Project report for Matcha Powder

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Matcha is finely ground powder of specially grown and processed green tea leaves, traditionally consumed in East Asia. Growing popularity of matcha tea on account of its antioxidant content, fat burning properties, and the ability to improve focus and energy is anticipated to drive the market growth in India. Matcha used in ceremonies is referred to as ceremonial-grade, meaning that the powder is of a high enough quality to be used in the tea ceremony. Lower-quality matcha is referred to as culinary-grade, but no standard industry definition or requirements exist for matcha. Matcha powder consists a potent, unique class of antioxidant recognized as catechins, which is not in present any other food which fuel the market growth.

The green tea plants used for matcha are shade-grown for three to four weeks before harvest; the stems and veins are removed during processing. During shaded growth, the plant Camellia sinensis produces more theanine and caffeine. The powdered form of matcha is consumed differently from tea leaves or tea bags, as it is suspended in a liquid, typically water or milk. The traditional Japanese tea ceremony centers on the preparation, serving and drinking of matcha as hot tea, and embodies a meditative spirituality. In modern times, matcha is also used to flavor and dye foods, such as mochi and soba noodles, green tea ice cream, matcha lattes and a variety of Japanese wagashi confectionery. The catechin epigallocatechin gallate and other catechins counter the effects of free radicals from UV rays, pollution, chemicals, and radiation, which can affect cells and damage DNA. Matcha powder contains 60% of the catechins. Its regular consumption can help preserve and restore the body’s integral well-being and balance.

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Market potential & Strategy

Matcha Tea Powder Market accounted for over INR 7060 Crores in 2020, which is expected to expand at a CAGR of ~9% in terms of value during the period of 2015 to 2020. The growing popularity of matcha tea is contributing toward the expansion of the global functional food & beverage segment. Tea and coffee are among the products that are fueling the demand for functional ingredients such as matcha tea. Top health concerns of consumers such as anxiety, sleep, and inflammation are helping to boost sales for matcha tea powder.

The global matcha powder market is driven by rise in consumer focus toward adopting healthy lifestyle and health benefits associated with matcha powder. These benefits include reduction of weight, cure of headaches & body pain, and decrease in cholesterol levels and minimize the chances of heart attacks. These associated benefits coupled with rise in awareness for adoption of healthy lifestyle are the factors that are expected to fuel the growth of the matcha powder market. Moreover, increased millennials expenditure on dietary beverages have resulted in raising the demand for matcha powder market. Moreover, the matcha powder is also used in food and beverages for making cookies, cakes, yogurt, cereals, chocolates, candies, energy bars to name few, which also fuels the growth of matcha powder market. The global matcha powder market is segmented based on application into food and beverages and cosmetics & personal care industry. Matcha Powder Market is experiencing significant growth on account of increasing patient pool and higher mortality rate due to chronic diseases (heart diseases, cancer, and diabetes worldwide) due to which people are inclining towards adoption of a healthy lifestyle.

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