Asian and Latin American Drinks Are All the Rage!
For many, traditional matcha and yerba mate tea are integral to their Asian and Latin American heritage. However, what are these stimulating herbal extracts, and why are they gaining global popularity?
What Is Matcha?
Matcha, originally from Japan, is a green powder containing caffeine, although less so than mate (pronounced ma-tay). It is high in antioxidants, helping to alleviate oxidative stress and scavenge damaging free radicals. The amino acid content in the form of L-theanine helps provide physical and mental relaxation and, combined with caffeine, enhances focus and concentration. Matcha may also help boost metabolism and detoxification, with its potential thermogenic properties assisting in weight loss.
Matcha has a rich, vegetal, grassy, yet slightly sweet flavor. It can also be bitter. Preparation has its roots deep in Japanese culture and ceremony, with ceremonial grade matcha more expensive than café, classic, and culinary grade powders. As the tea gains appeal in the West, it’s available in regular and flavored form and consumed as matcha Frappuccino and latte.
What Is Yerba Mate?
Yerba mate tastes earthy and green, with robust herbal notes. It’s a daily staple for millions in South America, including Brazil, Argentina, Uruguay, Paraguay, and Latin Americans worldwide. For the rest, the infusion is intriguingly exotic and energizing, symbolizing the spirit of this vibrant sub-continent and its cultures.
Mate tea’s chemical makeup stimulates caffeine and other psychoactive alkaloids, similar to tea, coffee, and chocolate. The plant is also nutrient-rich, providing vitamins A, C, and E, magnesium, and potassium. Additionally, mate tea acts as a natural digestive stimulant.
It’s processed from the leaves of Ilex paraguariensis, the South American rainforest holly tree. The leaves are available in various forms: traditional, flavored, organic, roasted, and aged.
The tea is prepared using heated, but not boiling water, presented in a gourd (mate), and sipped through a bombilla – a wooden or metal straw. These straws include a sieve to filter out solids from the plant’s stems and leaves. Mate is also enjoyed as iced tea with mint and lemon.
Beyond their caffeine boost, matcha and yerba mate provide numerous health benefits. As ingredients, they also pair seamlessly with multiple flavors to create innovative product lines for new-age consumers.
Asian and Latin American Flavor Pairings
Tea is the second most consumed beverage globally (second only to water), with the tea segment commanding a substantial beverage share. The combined 2024 USA at-home and out-of-home revenue is estimated at US$15.3 billion, forecast to grow annually by 1.36% into 20281. In response, tea and food pairings are essential in elevating and expanding retail and hospitality portfolios.
Mate and matcha offer an exciting opportunity to develop novel and appealing yet culturally significant products and flavor pairings. Ignite your consumers’ imaginations and boost their energy and well-being sooner rather than later.
The global matcha market has increased rapidly, from US $3.48 billion in 2023 to US $3.84 billion in 2024, a 10.3% compound annual growth rate (CAGR)2. Globally, yerba mate is valued at US $1657.6 million in 2024, with a predicted CAGR of 4.3% to 2032 to achieve a size of US $2226.7 million3.
These beneficial infusions may also attract health-conscious consumers and those interested in mate and matcha’s purported esoteric qualities. Users believe these include heightened consciousness and insight and increased creativity, mindfulness, and balance. Adventurous consumers may also appreciate a combination of the two – a herby, grassy, and vividly green beverage.
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1 https://www.statista.com/outlook/cmo/hot-drinks/tea/united-states
2 https://www.thebusinessresearchcompany.com/report/matcha-global-market-report
3 https://www.linkedin.com/pulse/yerba-mate-market-overview-2024-2032-industry-oriented-tactics-2023-xccfc