Global Matcha Green Tea Powder Market Growth, Share, Size, Trends and Forecast (2025 - 2031)

• In September 2023, a major player in the beverage industry launched a premium line of matcha-based drinks, capitalizing on the rising global trend toward healthy, antioxidant-rich beverages .

• In April 2022, Japan's matcea powder market saw an increase in exports to Europe and North America, where demand for matcha in health-conscious consumers and specialty cafes has been growing .

The global matcha green tea powder market is segmented by product into classic matcha green tea powder, ceremonial matcha green tea powder, and culinary matcha green tea powder. Classic matcha powder is typically used for everyday tea drinking and is popular due to its balance of flavor and cost. Ceremonial matcha powder, known for its high quality and smooth flavor, is mainly used in traditional tea ceremonies and is priced higher due to its premium grade. Culinary matcha powder is designed for use in recipes, such as smoothies, cakes, and desserts, and has a more robust flavor profile to withstand cooking and baking processes.

The market is also segmented by form, with matcha green tea available in powder and liquid forms. Powdered matcha is the most traditional and widely consumed form, favored for its versatility and ability to be mixed with various beverages and food items. The powder form retains the full concentration of nutrients and antioxidants, making it the preferred choice for most consumers. Liquid matcha, on the other hand, is gaining popularity due to its convenience and ease of use, especially in ready-to-drink beverages and pre-packaged products, offering a quicker way to enjoy the benefits of matcha without the need for preparation.

In terms of application, the market for matcha green tea powder serves several industries, including matcha beverages, personal care & cosmetics, food products, and regular tea. Matcha beverages, including lattes and smoothies, are a significant and growing market segment, driven by increasing consumer interest in health-focused drinks. The personal care and cosmetics segment utilizes matcha powder for its antioxidant and anti-inflammatory properties, incorporating it into skincare products like masks and creams. In food products, matcha is used as an ingredient in various offerings, such as ice cream, chocolates, and energy bars. Regular tea remains a traditional and steady application, where matcha is consumed as a variant of green tea for its unique taste and health benefits.

The distribution channels for matcha green tea powder are divided into offline and online modes. Offline distribution primarily involves retail outlets, health food stores, and supermarkets, where consumers can physically evaluate the product before purchase. This channel remains essential for customers who prefer to shop in person and for regions with limited internet access. Online distribution, on the other hand, is growing rapidly, driven by e-commerce platforms and the increasing trend of direct-to-consumer brands. Online shopping offers the convenience of home delivery, a wider selection of brands, and often better pricing, making it popular among younger, tech-savvy consumers.

Geographically, the matcha green tea powder market is segmented into North America, Europe, Asia Pacific, the Middle East and Africa, and Latin America. Asia Pacific, particularly Japan and China, remains the largest market due to the long-standing cultural tradition of matcha consumption. North America and Europe are experiencing significant growth in demand, driven by increasing consumer awareness of health and wellness benefits and the popularity of matcha in beverages and food products. The Middle East and Africa, while still emerging, show potential due to the growing interest in natural and functional foods. Latin America is a developing market with a rise in health-conscious consumers, contributing to gradual but steady growth in the consumption of matcha products.

Global Matcha Green Tea Powder Market Analysis

In this report, the Global Matcha Green Tea Powder Market has been segmented by Product, Form, Application, Distribution Channel, and Geography.

Global Matcha Green Tea Powder Market, Segmentation by Product

The Global Matcha Green Tea Powder Market has been segmented by Product into Classic matcha green tea powder, Ceremonial matcha green tea powder and Culinary matcha green tea powder.

The matcha green tea powder market is divided into three main product categories: classic matcha green tea powder, ceremonial matcha green tea powder, and culinary matcha green tea powder. Classic matcha green tea powder is the most common type, known for its versatility and accessibility. This variety is used by everyday consumers who enjoy matcha in drinks such as lattes or smoothies. It offers a balance of flavor and quality, making it a popular choice for those looking to incorporate matcha into their daily routine without the premium price of more specialized products.

Ceremonial matcha green tea powder is the highest-quality variety, typically used in traditional Japanese tea ceremonies. This type of matcha is finely ground from younger tea leaves and has a delicate, vibrant flavor that is often described as sweet and smooth. It is favored by matcha enthusiasts and connoisseurs who value the authenticity and experience of preparing matcha in the traditional manner. Due to its higher quality and labor-intensive production process, ceremonial matcha is generally more expensive than the other types of matcha powder.

Culinary matcha green tea powder is designed for use in cooking and baking, offering a more robust flavor to complement a range of food products. It is often used in recipes for matcha-flavored desserts, pastries, ice creams, and savory dishes. Culinary matcha has a slightly more bitter taste compared to ceremonial matcha, making it well-suited for recipes where the flavor needs to stand out. This type of matcha is more affordable and accessible for people who want to experiment with matcha in their cooking but don't require the premium quality of ceremonial matcha.

