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

• In March 2023, mme a key ingredient in health-focused food products, such as protein bars and smoothies, as part of a growing trend toward functional foods .

• In May 2022, the global matcha market witness particularly in North America and Europe, where cafes and consumers have increasingly adopted matcha as a popular alternative to coffee .

The global matcha market is segmented by grade, with ceremonial, classic, and culinary matcha being the primary categories. Ceremonial grade matcha is the highest quality, typically used in traditional Japanese tea ceremonies. It is characterized by its smooth, delicate flavor and vibrant green color, making it highly prized among matcha connoisseurs. Classic grade matcha is more commonly available and is used for everyday consumption, often in beverages like lattes or smoothies. Culinary grade matcha, with a more robust flavor, is specifically designed for cooking and baking, allowing manufacturers and chefs to incorporate it into a wide range of food products.

Matcha products are further categorized by their specific uses, which include regular tea, matcha beverages, food, personal care, and other applications. Regular tea is the most traditional form of matcha, consumed as a beverage by steeping the powder in water. Matcha beverages, such as lattes and smoothies, are popular in cafes and restaurants, catering to the growing demand for trendy, health-conscious drinks. The versatility of matcha extends to the food industry, where it is used in desserts, energy bars, snacks, and even savory dishes. Additionally, matcha is increasingly being used in personal care products, such as skincare creams, face masks, and soaps, due to its antioxidant properties and potential benefits for skin health.

In terms of distribution channels, the matcha market is served through hypermarkets/supermarkets, specialty stores, online retail stores, and other outlets. Hypermarkets and supermarkets are major players, offering a wide range of matcha products to consumers in convenient locations. Specialty stores, including health food stores and tea shops, provide a more curated selection of high-quality matcha products, appealing to niche markets and enthusiasts. Online retail stores have seen significant growth in recent years, offering consumers easy access to a diverse array of matcha products from around the world. Other distribution channels, such as cafes and restaurants, also contribute to the overall market by introducing consumers to matcha through ready-to-drink beverages and culinary creations.

Global Matcha Segment Analysis

In this report, the Global Matcha Market has been segmented by Grade, Product, Distribution Channel, and Geography.

Global Matcha Market, Segmentation by Grade

The Global Matcha Market has been segmented by Grade into Ceremonial, Classic and Culinary.

The matcha market is segmented by grade, with ceremonial, classic, and culinary grades representing the primary categories. Ceremonial grade matcha is the highest quality and is often used in traditional Japanese tea ceremonies. This variety is made from the youngest, most tender tea leaves, carefully cultivated and processed to retain a smooth, sweet flavor and vibrant green color. It is typically whisked into water with a bamboo whisk and consumed as a standalone tea, cherished by matcha aficionados for its delicate taste and texture.

Classic grade matcha is a more common variety and is suitable for everyday consumption. It is used in a wide range of beverages such as matcha lattes and smoothies. While it still offers a pleasant flavor and some of the health benefits associated with matcha, it is less refined than ceremonial grade matcha. Classic matcha is more accessible in terms of price, making it a popular choice for consumers who want to incorporate matcha into their daily routines without the premium cost associated with the highest-quality varieties.

Culinary grade matcha is the most robust in flavor and is designed for use in cooking and baking. Its slightly more bitter taste makes it ideal for recipes where the matcha flavor needs to stand out, such as in matcha-infused cakes, ice creams, and other desserts. This grade of matcha is also used in savory dishes and beverages, providing a strong matcha flavor that complements other ingredients. Culinary grade matcha is typically more affordable than ceremonial grade, allowing food manufacturers and chefs to experiment with matcha in a wide variety of recipes without the high cost of premium grades.

Global Matcha Market, Segmentation by Product

The Global Matcha Market has been segmented by Product into Regular Tea, Matcha Beverages, Food, Personal Care and Other Applications.

The matcha market is diversified by its various applications, which include regular tea, matcha beverages, food, personal care products, and other uses. Regular tea, made by whisking matcha powder into hot water, remains one of the most traditional and pure forms of consuming matcha. It is appreciated for its smooth, earthy flavor and is often enjoyed in Japan and other countries where matcha has a long cultural history. This type of tea provides a concentrated dose of matcha's health benefits, including antioxidants and caffeine, which contribute to its growing popularity among health-conscious consumers globally.

Matcha beverages, particularly matcha lattes and smoothies, have gained significant traction in cafes and restaurants around the world. These beverages blend matcha with milk (or plant-based alternatives), creating a creamy, flavorful drink that is both refreshing and energizing. Matcha lattes are especially popular in North America and Europe, where they are often marketed as a healthier alternative to coffee. Other matcha drinks, including iced matcha and matcha-based frappes, are also becoming mainstream, offering consumers a variety of ways to enjoy this vibrant, nutritious ingredient.

