Beyond flavor: Taiyo study reveals matcha’s cognition-enhancing benefits
29 Oct 2021 --- Premium matcha may have applications as a functional nootropic. The ingredient can enhance cognition and reactions in young adults, according to new research published by Taiyo International about partner ITO EN’s ceremonial matcha.
“This study demonstrates the cognitive benefits of matcha, which provides evidence to support new health claims. This expands matcha from a desirable flavor and color to an ingredient that can also provide a verifiable benefit,” Dr. Derek Timm, technical sales director at Taiyo International, tells NutritionInsight.
Japan-based ITO EN entered the B2B space earlier this year after it partnered with functional ingredient player Taiyo International to supply matcha to the food, beverage and supplement industries in North America. 
The use of matcha in supplements is expected to increase as more research highlights its benefits.
Flavor with cognitive benefits
While previous studies have found that daily matcha intake improves attention and executive function in middle-aged or older adults, the latest study explores the effects on young adults, Timm says.
The results, published in Science Direct, showed that participants aged between 25 to 34 who consumed 2 g of ITO EN’s ceremonial-grade matcha daily for two weeks had higher attentional function than the placebo group.
During the trial, participants completed tests designed to induce mild, acute psychological stress, which was important “because everyone experiences some degree of stress each day, and being able to provide significant improvement after stress really translates well into our everyday lives,” Timm notes.
“Now we have even more evidence that it's an indulgent flavor with cognitive benefits. This evidence will persuade more companies to add matcha to their formulations since it has dual benefits of flavor and functionality,” he adds.
Providing an edge
Timm observes that the gaming category would be ideal for matcha, which contains L-theanine and naturally occurring caffeine, equivalent to a standard soda or traditional cup of coffee. This would mean there would be no need to add artificial caffeine, he posits.
“We can hypothesize based on the faster reaction time observed in the study that it could give gamers an edge leading to improved performance.”
Furthermore, “matcha is a rich source of polyphenols, vitamins, minerals, fibers, chlorophyll and L-theanine,” Timm notes.
Elaborating on the difference between matcha and ceremonial-grade matcha, Timm explains that the former is ground green tea leaves, while the latter uses the highest grade and youngest green tea leaves to produce matcha powder.
Industry uses
Ceremonial-grade matcha can also add to the sensory experience of food, beverage or powder, with its rich green color and distinctive taste, Timm states.
Matcha appears to offer an edge when it comes to attention.
“As new clinical trials demonstrate cognitive benefits, use in dietary supplements will likely increase, especially in formats where the rich matcha flavor can be experienced, like sachets, bulk powders or chews.”
Currently, Timm observes that matcha is shifting from a niche flavor in products to an established flavor in ice cream, protein powder and smoothies.
“Matcha use is increasing in the food and culinary space as consumers have better recognition and appreciation for the flavor,” he further notes.
A study conducted by researchers at ETH Zurich, Switzerland revealed excessive consumption of green tea extracts or concentrates may cause organ damage as these cause oxidative stress.
Earlier this year, Taiyo received sports nutrition certification for its Sunfiber, Suntheanine, Matcha and Teavigo products
Taiyo and Asiros recently joined forces to create a fruit powder with “appealing” nutritional properties called CherryShield.
By Andria Kades, with additional reporting from Nicole Kerr
