New Matcha Products Flood Beverage and Confectionery Markets
A Type of Green Tea Made by Grinding Tea Leaves... Rich in Antioxidants
Wellness Image and Social Media Drive Growing Popularity
Matcha, which is less intense than coffee and less stimulating than chocolate, is expanding its influence in the food industry with its distinctive bitter yet smooth flavor. Recently, as matcha has come to be associated not only with health but also with a trendy lifestyle image, the industry has seen a wave of new product launches featuring matcha.
According to the food industry on June 7, Lotte Wellfood recently partnered with the cafe Cheongsudang, known for its matcha menu, to launch matcha-flavored Pepero, Binch, and Almond Ball. The matcha collaboration products from Lotte Wellfood use matcha made from green tea leaves grown in Jeju, and are characterized by a rich matcha coating over biscuits, highlighting a sweet and slightly bitter appeal.
Lotte Wellfood introduced these products to target the growing trend of matcha flavors among younger consumers. A representative from Lotte Wellfood explained, "Generation Z, who are attentive to health and self-care, are enthusiastic about the wellness attributes of matcha, as well as its uniquely vibrant and healthy green color." The company also pointed out, "The global popularity of matcha is spreading as famous international celebrities actively share their enjoyment of matcha on social media, leading to a 'ditto consumption' phenomenon where people imitate these trends."
Matcha is a type of green tea made from specially cultivated leaves of the Camellia sinensis plant. Unlike regular green tea, which is brewed from tea leaves or tea bags, matcha is made by finely grinding the leaves into a powder. Matcha undergoes a shading process for three to four weeks, blocking sunlight, which results in a less astringent taste and a stronger flavor compared to sun-grown green tea.
Notably, matcha is known to be rich in antioxidants, which are believed to help prevent heart disease and certain cancers, slow aging, and support weight loss. Additionally, the amino acid L-theanine found in matcha is said to help relieve stress and anxiety. In contrast to coffee, matcha contains less caffeine, so while it can provide a stimulating effect, it is considered less likely to cause side effects such as heart palpitations commonly associated with coffee.
As interest in matcha grows, the domestic food industry is launching a variety of matcha-themed products. Coffee franchise companies are at the forefront of this trend. Starbucks, Ediya Coffee, and Mammoth Coffee all saw great success with their matcha products released this spring. In particular, Starbucks Korea reported that sales of its Choux Cream Matcha Latte increased by more than 12% as of the end of May this year compared to the same period last year. As sales have increased, revenue has also grown steadily, with matcha beverage sales rising by more than 10% annually over the past three years.
In addition to coffee franchises, a variety of beverage products are being launched. Daesang Dives has introduced 'Zero Sugar Matcha Powder,' allowing consumers to enjoy a range of matcha drinks without the burden of sugar intake, while Teazen has released 'Teazen V-Fit Matcha Lemon,' which combines matcha with lemon. All of these new products are designed to meet the anticipated increase in demand for low-sugar beverages ahead of the summer season.
Confectionery companies, led by Lotte Wellfood, are also quickly launching products incorporating matcha. Haitai Confectionery released 'Homerun Ball Matcha Strawberry,' which combines strawberry cream and matcha choux, while Orion launched 'Choco Pie Matcha Chocolat.' In addition, No Brand collaborated with Super Matcha to introduce matcha-infused madeleines, sand wafers, and protein bars. Some of these products sold out their initial production batches within just 20 days of release.
The food industry expects the launch of matcha-infused products to continue in the future. Although matcha's popularity has surged recently, it is not a suddenly discovered item but rather a product with consistently strong demand, which is expected to remain stable for the foreseeable future. An industry official stated, "Recently, starting in the United States, matcha has gained attention for its vivid green color and unique sweet-bitter flavor, with social media 'photo moments' becoming popular. However, matcha has long been a beloved flavor, with various beverages and desserts featuring matcha already on the market. Based on this stable demand, the popularity of matcha is expected to continue for some time."
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