May 29, 2026- Matcha has become a leading trend, shaping new product development and innovation across categories. Although originating in Japan, matcha has become a widely recognized ingredient and flavor worldwide. Beyond its vibrant color and umami flavor profile, matcha’s wellness attributes and premium cues are just a few of the many reasons it only continues to rise in popularity. Innova’s “Trending in Matcha F&B Innovations-Global” report explores the trends behind matcha’s rise and the opportunities that brands should consider for future innovation in the matcha space.
Where does matcha currently stand in the global food and beverage market?
In the global food and beverage market, matcha trends are driven by a few key factors, including consumers’ preferences for wellness, flavor, and premium appeal. Functionally, matcha is often used in products positioned around natural caffeine and L-theanine. It is also often promoted hand in hand with clean and plant-based positionings, as well as highlighted for its bold color and umami flavor contribution to products. Additionally, matcha carries associations with ceremonial-grade cues and preparation methods that are rooted in its role within Japanese tradition.
Unsurprisingly, Japan remains the largest market for matcha sales, accounting for 22% of new food and beverage launches tracked with matcha. However, according to Innova’s product launch data, new countries are increasingly driving the next wave of NPD in the global market. Although China and the US hopped on the matcha trend early, they have demonstrated a decrease in matcha product launches, while markets like Turkey, Germany, South Korea, and Vietnam are driving growth. This signals globalization of the matcha trend and new market opportunities for brands to take advantage of.
What does Innova’s social listening data uncover about matcha trends?
Matcha conversations are garnering attention online, and young Millennial women are primarily driving these discussions. Innova’s social listening data indicates that 61% of matcha discourse online is positive, and brands are leveraging campaigns to drive awareness and engagement around matcha products. Matcha conversations on social media are also influencing cross-category engagement beyond beverages, expanding into desserts, snacks, and bakery categories as well.
Which categories are enabling matcha to expand its reach in the global food and beverage market?
As a trend, matcha continues to expand across the global food and beverage market, but this growth is extending beyond the core categories of matcha innovation. Innova’s trends research shows that hot drinks remain the largest and fastest rising segment, comprising 28% of new matcha product launches. However, matcha market is now expanding into new and indulgent formats, from desserts to ice cream and confectionery. Sports nutrition, dairy, sauces, and seasonings are emerging categories that are now embracing matcha trends in their product launches.
Matcha is also being incorporated into plant-based and ready-to-drink products to a larger degree, which is expanding its reach in the global food and beverage market and leaning into consumer preferences. Ready-to-drink matcha and canned lattes are a couple examples of how beverage brands are boosting matcha’s accessibility and convenience to fit into daily consumption occasions. Oatly also expanded its portfolio with a ready-to-drink Matcha Latte Oat Drink that is combined with Tencha matcha and designed to be enjoyed over ice.
How can brands use matcha to test boundaries and flavor conventions?
Brands in the matcha market are leaning more and more into unexpected flavor combinations that entice consumers with unexpected experiences. Matcha is already embracing unconventional flavor combinations, as demonstrated by matcha ramen that combines creamy and umami flavors for a savory treat. Pizza Hut also launched a matcha pizza in Asia, garnering mixed reactions online. Early consumer reactions highlighted both curiosity and hesitation. Nevertheless, for brands, bold experimentation remains a key approach for matcha innovation. This is demonstrated by beer and cocktail formats that are capitalizing on matcha’s distinctive green color to capture consumer attention and ultimately drive trial.
Where can brands expect matcha to take over next?
The functional snack and supplement space is also seeing a rise of matcha products when it comes to both functional and flavor benefits. Motiv Matcha, for example, has launched their Matcha Gummies, made with organic, ceremonial-grade matcha and adaptogenic ingredients. These therefore serve as a convenient way to deliver energy and antioxidants to consumers, utilizing matcha as the basis to promote functional outcomes. Dr.Norm’s also released a cannabis-infused matcha crispy rice bar that highlights how indulgence can be bolstered by functional cues in matcha adjacent categories.
What’s next for matcha trends?
The next wave of matcha trends will be all about continuing to expand beyond traditional beverages into everyday food and drink formats. Condiments, snacks, prepared meals, and functional ready-to-drink matcha are just a few ways brands can make it more versatile. Hybrid flavor pairings, such as matcha with chocolate, berry, or citrus can also encourage trial. Social media is another key element of the global matcha conversation. For example, tapping into pop culture and relevant storytelling can build excitement and engagement hand in hand with influencer collaborations that can also garner consumer interest.
This article is based on Innova’s Trending in Matcha F&B Innovations report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.