For more than 130 years, Aiya has been a leading matcha manufacturer with offices around the world, including China, Thailand, England, Germany, France, and Austria.
The company entered the Middle East five years ago, at a time when matcha was unknown in the region.
“We are operating in this market with a long-term strategy. Just two years ago, I had to see what matcha is at the Gulfood industry fair. Nowadays, other people are looking for matcha. Now they know it’s healthy and smart for them, which is smart for our business.
“Our purpose is to bring matcha to each and every supermarket, to each and every café and to each and every home. We strongly believe that matcha is the healthiest of all teas, containing 10 to 15 times more nutrients than regular green tea,” Thomas Gromer, CEO of Aiya Europe, told FoodNavigator-Asia.
At the moment, Aiya’s specialty is focused on B2B sales channels, such as caterers, juice bars, cafes, and restaurants.
“When other people notice a new drink and like it, they’ll need to have it at home. That’s when we move on to the second step towards B2C. We offer a variety of milk tea blends, to which you can simply upload the milk of your selection and enjoy it at home. These ready-to-use products are very convenient.
Gromer admitted that there is still “a big difference” in matcha awareness among consumers in the Middle East compared to those in Asian countries such as Singapore, Taiwan and South Korea, which means opportunities for expansion in the region.
“We have also noticed a growing demand for matcha in food applications. For example, there are many coffee shops in Singapore that serve matcha latte. In Malaysia and Thailand, there is a high density of bubble tea shops, where matcha drinks can be had. be found.
Another difference between consumers in Asia and those in the Middle East, Europe and the U. S. is the engine of purchases, according to Gromer.
“Taste and taste are something that is being discovered in Asia, while fitness benefits play a bigger role in making matcha exciting for consumers in non-Asian countries.
“That’s why markets move very differently, and also why we started by promoting organic and healthy food retail outlets first [in the Middle East], before moving on to supermarkets and so on. People who shop at those outlets tend to be more health-conscious. “
While China has stood out as a matcha-producing market in recent years, Gromer said there is still demand for Japanese matcha, especially in Asia.
“We found that other people were asking if matcha was from Japan [before buying it]. At this year’s Gulfood, many stakeholders told us that the call for matcha was taking place in India and that they were looking for Japanese matcha suppliers.
“Another example is Thailand, where other people like matcha. Although the source of income for Thai consumers is smaller than in countries like Japan, they are willing to pay for quality. They like products at good prices, but they also look for quality.
In addition, Gromer said the developing demand is also visible in Southeast Asian markets, such as Indonesia and Vietnam.