Market Overview

The Matcha Market size was valued at around 4.64 billion in 2024 and is expected to reach a value of USD 10.03 billion by 2034, at a CAGR of 8.0% over the forecast period (2025–2034).

The global matcha market has seen phenomenal growth in recent years, spurred by rising consumer interest in wellness and health and rising demand for natural functional food and drink. Matcha, powdered green tea leaf powder specially cultivated and prepared, has also been growing in popularity across broad age and demographic groups due to the claimed health benefits that range from very high levels of antioxidants, energy, weight control assistance, and mental benefit. With increasingly health-aware lifestyles, particularly among urban dwellers and young people, ever greater amounts of matcha are being incorporated into daily diets in non-traditional tea forms, such as lattes, smoothies, cakes, confectionery, and even cosmetics and skincare.

The growth in matcha market is directly associated with trends in clean-label and organic consumption. Consumers are searching for products that are not ultra-processed and don't contain synthetic additives, and matcha suits this. Furthermore, the link of the product with health and wellness practices, such as meditation and yoga, has helped create it as a high-end health ingredient. Social media growth and influencer marketing have also contributed to increasing visibility of matcha, as visually pleasing beverages and food have become appealing to consumers keen to adopt new, health-driven lifestyles.

Innovation in product development has played a critical role in expanding matcha applications and entering new consumer groups. Food and beverage manufacturers are investing in the emerging formats that involve matcha as part of ready-to-drink liquid beverages, dietary supplements, and plant-based alternatives, taking advantage of the growing trend toward convenient and functional food and beverages. The high quality of matcha, particularly of ceremonial-grade types, also appeals to consumers seeking quality and authenticity, thus making it more marketable. The growth of specialty cafes with a health focus and wellness-retail shops, especially in more urban locations with a greater cultural focus on wellness, also aligns with the trend of matcha-based products.

Online shopping websites came to become main channels for matcha promotions, from which businesses could reach global customers and respond to individual customer needs. Direct-to-consumer sales and subscription models now reign supreme in the market, with customers increasingly active online and consumer behaviour models changing. As unpredictable as the market is, some of the most significant problems lie in the form of consumer price sensitivity, quality and authenticity problems with products, and the environmental effect of tea farming. Additionally, while there is high potential for competition from substitutes, the overall mood of the matcha market is positive due to sustained health trends, and product innovation, as well as an expanding consumer market for functionality and natural ingredients as part of their daily consumption behaviour.

Market Drivers

Rising Health and Wellness Awareness

• Growing health and wellness awareness among consumers is one of the key trends that drive the global matcha market. As people become increasingly aware of the long-term implications of their lifestyle and diet on their well-being, they are turning increasingly to natural functional ingredients that offer additional health benefits. Matcha, with its high antioxidant levels, relaxing effects because of L-theanine, and natural energy kick, fits perfectly into these trends. It's perceived as a healthier alternative to traditional caffeinated beverages, appealing to health-conscious consumers, fitness enthusiasts and plant-based or clean-label diet consumers.
• The growing demand for preventive healthcare and immunity-boosting foods has also driven the growing application of matcha in daily life. Social media, health bloggers, and wellness companies also give rise to this trend by proclaiming matcha as a superfood, and therefore it has turned into a mainstream product for household consumption as well as for commercial products.

Increasing Demand for Natural and Functional Beverages

• Increasing demand for natural and functional beverages is among the key drivers powering the growth of the global market for matcha. Consumers are shifting away from sweet, artificial drinks and in quest of healthier options that deliver some kind of added value beyond hydration. Functional drinks with value addition by way of energy boost, brain power, or antioxidant consumption are gaining traction, and matcha is poised to complement this trend. Its natural origin, high nutrient content, and functionality make it a great ingredient for numerous health drinks such as matcha lattes, smoothies, and ready-to-drink beverages.
• The trend of clean label has officially made consumers who want simple, recognizable beverages. Matcha's natural ingredients and plant-based origin appeal to this trend. Although wellness lifestyles have been more mainstream than ever before, companies that produce beverages are adding matcha more. This exposure and consumption is further increasing due to beverage companies adding matcha to more products. The trend for functional and natural is keeping the segment going at its high rate of growth.

