Matcha is rapidly transitioning from a global wellness trend into a significant lifestyle choice and economic force within Egypt, according to nutrition consultant Nourhan Kandil.Initially introduced as a fashionable beverage originating from Japan, matcha has now become integrated into the daily routines of a growing number of Egyptians.

This increasing popularity signifies a broader societal shift towards prioritizing health and wellness,and is demonstrably impacting the Egyptian economy. The global matcha market reached a valuation of $4.3 billion in 2023, with projections exceeding $7.4 billion by 2030, illustrating its substantial international growth trajectory.

In Egypt, the adoption of matcha extends beyond a fleeting fad. Kandil asserts that “Matcha is becoming a health and economic movement,” attracting consumers across all age demographics-from young adults to senior citizens-who are seeking a healthier option to traditional coffee and sugary drinks.This change in consumer behavior reflects a heightened awareness regarding nutrition and overall well-being.

The surge in demand has spurred both local and international companies to incorporate matcha into their product lines, leading to job creation across various sectors, including importation, distribution, retail, and marketing. Moreover, matcha is fostering innovation and entrepreneurship, evidenced by the proliferation of matcha-infused products, such as baked goods, desserts, and unique beverage creations.

Beyond its economic contributions,matcha-derived from finely ground Japanese green tea leaves-is a rich source of antioxidants,particularly catechins. These compounds are known to protect cells from oxidative stress, possibly reducing the risk of chronic diseases and bolstering the immune system. Kandil concludes that matcha “represents a real change in the Egyptian market,” influencing not only consumption patterns but also perceptions of health.