Global Matcha Green Tea Powder Market, Segmentation by Form

The Global Matcha Green Tea Powder Market has been segmented by Form into Powder, and Liquid.

The global matcha green tea powder market is segmented by form into powder and liquid, catering to the diverse preferences and requirements of consumers and industries. The powder form has traditionally been the most popular, particularly due to its versatility and concentrated flavor profile. As matcha continues to grow in global popularity, the demand for powdered matcha is driven by its use in a wide range of applications, from traditional tea preparation to modern innovations like smoothies, lattes, and baking. The powder allows consumers to enjoy the full benefits of matcha, including its rich antioxidants, in its most authentic and potent form.

The liquid segment, while smaller in comparison, is also seeing notable growth, driven by the convenience and ease it offers. Ready-to-drink matcha beverages, often packaged in bottles or cans, appeal to on-the-go consumers who seek a quick and easy way to enjoy the health benefits of matcha without the need for preparation. The liquid form is also becoming increasingly popular in cafes and restaurants where it can be easily integrated into a variety of beverages, including iced matcha lattes and matcha-infused cocktails. As the demand for functional beverages rises, the liquid form offers a practical solution for those who prefer a ready-made option.

The powder form is still widely favored by consumers who are looking for the full matcha experience, especially in regions where matcha culture has a long-standing tradition, such as Japan. It allows for flexibility in terms of preparation, as individuals can adjust the amount of matcha according to their taste preferences or desired intensity. Additionally, the powder format is often preferred in culinary applications, where it can be incorporated into recipes ranging from cakes and cookies to savory dishes, expanding the reach of matcha beyond beverages.

Both segments have their distinct advantages, with powder being the more traditional and versatile option, while liquid caters to the growing demand for convenience and ready-to-consume products. As the market continues to expand, it is likely that both forms will complement each other, with product innovations in both categories contributing to the overall growth of the matcha green tea powder market. Manufacturers are likely to explore new ways to meet the evolving needs of consumers, ensuring that matcha remains a popular and accessible product across different forms.

Global Matcha Green Tea Powder Market, Segmentation by Application

The Global Matcha Green Tea Powder Market has been segmented by Application into Matcha Beverages, Personal Care & Cosmetics, Food Products, and Regular Tea.

The global matcha green tea powder market is segmented by application into several key categories, each catering to distinct consumer needs and preferences. One of the largest segments is matcha beverages, which includes a variety of drinks such as matcha lattes, smoothies, and traditional Japanese tea. The increasing popularity of matcha beverages can be attributed to their perceived health benefits, such as enhanced energy, antioxidants, and metabolism-boosting properties. As consumers become more health-conscious and increasingly seek alternatives to coffee and sugary drinks, the demand for matcha-based beverages continues to grow, especially in cafes, restaurants, and health-focused retail outlets.

The personal care and cosmetics segment is also witnessing significant growth, driven by the rising awareness of matcha's skincare benefits. Matcha green tea is rich in antioxidants and has anti-inflammatory properties, making it a popular ingredient in facial masks, lotions, cleansers, and other skincare products. Consumers are increasingly opting for natural, plant-based ingredients in their beauty and wellness routines, and matcha fits perfectly into this trend. The demand for organic and clean-label beauty products further supports the growth of matcha's presence in the personal care and cosmetics market.

In the food products segment, matcha green tea powder is used as an ingredient in a variety of foods such as cakes, cookies, ice cream, and snacks. The versatility of matcha makes it a favored choice among manufacturers looking to offer innovative products with distinct flavors and health benefits. As consumers continue to seek functional foods that provide both nutritional value and unique taste experiences, matcha’s inclusion in the food industry is gaining momentum. Additionally, the increasing trend of health and wellness-focused diets has fueled the demand for matcha-infused food products.

Lastly, the regular tea segment remains a significant portion of the matcha green tea powder market. Traditional matcha tea is consumed by those seeking a more authentic, ceremonial tea experience. As global interest in different types of teas grows, matcha remains an attractive choice for tea lovers who appreciate its unique flavor profile and cultural significance. This segment also appeals to consumers who are looking for a calming, yet energizing beverage that offers a richer taste and smoother texture than traditional green tea. As a result, matcha continues to strengthen its position in the global tea market.

Global Matcha Green Tea Powder Market, Segmentation by Distribution Channel

The Global Matcha Green Tea Powder Market has been segmented by Distribution Channel into Offline Mode, Online Mode.

The matcha green tea powder market benefits from both offline and online distribution channels, each playing a vital role in reaching consumers across various regions. Offline distribution continues to be a strong presence in traditional retail settings such as supermarkets, health food stores, tea shops, and wellness stores. These physical locations allow consumers to browse and purchase matcha products, with the added benefit of in-store promotions and the ability to speak directly with staff for recommendations. The sensory experience of seeing and sampling products in person can influence purchase decisions, making offline shopping an important channel for matcha sales.

