The Matcha Moment: Can America Go Beyond the Latte?

The US market’s growing interest in green tea powder, particularly in the form of lattes, has sparked a debate about whether Americans are ready for more than just a trendy drink. While matcha’s popularity is undeniable, with 35% of all Japanese tea exports heading to the United States, it’s unclear what drives this demand.

The parallel between sushi and matcha offers insight into the potential for growth. Just as California rolls introduced Americans to raw fish, matcha lattes made green tea powder accessible to a wider audience. Today, sushi is a staple in many US cities, with a devoted following that transcends novelty. Can matcha follow a similar trajectory?

Education will be crucial in driving this growth. As consumers begin to appreciate the complexities of traditional Japanese matcha production – from cultivar to preparation method – they may start to crave more than just sweetened lattes. Businesses like Sorate, Kettl, and Matchaful are already pioneering this approach by offering guided tastings, workshops, and classes that introduce customers to traditional Japanese tea culture.

Hannah Habes, founder of Matchaful, believes it’s essential for the industry to educate consumers about matcha culture. “Great matcha has a distinctive taste and flavor that reflects the craftsmanship of the tea farm,” she notes. Major chains like Starbucks continue to serve matcha beverages alongside their coffee offerings, positioning the industry for a new level of sophistication.

As the industry evolves, education may become the key differentiator, justifying premium prices and deepening consumer interest in the farms, cultivars, and craftsmanship behind the powder. If history is any guide – and it seems it might be – then yes, America is indeed ready to move beyond the latte and explore the rich world of traditional Japanese matcha. The question now is whether the industry will rise to meet this opportunity.