Next to water, tea is undeniably the most popular beverage on earth. A favourite in Asia for over 5,000 years, this ubiquitous product is now encroaching upon consumer markets perpetually dominated by coffee soft drinks and even food. Meet the newly defined tea market of Japan.
Green tea has a deeply embedded place in Japanese culture. When the Japanese simply refer to tea (ocha), they usually mean green tea. A visit to a neighbor for a trifling matter will often culminate in an invitation for a cup of tea, and when paying a visit to a company on business, guests are bound to be served the beverage. Since long ago, moreover, the Japanese have been very particular about the proper way of brewing tea--how much leaves to use, how hot the water should be, and so on.
During the last decade, however, tea went from its relaxing place at home or in the office to everywhere on the street. Consuming ready-made tea has been spreading in convenience stores, super markets and, for sure, vending machines all over the country.
Many manufacturers have come out with products of this sort, and there are now over 100 types of bottled tea being sold. The size of the market has doubled from 80 billion yen (727 million U.S. dollars at 110 yen to the dollar) in 1993 to 160 billion yen (1.45 billion dollars) in 1999 and is expected to double again every five years.
During the last decade, however, tea went from its relaxing place at home or in the office to everywhere on the street. Consuming ready-made tea has been spreading in convenience stores, super markets and, for sure, vending machines all over the country.
Many manufacturers have come out with products of this sort, and there are now over 100 types of bottled tea being sold. The size of the market has doubled from 80 billion yen (727 million U.S. dollars at 110 yen to the dollar) in 1993 to 160 billion yen (1.45 billion dollars) in 1999 and is expected to double again every five years.
The variety of bottled teas range from the orthodox green tea to those made from the leaves of persimmon, ashitaba (a plant of the celery family native to Japan), dokudami (a wild plant commonly seen in Japan), and bamboo leaves. It seems as though just about any type of leaf has become fair game for making tea.
In addition to these straight teas, there are a number of blended varieties, which combine plant essences with tea leaves to achieve added flavor and effects. Aside from the national brands produced by major manufacturers, there are also locally produced varieties with limited availability, such as turmeric and bitter-gourd teas, which are holding their own against the big guys in the marketplace.
In addition to these straight teas, there are a number of blended varieties, which combine plant essences with tea leaves to achieve added flavor and effects. Aside from the national brands produced by major manufacturers, there are also locally produced varieties with limited availability, such as turmeric and bitter-gourd teas, which are holding their own against the big guys in the marketplace.
Matcha Limette Ice Cream The appearance of some bold food products and beverages that are made using green tea are also stirring up something of a boom. Among these are green-tea-flavored Western-style sweets that a large number of makers have been producing, which allow consumers to savor the taste of pricey powdered green tea at a low cost. Other offerings include dairy products mixed with tea, green-tea shakes, and tea lattes and espressos, which are made using an espresso machine. Some of these beverages have even gained a following in the United States.
One of the most widespread tea sorts is Matcha tea. It is widely recognized as one of the richest sources of natural antioxidants on earth. Antioxidants are food compounds that help neutralize chronic and age-related diseases.
Lab analysis shows the concentration of this multi-purpose antioxidant a whopping 137 times higher in matcha than in regular steeped green tea. The antioxidant power is also reportedly 100 times greater than Vitamin C and 70 times greater than orange juice. Matcha also contains nearly 10 times more beta-carotene than spinach.
Subsequent research determined L-theanine in green tea yields huge quantities of a T-cell activator which not only helps kill cancer cells but also speeds the elimination of viruses, bacteria, and parasites that cause colds, flu, pneumonia, diarrhea, and the plaque that forms around teeth and gums. Catechin in matcha helps preventing combustions of the teeth ridge and strengthens it naturally.
Lab analysis shows the concentration of this multi-purpose antioxidant a whopping 137 times higher in matcha than in regular steeped green tea. The antioxidant power is also reportedly 100 times greater than Vitamin C and 70 times greater than orange juice. Matcha also contains nearly 10 times more beta-carotene than spinach.
Subsequent research determined L-theanine in green tea yields huge quantities of a T-cell activator which not only helps kill cancer cells but also speeds the elimination of viruses, bacteria, and parasites that cause colds, flu, pneumonia, diarrhea, and the plaque that forms around teeth and gums. Catechin in matcha helps preventing combustions of the teeth ridge and strengthens it naturally.
Matcha caffeine, theine, is absorbed slowly thereby mitigating the rush of caffeine jitters. Matcha also produces the unique calming affects of concentrated L-theanine — proven to elevate the production of dopamine and the “happiness molecule” serotonin in the brain — as well as the natural muscle relaxant theophylline.
“One cup of a good quality matcha is equivalent to 8-10 cups of regular green tea. Studies show we should drink at least five cups of green tea every day. Why not just one cup of matcha instead?”
“One cup of a good quality matcha is equivalent to 8-10 cups of regular green tea. Studies show we should drink at least five cups of green tea every day. Why not just one cup of matcha instead?”
In combination these matcha compounds produce a relaxed awareness unlike any other beverage. The good news for health conscious consumers is that increasing demand for green tea means retailers are now finding lucrative new niches in high-end matcha products.
There are matcha tea smoothies, shakes, sweets, chewing gum and even vanishing crèmes. Even a matcha confectionary fair took already place showing off the latest trends in tea flavoured sweets.
In Japanese coffee shops over the last five or six years, the Matcha Latte emerged as a mellow alternative to the standard cafe latte. It is very mild, complex and lightly sweetened; you can enjoy it blended it with milk, soy milk or as a frappe or milkshake. Those coffee like products also may simplify the change from coffee to healthy tea.
There are matcha tea smoothies, shakes, sweets, chewing gum and even vanishing crèmes. Even a matcha confectionary fair took already place showing off the latest trends in tea flavoured sweets.
In Japanese coffee shops over the last five or six years, the Matcha Latte emerged as a mellow alternative to the standard cafe latte. It is very mild, complex and lightly sweetened; you can enjoy it blended it with milk, soy milk or as a frappe or milkshake. Those coffee like products also may simplify the change from coffee to healthy tea.
Although the emergence of many different varieties of tea has been welcomed, there is a worry that, before long, a generation will emerge that will have never consumed tea from anything other than plastic bottles. It may be inevitable that most people today are unfamiliar with the traditional tea ceremony, but the prospect of children growing up without ever experiencing the warm pleasure of a homemade cup of tea is a sad one for many.
