Matcha, the vibrant green tea powder, has become a social media sensation, particularly on platforms like TikTok. This surge in popularity has transformed it from a niche beverage to a mainstream trend, influencing consumer demand and even impacting global supply chains. Its versatility and perceived health benefits have fueled its widespread adoption.

The TikTok Effect On Food Trends

TikTok's powerful algorithm has become a significant driver of food trends, shifting influence from supermarkets and restaurants to social media. This dynamic allows for rapid dissemination of new culinary interests, leading to quick spikes in demand for specific products.

• Supermarkets are now using AI to track online trends, enabling faster product development.

• Trends can emerge and spread globally in a matter of weeks, impacting supply chains.

Matcha's Meteoric Rise

Matcha's popularity has exploded, driven by its presence on social media. This has led to a significant increase in its global market, with substantial growth projected for the coming years.

• Matcha is forecasted to grow at a compound annual rate of 9.44% between 2022 and 2027, reaching an expected revenue of $5.5 billion by 2027.

• It has become the dominant Japanese tea export, accounting for two-thirds of the export value of powdered teas last year.

• In 2022, 76% of Japanese tea exports to the US market were in powdered form.

Supply Chain Challenges And Environmental Concerns

The sudden surge in demand for trending products like matcha and pistachio (another TikTok-driven trend) has put immense pressure on agricultural supply chains, leading to shortages and price increases.

• Matcha production in Japan nearly tripled from 2010 to 2023, yet shortages still occurred.

• The rapid expansion of single-crop cultivation, driven by social media trends, raises concerns about deforestation, increased reliance on pesticides, and water overuse in drought-prone regions.

Beyond The Latte: Matcha's Versatility

Matcha's appeal extends beyond traditional lattes, with its versatility inspiring a wide array of culinary creations. This has further cemented its place in modern food culture.

• Matcha is being incorporated into various recipes, from baked goods to savory dishes.

• Its popularity has also sparked interest in other powdered teas, such as hojicha, a roasted green tea with lower caffeine content.

The Future Of Food Trends

The influence of social media on food trends is undeniable, creating both opportunities and challenges. While it allows for rapid innovation and consumer engagement, it also necessitates a more agile and responsive supply chain, alongside a mindful approach to environmental sustainability.

Sources:

• From matcha lattes to Dubai chocolate – how supermarkets fight to cope with TikTok trends | Food & drink
  industry, The Guardian.

• Matcha Is a Darling of Social Media and Powdered Teas Are a Growing Wholesale Enterprise for the Tea Industry
  | World Tea News, WorldTeaNews.

• 7 Best Tiktok-Trending Matcha Lattés In Metro Manila, ABS-CBN.