The Matcha Report™
The Matcha Tea Business Resource™
Version 1.0 * Spring 2015
Highlights, Key Excerpts, Partial List of Topics Covered
Executive Summary 6
Matcha Defined 10
A Consolidated History of Matcha 12
Matcha’s Unique Production Methods 14
The Science and Nutrition of Matcha 20
Matcha: A Product Formulator’s Dream Ingredient 29
Traditional and Contemporary Uses 31
Matcha Production Output Japan 36
Japanese Matcha Industry: Strengths, Weaknesses, Opportunities, Threats 39
Matcha Market Quantification: Forecasts, Brands, Statistics 42
Matcha Selection Criteria – General Guidelines 44
Matcha: Observations, Analysis, Commentary 50
Matcha Resource Directory 56
Executive Summary
Matcha (pronounced “Mah-cha”) is one of the most fascinating and complex beverages in the world and most certainly in the galaxy represented by specialty tea. From its historical roots in Japanese antiquity in the 12th century, it has a long and complex history, including popular use by Buddhist monks. Matcha has remained a favorite through many Japanese generations and in the twenty-first century, become a rising beverage “star” for tea aficionados globally. In Japan, Matcha is revered by some as a daily beverage; for others, it is a sacrament of sorts when prepared using centuries old rituals.
It’s hard to identify another beverage, food, or dietary supplement that provides this magical combination of wellness support and healthy mind-body nutrition. Matcha has yet to reach millions of consumers worldwide. When this untapped multitude begins to respond, a burgeoning specialty tea industry will benefit from the enhanced demand. Prices for authentic Japanese Matcha will inevitably rise — significantly — over the coming years, potentially placing a strain on supplies of the finest, ceremonial, and organic grades of the tea.
And much more...
Matcha Defined
The tea plant cultivar used for Matcha also plays a key role in its final quality. There are approximately 20 different kinds of cultivars used for Matcha in Japan…
Tea Masters will often blend leaves from a variety of all of these cultivars in order to achieve consistent, reliable flavor year-after- year…
And much more...
A Consolidated History of Matcha
8th century to 2015 – Forward (A Multi-Decade History w/graphics)
Japanese Zen Buddhist monks visit China and are exposed to “tea cakes” by Chinese Zen Buddhist clergy. The Japanese monks bring tea seeds from China back to Japan to plant in their temple gardens and use for medicinal purposes…
2000–2014 Matcha crosses the ocean to North American and is introduced through natural health, specialty gourmet, and on-line retailers. Education about Matcha begins in earnest by passionate aficionados, supported by a handful of Japanese Matcha producers. Large international beverage companies start using Matcha to make iced beverages and lattes. Numerous food, beverage, and wellness forecasters proclaim that in 2015 Matcha will gain exceptional popularity, achieving “super star” status.
And much more...
Matcha’s Unique Production Methods
There are basically six steps utilized in classic Matcha production. Most of this production process has not changed in hundreds of years, at least in principle, with mechanization increasingly involved in modern times. The first step is shade growing, a practice that began in Japan around the 16th century. Rows of tea fields destined for Matcha production are shade covered for two to four weeks before the spring harvest in May. While the term “shade grown” is still used to describe the farming technique used to produce Matcha, the fact is that the tea leaves are exposed to sun for most of their growth cycle…
And much more...
The Science and Nutrition of Matcha
As the awareness of Matcha grows exponentially worldwide, there will also be more science-based studies about its many healthy constituents and benefits. Because Matcha is a powder made from the tea plant, and due to the fact it is lightly steamed in its processing — thus preventing oxidation — it is considered a green tea. There are thousands of studies documenting the health promoting benefits of green tea, but to date there are only a very small number of clinical studies specific to Matcha, the majority of which have yet to be translated to English. Not all the nutrients in conventional green tea are water soluble; some are only fat soluble. When tea leaves are steeped in water, some key nutrients remain behind with the leaves, getting thrown away as garbage or compost. However, when drinking Matcha, all of the nutritional components found in the tea leaf are ingested because they are more effectively released from its powdered form. And presumably, most of the Matcha-released nutrients are bio-available. Matcha is a nutritional powerhouse unequaled in the beverage world.
Coverage Includes:
Matcha: A Product Formulator’s Dream Ingredient
Matcha adds an array of important nutrients and phyto-constituents to any food or beverage. Vitamins, minerals, amino acids, chlorophyll, and multiple antioxidant compounds are abundant within Matcha. Matcha, like all teas (C. sinensis) has antibacterial and antiviral properties, and as such, may act as a preservative in foods. Matcha may add a desirable green hue to a food product recipe if used in sufficient quantity. It can also produce a curious green-yellow “wash-out” color. In very small quantities, no color impact is noticed, but typically at these levels no nutritional benefit is imparted as well.
