Japan Matcha Market Updates

Why Coffee Drinkers Are Switching to Japanese Matcha

Aug 27 2026

More consumers in Europe and the United States have reportedly been moving away from coffee and choosing matcha instead. Matcha has become increasingly visible on cafe menus, while its potential health benefits are also receiving renewed attention in Japan. A recent Japanese-language article published by Women’s Health and distributed through Yahoo! Japan examined the components of matcha, the reasons behind its appeal, and the experience of replacing coffee with matcha.

The article presents matcha as more than a fashionable cafe ingredient. It describes a powdered tea with a history extending back to the 12th century and more than eight centuries of connection to Japanese tea culture. Today, matcha is consumed as a traditional drink and used to add flavor and color to foods such as muffins and ice cream.

Why Coffee Drinkers Are Switching to Matcha

Matcha is a type of green tea made from the leaves of Camellia sinensis. Unlike ordinary infused tea, the leaves are finely ground into powder and consumed rather than removed after steeping. According to the article, the young leaves used for matcha are shade-grown, dried, and ground into powder using a stone mill.

This method gives matcha its distinctive umami and grassy flavor. The article acknowledges that some people need time to become accustomed to the taste. At the same time, consuming the powdered leaves is one reason matcha has attracted interest among people looking beyond conventional coffee and infused green tea.

The report identifies catechins, L-theanine, and caffeine as three representative components of matcha. Catechins are a type of polyphenol associated with antioxidant activity. L-theanine is an amino acid found in tea and may support a gentler feeling of alertness when consumed with caffeine.

This combination is central to the article’s explanation of why some coffee drinkers are turning to matcha. Registered dietitian Jenna Gorham says that L-theanine may be connected to the more gradual alertness associated with matcha. However, the article does not claim that every person will experience the same effect or that matcha completely prevents a caffeine crash.

Matcha Health Benefits Reported in Japan

The Japanese report highlights catechins as one of matcha’s notable components. Gorham explains that powdered matcha contains antioxidants associated with reducing cellular damage and helping to prevent chronic disease. The article also identifies epigallocatechin-3-gallate, commonly called EGCG, as a powerful catechin found in matcha, while noting that further research is necessary to establish the full extent of the proposed health effects.

Asako Miyashita, a US registered dietitian and New York State certified dietitian-nutritionist, states that matcha contains vitamins A, B, C, E, and K. The article discusses these vitamins in connection with general health and skin condition. It also refers to research concerning vitamin C and collagen production, as well as vitamin B and the turnover of healthy skin cells.

These findings are presented as potential benefits rather than guaranteed outcomes. The article reports that Miyashita suggests trying matcha in place of coffee for one week for people concerned about their skin condition, but it does not state that matcha is a treatment or that drinking it will produce the same result for everyone.

Matcha, Caffeine, and L-Theanine

Matcha contains caffeine, and the article provides a comparison with several other drinks. It lists approximately 70 milligrams of caffeine in matcha, compared with 28 milligrams in a cup of green tea and 47 milligrams in a cup of black tea. A cup of coffee is described as containing approximately 96 milligrams, although the article notes that the amount varies depending on the type of coffee.

Because matcha contains more caffeine than ordinary infused green tea, it may provide an energy effect approaching that of coffee. Its L-theanine content, however, is presented as a possible reason why the experience may feel different. The article refers to research involving a green-tea-like drink containing approximately 25 milligrams of L-theanine, which was associated with reduced stress and an increase in the neurotransmitter GABA.

A writer cited in the report replaced coffee with matcha for one week. The writer experienced less morning restlessness and felt that energy continued more gradually. At the same time, the writer did not experience the same immediate effect provided by coffee and needed time to become familiar with matcha’s flavor.

This personal experience is not presented as a universal result. The article recommends considering whether the way caffeine is experienced and the overall feeling of the drink suit the individual, rather than judging matcha simply by whether it appears to “work” immediately.

Important Limits to the Health Claims

The article also discusses several points of caution. Matcha contains caffeine even though it generally contains less than coffee. People who are sensitive to caffeine or concerned about its effects on sleep or blood pressure are advised to adjust the amount and timing according to their individual response.

The report recommends limiting matcha consumption to three or four cups per day and refers to US dietary guidance recommending no more than 400 milligrams of caffeine per day. It also emphasizes that L-theanine does not guarantee that a person will avoid a caffeine crash.

Another distinction concerns pure matcha and sweetened matcha products. The article notes that prepared matcha lattes and commercial mixes may contain sugar, syrup, powdered milk, or sweetened milk alternatives. Consumers interested in matcha for health reasons are therefore advised to check whether a product is pure matcha powder or a sweetened mix.

The renewed Japanese coverage of matcha’s health benefits reflects the same qualities now attracting attention from Western coffee drinkers: powdered whole tea leaves, catechins, L-theanine, caffeine, and a distinctive way of experiencing alertness. The article does not establish that matcha will replace coffee or that its proposed benefits apply equally to everyone. Instead, it presents matcha as another caffeinated beverage that people can incorporate according to their preferences, physical condition, and daily routine.