The food and beverage trend of 2025 has seen a wide range shift. And one of the trends that took the market by storm is Matcha. A vibrant green powdered tea rooted in Japanese tea culture. From a cafe staple to a mainstream wellness and lifestyle obsession across the world including India, match has formed a niche in the market.



As per a study by , matcha tea has various health benefits, including an enhancing effect on cognitive function, cardio-metabolic health, and anti-tumorigenesis. To date, randomized clinical trials (RCT) showed that matcha decreases stress, slightly enhances attention and memory, and has no effect on mood. Results regarding the effect of matcha on cognitive function are contradictory and more RCTs are warranted. The cardio-metabolic effects of matcha have only been studied in animals, but findings were more homogenous. Consuming matcha with a high-fat diet resulted in decreased weight gain velocity, food intake, improved serum glucose and lipid profile, reduced inflammatory cytokines and ameliorated oxidative stress. Evidence regarding the anti-tumor function of matcha is very limited. Findings showed that matcha can affect proliferation, viability, antioxidant response, and cell cycle regulation of breast cancer cells.







According to data from the , food and drink preferences have shifted in the year 2025, which also highlights how consumers are not just eating differently, but are also drinking uniquely. As per industry experts, it is proven by matcha’s growth in 2025, where lifestyle habits have seen a shift towards healthier and esthetically appealing choices.




And if you think that the shift has happened overnight, you need to understand that a combination of social media visibility, growing wellness consciousness, and experiential café culture has actually brought this shift. All these have helped matcha climb the ranks of consumer preferences in 2025. According to food industry reports, search interest for matcha tea in India has reportedly grown fourfold in recent years.






And as per experts, the rise is also due to matcha’s appeal is its dual promise of health and lifestyle. It is found in studies that matcha powder involves consuming the whole leaf, which delivers higher concentrations of antioxidants such as catechins and beneficial amino acids like L‑theanine. As per experts, these compounds are also linked to improved heart health, enhanced focus, and steady energy release without the side effects often associated with coffee and teas.



And as per lifestyle experts, matcha's success is not just impacted by health benefits, it is equally impacted by culture and aesthetics. The whole process of making matcha is perceived as very therapeutic and goes well with social media platforms like Instagram and YouTube. Influencers and café culture have also helped position matcha as a symbol of modern, mindful living and that's why it is all over the place in the form of matcha lattes, smoothies, and desserts alongside traditional favorites.






However, matcha’s success is equally affected by challenges. As per industry reports, the gap between global demand and supply has led to shortages and price spikes. As per industry analysis, the future of matcha is bright. It is expected that the demand will see a continued growth and will remain as a strong component of the wellness and food economy in the coming years.



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