Houjicha tea catches on as alternative beverage in Japan
28 December 2017 | News
According to market research firm Intage, sales of hojicha beverages in 2016 totaled about 14 billion yen (S$166 million), a 30 per cent increase from 2012.
Beverages, sweets and other products flavoured with hojicha, or Japanese roasted green tea, have become a common sight in stores these days.
Hojicha’s mild flavour and aroma have brought new popularity to existing products. Increasing health consciousness among consumers has also fuelled the trend.
The market for hojicha has been growing in recent years. According to market research firm Intage, sales of hojicha beverages in 2016 totaled about 14 billion yen (S$166 million), a 30 per cent increase from 2012. That trend has continued into 2017, with consistently high sales that totaled about 10.1 billion yen from January to September.
Hojicha’s share of the entire market for sugar-free tea products in Japan is 3.5 per cent. This is lower than the 53 per cent for sencha green tea, 19.1 per cent for blended-leaf tea and 9.4 per cent for mugicha barley tea, but hojicha’s figure has been steadily rising.
Many pregnant women and women with young children enjoy the beverage, as it is thought to be gentle on the stomach and easy to drink.
According to the Education, Culture, Sports, Science and Technology Ministry’s 2015 edition of the Standard Tables of Food Composition in Japan, hojicha contains only 20mg of caffeine a 100g serving, lower than black tea at 30mg and coffee at 60mg.
Though hojicha is made from the same leaves as sencha and bancha green tea, leaves for hojicha are roasted at a higher temperature, reducing the relative caffeine content. This also accounts for hojicha’s unique aroma.
A Seven-Eleven spokesman said, “Because the hojicha boom is continuing, we’re doing everything we can to ensure hojicha- flavoured products are stocked in our shops.”
The popularity of hojicha tea drinks has also been strong. The total sales volume last year for Ito En’s Oi Ocha Hojicha, both hot and cold varieties, increased 71 per cent from five years before. The company’s suggested retail price for a 525ml bottle is 151 yen.
An increasing number of cafes, such as Starbucks, have also introduced hojicha tea at their bigger branches recently, as consumers re-embrace the simple yet deep flavours of roasted Japanese green tea.