Online distribution has seen substantial growth in recent years, driven by the convenience of shopping from home and the rise of e-commerce platforms. Online stores offer a broader selection of matcha products, allowing customers to choose from various brands, product types, and price points. The ability to compare products, read reviews, and receive detailed product descriptions gives consumers the confidence to make informed decisions. Additionally, online platforms often provide the advantage of home delivery, which further appeals to busy consumers who prefer the convenience of having matcha green tea powder delivered directly to their doorsteps.

The growing trend of online shopping, especially in regions where consumers may not have access to specialized matcha products in physical stores, is contributing to the expansion of the market. Online marketplaces and specialty websites allow consumers to easily access both local and international matcha brands, making it easier to find high-quality matcha from around the world. As e-commerce continues to thrive, online sales of matcha green tea powder are expected to rise, complementing the ongoing importance of offline distribution channels in the global market.

Global Matcha Green Tea Powder Market, Segmentation by Geography

In this report, the Global Matcha Green Tea Powder Market has been segmented by Geography into five regions; North America, Europe, Asia Pacific, Middle East and Africa and Latin America.

Global Matcha Green Tea Powder Market Share (%), by Geographical Region, 2024

North America has emerged as a significant market for matcha, driven by the growing health-conscious consumer base and the increasing popularity of matcha-based beverages and products. Consumers in the United States and Canada are embracing matcha not only for its health benefits but also for its unique flavor and versatility. The expansion of cafes and health-focused food chains offering matcha products further contributes to market growth in this region.

In Europe, matcha green tea powder is gaining traction as part of the broader wellness and superfood trends. The demand is particularly strong in countries such as the United Kingdom, Germany, and France, where consumers are becoming more open to plant-based and functional food products. Matcha is being incorporated into a variety of food and beverage products, including smoothies, desserts, and teas, aligning with the region's growing interest in natural and organic ingredients. The trend is expected to continue as more European consumers seek healthier alternatives to traditional caffeine sources like coffee.

The Asia Pacific region, where matcha originated, remains the largest and most established market for matcha green tea powder. Japan, being the home of matcha, has a long history of matcha consumption, with strong cultural and ceremonial significance. In recent years, other countries in the region, such as China, South Korea, and India, have also seen rising demand for matcha, driven by increasing awareness of its health benefits and the influence of global food trends. The Middle East, Africa, and Latin America are emerging markets where matcha is gaining popularity, particularly among health-conscious individuals and those seeking new and exotic flavors. As disposable incomes rise and consumer preferences evolve, these regions are expected to experience steady growth in the matcha green tea powder market over the coming decade.

This report provides an in depth analysis of various factors that impact the dynamics of Global Matcha Green Tea Powder Market. These factors include; Market Drivers, Restraints and Opportunities Analysis.

Drivers, Restraints and Opportunities Analysis

Drivers:

• Growing Health Consciousness Among Consumers
• Rising Popularity of Clean Label and Natural Products

• Increased Demand for Functional Beverages- The global matcha green tea powder market is experiencing increased demand, driven by several factors, particularly the growing consumer awareness around health and wellness. As consumers become more conscious of their lifestyle choices, the shift toward healthier and natural alternatives has accelerated. Matcha green tea powder, with its rich antioxidant content and potential health benefits, has become an attractive option. It is often perceived as a superfood due to its high levels of catechins, which are believed to help with weight loss, improve brain function, and provide long-lasting energy without the crash associated with traditional caffeine sources. This shift towards health-conscious living is a primary driver of the growing market demand.

  Another significant factor contributing to the increased demand for matcha green tea powder is its versatility in various beverages and food products. Beyond its traditional use in tea, matcha has been incorporated into a wide array of products, including smoothies, lattes, energy drinks, and even baked goods. This adaptability has made it a popular ingredient among food and beverage manufacturers looking to appeal to health-conscious consumers. The expansion of matcha into various product categories, such as snacks and functional foods, further fuels market growth, as it allows consumers to enjoy the benefits of matcha in a variety of convenient and innovative ways.

  The increasing influence of social media and digital platforms has also played a role in driving demand for matcha green tea powder. Influencers and health advocates, particularly on platforms like Instagram and TikTok, have popularized matcha by showcasing its vibrant color, unique flavor, and purported health benefits. This trend has created a strong visual appeal, making matcha a trendy addition to the daily routines of many consumers, particularly younger demographics. As more individuals seek out trendy, aesthetically pleasing, and health-conscious options, matcha has gained significant traction, further expanding its consumer base and market demand.

