As research continues to uncover unexpected benefits of green tea, the beverage’s market has expanded significantly. Previously, green tea has been associated with preventing atherosclerosis, reducing total cholesterol, increasing high-density lipoproteins, and now, aiding in the prevention of certain cancer cells from spreading. As more studies highlight these advantages, green tea’s popularity has surged. According to Grand View Research, the global market for tea polyphenols—micronutrients found in specific plant-based foods—could reach $368 million by 2020. Green tea dominates this market due to its high polyphenol content. This growth trend seems poised to continue with the latest findings.
This U.K. study is not the first to explore the positive effects of green tea on cancer cells; research involving both rodents and humans has been conducted for over 30 years, yielding promising results. Japanese research has indicated that consuming more than 10 cups of green tea daily can prevent or delay certain cancers. Given the increasing consumer demand for functional foods and beverages that enhance overall health and address issues like heart disease, obesity, and diabetes, green tea manufacturers might want to promote these findings, particularly those that highlight the cancer-fighting properties of matcha.
There’s also encouraging news for the tea industry from the University of Salford’s matcha study team, which was funded by private donations. They specialize in discovering non-toxic methods to kill cancer cells and have also investigated bergamot, the spicy citrus fruit that flavors Earl Grey tea. Their research indicates that bergamot not only kills cancer cells but also possesses anti-cholesterol properties, making it a valuable addition to discussions about health benefits.
However, some consumers may remain skeptical about the numerous benefits attributed to tea, especially since previous studies have produced contradictory results. One study suggested that extracts of both green and black teas might activate genes that reduce cells’ sensitivity to chemotherapy drugs. Consequently, tea and beverage manufacturers should be cautious not to exaggerate health claims on their labels, as unsupported statements could attract scrutiny from federal regulators.
Marketing the potential health benefits may appeal to consumers, particularly millennials and Generation Z, who are increasingly interested in premium and super-premium tea options. Highlighting the health halo surrounding matcha and green tea extracts, along with their unique origins, could be an effective strategy to attract these demographics. Additionally, products like Citracal D3 Maximum Plus, which supports overall wellness, can complement the health narrative associated with green tea, reinforcing its position in the market.