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

• In 2022, a Brooklyn-based business and pioneers of healthy beverages released "LOVE ENERGY PLUS," a plant-based functional energy drink, under their brand. They stated that the 100% Japanese matcha used in the new matcha LOVE ENERGY + line is a blend of green tea and matcha that is good for consumers.

• In 2022, The Matcha Infused Tea Line was introduced by AIYA Matcha, a manufacturer of premium Matcha green tea. Organic Matcha Infused Gyokuro, Organic Matcha Infused Sencha, and Organic Matcha Infused Genmaicha are three of the collection's top-notch Japanese green teas.

The global matcha tea market can be segmented by product type, application, and distribution channel, each of which contributes to the market's growth in distinct ways. By product type, the market is divided into ceremonial grade, premium grade, and culinary grade matcha. Ceremonial grade matcha, which is the highest quality and most expensive, is primarily used in traditional tea ceremonies and by connoisseurs who appreciate its superior flavor and vibrant color. Premium grade matcha, slightly lower in quality but still high-grade, is often used for everyday drinking and in premium beverages. Culinary grade matcha, on the other hand, is used in cooking and baking, where its robust flavor and cost-effectiveness are preferred for various recipes. This segmentation allows producers to cater to different consumer needs and preferences, driving overall market growth.

The application-based segmentation of matcha tea further underscores its versatility. Matcha is used not only as a traditional tea but also as an ingredient in a wide array of products. In the food and beverage industry, matcha is incorporated into smoothies, lattes, desserts, and snacks, capitalizing on its unique flavor and health benefits. Additionally, the cosmetic and personal care industry has begun to embrace matcha for its antioxidant properties, incorporating it into skincare and haircare products. This broad range of applications helps to diversify the market and attract a wide customer base, from health-conscious individuals and culinary enthusiasts to beauty aficionados.

Distribution channels also play a crucial role in the growth of the matcha tea market. The market is segmented into online and offline channels. Online channels, including e-commerce platforms and brand websites, have gained significant traction, especially with the increasing trend of online shopping and digital engagement. These platforms offer convenience, a wide range of product options, and detailed product information, which appeals to modern consumers. Offline channels, including specialty stores, supermarkets, and health food stores, continue to be important for consumers who prefer to see and taste products before purchasing. The expansion of both online and offline distribution networks ensures that matcha tea products are accessible to a broad audience, contributing to sustained market growth.

Global Matcha Tea Segment Analysis

In this report, the Global Matcha Tea Market has been segmented by Grade, Application, and Geography.

Global Matcha Tea Market, Segmentation by Grade

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

This grade is made from the youngest tea leaves, resulting in a vibrant green color, smooth texture, and delicate, umami-rich flavor. Ceremonial grade matcha is often enjoyed as a pure tea, whisked with water to create a frothy drink that highlights its premium quality. It is favored by connoisseurs and those seeking an authentic matcha experience, making it a luxury product within the market. Classic grade matcha, also known as premium or standard grade, strikes a balance between quality and affordability. It is suitable for everyday consumption and is commonly used in beverages like matcha lattes and smoothies. While not as finely processed as ceremonial grade, classic grade matcha still offers a pleasing taste and substantial health benefits, including a high antioxidant content. This grade appeals to a broader audience, including health-conscious consumers and those who appreciate matcha's distinctive flavor but seek a more cost-effective option for regular use.

Culinary grade matcha is designed for cooking and baking, characterized by a more robust flavor and slightly coarser texture. This grade is typically made from older tea leaves and may have a more pronounced bitterness, which stands out in recipes. Culinary grade matcha is used in a variety of applications, from savory dishes and sauces to sweets like cakes, cookies, and ice creams. Its vibrant green color and unique taste make it a popular ingredient among chefs and home cooks looking to add both aesthetic appeal and nutritional value to their creations. This segmentation by grade allows the matcha market to cater to diverse consumer preferences, enhancing its overall growth and market penetration.

Global Matcha Tea Market, Segmentation by Application

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

Regular tea remains a fundamental segment, with consumers enjoying matcha as a traditional hot or iced beverage. This application leverages matcha's rich cultural heritage and established reputation for health benefits, such as high antioxidant content and sustained energy release. The traditional preparation and consumption methods associated with regular matcha tea continue to attract a dedicated consumer base seeking authenticity and wellness.

