Matcha is booming. Especially on social media, the finely powdered green tea is marketed as a miracle cure, and increasingly extraordinary creations are being seen. Everything from Strawberry Ice Matcha Lattes to Matcha Cookies to cosmetics is included. But where does the hype come from, and how healthy is Matcha really? The fact check shows: almost all the benefits Matcha is supposed to have are pure myths.
The taste of matcha is likely to be either loved or hated. While some appreciate the sweet, slightly nutty flavor, others only taste the notorious grassy note. Nevertheless, the green powder from Japan has been booming worldwide for several years.
Fact Check: What Matcha Can Really Do
Despite all the hype, one should Don't overestimate the effects of matcha. Although rumors to this effect repeatedly circulate on social media, there is insufficient study evidence as to whether matcha can actually prevent diseases such as Alzheimer's and cancer. The idea that matcha helps with weight loss is also a pure myth. Only a calorie deficit causes kilograms to melt away.
Furthermore, one should not be deceived when buying matcha. If, for example, the matcha packaging is advertised as an immune booster, the manufacturers have added extra vitamin C to the product. Only then is it legally permitted in Europe to label the matcha product as an immune booster. The pure powder is not sufficient for this designation.
The Long Road to Perfect Matcha
As early as the 12th century, a Buddhist monk imported the green powder from China to Japan. There, the preparation of tea developed into a ritual art form, and matcha, as it is known today, became part of Japanese tea tradition by the 16th century.
But it's not just the ritualistic background that makes matcha special, but also the elaborate cultivation on tea fields in Japan. Matcha is made from the leaves of the Camellia sinensis Tea leaves are harvested. The harvest is complex and time-consuming. The tea plants need a full five years to enable an abundant harvest. Furthermore, the entire process must be well-planned. To obtain the typical bright green color and distinct flavor, the leaves must be shaded for several weeks before harvesting. After harvesting, the leaves are steamed, dried, freed from their stems, and ground in stone mills. However, only small quantities of 30 to 40 grams per hour can often be produced this way.
Why Matcha is getting more expensive
The labor-intensive process limits production volume, even though global demand is growing strongly and the hype around matcha continues to increase. While the market value of global matcha production was still just under 2.9 billion US dollars in 2023, growth to 4.7 billion US dollars is expected by 2028. This high demand leads to a supply bottleneck and puts pressure on Japanese tea farmers. The scarcity makes matcha a luxury good and drives up prices. Probably another reason why the tea is so coveted.
A matcha a day keeps the doctor away?
But is it really justified to pay an average of 6.50 Euros for the trendy product in a café? Ultimately, the hype around matcha will continue to grow, and further creations will go viral on social media. Daily consumption is harmless and a healthier alternative to a cup of coffee. However, matcha is not a miracle cure and cannot guarantee unconditional health.
So, whether you want to spend 6.50 euros on an Iced Matcha Latte or rather invest 50 cents in an apple is ultimately up to you…
