Channel the mighty matcha trend with NEW MONIN Matcha Green Tea concentrate
MONIN, the leading syrup brand, is introducing a new Matcha Green Tea concentrate to the ever-expanding matcha market, currently valued globally at $3.15Bn[1]. Crafted from premium Japanese matcha powder, MONIN’s trend-led launch is set to help venues lean into ongoing matcha mania by making ceremonial-grade matcha accessible to all, in under 20 seconds.
Baristas need only add milk and MONIN to craft delicately sweet, authentically flavoured matcha drinks – whether hot, iced or even in cocktail form. 62% of premium US and European coffee shop menus now boast a matcha-based option[2].
Matcha remains the number one fastest-growing tea-based beverage in premium coffee shops. With the market expected to grow by 8.7% YoY until 2030[3], Matcha Green Tea concentrate is well-timed to meet demand, spark creativity, and save time and effort – no whisking required!
A social media sensation, #matcha has reached 5.8Bn views on TikTok, and matcha drinkers are more likely than coffee drinkers to visit stores with friends and twice as likely to share their drinks on social media[i].
Yet its popularity doesn’t just come from aesthetics, matcha conveniently plays into the trend for functional drinks. In its latest Drink Trends report, MONIN predicted functional benefits such as health and nutrition to be top consumer priorities[4]. 68% of consumers consider matcha to be healthy[5], naturally boosting energy and mental wellbeing, and with the functional drinks market growing at a rate of +6.5% each year in Europe[6], meeting this consumer interest makes sense.
Jamie Carey, Senior Marketing Manager at MONIN UK & Ireland said: “Creating serves that are Instagram-worthy, health-conscious and versatile; appetite for matcha isn’t going anywhere. Following MONIN UK’s limited edition 25ml matcha concentrate Tesco launches, Matcha Green Tea and Blueberry Matcha Green Tea, which sold a combined 141,000 bottles in just four months[7], we’re confident that our reformulated Matcha Green Tea concentrate will see similar success.
This new year, venues should meet consumer interest in trend, taste, and health with MONIN. We’d recommend incorporating Matcha Green Tea concentrate onto menus with simple yet effective drinks such as MONIN’s Matcha Latte, customisable with the endless flavour combinations of the MONIN syrups portfolio…”
[1] Grand View Research, 2024
[2] Speciality Coffee Association, 2023
[3] source: Mintel Food & Drink Report
4 Grand View Research, 2024
5 MONIN Autumn | Winter Drinks Trends Report 2024 – 2025, May 2025
6 Euromonitor, 2024
7 Euromonitor, 2024
[7] Sales in bottles evolution – YTD 2025 vs 2024
[8] CGA Blind taste testing August 2021, consumer & professional respondents
[9] MONIN sales out report 2024
[i] source: MCA Eating and Drinking Out Market Insight Report 2025)
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