With matcha lattes and matcha soft serves on the menu, Shinjuku Isetan in Tokyo is the destination for matcha lovers.
For those who want even more matcha as part of their experience, the menu items can be ordered with a side of cookies made from high-grade powdered green tea—each of these intensely green cookies contains two grams, which is about equivalent to one cup of matcha.
Matcha contains a natural source of umami flavor, which provides a savory and satisfying taste experience. Consumers are increasingly seeking out umami drinks as a way to enhance their food and beverage experiences and explore new flavor sensations. The unique and complex flavor profile of umami is seen as a mark of quality and authenticity, making it a desirable characteristic for premium drinks such as matcha.
What's Driving This Trend
- Umami Drinks
- More food and beverage businesses could explore the addition of umami ingredients to their drinks for a unique, premium taste experience.
- Matcha Menus
- Other cafes and restaurants worldwide could create matcha-focused menus to cater to the growing demand for matcha treats.
- Matcha Cookies
- Creative bakers could incorporate matcha powder into their baked goods, like cookies, to offer unique and health-focused treat options.
Who This Affects Most
- Food and Beverage
- Businesses in the food and beverage industry could leverage the demand for umami and matcha to create new product offerings or revamp existing ones.
- Bakery
- Bakeries and patisseries could innovate by incorporating matcha powder into their baked goods, like cookies and cakes, to offer trendy and health-focused treats.
- Cafe
- Cafes could create a unique atmosphere by offering a matcha-focused menu with various matcha drinks, desserts, and snacks for customers to indulge in.
