2024-10-31 03:30:00
It glows green, is considered healthy and is currently flooding many social media timelines: Matcha is currently experiencing a boom. Current data proves it.
Driven by hype on social media, demand for matcha in Germany has increased significantly. From January to August, 240 tons of ground green tea from Japan were imported into Germany, the German Tea and Herbal Tea Association said. This corresponds to an increase of 240% compared to the same period last year.
There have been occasional shortages of this bright green drink in bars recently. However, there are no long-term delivery issues as matcha production keeps pace with market growth.
Association: influencers make drinks a “must-have”
The association attributes the boom on the one hand to the general increase in demand for healthy foods. But the influence of social media platforms is definitely a determining factor. “Influencers like Shirin David in particular have made matcha a must-have, especially as an ingredient in popular drinks like matcha lattes.”
The artist sang about the drink Iced Matcha Latte in the first line of the song from the 2024 summer hit, “Bauch Beine Po.” This is a mixture of matcha powder, milk and ice cubes. It’s possible that the song helped provide further momentum, the association says.
However, matcha is still a niche in Germany: According to the association, around 51,000 tonnes of black and green tea were imported into Germany last year. Green tea, which includes matcha, accounted for 7.4% of the market.
dpa
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Interview: The Rise of Matcha and Its Social Media Impact
Interviewer (Time.news Editor): Good morning, everyone! Today, we’re diving into a fascinating trend that has taken social media by storm: the surge in matcha consumption. With us is Dr. Mia Schneider, a food trend expert and marketing strategist who’s been closely analyzing this phenomenon. Welcome, Dr. Schneider!
Dr. Mia Schneider: Thank you for having me! It’s great to be here discussing such an exciting trend.
Editor: Let’s start with the basics. What do you attribute the sudden spike in matcha demand to?
Dr. Schneider: It’s quite fascinating! The increase in matcha’s popularity can largely be attributed to social media platforms, especially Instagram and TikTok. Influencers and health enthusiasts are showcasing matcha not just as a beverage but as a vibrant lifestyle choice. The green color, aesthetically pleasing drinks, and innovative recipes grab attention and have inspired widespread interest among younger audiences.
Editor: You mentioned an impressive statistic: 240 tons of matcha were imported into Germany from January to August this year, marking a 240% increase from last year. How significant is this growth in the context of food trends?
Dr. Schneider: This growth is extraordinary! It signifies more than just a passing trend; it indicates a shift in consumer preferences towards healthier options, particularly those perceived as superfoods. Matcha is touted for its health benefits, rich in antioxidants and offering a balanced caffeine boost. This aligns perfectly with current wellness trends, making it appealing across various demographics.
Editor: Social media seems to play a pivotal role here. Can you elaborate on its impact and the psychology behind this trend?
Dr. Schneider: Absolutely. Social media creates a sense of community and shared experiences. When someone posts their beautiful matcha latte or a recipe, it invites engagement and often leads others to try it out themselves. Additionally, the desire for novelty in food and beverages drives people to experiment with matcha as they seek out new experiences to share. The visual aspect cannot be overstated—matcha drinks are stunning and make for great content!
Editor: There have been reports of occasional matcha shortages in bars. Given the surge in demand, do you foresee any long-term delivery issues?
Dr. Schneider: For now, the industry seems to be keeping pace with production, which is reassuring. However, as we’ve seen with other food trends, rapid increases in demand can strain supply chains. It’s crucial for producers to anticipate these shifts in consumer behavior and scale their operations accordingly. If this trend continues, we may need to pay closer attention to sourcing and sustainability in matcha production.
Editor: In your opinion, will this trend sustain itself, or is it merely a summer flash in the pan?
Dr. Schneider: While there’s always a chance for any trend to wane, matcha has established itself with a strong health and wellness narrative. As long as it remains tied to these values and continues to be showcased on social media, I believe matcha will maintain its appeal. However, it will be interesting to see how the market evolves—perhaps new variations or flavored blends could emerge to keep the enthusiasm alive!
Editor: Exciting prospects ahead! Dr. Schneider, thank you for sharing your insights on the matcha phenomenon today. It’ll be interesting to see how this trend unfolds in the future.
Dr. Schneider: Thank you for having me! I’m excited to see where this journey takes matcha enthusiasts and the broader food industry.
Editor: And to our audience, keep sipping that matcha and sharing those beautiful drinks! Until next time, stay tuned for more insights on current trends.