By: Grace Poulos, Senior Research Analyst at Suzy

Matcha—a finely ground green tea powder—is rapidly becoming a star ingredient in energy and functional beverages. Driven by health-conscious millennials and Gen Z consumers seeking natural, plant-based alternatives, the global matcha market is expected to hit nearly $5 billion by 2028, growing about 10% annually. Matcha's unique blend of caffeine, antioxidants, and amino acids sets it apart from typical energy drinks.

With functional beverages booming, matcha isn’t a trend to overlook.

Matcha’s viral moment on social media

Social platforms like TikTok and Instagram have propelled matcha’s popularity. TikTok's #matcha boasts over 16 billion views, featuring recipes and creative brand highlights. Instagram further boosts the trend, with visually appealing creations like strawberry matcha lattes and charcoal-infused drinks driving viral attention.

Cafés like Cha Cha Matcha have thrived, expanding globally thanks to their Instagrammable appeal. Brands such as Chamberlain Coffee have successfully introduced matcha products, often selling out quickly due to influencer endorsements. Matcha's versatility has extended into desserts, sodas, cocktails, and even tiramisu, reinforcing its popularity.

This social media wave reflects broader shifts in consumer behavior toward wellness and indulgent yet functional treats, aligning perfectly with Gen Z’s preferences for enjoyable, healthier experiences.

Caffeine content & unique benefits

Matcha provides moderate caffeine, typically 19–44 mg per gram, roughly equivalent to half to a full cup of coffee per serving (Matcha vs. Coffee: Which Has More Caffeine and Health Benefits?). Notably, matcha contains L-theanine, an amino acid promoting calm alertness, moderating caffeine absorption, and preventing jitteriness. Consumers favor matcha’s sustained, anxiety-free energy boost.

Competitive landscape: Standing out

Competition is intensifying with brands like Starbucks introducing innovative products such as the Iced Lavender Cream Oatmilk Matcha, Pure Leaf focusing on premium positioning, and Matchabar expanding through partnerships. Differentiation through authentic storytelling, quality sourcing, and innovative blends with trending ingredients like adaptogens or nootropics is key to market leadership.

Retailers: Strategic shelf decisions

Retailers have opportunities and challenges with matcha. Shoppers increasingly recognize ceremonial-grade matcha—made from the youngest leaves for vibrant color and a smooth, mild taste—as the highest quality, making strategic merchandising essential. Prominent placement alongside health beverages, careful inventory management, and responding to sales insights can help retailers successfully navigate this market.

Matcha lattes remain popular, but innovations like concentrates, powdered mix-ins, RTD beverages, energy drinks, and functional shots highlight matcha’s adaptability, aligning with evolving consumer preferences.

Sustainability: Putting the green in green tea

When it comes to sustainability, brands must transparently communicate environmentally-friendly sourcing. Lower-quality matcha risks consumer backlash, particularly amplified through social media. Compared to coffee, matcha production requires significantly less water and generates fewer carbon emissions, highlighting its sustainable appeal.

‍Honoring the roots: Matcha’s rich cultural history

Beyond being trendy, matcha holds deep cultural significance in Japan, traditionally used in tea ceremonies symbolizing mindfulness and harmony. Brands that authentically incorporate these cultural roots and genuinely respect matcha’s heritage can foster stronger connections with mindful consumers.

Opportunities for enterprise companies

Enterprise companies can leverage detailed consumer insights to tailor matcha beverages targeting stress relief, improved focus, or immunity support. Success hinges on emphasizing functionality, cultural authenticity, sustainable practices, and educating consumers about matcha’s unique benefits.

Elevating your matcha strategy with Suzy

Suzy empowers brands to confidently innovate through real-time consumer insights. Partners test new flavor combinations using TURF analysis, validate marketing strategies through monadic concept testing, and engage directly with target consumers via Suzy Speaks. From concept to launch, Suzy ensures your matcha strategy resonates deeply with your audience.

Ready to brew your next success story? Connect with Suzy today and elevate your matcha innovation.

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