Market Opportunities

Expansion into Nutraceutical and Skincare Products

• The diversification of matcha into nutraceutical and skincare lines offers a significant growth opportunity for the international market. The dense antioxidant content, especially catechins such as EGCG, of matcha makes it extremely desirable as a health supplement to enhance immunity, metabolism, and detoxification. With more consumers relying on natural ingredients in dietary supplements, matcha's functional benefits find a strong place in the expanding nutraceutical industry. Also, its anti-aging and anti-inflammatory properties are fuelling popularity in the skincare and personal care industries.
• Matcha is being added to face masks, creams, cleansers, and serums, finding appeal among consumers looking for plant-based, chemical-free skincare products. This cross-category appeal not only broadens matcha's uses but also allows brands to reach wider consumer bases outside food and beverages. As more individuals become well-informed about matcha's multi-functional benefits, its application in wellness and beauty product lines will grow immensely.

Growth of E-Commerce and Direct-to-Consumer Channels

• The expansion of e-commerce and direct-to-consumer (DTC) platforms provides a robust avenue for the matcha market to grow internationally. E-commerce platforms have enabled brands to connect with more and diverse consumers without the use of conventional retail channels. Through e-commerce, both traditional and specialty matcha brands can offer an assortment of products, inform consumers about the health attributes of matcha, and create robust brand identities through narrative and digital marketing.
• Subscription models and DTC strategies also enable businesses to capture consumer data, offer customized products, and create customer loyalty. It is particularly useful in markets where access to matcha goods is restricted. Additionally, the popularity of social media, health influencers, and consumer-generated content also enhances brand exposure and product experimentation. As more consumers Favor online shopping convenience, e-commerce and DTC platforms are likely to revolutionize matcha sales and brand interest in the years ahead.

Market Restraining Factors

High Production and Retail Costs

• High production and retail prices are a major constraint in the international matcha market. Matcha cultivation and production are time-consuming and involve sophisticated techniques, especially for high-end ceremonial-grade matcha. The tea leaves are shade-grown to boost chlorophyll and amino acid levels, and the leaves must be hand-harvested, steamed, dried, and stone-ground into the fine powder. All these careful steps are reflected in higher production prices than for regular green tea.
• Sustaining consistent quality levels and importing matcha frequently from Japan adds to the cost. Consequently, matcha products are sold at a premium in retail markets, which can discourage price-conscious consumers and restrict wider adoption. This cost barrier is challenging for manufacturers and retailers to reach a mass consumer base, particularly in markets where health-focused or specialty drinks are less developed and emerging.

Limited Consumer Awareness in Emerging Markets

• Limited awareness among consumers in emerging markets is one of the most significant limitations on the growth of the international matcha market. In all Asian developing countries (except Japan and China), Africa, and Latin America, matcha is yet to be adequately known by the masses. Demand from consumers might not be known regarding what matcha is, the difference between regular green tea and matcha, or the medical benefits of matcha. Unknown demand can mean low demand, and low adoption, especially where it is reinforced by high price.
• Limited availability of matcha-based products through local retailing channels, poor marketing activities, and cultural desire for traditional drinks also limit penetration into the market. Without proper consumer education and targeted promotional campaigns, brands are unable to expand in such unserved markets. Therefore, matcha is a niche category in most emerging economies, constraining its global growth potential despite increasing health trends.

Segmentation Analysis

The market scope is segmented because of by Grade, by Application, by Distribution Channel.

• By Grade

Based on the Grade of the market is segmented into Ceremonial Grade, Classic Grade, Culinary Grade.

