Inside the Matcha Boom: Jade Leaf vs. Matcha DNA vs. Naoki Matcha

In the booming world of matcha, no single brand has yet claimed the crown. Once a niche product tied closely to Japanese tradition, matcha has surged into the global spotlight fueled by wellness trends, social media virality, and its growing reputation as a coffee alternative.

But which brands are truly resonating with customers? To find out, we pointed Syncly, our AI-powered feedback analysis platform, at thousands of reviews for three leading players: Jade Leaf, Matcha DNA, and Naoki Matcha

The results uncover not just what customers love and hate about each brand, but also what it will take to win as the matcha craze continues to heat up.

The Matcha Market Pulse: Rising Interest, Fierce Competition

Feedback Trend:

• Customer feedback on matcha powder has steadily climbed through 2025, signaling growing consumer attention to the category.

• Unlike in other segments where clear leaders emerge, no single brand has pulled ahead here—performance remains broadly comparable across players.

• Sentiment tells a similar story. Positive and negative feedback are distributed almost evenly across brands, suggesting the real battle for matcha dominance is only just beginning.

The Universal Drivers: Taste & Flavor, Value, and Grade & Suitability

What topics, or features, are customers talking about in Matcha reviews?

• Customers centered their feedback on three decisive factors: Taste & Flavor Profile, Price & Value for Money, and Grade & Suitability for Purpose.

• At a macro level, one-star and five-star reviews follow the same overall distribution across these topics. But at a more micro level, the contrasts among brands begin to show: most notably with Jade Leaf, where Price & Value for Money accounts for the highest share of one-star reviews across brands, while its presence in five-star reviews remains broadly in line with competitors

Such brand-level differences become more evident in the deep dive that follows.

A Brand-by-Brand Breakdown

Jade Leaf Matcha

Jade Leaf Matcha has carved out a loyal following, with customers consistently citing strong purchase motives tied to its positioning as a healthy alternative to coffee. Yet despite strong lifestyle appeal, cracks show in perceived value and packaging execution.

The Wins:

• Customers are overwhelmingly positive about their purchase motives, with 59.2% positive sentiment. Many highlight Jade Leaf Matcha as a smarter, healthier energy source than coffee, praising both focus and wellness benefits.

  "My focus is better. · More benefits than coffee."

  "I decided to stop drinking coffee and other energy drinks months ago, and stick with tea, and especially matcha as a healthier, smarter way to boost energy levels. I’ve definitely noticed a positive difference."

The Flaws:

• Price & Value for Money and Packaging undermine the experience. Customers feel misled by the product’s size-to-price ratio, often describing the pouch or tub as far too small for the cost. Compounding the issue, reports of damaged tins and faulty closures detract from brand trust.

  "The pouch is small; the size is smaller than a grown adult’s hand."

  "I’m new to matcha, so maybe this is normal — but I was shocked at how tiny this tub is. · For almost $20, I thought it would last a while, but I used like half of it just trying to make one sour cup 😬."

  "I also received the package and tin container severally damaged, container won't close all the way."

  
  

Matcha DNA

Matcha DNA positions itself as the budget-friendly giant of the matcha category, winning customers with unmatched value for money. Yet this strength comes at the cost of authenticity, taste, and even visual appeal.

The Wins:

• Customers consistently celebrate Matcha DNA’s affordability, with the brand earning the strongest positive sentiment for Price & Value for Money among the three competitors. Large container sizes and low cost per serving make it a go-to for daily drinkers seeking volume without breaking the bank.

  "This one is worth it. · For less than 0.10¢ per serving, I can enjoy amazing homemade matcha! · It is smooth, organic, and tasty! · No added sugar, just straight matcha. · So happy I stumbled across this. · Worth it!"

  "Amazing quantity & quality! · I have never laid my hands on such a large amount of matcha and considering I drink a matcha latte basically everyday, this was very economical for me."

  "This thing is giant! · Over 300 servings per container is wild. · For the price and quality of the product this is the one you want to buy"

The Flaws:

• The trade-off is clear: Matcha DNA suffers from the highest negative sentiment on Taste & Flavor Profile across all brands, with Color also a recurring disappointment. Customers describe the taste as bitter, inauthentic, or only palatable when masked in lattes. Similarly, color issues, from overly bright to brownish hues, diminish trust and reduce appetite appeal.

  "It’s not as authentic as the Japanese ones that come in very small quantity and last you maybe two weeks. · but with this one you get 20x more for a lot cheaper. · Quality and authenticity is my only issue"

  "I like that you get a lot for less money but the taste is too bitter. · To use this, I need to add sugar, which defeats the purpose of me wanting matcha."

  "Bad taste when made with water. · Great when made as latte."

  "The color and taste are different than the last can I bought and not in a good way. · It’s a brighter green and the flavor is harsher."

  " I'm not sure if it's supposed to be more of a luscious, bright green like on the packaging, but it's got a tinge of brown to it. · Ngl, makes it slightly less appetizing."

Naoki Matcha

Naoki Matcha distinguishes itself with quality and versatility, earning the strongest praise for grade and suitability for purpose among all three brands. But persistent packaging failures threaten to undermine an otherwise premium experience.

The Wins:

• Naoki Matcha earns the highest positive sentiment for Grade & Suitability for Purpose, with customers celebrating its ability to work seamlessly across different formats from traditional hot matcha to lattes and smoothies. The brand is seen as both a reliable daily staple and a strong alternative to other premium players.

  "I drink this daily with one cup of oat milk, honey to taste, and ice- simple and tasty. · When I have more time, I'll make my husband a pistachio matcha latte."

  "Excellent alternative to other high quality match brands. · Been subscribed for almost a year now. · Excellent as a traditional hot match or mixed in with smoothies and lattes."

The Flaws:

• Packaging issues dominate Naoki Matcha's weaknesses, driving 80% of negative sentiment. Customers repeatedly report tears in bags, dented tins, and lids so tightly sealed they become unusable. While the product quality is trusted, such recurring packaging defects frustrate loyal buyers and risk damaging brand perception.

  "The only downside this time was that the bag arrived with a small tear in it. · Just hoping for better packaging next time!"

  "My tin also came damaged and I reported it, since it impacted the quality."

  "I like the matcha itself and have ordered it more than once, but this time the lid is stuck so tight that no one in my household can get it open. · Any ideas from the company would be welcome"

What Will Decide the Winner

Jade Leaf’s strength is its health-first positioning, but its long-term success depends on easing concerns around value and fixing persistent packaging issues. Matcha DNA can’t rely on low prices alone, closing the gap on taste authenticity and color will decide whether it’s seen as a leader or just a bargain buy. Naoki Matcha already delivers on quality and versatility, but unless it solves its packaging problems, its premium image won’t hold.

In the end, who comes out on top in the matcha race will hinge on which brand best amplifies its strengths while eliminating the weakness customers notice most.