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The global matcha market was valued at USD 4.3bn in 2023 and is projected to exceed USD 7.4bn by 2030. Matcha is becoming a health and economic movement, Kandil explained, adding that people of all ages—from young adults to seniors—are turning to matcha as a healthier alternative to coffee and sugary canned drinks.
Nutrition consultant of Egypt, Nourhan Kandil emphasized that matcha is no longer just a global wellness trend—it has become a lifestyle choice with significant health and economic impact in Egypt.
Originally introduced as a fashionable Japanese drink, matcha has evolved into a staple in the daily routines of many Egyptians, Kandil noted. Its growing popularity reflects a broader shift toward health-conscious living and has begun to play a tangible role in boosting the local economy.
The global matcha market was valued at USD 4.3bn in 2023 and is projected to exceed USD 7.4bn by 2030. Matcha is becoming a health and economic movement, Kandil explained, adding that people of all ages—from young adults to seniors—are turning to matcha as a healthier alternative to coffee and sugary canned drinks.
This shift in consumer preferences is part of a broader cultural transformation, she added, one that reflects increased awareness around nutrition and wellness. The rising demand has prompted local and international companies to add matcha to their product offerings, stimulating job creation across sectors such as importation, distribution, retail, and marketing.
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A matcha drink is a beverage made with matcha powder, which is finely ground green tea leaves. It’s typically prepared by whisking the powder into hot water, creating a vibrant green, frothy drink. Matcha is known for its unique, slightly bitter, and vegetal taste, and is rich in antioxidants and other beneficial compounds.
