When it comes to Japanese green teas, matcha and hojicha are both popular options. Each offers its own unique flavors and benefits. Caitlin Schiessl breaks down the differences between matcha and hojicha powder to help you decide which offering (if not both!) will best cater to your customer base.

What is matcha?

Matcha is made from finely ground, shade-grown tea leaves. Though traditionally used in Japanese tea ceremonies, this style of tea has recently gained popularity worldwide for its rich flavor and proposed health benefits. Its vibrant green color and distinctive taste make it a versatile ingredient for beverages and desserts. For more information on matcha, check out our Matcha 101 guide.

Characteristics of Matcha

Flavor Profile

Matcha has a bold, umami flavor, with a hint of natural sweetness.

Caffeine

Compared to other teas, the caffeine content is high since the whole leaf is consumed. This provides an energy boost without the crash!

Uses

While we all know and love the famed matcha latte, the ingredient can also be used in a variety of other culinary applications, such as baked goods, ice creams, and smoothies.

Customer Appeal

Matcha is popular among health-conscious customers, as well as those seeking a unique, plant-based energy source.

What is hojicha powder?

Hojicha is made from roasted green tea leaves and stems. The high-level roasting process gives the tea its notable brown hue and nutty, cereal-like flavor. Additionally, hojicha is sometimes ground into a fine powder, like matcha, and is used in similar applications.

Characteristics of Hojicha Powder

Flavor Profile

Earthy, toasted, and nutty.

Caffeine

Compared to matcha, the caffeine content in hojicha is on the lower side, making it a good choice for an around-the-clock sipper, or for those sensitive to the caffeine in matcha.

Uses

Like matcha, hojicha powder can be used in lattes and baked goods as well, lending to a more dessert-like flavor. It pairs wonderfully with chocolate or savory flavors!

Customer Appeal

Those seeking caffeine-free/low caffeine beverage options or those with a more adventurous palate favor this tea. Furthermore, hojicha is a unique offering that can help your business stand out in a competitive market.

Final Thoughts on Matcha & Hojicha Powder

Both matcha and hojicha powder offer an opportunity for businesses to cater to evolving customer preferences. If you understand the differences, you can make more informed decisions and help your brand thrive! Lastly, contact your tea trader to get samples and see which offering is best for you.

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