News on December 4th, matcha tea uses high-quality fresh tea as a raw material, and the tea powder processed through technology is added as a flavor in recent years and is widely used in the catering industry. Its various derivatives occupy the mainstream position in current food consumption, and the popularization trend is obvious, such as matcha latte, matcha ice cream, matcha cake and so on.
Due to increased demand for tea, pastries, ice cream and beverages, it is estimated that by the end of 2022, the global matcha market will exceed 1.7 billion US dollars.
Derivatives become more abundant
With the escalation of consumption, consumers' attention on matcha has increased year by year, and the market for matcha in China has grown rapidly. At the same time, with the rise of the new tea industry, the market for matcha food and beverages has exploded, and there has been a special brand of matcha foods.
But compared with the international market, the development of China's matcha industry is still relatively slow. Taking the United States and Japan as examples, the high development of the matcha industry in both countries has made the breakdown of matcha products more and more diverse. From upstream supply to downstream retail, there are not only relatively mature brands, but also large matcha powder suppliers.
Although the popularity of matcha specialty stores has recently receded, its derivative product series has become more and more abundant, driving the niche category of matcha to diversify and expand a wider market space. The report shows that offline chains are still the main consumption form of downstream terminals of matcha brands. 70% of domestic matcha is used in processed foods, with baking channels and catering channels each accounting for 15%.
Retailing is becoming a trend
From the perspective of the entire matcha industry, products can be divided into two main forms. One is the supply of matcha raw materials, focusing on the production of matcha powder raw materials. The other is an all-matcha tea restaurant that serves matcha-related desserts, tea, coffee, etc.
In China, most matcha items are only part of a tea shop or dessert shop. According to industry insiders, the market space of matcha specialty dessert shops is becoming smaller and smaller under the squeeze of new teas, which has led merchants not to take market risks to focus on matcha products, but to use it as one of the desserts or beverages.
Judging from the distribution of offline chain cities, the penetration rate of brands in first-tier cities is high, and the number of stores is most prominent in the Beijing market. Among them, desserts, drinks and ice cream categories are more popular, including matcha lasagna, matcha ice cream, matcha latte, milk cap matcha and so on. These products need to be made-to-order and have the characteristics of catering services.
At the same time, the retailing of matcha foods has become a trend, that is, 'matcha pre-packaged foods'. There are a variety of pre-packaged foods, including matcha-flavored flakes, matcha-flavored ice cream, mulberry matcha, twist, and nougat. From the perspective of operating channels, whether it is dependent on takeaway or pre-packaged food for sale online, it is a trend from offline to online.
While offline stores are declining, matcha-type snack foods are doing well on online e-commerce channels. For example, many snack food brands such as Liangpinpu and Baicao are involved. Compared with matcha specialty stores, pre-packaged goods greatly reduce the difficulty of ensuring raw material supply and store management.
Taking advantage of the source upstream
The industry analysis shows that from the perspective of the industry as a whole, although the emergence of many matcha entrepreneurship projects has injected new vitality into the industry, the domestic matcha market as a whole is still facing a mixed situation. There are a large number of 'green tea powder' filling 'matcha' teas on the e-commerce platform ', In fact, there are no small differences between the two in terms of raw materials and manufacturing processes. If this situation persists, it will only become more difficult to regain customers after consumers have been recognized by counterfeit products.
At the same time, the terminal development of the industrial chain exerts its resource advantages on the upstream matcha supply side, and continuously improves and improves the flavor in the planting and production links. Nowadays, most suppliers start to control some tea gardens by themselves to effectively control the product quality. In addition, data show that Jiangnan Tea Area and Southwest Tea Area in the main green tea production areas in China have the conditions for green tea production. Therefore, many companies have transformed green tea gardens into green tea gardens. At present, there are more than 30 tea gardens participating in the production of green tea in the country. Each.
After rapid development in recent years, the matcha industry has made certain achievements in market and consumer cultivation, and the market demand is increasing day by day. In addition to strengthening the R & D and application of related products in the future, the exploration of upstream source planting technology and scientific management methods is especially important.
Matcha (called tea in ancient China) originated in the Sui and Tang dynasties in China. The young leaves of spring tea were killed by steam and then made into cake tea (group tea) for preservation. Bake and dry on the fire before eating, and grind with a natural stone mill into powder.