FROM NICHE PRODUCT TO ESTABLISHED CATEGORY WITH AIYA
Matcha has moved far beyond its niche origins and has become an established category in the global food and beverage market. The global Matcha market is estimated to reach approximately €3.17 billion in 2026 and is projected to grow to around €5.37 billion by 2030, representing a compound annual growth rate (CAGR) of 6.56%.
What was once considered a specialty café offering has evolved into a versatile ingredient category spanning beverages, confectionery, bakery products, cosmetics and supplements. This growth is driven by increasing consumer interest in premium ingredients, certified organic products and innovative food and beverage concepts. Matcha is no longer a passing trend but a category with long-term market potential.
The Social Media Phenomenon
Matcha has become one of the most visible ingredients across social media platforms. Its vibrant green colour, distinctive appearance and versatility have made it a popular feature in beverage, food and lifestyle content.
From lattes and smoothies to desserts and culinary creations, Matcha continues to attract attention from consumers seeking premium and visually appealing products.
Signature Drinks That Keep Guests Coming Back
Matcha has become a valuable addition to modern beverage menus. Its distinctive flavour profile, premium positioning and visual appeal offer cafés and hospitality businesses an opportunity to diversify beyond traditional coffee offerings.
As consumer interest continues to grow, Matcha provides potential for menu innovation, premium pricing strategies and memorable guest experiences.
MATCHA MASTERS SINCE 1888
AIYA Matcha: Tea Expertise Across Five Generations
Extended shading periods, carefully selected tea leaves and traditional granite stone milling contribute to Matcha with a smooth texture, vibrant colour and refined flavour profile.
• Certified according to EU Organic and JAS Organic
• Consistent colour and flavour from batch to batch
• Routine radioactivity and pesticide testing for every production lot
MATCHA FOR BRANDS THAT SET STANDARDS
AIYA Europe: Your Matcha Hub in Europe
AIYA Europe is one of Europe’s leading suppliers of premium Matcha, headquartered in Hamburg. Extensive market knowledge and industry expertise support scalable FMCG solutions and practical foodservice concepts.
• Product development and technical consulting: formulations, stability, sensory optimisation and colour retention
• Matcha grades tailored to different applications, from ceremonial to barista and food-grade qualities
• Professional documentation, specifications and analytical reports available
• Freshness-preserving cold-chain logistics
POWERED BY AIYA EUROPE
Leading brands across Europe rely on AIYA Europe. KISSA has become one of the benchmark brands for Matcha in the consumer market.
FAQ
1. Why is Matcha so expensive?
Producing high-quality Matcha requires specialised cultivation, careful processing and precise milling techniques. As a premium ingredient, Matcha is widely used in cafés, beverage concepts, confectionery, supplements and product innovation, where quality and differentiation play an important role.
2. Why is Matcha so popular?
Matcha combines flavour, aesthetics and versatility. Its vibrant green colour, distinctive umami profile and broad range of applications in beverages, desserts, snacks and modern food concepts make it an attractive ingredient for both consumers and businesses. At the same time, Matcha is associated with tea culture, craftsmanship and premium quality.
3. What can Matcha powder be used for?
Matcha can be incorporated into a wide variety of products, including Matcha Lattes, ice cream, chocolate, cakes, ready-to-drink beverages, cosmetics and supplement concepts.
Different applications may require different Matcha grades. Learn more about the available qualities here.
4. How can high-quality Matcha be identified?
A range of recognised certifications and independent quality standards can help verify cultivation, processing and food safety practices.
AIYA Europe was among the first companies to introduce Matcha to the European market and was the first Matcha supplier and manufacturer to achieve FSSC 22000 certification. Additional certifications include EU Organic, NOP Organic and JAS Organic standards.
Furthermore, products are transported and stored within a controlled cold chain to help preserve freshness and product quality.
A complete overview of AIYA Europe’s certifications and quality standards can be found here.
How to get started
Discover how premium Matcha can be integrated into products, menus or business concepts to meet growing consumer demand. With more than 20 years of experience in Europe, AIYA Europe supports businesses in bringing Matcha successfully to market.
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