Matcha's versatility extends beyond beverages into food products and personal care applications. In the food industry, matcha is incorporated into a range of products, from baked goods like cookies and cakes to savory dishes such as matcha noodles and salad dressings. The rich flavor and vibrant green color make matcha a popular choice for food innovation. Additionally, matcha is increasingly being used in personal care products, such as skincare creams, face masks, and soaps, due to its antioxidant and anti-inflammatory properties. These diverse applications are helping to drive the expansion of the matcha market, appealing to a broad consumer base seeking health and wellness products.

Global Matcha Market, Segmentation by Distribution Channel

The Global Matcha Market has been segmented by Distribution Channel into Hypermarket/Supermarket, Specialty Stores, Online Retail Stores, Others.

The distribution of matcha products is varied, with key channels including hypermarkets/supermarkets, specialty stores, online retail stores, and other outlets. Hypermarkets and supermarkets are major players in the distribution of matcha, providing consumers with easy access to a wide range of matcha products, including matcha tea, beverages, and food items. These large retail stores offer convenience and competitive pricing, making matcha more accessible to the mass market. Supermarkets often carry both premium and standard matcha options, catering to consumers with different preferences and budgets.

Specialty stores, including health food shops, tea shops, and gourmet markets, provide a more curated selection of high-quality matcha products. These stores often focus on organic or artisanal matcha varieties, appealing to consumers who are willing to invest in premium grades like ceremonial or classic matcha. Specialty stores are also a hub for matcha enthusiasts who seek specific types of matcha for ceremonial purposes or culinary use. The personalized experience offered by these stores adds to their appeal, as knowledgeable staff can guide customers in selecting the best matcha products.

Online retail stores have emerged as a significant distribution channel for matcha, offering convenience and a wide selection of products. E-commerce platforms allow consumers to explore different brands, grades, and matcha applications from the comfort of their homes. Online shopping also makes it easier to access matcha from different regions and countries, broadening the market for both global and local brands. Additionally, niche online stores focused on health, wellness, and specialty food products contribute to the growth of the matcha market, offering customers a range of matcha products that may not be available in physical retail stores. Other distribution channels, such as cafes and restaurants, also play an important role in introducing consumers to matcha-based beverages and culinary creations.

Global Matcha Market, Segmentation by Geography

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

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

The matcha market is geographically diverse, with significant demand across regions such as North America, Europe, Asia Pacific, the Middle East and Africa, and Latin America. In North America, the growing interest in health-conscious eating and drinking habits has led to a rise in matcha consumption, particularly in the form of beverages like lattes and smoothies. Consumers in the U.S. and Canada are increasingly embracing matcha for its perceived health benefits, including its antioxidant properties and natural energy-boosting effects. This trend is reflected in the widespread availability of matcha in cafes, supermarkets, and online stores, as well as in the creation of matcha-based products.

In Europe, matcha is also gaining traction, driven by the increasing demand for organic and functional foods. The trend toward plant-based diets and wellness-focused lifestyles has further fueled the popularity of matcha, especially in countries like the United Kingdom, Germany, and France. Matcha is often incorporated into beverages, desserts, and snacks, with consumers seeking out the product for its unique flavor and health benefits. The growth of matcha in the European market is supported by both the food and beverage industries, as well as a growing interest in Japanese culture and traditions.

Asia Pacific, particularly Japan, remains the largest and most established market for matcha, with a long history of consumption and cultural significance. Japan continues to be a major producer and exporter of matcha, with its premium varieties widely sought after in global markets. However, other countries in the Asia Pacific region, such as China, South Korea, and Australia, are experiencing increasing demand for matcha due to rising health awareness and changing dietary preferences. In the Middle East, Africa, and Latin America, matcha is still a niche product, but it is gradually gaining recognition as more consumers become aware of its health benefits. The global matcha market is expected to continue expanding in these regions as awareness grows and new distribution channels emerge. The report timeline from 2020 to 2030 suggests continued growth and potential for matcha in both established and emerging markets.

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

Drivers, Restraints and Opportunity Analysis

Drivers:

• Increasing awareness of matcha's health benefits, including its antioxidant properties, which is driving consumer demand.
• Rising popularity of matcha-based beverages and food products, such as lattes, smoothies, and desserts, in cafes and restaurants.
• Growing interest in wellness and plant-based diets, contributing to matcha's integration into various health-conscious food and beverage products. -

  The growing interest in wellness and plant-based diets has significantly contributed to the integration of matcha into a variety of health-conscious food and beverage products. As more consumers embrace plant-based lifestyles, they are increasingly looking for natural and nutrient-rich ingredients that align with their dietary preferences. Matcha, with its high antioxidant content, is often viewed as a functional ingredient that supports overall health. This growing trend has encouraged food manufacturers and cafes to incorporate matcha into an array of products, from smoothies and lattes to protein bars and energy snacks.

