Its pretty colour, which varies between soft green and almond green, its delicate yet powerful taste, its herbaceous and nutty flavours, and its health benefits have made matcha a star product for the past decade. A product that should be on the shelves of every fine food stores...
 
 
Traditionally consumed in Japan during a tea ceremony, matcha has conquered the world in the space of a decade. This beverage has aroused unprecedented interest among consumers, who never tire of its exceptional, fresh, smooth and flavoursome taste, which combines herbal notes with hazelnut and walnut flavours.

 

What is matcha? Matcha is a very fine powder of green tea crushed from the leaves, mainly used in Japan but also produced in China, Korea, Laos, Thailand and Vietnam. Japan's most famous matcha-producing regions are Nishio in Aichi, Uji in Kyoto and Izumo in Shimane. The Japanese recognise Izumo matcha as one of the rarest to be produced. According to the Japanese MatchaJP website, there are a dozen production sites in the archipelago
Matcha
Over the last decade, matcha tea has become incredibly popular with tea lovers and novices.

One of the seductive factors is certainly its extraordinary colour, somewhere between soft green and almond green. A second factor is, of course, its unique taste. As soon as they are picked, the leaves are immediately crushed to preserve all the freshness of the tea. Its powdered form gives it a creamy texture, punctuated by its fine froth when combined with milk. As well as being a traditional tea, it can also be used as an alternative to a cappuccino or latte. It stimulates the senses of gourmets when its delicacy sublimates cakes or ice creams.
Tea houses and patisseries love it, consumers love it and it shows in the figures. According to the consulting firm Grand View Research, matcha consumption worldwide generated 2.26 billion dollars last year. According to another consultant, Future Market Insights, the global value of matcha is expected to reach 7.1 billion dollars in 2033.
In Europe, Euromonitor estimates that matcha will generate sales of 450 million euros in 2021, with annual market growth of 7.6% between 2021 and 2026. That makes a total of 650 million euros (Source: https://www.euromonitor.com/store/explore-reports/hot-drinks/tea). Germany is the leading consumer market on the European continent.

 

Matcha has particularly won over a young audience, which is very influenced by the search for healthy food. It contains antioxidants and chlorophyll, which can help purify the bloodstream. It is also said that drinking it promotes metabolism and fat burning.

 

Know the qualities and brands well

 

To meet the requirements (and budgets) of all consumers, several qualities of matcha are available for sale. Classic matcha has a wide range of uses in foods and drinks, such as smoothies and other milk-based beverages. It is in a lower price category than ceremonial matcha, with its more delicate flavours. The latter appeals to consumers because of its intense green colour and more subtly sweet taste. Finally, culinary-grade matcha is made from slightly older leaves. It has a stronger flavour and can sometimes be slightly bitter on the palate. But it's perfect for pastries, chocolate bars and smoothies. For grocery shops buying matcha for the first time, the MatchaJP website details how to select tea and which types are most suitable for consumers.

 

At Gourmet Selection 2024, Harney & Sons brand offered its matcha-based products. However, the growing popularity of Japanese products among consumers means that Japanese producers and shops will have a stronger presence next September.
 

On Ankorstore, Gourmet Selection's Marketplace partner, you'll find over thirty references, from organic matcha powder to ceremonial matcha in tins or bags. There's also a ‘bubble tea latte’ kit from My Bubble Tea. They also sell this ellipsoidal bamboo matcha whisk. For the experts, making your own tea is one of the most important parts of drinking tea. It's part of the matcha philosophy of well-being. And that's what makes matcha such a special drink for the younger generation. An iconic beverage of the 2020s, matcha has gone from being an exclusively top-of-the-range beverage to a staple ingredient in kitchens... and on the shelves of fine food shops!