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Matcha Has Gone Mainstream—Is It Worth the Hype?

As promised last week, I’m following up on the idea that the scrappiest plants are the healthiest—with a closer look at one of the most finicky, fabulous, and functional ones of all: matcha.

I’ll be honest, I never gave matcha much thought. Years ago, I had a boss who drank it daily. But he also went on exotic meditation retreats and cleansing fasts. Let’s just say, I assumed matcha was out of my league.

Recently, though, I’ve been noticing matcha popping up everywhere—lattes at Starbucks, muffins at bakeries, even in skincare. When did it become so mainstream?

The skeptic in me is always on the lookout for overpriced trends, but before casting judgment, I decided to investigate.

What is matcha?

Matcha has its roots in Ancient China, but truly found its spiritual and cultural home in Japan, where it’s been used for centuries by Buddhist monks, samurai warriors, and the Japanese elite. It’s known for being used in ceremony and supporting meditation.

Looking more closely, matcha is a specific type of green tea—and this leaf is not the easiest to cultivate or enjoy. It’s shade-grown, hand-harvested, steamed, de-veined, and stone-ground into a fine powder. To consume it, you don’t just throw it in a tea bag and add water.  You must heat water to the right temperature, add the right amount, whisk it, and froth it. And, you consume the entire leaf—not just the water it’s been steeped.

It is very high-maintenance plant and takes care to prepare, and that’s what makes it great.  Born of struggle, matcha thrives! It defies odds to grow green and vibrant. In that process it develops a suite of bioactive compounds, including: L-theanine, antioxidants, chlorophyll and caffeine. All of these promote health. 

While there’s limited large-scale research on matcha itself, the science behind green tea is well-established—and small studies suggest matcha is like green tea, only concentrated. So yes, more bang for your buck.  Matcha supports:

  • Improved mental clarity and calm energy
  • Fat oxidation and better metabolism during workouts
  • Stress reduction and improved focus
  • Brain and gut health (early studies are promising!)

Matcha is the introvert overachiever of the plant world. It’s not just any green tea.  Not only is it packed with health-promoting compounds, the act of how you drink it offers additional health benefits.  The mindfulness of preparing and sipping provides an intentional break in the day. Matcha works best when it’s savored as a ritual.  

While this scrappy plant holds much promise, my inner skeptic was right to be leary.  Matcha can’t fix and otherwise poor diet. And if it comes as a latte or is loaded with whipped cream, syrups, or sweetened milk, it’s no longer matcha.  It has been turned it into an ultra-processed food —and it’s missing the very benefits that makes this plant unique. Beware of high price products mascerading as matcha.

Curious to try the real thing?  Message me. I’d love to sit down with you, talk nutrition, and whisk you a proper cup. 

To see part 1 of this series, click HERE

Carolyn Kontos, MS, ACC, offers Wellness & Nutrition Coaching at the JCC through her Eat Well Programs. For more information, contact Carolyn at [email protected]

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