Matcha fever is sweeping Thailand, with the beverage gaining unprecedented popularity. According to recent statistics from LINE MAN Wongnai, Thai people consumed over 5 million cups of matcha as of 2024, reflecting staggering growth of 78% compared to previous years. This figure marks a significant increase from 2020, when less than 1 million cups were sold.
The wave of interest is not limited to just the volume of matcha being consumed; it's also indicative of changing consumer preferences. It seems as though the entire nation has embraced premium matcha, coupled with a willingness to pay higher prices for quality ingredients. The trend mirrors the earlier rise of Thai tea and suggests a shift toward more health-conscious and quality-oriented consumption habits.
The areas of Chatuchak, Siam, and Khlong Toei have emerged as hotspots for matcha sales, reflecting the beverage's integration within urban lifestyle and culture. Vendors and cafes throughout these regions are capitalizing on the trend, with consumers actively seeking premium matcha powders. This transition demonstrates not only the demand for flavor but also for health benefits associated with higher-grade matcha.
LINE MAN Wongnai has recorded astonishing figures; for the year 2024 alone, orders for matcha reached around 5 million cups, buoyed by consumer enthusiasm for quality products. The consumption level has been remarkable: from nearly 1 million cups back in 2020, to over 2 million cups just one year later, it indicates both growth potential and consumer eagerness to embrace this vibrant and healthy beverage.
While matcha has captured the spotlight, other beverage categories continue to thrive as well. The data shows Americano and Black Coffee leading the charts, with respective sales increases of 38.4%. Espresso and Cappuccino weren't far behind, experiencing growths of 35.1% and 31.9%. These figures highlight the continuing popularity of coffee among Thai consumers and signify the diversity within the beverage market.
Yet, the rise of matcha and other beverages isn't without its challenges. The food and beverage industry faces significant hurdles, including economic pressures and rising costs. A staggering 50% of new restaurants are reported to close within their first year, with more than 65% failing within three years, as operational costs continue to mount. The increased expense of raw materials severely impacts profit margins, making it all the more imperative for businesses to offer unique products like matcha.
One popular matcha-based drink, the Milk Matcha, has become iconic among Thai consumers, and its appeal contributes to the beverage's favorable market penetration. Health experts suggest this enthusiasm for matcha can be attributed to its reputation as a superfood, associated with numerous health benefits, including antioxidants and improved metabolism.
Interestingly, the matcha craze isn’t isolated to Thailand; it has sparked shortages globally, particularly in Japan, where supply is struggling to meet demand. This trend speaks to the depth of matcha’s appeal and indicates its potential as a staple ingredient not only for beverages but also for culinary delights.
According to the management of LINE MAN Wongnai, the current trends reflect consumers' focus beyond just taste; they are increasingly choosing healthier ingredients. The demand for high-quality matcha has resulted in premium-grade products flying off the shelves, often outpacing supply.
Looking toward the future, businesses and consumers alike seem committed to exploring more adventurous and quality-driven products. With health consciousness continuing to rise, it’s likely this trend will persist, influencing not just beverage preferences but food choices as well.
It remains clear; the matcha fervor is more than just a passing trend; it signifies a broader shift within Thai culture toward valuing health-focused, high-quality products. With such rapid growth, the industry surrounding matcha stands poised for continued expansion.
So, whether you’re sipping on matcha lattes from your favorite café or enjoying matcha-infused desserts, one thing is certain: matcha has firmly established itself within the hearts and palates of the Thai people.