Matcha is a ground powder obtained from specially processed and green tea leaves. The tea leaves used in the manufacturing of matcha are specially grown in darkness for three weeks before being harvested, to stimulate higher levels of chlorophyll. The veins and stems of these leaves are then removed during the process, while preparation of matcha lasts up to 20 days. Matcha involves a slow grinding process, with aim to keep the aroma intact. It takes at least one hour to yield 30 grams of matcha. The flavor of matcha leaves depends upon its amino acid levels, the highest grades of which are recognized by intense sweetness and aroma. Matcha is primarily produced in China and Japan.
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Increasing health awareness regarding the health benefits of matcha tea among the populace is driving growth of the matcha market. Matcha contains high antioxidant content, mainly EGCG, which aids in the prevention of bladder, prostate, cervix, and brain cancer. High amino acid content in matcha helps reduce stress, enhance alertness and mental calmness, and prevents chronic diseases such as diabetes and gastrointestinal illnesses. Matcha is also known to boost metabolism and burn calories, due to which is it widely used for weight loss management. Growing health consciousness and figure consciousness globally, is increasing the demand for matcha tea, in turn boosting growth of the matcha market. Easy availability of matcha tea in retail stores, online stores, and hypermarkets, among others is further fueling growth of matcha market.
Among grades, the classic segment accounts for the largest segment and is expected to retain its dominance throughout the forecast period. The subtle flavor of the grade and rich nutrient content are the major factors driving demand for classic grades. Among applications, the regular tea segment holds a dominant position in the market, owing to increased influence of the Japanese tradition and increasing purchasing power of the populace.
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