And much more...
Traditional and Contemporary Uses
Matcha has a variety of uses beyond its primary enjoyment as a consumer tea beverage. It is most commonly consumed as a hot drink in the traditional Matcha style, using only hot water, or made into a latte (hot or cold), and even in cold form added to healthy blender drinks, but it is also gaining popularity in culinary dishes, pastries, ready-to-drink (RTD)n beverages, whole food powders, dietary supplements, and more.
Coverage includes…
Matcha Production Output Japan
Tencha is the green tea leaf utilized to produce Matcha powder…In 2014 production of Tencha reached…., an increase of almost 7 percent. Demand for Matcha has increased dramatically inside Japan, but primarily as an ingredient for food products more than as a traditional beverage.
When the tender Tencha leaves are dried and ground into powder, there is an estimated 10:1 ratio of fresh material to finished powdered Matcha. The estimated output of Matcha powder in 2014 was..
Kyoto Prefecture is the top Tencha producing region with 770 metric tons in 2013. Shizouka is second with…
And much more...
Japanese Matcha Industry: Strengths, Weaknesses, Opportunities, Threats
The Japanese Matcha industry is currently in a position of supremacy worldwide, continuing its historical domination of the Matcha marketplace. An onslaught of competitor producer challenges is now emerging, but a combination of established leadership, promotion, and authentication standards (origin, purity) will help the Japanese industry minimize this threat. The breakout years for Matcha worldwide will be 2015 to 2018, with glowing media coverage, endless new Matcha products, Matcha-centric retail outlets, and even greater uses….
In spite of its modern agricultural and post-harvest technologies, the Japanese Matcha industry struggles with many of the same strategic, political, and economic issues that are commonplace in other tea-producing…
A reliable supply-stream of cheap Matcha-like tea powders is now available. Most are produced in China. These typically wholesale for 50 to 200 percent less than higher grades of authentic Japanese Matcha. Cheap knock-offs are commonly...
And much more...
Matcha Market Quantification: Forecasts, Brands, Statistics
Matcha Prices from Japanese Wholesalers for Various Grades...
Top Japanese Matcha Wholesale Suppliers (in estimated order of annual revenue in North America)
Matcha-Centric Information
• Number of Matcha tea brands selling in the United States in 2014…
• Top brands: …
• Market share (est.) for top 10 Matcha tea brands sold at retail in the United States (non-sequential and by order, not dollars):...
U.S. Matcha Market
Product 2012-2014 Year-to-Year Growth %
Tea Powder (Matcha) Dollar Sales
Ready-to-Drink (Matcha) Dollar Sales
U.S. Matcha Market Forecast
Some market data provided by SPINS for Natural channel (excluding Whole Foods), Specialty Gourmet Channel, and Conventional Multi-outlet. Powered by SPINS, IRI.
Matcha Selection Criteria – General Guidelines
And much more...
Matcha: Observations, Analysis, Commentary
In a test conducted exclusively for the first (V. 1.0) edition of The Matcha Report, Chromadex, an independent certified analytical testing laboratory, examined ceremonial grade Matcha from a leading Matcha supplier.
Commentary on the Independent Analysis of Matcha
Matcha & ORAC Analytical Testing
Matcha Resource Directory
Full Color (Extensive Photography & Illustrations) * No Returns or Credits *
All Sales Final - Contact Us (info@teareport.com) Prior to Purchasing If You Have Questions Regarding Specific Contents
Matcha Defined 10
A Consolidated History of Matcha 12
Matcha’s Unique Production Methods 14
The Science and Nutrition of Matcha 20
Matcha: A Product Formulator’s Dream Ingredient 29
Traditional and Contemporary Uses 31
Matcha Production Output Japan 36
Japanese Matcha Industry: Strengths, Weaknesses, Opportunities, Threats 39
Matcha Market Quantification: Forecasts, Brands, Statistics 42
Matcha Selection Criteria – General Guidelines 44
Matcha: Observations, Analysis, Commentary 50
Matcha Resource Directory 56
Executive Summary
Matcha (pronounced “Mah-cha”) is one of the most fascinating and complex beverages in the world and most certainly in the galaxy represented by specialty tea. From its historical roots in Japanese antiquity in the 12th century, it has a long and complex history, including popular use by Buddhist monks. Matcha has remained a favorite through many Japanese generations and in the twenty-first century, become a rising beverage “star” for tea aficionados globally. In Japan, Matcha is revered by some as a daily beverage; for others, it is a sacrament of sorts when prepared using centuries old rituals.