  The rise in organic and sustainable product offerings is another key factor behind the increased demand for matcha green tea powder. Many consumers are now seeking products that align with their environmental values, favoring sustainably sourced, organic, and eco-friendly goods. Matcha, when sourced from organic farms, appeals to this environmentally conscious demographic, further increasing its popularity. The clean, green, and eco-friendly branding associated with matcha aligns well with these consumer preferences, making it an attractive product in the ever-growing organic food and beverage market. As sustainability continues to be a priority, demand for organic matcha green tea powder is expected to rise, contributing to the overall growth of the market.

Restraints:

• Limited Awareness in Emerging Markets
• Risk of Contamination and Quality Issues

• Availability of Substitute Products- The availability of substitute products is a significant restraint for the global matcha green tea powder market. As the demand for healthy and functional beverages grows, consumers are increasingly seeking alternatives to matcha green tea powder that offer similar health benefits, such as antioxidant properties, energy boosts, and stress reduction. Popular substitutes like green tea bags, powdered green tea, or even other superfoods such as spirulina, wheatgrass, and moringa, can act as affordable alternatives for consumers. These substitutes often cater to price-sensitive customers and those who prefer more convenient or familiar options, which can limit the market potential for matcha green tea powder.

  In addition to traditional green tea, many other types of functional beverages, such as fruit-infused teas, herbal teas, and plant-based protein drinks, have become popular among health-conscious consumers. These beverages are increasingly marketed as natural and healthy alternatives, some of which also promote detoxification, weight management, or enhanced mental clarity. As consumers explore these options, they may choose to replace matcha green tea with more accessible or more diverse product lines, which directly competes with matcha's position in the market.

  Another factor that impacts matcha green tea's competitiveness is the rising awareness of various plant-based wellness trends. Substitutes such as matcha-like products from other tea plants (e.g., yerba mate or hibiscus tea), as well as new dietary trends, have gained traction in recent years. As more people adopt vegan or plant-based diets, substitutes that fit into these categories might be perceived as equally beneficial as matcha, reducing consumer loyalty to the product. This growing variety of options for consumers further limits the matcha green tea powder market's growth potential, especially in the face of increasing competition from health-driven food and beverage trends.

  Cost is an important factor influencing consumer behavior. Matcha green tea, especially high-quality varieties, is relatively expensive compared to some substitutes. This price disparity makes it challenging for matcha to maintain its position in a market where affordable alternatives, such as conventional green tea powder, are readily available. When cost-conscious consumers are seeking similar benefits at a lower price point, substitutes that are both more cost-effective and easier to source can restrict the global matcha green tea powder market from reaching its full growth potential.

Opportunities:

• Expanding Applications in Non-Traditional Products (e.g., Snacks, Cosmetics)
• Growth in E-commerce and Online Sales Platforms

• Increased Use in the Pharmaceutical and Nutraceutical Sectors- The Global Matcha Green Tea Powder Market has seen significant growth due to increased use in the pharmaceutical and nutraceutical sectors. As consumers become more health-conscious, the demand for natural ingredients with health benefits is rising. Matcha green tea powder is recognized for its numerous health benefits, including its rich antioxidant content, metabolism-boosting properties, and ability to improve mental clarity. These benefits make it a valuable ingredient in pharmaceutical formulations, supplements, and nutraceutical products aimed at promoting overall wellness.

  In the pharmaceutical sector, matcha green tea powder is increasingly being incorporated into products for its therapeutic properties. Its high concentration of polyphenols, particularly catechins, has been linked to various health advantages, such as improving cardiovascular health, enhancing immune function, and reducing the risk of chronic diseases. As consumers look for natural and preventive healthcare solutions, the demand for matcha-based products is expected to grow, especially in the form of tablets, capsules, or as an ingredient in functional foods and drinks.

  In the nutraceutical market, matcha green tea powder is finding its way into a wide range of products designed to support healthy living. Nutraceutical companies are incorporating matcha into energy drinks, weight loss supplements, and skin care products, capitalizing on its ability to provide sustained energy, promote fat burning, and improve skin health. The growing trend toward plant-based, organic, and clean-label ingredients in nutraceuticals has further boosted matcha's popularity. With its proven health benefits and versatility, matcha green tea powder is expected to play an increasingly prominent role in both the pharmaceutical and nutraceutical sectors.

Key players in Global Matcha Green Tea Powder Market include:

• Aoi Tea Company
• Ingredion Incorporated
• Vivid Vitality
• Encha Life LLC.
• Tenzo Tea
• Nestle S.A.
• Kissa Tea
• Green Foods Corporation,
• Tata Global Beverages Ltd.
• ITO EN LTD.
• Unilever Group

In this report, the profile of each market player provides following information:

• Company Overview and Product Portfolio
• Key Developments
• Financial Overview
• Strategies
• Company SWOT Analysis