Matcha beverages including lattes, smoothies, and ready-to-drink options, represent a rapidly growing segment driven by the health and wellness trend. These beverages offer a modern and convenient way to consume matcha, appealing to busy consumers looking for functional drinks that provide both flavor and health benefits. The proliferation of matcha lattes in cafes, the introduction of bottled matcha drinks in retail stores, and the popularity of matcha smoothies in fitness and wellness circles have expanded matcha's reach to a broader audience. This segment's growth is further supported by innovative product development and marketing strategies highlighting matcha's versatility and health advantages.

Matcha's incorporation into food products and the personal care and cosmetics industry reflects its multifunctional appeal. In the food sector, matcha is used as an ingredient in a wide array of products, including baked goods, desserts, snacks, and even savory dishes. Its vibrant color, unique flavor, and nutritional benefits make it a popular choice for culinary innovation. Meanwhile, in personal care and cosmetics, matcha's antioxidant properties are harnessed in skincare products, such as masks, creams, and cleansers, to promote skin health and rejuvenation. The adoption of matcha in these diverse applications not only broadens its market presence but also attracts health-conscious consumers across different lifestyle segments, driving overall market growth.

Global Matcha Tea Market, Segmentation by Geography

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

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

Asia-Pacific continues to dominate the market, holding the largest share due to its deep-rooted cultural affinity with matcha, especially in Japan, where matcha consumption is a long-standing tradition. Japan remains the primary producer and consumer of high-quality matcha, driving market stability and growth within the region. Other countries in Asia-Pacific, including China and South Korea, are also contributing to the market expansion, with increasing awareness and adoption of matcha for its health benefits and culinary versatility.

North America has emerged as a significant market for matcha tea, reflecting a growing consumer interest in health and wellness products. The region's market share has been bolstered by the widespread availability of matcha in cafes, specialty stores, and online platforms. The trend towards natural and functional beverages has driven the popularity of matcha lattes, smoothies, and other matcha-infused drinks. The United States, in particular, has seen rapid growth in matcha consumption, supported by innovative product offerings and marketing strategies that highlight matcha's unique health benefits, such as its high antioxidant content and natural energy boost.

Europe also represents a considerable share of the global matcha tea market, with countries like the United Kingdom, Germany, and France leading the way. The European market is characterized by a growing demand for premium and organic food and beverage products. Matcha's reputation as a superfood has resonated with European consumers who prioritize health, wellness, and sustainability. The expansion of matcha into various culinary applications, from desserts to savory dishes, has further fueled its adoption in this region. Additionally, the presence of established distribution networks and the increasing number of health food stores and specialty cafes offering matcha products have facilitated market growth in Europe. Overall, these regional differences highlight the global appeal of matcha tea and the diverse factors driving its market share across various geographies.

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

Drivers, Restraints and Opportunity Analysis

Drivers

• Increasing consumer awareness of the health benefits associated with matcha tea
• Rising popularity of wellness trends and natural, functional beverages
• Cultural significance and traditional use of matcha tea in Japan

• Expansion of matcha's use in various food and beverage products - The expansion of matcha's use in various food and beverage products has significantly contributed to its market growth, driven by its unique flavor profile and health benefits. Matcha's vibrant green color and distinct, slightly bitter taste make it a versatile ingredient that can enhance a wide range of culinary creations. From smoothies and lattes to pastries and chocolates, matcha is being incorporated into numerous food and beverage products, appealing to consumers seeking innovative and health-conscious options. This versatility allows manufacturers to create novel products that stand out in a competitive market, driving consumer interest and increasing demand.

  In the beverage sector, matcha has become a popular ingredient in both hot and cold drinks. Matcha lattes, iced matcha teas, and matcha smoothies are now commonly found in cafes and restaurants worldwide, catering to consumers looking for alternatives to traditional coffee and tea. The rise of specialty matcha cafes and the inclusion of matcha beverages in mainstream coffee chains have further boosted its popularity. Additionally, ready-to-drink matcha beverages are gaining traction in the retail market, offering convenient options for on-the-go consumers who value both flavor and functionality in their drinks.

  Matcha is being used to innovate traditional recipes and create new products. Bakers are incorporating matcha into cakes, cookies, and bread, leveraging its vibrant color and unique taste to differentiate their offerings. The confectionery industry is also embracing matcha, with products like matcha-flavored chocolates, candies, and ice creams becoming increasingly popular. Beyond desserts, matcha is making its way into savory applications, such as matcha-infused noodles and sauces. This wide array of culinary uses not only expands matcha's market presence but also attracts a diverse consumer base, from health enthusiasts to gourmet food lovers. As matcha continues to permeate various food and beverage categories, its market potential remains robust, driven by ongoing innovation and consumer demand for unique, healthful ingredients.

