CHF15.90 CHF530.–/1kg
Matcha Magic Organic Matcha
30 g
From Japan to Switzerland: the matcha hype
10.12.2024
Translation: Elicia Payne
This year, Galaxus has sold around 15 per cent more tea than last year. The online retailer has recorded an increase in sales of over 400 per cent for matcha tea. It’s clear the green gold from Japan has found its way into Swiss teacups.
2024 has seen the tea market in Switzerland change drastically. Galaxus has felt this too. Matcha tea, to be specific, is on a rapid upward trend with sales up by 435 per cent compared to last year. The online retailer recorded a 15 per cent increase in sales for the entire tea range.
Breastfeeding tea ahead of its competition
The traditional Japanese drink is now one of the favourite teas in Swiss households. A look at Galaxus’ sales figures shows that organic matcha tea is the fourth most popular infusion of the year.
Still, Moroccan mint, a Sirocco tea selection and organic breastfeeding tea take the lead, relegating the trend drink to fourth place.
Japanese growth miracle
This year’s sales growth for matcha is above average compared to other tea products. «This development proves how dynamic the matcha trend is and strongly suggests that the market for matcha in Switzerland will continue to grow,» says Yuki Gasienica, who’s responsible for the tea range at Galaxus, among other things.
The variety of matcha products, ranging from classic teas to innovative blends, also adds to the appeal. «On the whole, the boom in matcha tea in Switzerland reflects a global trend in which traditional drinks from Asia are increasingly gaining recognition and popularity in Western markets,» explains Yuki. The combination of taste, health benefits and cultural interest seems to be going down well with consumers.
Galaxus stocks almost 200 matcha products: from matcha powder and traditional bamboo whisks to green tea-based face masks. The highest demand is for matcha in powder form. Depending on the product, the price per kilo varies considerably, ranging from 28 francs to over 1,000 francs per kilo.
Are you Team Matcha or is the trendy green drink not your cup of tea? Do you prefer matcha hot or cold? Share your thoughts in the comments section.
Header image: Shutterstock
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.