Among the different grade segments of the matcha market, the Culinary Grade segment has dominated in terms of market share. This dominance is largely due to its widespread application across the food and beverage sector. Culinary grade matcha is less expensive than ceremonial and classic grades, so it can be mass-consumed and utilized on a large scale in a variety of products such as smoothies, lattes, ice cream, baked goods, chocolates, and health foods. Foodservice outlets, bakeries, and food manufacturers use culinary grade matcha because it is more full-flavored, ready for use, and is the cost savings version. Since more people need and want functionally and vegetable-derived ingredients in increasingly processed, easy-to-use products, including plant-based nutrition bars, which constitute a new dietary staple and emerging food, culinary grade matcha provides manufacturers with an added-convenience factor along with nutrition advantages that have low-cost consequences to consumers.

The expansion of matcha-products to mainstream foodservice and retailing channels particularly in cafes, health food stores, and quick-service restaurants has contributed to growth in this segment even more. Greater availability and promotion of matcha-flavoured food have also normalized consumption of matcha away from traditional tea to culinary grade as the most commercially viable grade. While ceremonial grade is associated with high quality and traditional tea ceremonies, its high cost and specialist use limit its overall market share. Therefore, the culinary grade segment leads due to its price affordability, use versatility, and adaptability with evolving consumer dining patterns.

• By Application

Based on the Application of the market is segmented into Regular tea, Matcha beverages, Food, Personal Care.

Among the market segments of the matcha market, the Matcha Beverages segment has led in market share. Ready-to-drink (RTD) beverages, matcha latte, smoothies, energy drinks, and other functional beverages featuring matcha as a core ingredient make up this segment. The leadership of this segment is due, mainly, to shifting consumer behaviours toward health-conscious and convenient beverage choices. Matcha drinks provide a clean label of antioxidants and energy, which will find resonance among health-oriented consumers looking for something new from conventional caffeinated drinks such as coffee or energy drinks. Clean-label, plant-based, and functional products have driven matcha drinks to become one of the wellness and fitness enthusiasts' favourite choices.

Popularity and visibility of matcha beverages have been widely promoted by influencer and social media marketing. Popularity and awareness of matcha beverages have been equally markedly driven by influencer and social media marketing's ability to similarly drive the consumption interest of the public, notably fashionably, visually appealing and desired among millennials and Gen Zs. Matcha's flexibility of formulation into beverage varieties from hot and cold beverages to blended health tonics also reinforced its appeal to the market. While normal tea continues to be a traditional mode of consumption, it does not have the same momentum and innovation level in the beverages space. Therefore, the category of matcha beverages is the front-runner in the application space, driven by innovation, health trends, and changing consumer preferences for functional and convenience-based drink solutions.

• Regional Snapshots

By region, Insights into the markets in North America, Europe, Asia-Pacific, Latin America and MEA are provided by the study. Among the regions, the Asia-Pacific region has historically controlled the global matcha market and continues to hold the largest market share. This is, to a great extent, a result of the prevalence of cultural and traditional liking for matcha and green tea within the region, especially in countries like Japan and China where consumption of matcha has been part of the citizens' culture for centuries. Japan not only leads the world in production of high-grade matcha but is itself a top consumer as well. Japan and the Asia-Pacific region have become the hub of matcha production and consumption due to long-established tea culture and native expertise in cultivation and processing. Growing awareness of matcha's healthy properties and the expanding dissemination of matcha-based products in South Korea and China further strengthen this leadership.

North America will be the fastest-growing market for matcha, thanks to increasing demand for healthier living, greater interest in clean-label and functional drinks, specialty coffee shop popularity, and wellness products that are increasingly cutting across the US and Canada. The consumption has also been further driven by the creation of innovative products, huge brand promotion, and widespread availability through online channels. The region's receptiveness to experimenting with new superfoods, coupled with the impact of well-being trends and social media, positions North America as a high future growth opportunity region.

