Nutrition consultant Nourhan Kandil emphasized that matcha is no longer just a global wellness trend—it has become a lifestyle choice with significant health and economic impact in Egypt.
Originally introduced as a fashionable Japanese drink, matcha has evolved into a staple in the daily routines of many Egyptians, Kandil noted. Its growing popularity reflects a broader shift toward health-conscious living and has begun to play a tangible role in boosting the local economy.
“The global matcha market was valued at $4.3bn in 2023 and is projected to exceed $7.4bn by 2030,” she said, highlighting the beverage’s rapid international growth.
In Egypt, the trend is more than a passing fad. “Matcha is becoming a health and economic movement,” Kandil explained. “People of all ages—from young adults to seniors—are turning to matcha as a healthier alternative to coffee and sugary canned drinks.”
This shift in consumer preferences is part of a broader cultural transformation, she added, one that reflects increased awareness around nutrition and wellness.
The rising demand has prompted local and international companies to add matcha to their product offerings, stimulating job creation across sectors such as importation, distribution, retail, and marketing.
Kandil also noted that matcha’s influence extends beyond the food and beverage industry. “It’s inspiring innovation and entrepreneurship,” she said, pointing to a surge in matcha-infused products such as baked goods, desserts, and creative drinks.
Beyond its economic role, matcha—derived from finely ground Japanese green tea leaves—is rich in antioxidants like catechins, which can help protect cells from oxidative stress, reduce the risk of chronic diseases, and strengthen the immune system.
“Matcha represents a real transformation in the Egyptian market,” Kandil concluded. “It’s changing not only what people consume but how they think about health.”