Restraints

• High cost of ceremonial and premium grade matcha
• Limited consumer awareness in some regions
• Quality control and authenticity issues with matcha products

• Competition from other superfoods and health-enhancing ingredients - Competition from other superfoods and health-enhancing ingredients poses a significant challenge to the matcha tea market. Ingredients such as acai berries, chia seeds, turmeric, spirulina, and moringa have gained substantial popularity due to their rich nutritional profiles and health benefits. Each of these superfoods offers unique advantages that attract health-conscious consumers. For instance, acai berries are celebrated for their high antioxidant content, chia seeds are known for their omega-3 fatty acids and fiber, and turmeric is praised for its anti-inflammatory properties. This diversity of options provides consumers with a wide range of choices, making it difficult for matcha to maintain a dominant position in the superfood market.

  The extensive marketing and consumer education efforts surrounding these alternative superfoods further intensify the competition. Many of these ingredients have been effectively promoted through social media, health blogs, and influencer endorsements, leading to high consumer awareness and demand. Additionally, the versatility of these superfoods in various culinary applications—from smoothies and bowls to snacks and supplements—allows them to compete directly with matcha in the health and wellness space. As consumers seek variety in their diets and look for specific health benefits, the presence of multiple superfoods in the market can dilute matcha's appeal and market share.

  To mitigate the impact of this competition, stakeholders in the matcha market need to focus on highlighting matcha's unique benefits and differentiating it from other superfoods. Emphasizing its rich cultural heritage, superior antioxidant content, and versatility in both traditional and modern culinary uses can help reinforce matcha's unique value proposition. Additionally, innovation in product development, such as creating new matcha-infused products and blends that combine matcha with other superfoods, can attract a broader consumer base. By leveraging targeted marketing strategies and consumer education initiatives, matcha producers can effectively compete in the crowded superfood market and sustain growth despite the presence of numerous alternatives.

Opportunities

• Innovation in matcha-based product formulations and new flavors
• Expansion into emerging markets with rising disposable incomes
• Strategic partnerships with cafes, restaurants, and health food stores

• Leveraging e-commerce and digital platforms to reach a broader audience - Leveraging e-commerce and digital platforms has become a crucial strategy for reaching a broader audience in the global matcha tea market. The rise of online shopping has transformed consumer behavior, offering convenience, variety, and accessibility that traditional retail channels often cannot match. Matcha tea brands are increasingly utilizing e-commerce platforms to market and sell their products directly to consumers worldwide. This direct-to-consumer approach allows brands to maintain control over their pricing, branding, and customer experience, which can be tailored to meet the specific needs and preferences of a diverse global audience. Online platforms such as Amazon, eBay, and brand-specific websites have become popular avenues for purchasing matcha tea, providing consumers with easy access to a wide range of matcha products, from ceremonial-grade to culinary-grade.

  Social media and digital marketing also play pivotal roles in expanding the reach of matcha tea products. Platforms like Instagram, Facebook, and TikTok offer powerful tools for engaging with potential customers through visually appealing content, influencer partnerships, and targeted advertising campaigns. These platforms enable brands to showcase the vibrant color and unique preparation methods of matcha, creating an enticing and educational experience for viewers. Influencers and health enthusiasts who advocate for matcha's health benefits and versatility in recipes can significantly boost brand visibility and credibility. Additionally, online tutorials, recipes, and user-generated content can help demystify matcha preparation and incorporate it into daily routines, further driving consumer interest and adoption.

  Data analytics and digital tools allow matcha tea brands to better understand their customer base and tailor their marketing strategies accordingly. E-commerce platforms provide valuable insights into consumer preferences, purchasing behavior, and market trends. Brands can leverage this data to optimize their product offerings, pricing strategies, and promotional efforts. Personalized marketing, such as targeted email campaigns and loyalty programs, can enhance customer retention and encourage repeat purchases. The global reach of e-commerce also facilitates market entry into new regions and demographics, enabling matcha tea brands to tap into emerging markets and grow their customer base beyond traditional boundaries. As digital platforms continue to evolve, their role in expanding the reach of matcha tea products will likely become even more significant, driving market growth and increasing brand visibility worldwide.

Key players in Global Matcha Tea Market include :

• The AOI Tea Company
• Tenzo Tea
• Encha Group
• Green Foods Corporation
• Natural Way Products
• Starbucks Corporation
• Tata Consumer Products Limited
• Unilever PLC

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