold, with water, dairy or plant-based milks, and combined with other ingredients like strawberry or ube. And finally, it is experiential, ideal at both formal tea ceremonies and in casual cafe settings. In this respect, its attractive green color also makes it popular for sharing on social media.

Hot to cold, indulgent to healthy

One key benefit of matcha is the limitless opportunities it offers for developing different drinks. Initially, my advice is to consider what your customers want – hot or cold, for example, indulgent and sweet or healthy and bitter. Then, think about aspects such as taste balance, mouthfeel, supplements and appearance. This ingredient has a natural bitterness which offsets sweet additives like sugars, syrups and fruit purees. Dairy or non-dairy milks can also be used to reduce bitterness. The possibilities for experimenting with texture are also numerous, from cold and hot foams to whisking and shaking over ice.

A premium ingredient

The business opportunities for matcha are significant since these drinks command higher price points. However, possible supply issues create risks of lower quality ingredient substitutions. The link to health and wellbeing remains an important attribute, so organic certifications and higher qualities will command premiums when associated with healthy living.

Wide-ranging health benefits

The world’s obsession with matcha can be attributed to its impressive health profile. Importantly, it is rich in antioxidants which help protect against cell damage and reduce inflammation. Additionally, it’s also believed to support liver health, improve brain function and boost heart health. Alongside these benefits, it is thought that this key ingredient may assist with weight management and help improve focus and mental clarity. Collectively, these factors make it an appealing choice for today’s health-conscious consumers, many of whom are looking for functional beverages.

Demand outstripping supply

Its versatility means that matcha can be used in a wide range of offerings, from traditional, ceremonial teas and on-trend lattes to smoothies and desserts. This adaptability has helped to drive up global demand for products featuring it as an ingredient. Indeed, Japan, the traditional production hub, is currently facing shortages, despite record production levels. This situation reaffirms matcha’s soaring popularity worldwide.

Regional varieties gaining pace

Matcha is evolving rapidly on a regional level, driven by increasing demand for health-focused offerings and wellness trends. In 2023, the matcha market in the Middle East and Africa generated approximately USD 86.1 million in revenue. Forecasts suggest it will reach USD 110.7 million by 2030, representing a compound annual growth rate of 3.6 percent. Excitingly, local brands are now experimenting with regional twists like matcha-infused dates or cardamom-dusted matcha desserts. Other developments include specialty cafés in Dubai, Abu Dhabi and Riyadh offering matcha lattes alongside traditional karak chai.

A wealth of possibilities

Experts are getting creative by incorporating matcha into various unique and attractive drinks. Classic matcha lattes remain timeless favorites, while other mocha latte varieties combine it with chocolate for decadent treats. Cinnamon latte options add warmth to balance its earthiness, while honey cinnamon variations provide sweet and spicy morning boosts. Refreshing options include matcha lemonade, where creatives are putting zesty lemon with it for revitalizing drinks, while iced latte alternatives with cold foam offer creamy refreshment. Meanwhile, bar lists now include mojitos with mint and lime, gin tonics and vodka cocktails all with matcha.