Is hojicha the next flavour megatrend?

Hojicha’s food and drink potential – overview

• Hojicha is a roasted Japanese green tea with a mellow flavour
• Its low caffeine and smooth taste drive broader consumer appeal
• Applications span RTD beverages, cafes, desserts, confectionery and savoury foods
• Supply is expanding as manufacturers seek alternatives amid matcha shortages
• For industry, hojicha signals flavour-led innovation beyond functional positioning

Is x the new x? Sound familiar?

We love to ask the question of whether a certain ingredient or product is the replacement for a previous consumer favourite.

Is fibre the new protein?

Is Angel Hair the new Dubai chocolate?

Is functional snacking the new comfort eating?

The list goes on and on. And we have another one for you...

Is hojicha the new matcha?

What is hojicha?

Pronounced hoh-jee-chuh, hojicha is a Japanese green tea.

But what sets it apart from other green teas, which are steamed, is the fact that it’s roasted in a porcelain pot over charcoal. This process prevents oxidation and gives it a light golden colour.

What does hojicha taste like?

If matcha is known for its grassy, plant-like intensity, hojicha sits at the opposite end of the spectrum. Its flavour is smooth, mellow and distinctly roasted, with notes of toasted nuts, caramel and a gentle smokiness that makes it instantly approachable. There’s very little bitterness and none of the astringency often associated with green tea. And it’s that softer flavour that’s said to be a major part of its appeal.

What can hojicha be used for?

Hojicha is an incredibly versatile ingredient and can be used in a whole range of foods.

Thanks to its distinctive roasted flavour profile, characterised by warm, nutty, slightly smoky and naturally sweet notes, hojicha lends itself to sweet and savoury formulations.

It’s already gaining traction in beverages, appearing in ready-to-drink (RTD) products, specialty lattes, plant-based milk drinks, cold brews and even functional beverages where its low caffeine content is a major selling point.

In the café and foodservice space, hojicha is being positioned as an alternative to matcha, offering a more approachable, less bitter flavour.

And it’s proving popular in desserts and bakery products, including ice creams, gelatos, pastries, cakes, biscuits, chocolates and confectionery. Its subtle roasted notes pair well with dairy, caramel, nuts and chocolate, making it attractive for premium and indulgent product development.

And on the subject of premiumisation, single-origin hojicha products, sourced from specific regions, such as Uji in Kyoto and Shizuoka, are a way of further elevating quality perception and justifying higher price points.

Beyond sweet products, hojicha’s increasingly being explored in savoury innovation, used in seasonings, marinades, or to infuse broths and sauces, adding depth and umami complexity. This opens opportunities in categories such as ready meals and snacks bars.

Are there health benefits to hojicha?

Hojicha isn’t marketed as a ‘superfood’ in the way matcha often is, but that may change as consumer demand grows.

It’s naturally low in caffeine, making it a popular choice with those looking to cut down without cutting out. The roasting process also reduces bitterness and acidity, making it gentler on the stomach than other green teas.

Added to this, it contains antioxidants, though in lower amounts than matcha.

Why is hojicha gaining popularity?

The global hojicha market is now valued at $2.1bn (€1.8bn), and is projected to reach $3.9bn by 2034 (7.1% CAGR), with North America and Europe driving growth (Data Intelo).

Hojicha’s rise is largely a result of timing, ticking several boxes consumers are actively looking for today.

First, there’s flavour. As more consumers move away from bitterness and intensity, hojicha’s smooth, roasted profile feels like a natural next step. It offers something new, but still familiar enough to fit easily into everyday routines, through snacks, drinks and desserts.

Then there’s the shift towards lower caffeine options. Hojicha offers a gentler alternative to coffee and high-caffeine teas.

It also benefits from the continued interest in Japanese food and drink culture, which has already helped drive matcha’s global success.

And finally, manufacturers are leaning into its versatility, as it appears in more products like lattes, RTDs, chocolates and ice creams.

Is hojicha easy to source?

The well documented matcha shortages, a result of its overwhelming success, are fresh in the minds of manufacturers. This means an alternative would need to withstand a surge in interest.

But while hojicha is widely available in its home market of Japan, international supply has a long way to go to catch up.

Having said that, things are moving quickly. As more global brands and manufacturers start to experiment with it, suppliers are stepping up to meet demand, with powdered formats for beverages and confectionery, and extracts for wider applications.

In other words, as with any emerging ingredient, availability is improving in line with need.

Hojicha’s future in food and beverage

For manufacturers, hojicha’s rise signals a shift towards flavour-led innovation.

Manufacturers that moved quickly on matcha now have a blueprint to follow – early experimentation, strong supplier partnerships and clear positioning will be key to capturing value.

But, unlike matcha, hojicha’s lower caffeine content, softer flavour and cross-category potential could unlock wider, more mainstream adoption.

The challenge will be scaling supply and avoiding the bottlenecks that continue to plague matcha.