  Consumers are more aware of the importance of healthy eating, and matcha fits perfectly into this wellness-driven movement. It provides a natural source of caffeine, without the jitters often associated with coffee, making it a popular choice for those seeking a balanced energy boost. Additionally, matcha's rich green color and distinct flavor appeal to those looking for visually appealing and unique food and beverage options. This versatility allows matcha to be used not only in traditional forms like tea but also in innovative products such as matcha-infused granola, baked goods, and even savory dishes, helping to expand its presence in the market.

  The plant-based diet movement has further supported matcha's popularity, as it is a plant-derived ingredient that aligns with the values of sustainability and ethical consumption. Many consumers are seeking alternatives to animal-based products, and matcha provides a wholesome, plant-based option that can easily be incorporated into a variety of meals. As the demand for plant-based options continues to grow, matcha is positioned to be a key ingredient in the development of new, health-oriented food products. This trend is expected to continue, offering new opportunities for brands to innovate and cater to a broader audience.

Restraints:

• High production costs due to the labor-intensive process of growing and processing matcha, which can make it expensive for consumers.
• Fluctuations in supply, as matcha is dependent on climate-sensitive growing conditions, affecting availability and consistency.
• Limited awareness in some regions, making it difficult to tap into markets that are not yet familiar with matcha or its uses. -

  Limited awareness of matcha in some regions poses a challenge for its widespread adoption and market growth. While matcha is well-known in countries like Japan, South Korea, and increasingly in North America and Europe, many regions still have limited exposure to this unique ingredient. In areas where matcha is not traditionally consumed, it can be difficult to educate consumers about its health benefits, taste profile, and versatility in food and beverages. Without a strong cultural or historical connection to matcha, it may not immediately capture the interest of consumers who are unfamiliar with its uses.

  This lack of awareness can also lead to misconceptions about matcha, such as the belief that it is an acquired taste or too expensive for everyday consumption. For these reasons, it may be challenging for companies to introduce matcha-based products in these markets without significant marketing and educational efforts. In addition, there may be a preference for more familiar products, such as traditional coffee or tea, which further limits matcha's potential in these regions. Overcoming these hurdles requires targeted campaigns to educate consumers on the advantages of matcha and its role in a balanced diet.

  Furthermore, the absence of established distribution channels in some regions can hinder the availability of matcha products, further limiting its exposure. Without the presence of specialized stores, cafes, or supermarkets that carry matcha, it becomes difficult to reach consumers who might otherwise be open to trying it. To expand into these untapped markets, brands and distributors need to focus on building awareness, offering samples, and creating local partnerships to promote matcha and its benefits. As education and availability increase, matcha has the potential to gain a foothold in new regions and grow its global presence.

Opportunities:

• Expansion of matcha products into new markets, especially in emerging regions where health-conscious trends are on the rise.
• Increased use of matcha in the beauty and personal care industry, offering new product applications beyond food and beverages.
• Innovation in matcha-based food products, such as energy bars and snacks, catering to the growing demand for functional foods. -

  Innovation in matcha-based food products has become a key driver for expanding its presence in the food industry, particularly with the rising demand for functional foods. As consumers seek more products that offer health benefits beyond basic nutrition, matcha has emerged as an ideal ingredient for functional foods. Its rich antioxidant content, natural caffeine, and potential metabolism-boosting properties make it an appealing choice for energy bars, snacks, and other on-the-go products. These products allow consumers to enjoy the benefits of matcha in a convenient, portable form that fits into their busy lifestyles.

  Energy bars and snacks infused with matcha are part of a broader trend toward healthier, nutrient-dense options that support physical and mental well-being. Matcha-based snacks not only provide sustained energy but also contribute to enhanced focus and alertness, making them attractive to athletes, busy professionals, and health-conscious individuals. These products often appeal to those looking for alternatives to traditional sugary snacks or energy products, offering a cleaner, more natural source of energy. As the demand for functional foods continues to rise, matcha's versatility positions it as a go-to ingredient for brands seeking to cater to this growing market.

  The innovation potential for matcha goes beyond energy bars, as it is also being incorporated into a variety of other food products such as smoothies, breakfast cereals, protein shakes, and even savory items. Food manufacturers are increasingly experimenting with matcha to create unique flavor profiles and offer consumers new ways to incorporate this superfood into their diets. As the functional food market expands, matcha is poised to play a significant role in meeting the demand for products that support overall health, making it an exciting ingredient for both established and emerging food brands.

Key players in Global Matcha Market include,

• Matcha Maiden
• Mizuba Tea
• Kissa Tea
• AOI Tea
• AOI Tea
• Midori Spring

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