Matcha: Making the old new again

Mikaela Lindén-Ibrahim

Tue, Jun 18, 2024

One of the biggest trending ingredients of the past decade is matcha, the powdered green tea with roots in the 1400s Japanese culture. Matcha rose to fame mainly thanks to three key trends:

1. Naturally functional: What people want, more than anything else, is a benefit they perceive as natural and intrinsic to the ingredient. NPD teams’ ability to give natural foods better taste or convenience has been one of the biggest innovation drivers of the past 20 years.

1. Provenance & authenticity: In a world where ingredients can be ‘from anywhere’, people find it reassuring that they come ‘from somewhere’. Matcha is a great example of a traditional food that has been reinvented into a modern success.

3. Mood & mind: More and more consumers are turning to foods and beverages to boost their memory, focus & attention and energy levels, and to help them sleep and manage their mood.

Recent blogs

Norwegian research project aims to cut bread waste in half Gut health is growing, but strategies need to be nuanced and sophisticated Quark surge illustrates dairy protein as the biggest beneficiary of the protein trend Innovative snack combines boosted grains with cheese and fruit NNB in the news: Lab-grown meat is proving to be a grotesque misadventure Embarking on a mission to change consumer perceptions of butter A trend shift trips up a market leader Social media giants challenge Kraft Heinz Energy drink brand reinvents “the elixirs of our ancestors” Premium brand wants to take yoghurt from “overlooked superfood” to snack staple