When a Trend Creates a Shortage Because of Influencers

Matcha: The Viral Trend Fueled by Influencers and Its Rapidly Evolving Market

Matcha, the fine Japanese green tea powder, is much more than just a seasonal trend. In recent years, it has become a true phenomenon in the world of superfoods, thanks in large part to the power of influencers and their central role in promoting new eating habits. From Starbucks to niche brands like Milia Matcha and Noka Matcha, this traditional product has successfully established itself in France—not only for its health benefits but also for its trendy image.

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Where Does Matcha Come From and Why Is It Trending?

Matcha comes from a specific variety of green tea primarily grown in Japan. Unlike regular green tea, the leaves are ground into a fine powder and mixed with hot water to create a flavorful and health-packed beverage. With its high antioxidant content, matcha quickly became a symbol of wellness and productivity.

However, it’s truly through social media that matcha gained widespread popularity. Influencers and wellness personalities shared their recipes and tips, promoting it as a healthy and stylish alternative to coffee or processed juices. On platforms like Instagram and TikTok, matcha has taken off as a genuine trend, encouraging millions to incorporate it into their daily routines.

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The Key Role of Influencers

Matcha’s rise can largely be attributed to the growing influence of content creators. They not only showcased its benefits but also helped shape its “cool” and “healthy” image. From matcha lattes to smoothie bowls and even matcha cookies, influencers have made sure to present this drink in an accessible and aesthetically pleasing way. Matcha has become more than just a food product—it’s now a lifestyle accessory.

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The Growing Matcha Market in France

The matcha market is booming in France, driven by increasing demand for organic, vegan, and natural products. Market data shows that consumers are more and more interested in the health benefits matcha offers. Sales have surged in recent years, and projections suggest this upward trend will continue.

This growth is also tied to the broader rise of the health and wellness culture, a constantly evolving sector. Consumers are increasingly turning toward less processed, nutrient-rich products—and matcha fits perfectly within this new demand. Many companies specializing in organic or wellness goods are beginning to include matcha in their product lines, from drinks and desserts to beauty products.

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The Risk of a Shortage

As demand continues to rise, producers may simply not be able to keep up. According to industry experts, current production capacity may fall short of meeting the skyrocketing demand—especially if the hype surrounding matcha shows no sign of slowing down.

Brands like Milia Matcha and Noka Matcha, already well established in the French market, may face this challenge head-on. If demand for their products grows too quickly, they’ll need to find new sources of supply or risk running into a shortage of high-quality matcha. This situation could impact the entire market, with prices likely increasing as supply becomes more limited.

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A Lasting Trend?

The appeal of matcha appears far from fleeting. As the market continues to expand and influencer enthusiasm shows no signs of waning, matcha is establishing itself as a long-term food trend. Driven by health-conscious younger consumers, the market keeps evolving, offering a wealth of opportunities for both established and emerging brands.

If you haven’t yet jumped on the matcha bandwagon, now might be the time to try this phenomenon that blends wellness, taste, and aesthetics. With brands like Milia Matcha, Noka Matcha, and Anatae Matcha leading the way, matcha might just become a staple of your morning routine!