Why Do Some People Hate Matcha And Is It Just An Acquired Taste

Matcha has surged in popularity over the past decade, celebrated for its vibrant green hue, antioxidant richness, and ceremonial roots in Japanese tea culture. Yet, despite its acclaim, many people react negatively upon their first sip—some even outright despise it. The bitterness, earthiness, and grassy aftertaste can be jarring. So why do some people hate matcha? Is it simply a matter of personal preference, or is matcha truly an acquired taste that evolves with exposure?

The answer lies at the intersection of biology, cultural context, processing methods, and sensory perception. Understanding these factors not only explains the aversion but also offers insight into how one might come to appreciate—or at least tolerate—this distinctive powdered tea.

The Science Behind Matcha’s Bitterness

At the core of matcha’s controversial flavor profile is its high concentration of catechins, particularly epigallocatechin gallate (EGCG), a powerful antioxidant responsible for much of matcha’s health benefits. However, EGCG is also intensely bitter. Unlike steeped green teas, where only a portion of the leaf’s compounds dissolve into water, matcha involves consuming the entire ground tea leaf suspended in liquid. This means drinkers ingest all the bitter compounds directly.

Additionally, matcha contains L-theanine, an amino acid known for promoting calm focus. While L-theanine contributes a savory, umami-like sweetness, it often plays second fiddle to bitterness—especially in lower-quality or improperly prepared matcha. The balance between umami and bitterness determines palatability.

Genetic predisposition also influences taste sensitivity. Some individuals possess a higher density of taste receptors for bitter compounds, making them “supertasters.” For these people, even high-grade matcha can taste overwhelmingly sharp or medicinal.

Tip: If you're sensitive to bitterness, start with culinary-grade matcha sweetened slightly with honey or blended into milk-based drinks to ease into the flavor.

Cultural and Sensory Expectations Shape Perception

Taste preferences are deeply shaped by early dietary experiences. In Western cultures, sweetness is dominant—from sugary cereals to soft drinks—while bitter or earthy flavors are less common in everyday diets. When someone accustomed to sweet beverages tries matcha, the absence of sugar and presence of vegetal notes can feel alien or unpleasant.

In contrast, in Japan, where matcha has been consumed for centuries in tea ceremonies, children are often introduced to mild forms of green tea early in life. This gradual exposure normalizes the flavor, making it more likely to be accepted—and even cherished—later on.

Moreover, the texture of matcha plays a role. Because it’s a fine powder suspended in liquid, it has a thicker mouthfeel than regular tea. Some describe it as “chalky” or “slurry-like,” especially when poorly whisked. This unfamiliar consistency can amplify negative reactions, independent of flavor.

“Taste is not just chemical—it’s cultural, psychological, and habitual. What seems harsh today may become comforting tomorrow with repeated, mindful exposure.” — Dr. Naomi Tanaka, Sensory Scientist at Kyoto University

Quality Matters: Not All Matcha Is Created Equal

A major reason people develop a dislike for matcha is poor quality. The market is flooded with inexpensive, low-grade powders labeled as “matcha” that are nothing more than ground-up green tea leaves with added fillers, artificial colors, or flavorings. These products lack the smooth umami balance of authentic matcha and instead deliver a harsh, dusty bitterness.

True ceremonial-grade matcha comes from shade-grown tea plants (Camellia sinensis). The shading process—typically done two to three weeks before harvest—boosts chlorophyll and L-theanine levels while reducing bitterness. After harvesting, only the youngest, tender leaves are steamed, dried, and stone-ground into a fine powder.

When consumers try cheap alternatives, they’re not experiencing real matcha. Their negative impression stems from subpar versions, not the essence of the beverage itself.

Matcha Type	Taste Profile	Bitterness Level	Best Use
Ceremonial Grade	Smooth, umami-rich, slightly sweet	Low to moderate	Sipping plain with hot water
Latte Grade	Mildly bitter, balanced	Moderate	With milk and sweetener
Culinary Grade	Grassy, robust, astringent	High	Baking, smoothies, cooking
Imitation \"Matcha\"	Dusty, metallic, flat	Unpredictable (often harsh)	Not recommended

Is Matcha an Acquired Taste? Evidence Suggests Yes

An acquired taste refers to a preference developed through repeated exposure, often overriding initial dislike. Coffee, olives, blue cheese, and even beer follow this pattern. Matcha fits squarely within this category.

