Matcha is a celebrated beverage worldwide, which has originated from the roots of Japan, where it has been a traditional celebrated drink in the peninsula. In today’s world, as the ready to drink beverages are taking over, the health conscious customers are looking for alternate caffeine-free options that suit their palettes. Functional beverages, plant based shakes, and now matcha has taken over the major health drink segment, especially in India. It has now become crucial for emerging and existing players to follow up with the trend, and food consultants such as Frontline Food Consultants and Engineers (FFCE) are at the front of it to drive this change.
What is canned Matcha
Canned matcha is the ready to drink, premixed variant of the traditional matcha drink that is tailored to suit various customers. These drinks can be mixed and fused with other flavours as well, such as strawberry, raspberry, chocolate, and even coffee. Some of the variants may also include fortified versions, such as probiotics variants, and the ones loaded with vitamins and minerals. To ensure a long shelf life and microbiological safety, these are then sterilized and packaged in aluminium or composite metal cans.
Technical Considerations in Manufacturing
1. Raw Material Selection
Matcha Quality: Mostly, the most high quality matcha is considered that is directly sourced from Japan, however, the Indian counterparts are also equally of a good quality, and can be easily sourced at competitive price points.
Particle Size: Ultra-fine milling (<5–10 microns) is important for suspension stability.
Oxidation Sensitivity: Matcha is highly susceptible to oxidation, hence it becomes important to follow careful inert measures during its processing.
2. Formulation Difficulties
Suspension Stability: Matcha tends to settle quickly. Homogenization under high-shear and natural stabilizer (pectin, acacia gum) use are essential.
In order to make the variants low caloric, fruit extracts, stevia, steviol glycosides, monk fruit extract, etc can be used. This would also create space in the clean label market as well.
3. Thermal Processing
- Most canned matcha products undergo retort sterilization at 121°C for 15–20 minutes to achieve commercial sterility.
- HTST or UHT processing with aseptic filling can be used for advanced shelf-stable options, though they require higher capital investment.
4. Packaging Considerations
- Can Type: Composite metal cans with internal food-grade epoxy coating protect against corrosion and light.
- Oxygen Scavengers and nitrogen flushing are used to prevent oxidation.
- Labeling must highlight functional claims (e.g., “antioxidant-rich,” “L-theanine support”) while complying with FSSAI norms.
Market Trends in India
1. Demand Driven by Health
Increased sedentary behavior and lifestyle disorders have led consumers to turn to matcha and other natural energy enhancers.
The L-theanine and EGCG found in matcha are being promoted as coffee substitutes for long-lasting mental clarity.
2. Urban Café Culture & Premiumization
- Availability of matcha-based drinks in Starbucks, Blue Tokai, and Third Wave Coffee has built brand awareness and taste familiarity.
- Startups and D2C brands are now introducing canned matcha lattes, sparkling matcha, and kombucha-infused matcha.
3. Export & Tourism Influence
- Matcha-savvy consumers returning from Japan, Korea, and the US are creating a niche but growing domestic market.
Prospects for Manufacturers’ Growth a. Domestic Niche Retail
a. Perfect for high-end chains with wellness sections like Apollo Pharmacy, Foodhall, and Nature’s Basket.
b. D2C and e-commerce
Adoption can be accelerated by targeted campaigns through the vegan marketplaces, Nykaa, HealthKart, and Amazon.
c. Clean Label Innovation
- Positioning with no preservatives, no added sugar, and plant-based claims will cater to India’s conscious Gen Z.
Challenges & Mitigation Strategies
| Challenge | Strategy |
| Sedimentation of matcha | High-shear emulsification + natural gums |
| Limited cold-chain infrastructure | Use of retort/UHT technology for shelf-stable cans |
| Price sensitivity | Launch 180–200 ml SKU for ₹99–120 targeting metro audiences |
| Regulatory hurdles | FSSAI compliance on antioxidant/energy claims via scientific substantiation |
