Matcha – The Occassional Beverage?

Is matcha tea just a fad or a long-term alternative in the hot beverage market? A survey by Statista Consumer Insights among 1,000 Americans aged 18 to 64 shows that so far, many have only tried out the Japanese green tea drink or consume it occasionally.

Only 9 percent of Americans in their twenties and thirties consume matcha regularly, compared to 8 percent of people in their forties and 4 percent of those between the ages of 50 and 64.

Originating in Japan, matcha is a fine powder of green tea leaves that mixed with hot water and beaten with a special whisk produces a hot drink with an earthy flavor and strong caffeine kick. Its strongly stimulating effect paired with characteristics typical of tea, like easier digestion, antioxidants and more sustained energy, have earned matcha its fan base among health-conscious consumers. Recently, the trend has branched out into latte drinks, cold matcha drinks and basically, matcha-flavored everything, not only watering down matcha's perceived positive characteristics but also straining global supply of the powder that had remained a specialty product until very recently.

Younger people are more likely to have heard of matcha, to have tried it or to consume it more regularly. Among U.S. consumers of matcha, those in their thirties have it as much as those in their twenties, even though 30-somethings are still less likely to have heard of matcha. Even in the 50-64 age group, only a third had never heard of matcha. Another third had already tried the drink or continued to consume it.