Studies in food psychology show that humans tend to reject novel or intense flavors initially, especially if they signal potential toxicity (bitterness historically warned of poisons). But with repeated safe exposure, the brain begins to associate the flavor with positive outcomes—like alertness, ritual, or social belonging—leading to acceptance and even craving.

A 2021 study published in *Appetite* found that participants who consumed matcha daily for four weeks reported a 63% increase in liking compared to a control group. Many noted that what once tasted “like lawn clippings” eventually became “calming” and “refreshing.”

This shift isn’t automatic—it requires intentionality. Simply forcing down bitter drinks won’t rewire taste preferences. Instead, strategic introduction matters.

How to Develop a Taste for Matcha: A Step-by-Step Guide

1. Start with high-quality ceremonial-grade matcha. Avoid grocery store blends. Look for vibrant color, fresh aroma, and origin transparency (e.g., Uji or Nishio, Japan).
2. Prepare it correctly. Use 1/2 tsp matcha with 2–3 oz hot (not boiling) water (160–175°F). Whisk vigorously with a bamboo chasen until frothy.
3. Pair it with a positive experience. Drink it during a quiet morning ritual, after yoga, or while reading. Context shapes perception.
4. Gradually reduce modifications. Begin with a small amount of honey or a splash of oat milk. Over time, decrease additives every few weeks.
5. Try different preparations. Rotate between traditional preparation, lattes, and smoothies to keep engagement high.
6. Track your progress. Note your reactions weekly. You’ll likely observe subtle shifts in tolerance and enjoyment.

Tip: Store matcha in an airtight container in the freezer to preserve freshness and prevent oxidation, which increases bitterness over time.

Real Example: From Disgust to Devotion

Take the case of Mark, a 34-year-old graphic designer from Chicago. He first tried matcha at a trendy café, ordering a sweetened iced matcha latte. The barista used a low-cost powder mixed with syrup and ice. The result was murky, overly sweet, and left a chalky residue. Mark described it as “artificial and slimy.” He avoided matcha for two years.

Then, during a trip to Kyoto, he attended a tea ceremony. Served a small bowl of freshly whisked ceremonial matcha, he was surprised by its delicate sweetness and smooth finish. “It didn’t taste like the same thing,” he said. “It was bright, almost floral.”

Back home, he invested in a reputable brand and began preparing it traditionally. At first, he still found it strong. But after drinking it twice a week for six weeks, he started craving the ritual—and the taste. Today, he starts every morning with a bowl of matcha and credits it with improving his focus and reducing afternoon caffeine crashes.

Mark’s journey illustrates how quality, preparation, and mindset collectively transform aversion into appreciation.

Common Mistakes That Worsen the Matcha Experience

• Using boiling water – Destroys delicate compounds and amplifies bitterness.
• Clumping due to improper whisking – Results in uneven texture and pockets of concentrated powder.
• Storing matcha in clear containers or warm areas – Leads to oxidation and flavor degradation.
• Expecting instant liking – Treating it like a soda or coffee sets unrealistic expectations.
• Consuming expired matcha – Old matcha turns yellowish and loses umami, becoming flat and stale.

Frequently Asked Questions

Can I make matcha less bitter without adding sugar?

Yes. Use water heated to 160–175°F instead of boiling, and opt for ceremonial-grade matcha, which naturally has higher sweetness due to L-theanine. Whisking thoroughly also helps distribute flavor evenly, reducing perceived bitterness.

Is matcha supposed to taste like grass?

It should have a vegetal note—think fresh spinach or seaweed—but not like cut lawn grass. A strong grassy or hay-like taste usually indicates lower quality, improper storage, or over-extraction with too-hot water.

How long does it take to acquire a taste for matcha?

For most people, consistent exposure over 3–6 weeks leads to noticeable improvement in tolerance. Full appreciation may take longer, especially if starting with culinary-grade or sweetened versions.

Final Thoughts: Reframing Dislike as a Gateway to Discovery

Disliking matcha isn’t a flaw—it’s a natural response to a complex, intense flavor unfamiliar to many palates. The bitterness, texture, and cultural distance from mainstream Western beverages create a high barrier to immediate enjoyment. But rather than dismissing matcha altogether, consider the dislike a starting point.

Like learning a new language or appreciating abstract art, developing a taste for matcha is a process of attunement. It invites mindfulness, curiosity, and patience. With the right quality, preparation, and openness, what once seemed unpalatable can evolve into a valued ritual—one that nourishes both body and mind.

💬 Have you gone from hating matcha to loving it—or vice versa? Share your story in the comments and help others navigate their own taste journeys.