List of Companies Profiled

• Aiya America Inc.
• The AOI Tea Company
• Ippodo Tea USA
• Vivid Vitality Ltd
• DoMatcha
• Encha
• Garden To Cup Organics
• TEAJA Organic
• Midori Spring
• Jade Monk

Key Industry Developments

In June 2024, Aiya America, Inc. made a recent announcement of its Whole Foods Market stores expansion. Aiya Matcha's popular items are now at 5 total items at Whole Foods Market consisting of Sweetened Matcha to Go, Organic Ceremonial Grade Matcha, Matcha To Go, Organic Culinary Grade Matcha, and Sweetened Roasted Matcha To Go.

In May 2024, Goli Nutrition Inc. launched its new Matcha Mind Cognitive Gummies. It blends clinically tested Cognizin and matcha to support focus, attention and cognitive function.

In February 2024, Starbucks introduced Iced Strawberry Matcha Tea Latte, a traditional matcha blended with vanilla syrup, ice and rich creamy strawberry cold foam.

Report Coverage

The report will cover the qualitative and quantitative data on the Global Matcha Market. The qualitative data includes latest trends, market players analysis, market drivers, market opportunity, and many others. Also, the report quantitative data includes market size for every region, country, and segments according to your requirements. We can also provide customize report in every industry vertical.

Report Scope and Segmentations

Global Matcha Market Regional Analysis

North America accounted for the highest xx% market share in terms of revenue in the Matcha market and is expected to expand at a CAGR of xx% during the forecast period. This growth can be attributed to the growing adoption of Matcha. The market in APAC is expected to witness significant growth and is expected to register a CAGR of xx% over upcoming years, because of the presence of key Matcha companies in economies such as Japan and China.

The objective of the report is to present comprehensive analysis of Global Matcha Market including all the stakeholders of the industry. The past and current status of the industry with forecasted market size and trends are presented in the report with the analysis of complicated data in simple language.

Matcha Market Report is also available for below Regions and Country Please Ask for that

North America

• U.S.
• Canada

Europe

• Switzerland
• Belgium
• Germany
• France
• U.K.
• Italy
• Spain
• Sweden
• Netherland
• Turkey
• Rest of Europe

Asia-Pacific

• India
• Australia
• Philippines
• Singapore
• South Korea
• Japan
• China
• Malaysia
• Thailand
• Indonesia
• Rest Of APAC

Latin America

• Mexico
• Argentina
• Peru
• Colombia
• Brazil
• Rest of South America

Middle East and Africa

• Saudi Arabia
• UAE
• Egypt
• South Africa
• Rest Of MEA

Points Covered in the Report

• The points that are discussed within the report are the major market players that are involved in the market such as market players, raw material suppliers, equipment suppliers, end users, traders, distributors and etc.
• The complete profile of the companies is mentioned. And the capacity, production, price, revenue, cost, gross, gross margin, sales volume, sales revenue, consumption, growth rate, import, export, supply, future strategies, and the technological developments that they are making are also included within the report. This report analysed 12 years data history and forecast.
• The growth factors of the market are discussed in detail wherein the different end users of the market are explained in detail.
• Data and information by market player, by region, by type, by application and etc., and custom research can be added according to specific requirements.
• The report contains the SWOT analysis of the market. Finally, the report contains the conclusion part where the opinions of the industrial experts are included.

Key Reasons to Purchase

• To gain insightful analyses of the Matcha market and have comprehensive understanding of the global market and its commercial landscape.
• Assess the production processes, major issues, and solutions to mitigate the development risk.
• To understand the most affecting driving and restraining forces in the market and its impact in the global market.
• Learn about the Matcha market strategies that are being adopted by leading respective organizations.
• To understand the future outlook and prospects for the Matcha market. Besides the standard structure reports, we also provide custom research according to specific requirements.

Research Scope of Matcha Market

• Historic year: 2020-2023
• Base year: 2024
• Forecast: 2025 to 2034
• Representation of Market revenue in USD Billion

Matcha Market Trends: Market key trends which include Increased Competition and Continuous Innovations Trends: