INDUSTRY NEWS AND UPDATES

Hojicha, a roasted Japanese green tea known for its smooth and nutty flavour profile, is attracting growing interest from food and beverage manufacturers as consumers seek new taste experiences beyond matcha.

Unlike traditional green teas, hojicha is roasted rather than steamed, creating a mellow flavour with notes of toasted nuts, caramel and light smokiness. Its lower caffeine content and reduced bitterness are helping broaden its appeal among consumers looking for gentler alternatives to coffee and stronger teas.

The ingredient is increasingly appearing across a wide range of applications, including ready-to-drink beverages, speciality lattes, plant-based drinks, desserts, bakery products and confectionery. Its roasted character pairs particularly well with chocolate, dairy, caramel and nut-based products, making it attractive for premium product development.

Industry interest is also being supported by continued demand for Japanese-inspired flavours and growing consumer appetite for novel yet approachable ingredients. While matcha remains a major player, supply challenges and rising demand have encouraged manufacturers to explore alternative tea-based ingredients that offer both versatility and differentiation.

Beyond beverages and sweet products, hojicha is beginning to appear in savoury applications, where its roasted profile can add depth to seasonings, sauces and snack products. This cross-category flexibility is helping expand its commercial potential.

Market forecasts suggest continued momentum for hojicha over the coming years, with growth driven by increasing awareness in North America and Europe. Suppliers are also expanding availability through powdered and extract formats designed for food and beverage manufacturing.

For manufacturers, hojicha represents a broader shift towards flavour-led innovation. As consumers continue to seek distinctive yet familiar taste experiences, the ingredient offers opportunities across multiple categories while providing an alternative route to capitalise on interest in Japanese food and drink culture.