It’s hard to identify another beverage, food, or dietary supplement that provides this magical combination of wellness support and healthy mind-body nutrition. Matcha has yet to reach millions of consumers worldwide. When this untapped multitude begins to respond, a burgeoning specialty tea industry will benefit from the enhanced demand. Prices for authentic Japanese Matcha will inevitably rise — significantly — over the coming years, potentially placing a strain on supplies of the finest, ceremonial, and organic grades of the tea.
And much more...
Matcha Defined
The tea plant cultivar used for Matcha also plays a key role in its final quality. There are approximately 20 different kinds of cultivars used for Matcha in Japan…
Tea Masters will often blend leaves from a variety of all of these cultivars in order to achieve consistent, reliable flavor year-after- year…
And much more...
A Consolidated History of Matcha
8th century to 2015 – Forward (A Multi-Decade History w/graphics)
Japanese Zen Buddhist monks visit China and are exposed to “tea cakes” by Chinese Zen Buddhist clergy. The Japanese monks bring tea seeds from China back to Japan to plant in their temple gardens and use for medicinal purposes…
2000–2014 Matcha crosses the ocean to North American and is introduced through natural health, specialty gourmet, and on-line retailers. Education about Matcha begins in earnest by passionate aficionados, supported by a handful of Japanese Matcha producers. Large international beverage companies start using Matcha to make iced beverages and lattes. Numerous food, beverage, and wellness forecasters proclaim that in 2015 Matcha will gain exceptional popularity, achieving “super star” status.
And much more...
Matcha’s Unique Production Methods
There are basically six steps utilized in classic Matcha production. Most of this production process has not changed in hundreds of years, at least in principle, with mechanization increasingly involved in modern times. The first step is shade growing, a practice that began in Japan around the 16th century. Rows of tea fields destined for Matcha production are shade covered for two to four weeks before the spring harvest in May. While the term “shade grown” is still used to describe the farming technique used to produce Matcha, the fact is that the tea leaves are exposed to sun for most of their growth cycle…
And much more...
The Science and Nutrition of Matcha
As the awareness of Matcha grows exponentially worldwide, there will also be more science-based studies about its many healthy constituents and benefits. Because Matcha is a powder made from the tea plant, and due to the fact it is lightly steamed in its processing — thus preventing oxidation — it is considered a green tea. There are thousands of studies documenting the health promoting benefits of green tea, but to date there are only a very small number of clinical studies specific to Matcha, the majority of which have yet to be translated to English. Not all the nutrients in conventional green tea are water soluble; some are only fat soluble. When tea leaves are steeped in water, some key nutrients remain behind with the leaves, getting thrown away as garbage or compost. However, when drinking Matcha, all of the nutritional components found in the tea leaf are ingested because they are more effectively released from its powdered form. And presumably, most of the Matcha-released nutrients are bio-available. Matcha is a nutritional powerhouse unequaled in the beverage world.
Coverage Includes:
- Adaptogens
- Anti-microbial/Anti-viral
- Antioxidants
- Catechins, Polyphenols, Flavonoids
- Chlorophyll
- Tannins
- L-Theanine
- Thermogenics
- Xanthine
- Matcha and Green Tea Research
Matcha: A Product Formulator’s Dream Ingredient
Matcha adds an array of important nutrients and phyto-constituents to any food or beverage. Vitamins, minerals, amino acids, chlorophyll, and multiple antioxidant compounds are abundant within Matcha. Matcha, like all teas (C. sinensis) has antibacterial and antiviral properties, and as such, may act as a preservative in foods. Matcha may add a desirable green hue to a food product recipe if used in sufficient quantity. It can also produce a curious green-yellow “wash-out” color. In very small quantities, no color impact is noticed, but typically at these levels no nutritional benefit is imparted as well.
And much more...
Traditional and Contemporary Uses
Matcha has a variety of uses beyond its primary enjoyment as a consumer tea beverage. It is most commonly consumed as a hot drink in the traditional Matcha style, using only hot water, or made into a latte (hot or cold), and even in cold form added to healthy blender drinks, but it is also gaining popularity in culinary dishes, pastries, ready-to-drink (RTD)n beverages, whole food powders, dietary supplements, and more.
Coverage includes…
- Matcha Beverages
- Traditional Matcha Tea
- Matcha Tea Lattes
- Matcha Frappes
- Ready-to-Drink Matcha
- Matcha Behind the Bar
- Culinary Uses of Matcha
- Matcha: Baking, Pastries, Desserts
- Matcha as a Nutritional Ingredient
- Matcha in Skin Care, Health, and Beauty Aids
Matcha Production Output Japan
Tencha is the green tea leaf utilized to produce Matcha powder…In 2014 production of Tencha reached…., an increase of almost 7 percent. Demand for Matcha has increased dramatically inside Japan, but primarily as an ingredient for food products more than as a traditional beverage.
When the tender Tencha leaves are dried and ground into powder, there is an estimated 10:1 ratio of fresh material to finished powdered Matcha. The estimated output of Matcha powder in 2014 was..
Kyoto Prefecture is the top Tencha producing region with 770 metric tons in 2013. Shizouka is second with…
And much more...
Japanese Matcha Industry: Strengths, Weaknesses, Opportunities, Threats
The Japanese Matcha industry is currently in a position of supremacy worldwide, continuing its historical domination of the Matcha marketplace. An onslaught of competitor producer challenges is now emerging, but a combination of established leadership, promotion, and authentication standards (origin, purity) will help the Japanese industry minimize this threat. The breakout years for Matcha worldwide will be 2015 to 2018, with glowing media coverage, endless new Matcha products, Matcha-centric retail outlets, and even greater uses….
In spite of its modern agricultural and post-harvest technologies, the Japanese Matcha industry struggles with many of the same strategic, political, and economic issues that are commonplace in other tea-producing…
A reliable supply-stream of cheap Matcha-like tea powders is now available. Most are produced in China. These typically wholesale for 50 to 200 percent less than higher grades of authentic Japanese Matcha. Cheap knock-offs are commonly...
And much more...
Matcha Market Quantification: Forecasts, Brands, Statistics
Matcha Prices from Japanese Wholesalers for Various Grades...
Top Japanese Matcha Wholesale Suppliers (in estimated order of annual revenue in North America)
Matcha-Centric Information
• Number of Matcha tea brands selling in the United States in 2014…
• Top brands: …
• Market share (est.) for top 10 Matcha tea brands sold at retail in the United States (non-sequential and by order, not dollars):...
U.S. Matcha Market
Product 2012-2014 Year-to-Year Growth %
Tea Powder (Matcha) Dollar Sales
Ready-to-Drink (Matcha) Dollar Sales
U.S. Matcha Market Forecast
- Forecast for number of Matcha tea brands selling in the U.S. by end of 2015...
- Forecast for number of Matcha tea brands selling in the U.S. by end of 2016…
- Sales of Matcha in the U.S. and Canada will continue to grow….%
Some market data provided by SPINS for Natural channel (excluding Whole Foods), Specialty Gourmet Channel, and Conventional Multi-outlet. Powered by SPINS, IRI.
Matcha Selection Criteria – General Guidelines
- Matcha for Traditional Tea Beverage Purposes: Classic Matcha Tea
- Matcha for Restaurants: Non-Beverage Culinary Applications
- Matcha for Foodservice Counter Level Use: Coffee, Tea and Juice Bars
- Industrial Food Grade Matcha
- Miscellaneous Matcha Purchasing Criteria
And much more...
Matcha: Observations, Analysis, Commentary
- Matcha expands from beverage to high-end culinary ingredient
- Matcha purity testing
- Radioactive matcha?
- Matcha-centric retail
- Matcha for highly active people
- Matcha: “The Holy Grail” of Teas?
- L-Theanine – The “Chill-Out” Constituent of Matcha
In a test conducted exclusively for the first (V. 1.0) edition of The Matcha Report, Chromadex, an independent certified analytical testing laboratory, examined ceremonial grade Matcha from a leading Matcha supplier.
Commentary on the Independent Analysis of Matcha
Matcha & ORAC Analytical Testing
Matcha Resource Directory
- 7 Leading Global, North American Matcha Wholesale Suppliers
- 21 Matcha Brands
- Matcha, Tea Consultants
- Analytical Labs, Testing Programs
- Tea-relevant Trade Shows (USA)
- Tea, Trade & Botanical Trade Groups
Full Color (Extensive Photography & Illustrations) * No Returns or Credits *
All Sales Final - Contact Us (info@teareport.com) Prior to Purchasing If You Have Questions Regarding Specific Contents
Products, brands, company names, and services listed herein — service marks, trademarks, registered trademarks, and brand names — are the property of their respective owners.
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