Matcha Market Size and Outlook 2030

Report Description

Forecast Period	2026-2030
Market Size (2024)	USD 4.33 Billion
CAGR (2025-2030)	9.81%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2030)	USD 7.59 Billion

Market Overview

The Global Matcha Market, valued at USD 4.33 Billion in 2024, is projected to experience a CAGR of 9.81% to reach USD 7.59 Billion by 2030. Matcha is a finely ground powder made from specially cultivated, shade-grown green tea leaves known as tencha, differentiated by its unique processing that involves stone-grinding the entire leaf. The global matcha market's expansion is fundamentally driven by increasing consumer health consciousness, recognizing matcha's antioxidant properties and perceived wellness benefits as a natural energy alternative. Furthermore, its growing versatility across various applications, including functional beverages, culinary uses, and personal care products, significantly contributes to demand.

A significant challenge impeding market growth is the inherent supply chain vulnerability, stemming from traditional, labor-intensive cultivation and processing methods, an aging farming population, and the impact of climate variability on harvests. For instance, according to the Japan Tea Production Association, Japan harvested 5,336 metric tons of Tencha in 2024. This limited production capacity struggles to keep pace with accelerating global demand, leading to price volatility and potential shortages of high-grade matcha.

Key Market Drivers

The global matcha market is significantly influenced by two primary drivers: rising health and wellness awareness, and broadening product innovation and diversification. Consumers are increasingly prioritizing nutritional benefits and seeking natural alternatives to traditional beverages, aligning with matcha's reputation as a superfood rich in antioxidants, L-theanine, and chlorophyll. This heightened health consciousness is evident in consumer choices, for instance, according to Ito En Ltd. 's Financial Results Presentation for FY2024, released in June 2025, the consumption ratio of their functional "Oi Ocha Bold Green Tea" among consumers in their 10s and 20s was approximately three times higher between May 2024 and April 2025, underscoring a strong preference for health-oriented green tea products that offer perceived wellness benefits. This trend directly fuels demand for matcha as a preferred ingredient in functional foods and beverages.

Broadening product innovation and diversification further propel the market by expanding matcha's accessibility and application beyond traditional ceremonial uses. Manufacturers are incorporating matcha into a diverse range of products, including ready-to-drink beverages, culinary ingredients, and dietary supplements, attracting a wider consumer base. An example of this is the expansion of Aiya America, Inc. , which, according to its press release on June 26, 2024, announced nationwide distribution to Whole Foods Market, now offering five distinct matcha products, including its recently introduced Sweetened Roasted Matcha To Go. This continuous diversification allows matcha to penetrate new market segments and integrate into various consumer lifestyles. Overall, the market for tea, including matcha, remains robust, with the Tea Association of the U. S. A. 's 2024 Fact Sheet reporting that Americans consumed almost 86 billion servings of tea in 2023.

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Key Market Challenges

The global matcha market faces a significant challenge in its inherent supply chain vulnerability. This vulnerability arises from traditional, labor-intensive cultivation and processing methods, an aging farming population, and the increasing impact of climate variability on harvests. These factors collectively result in a limited production capacity for tencha, the specific shade-grown green tea leaves required for matcha. This constrained supply struggles to meet the accelerating global demand, leading to market instability. For instance, according to the Global Japanese Tea Association, exports of Japanese tea, which include matcha, increased to approximately 10% of total production by the end of 2023, up from just 1% in the early 2000s. This surge in exports highlights the growing international appetite for matcha, which directly strains the limited domestic production resources. Consequently, the imbalance between rising demand and restricted supply capacity often results in price volatility and potential shortages of high-grade matcha, directly impeding the sustained growth and expansion of the global market.

Key Market Trends

The surge in e-commerce and direct-to-consumer sales significantly reshapes matcha distribution, offering enhanced accessibility and convenience to consumers. This digital shift enables brands to directly engage their audience, providing curated selections and personalized shopping experiences. According to Digital Commerce 360, online sales for the Food & Beverage category grew to approximately $30.95 billion in 2023, up from $27.80 billion in 2022, underscoring this significant shift towards digital purchasing. This trend is exemplified by companies investing in dedicated online platforms; for instance, DataM Intelligence reported in September 2024 that Kataoka & Co. , Ltd. launched Matcha Direct in March 2023, enabling direct customer orders of freshly ground matcha from its Kyoto tea factory. These direct channels improve inventory management and allow rapid responses to consumer preferences, profoundly influencing market dynamics.

The expansion of premium and organic matcha offerings is a significant trend, driven by consumers prioritizing high-quality, ethically sourced products. This reflects a growing willingness among buyers to invest in products aligning with health, sustainability, and authenticity values. According to the Organic Trade Association's 2025 Organic Market Report, U. S. sales of certified organic products reached $71.6 billion in 2024, a 5.2% increase from the prior year, demonstrating sustained sector growth. This market evolution is supported by brand strategies like Aiya America, Inc. 's, which, as reported by BevNET. com in June 2024, expanded its nationwide distribution to Whole Foods Market, introducing Organic Ceremonial Grade Matcha and Organic Culinary Grade Matcha. This focus elevates matcha's standing as a high-value, health-conscious commodity.

Segmental Insights

The Online segment is emerging as the fastest-growing distribution channel within the Global Matcha Market, driven by evolving consumer purchasing habits. This rapid expansion is primarily attributed to the unparalleled convenience and accessibility offered by e-commerce platforms, allowing consumers to effortlessly explore a diverse array of matcha products from global brands. Furthermore, online retail provides comprehensive product information, including health benefits and preparation guidance, which empowers informed purchasing decisions. The added advantage of direct home delivery significantly enhances consumer preference, expanding the market reach beyond traditional retail limitations and fostering a broader customer base for matcha products.

Regional Insights

Asia Pacific stands as the leading region in the global matcha market, primarily due to its deep-rooted traditional tea culture intrinsic to nations like Japan and China. These countries are historical centers for matcha production, particularly Japan, renowned for its ceremonial grade matcha, and possess a substantial population with ingrained tea consumption habits. This strong cultural affinity, combined with well-established domestic production capabilities and robust supply chains, ensures the consistent availability of diverse matcha varieties across the region. The extensive heritage in tea cultivation and preparation fundamentally underpins Asia Pacific's sustained market dominance.

Recent Developments

In October 2025, Lotte Well Food announced the second iteration of its "Motcha Dessert" series, significantly impacting the global matcha market. The popular "Binz Premier Matcha" transitioned into a regular sales product due to high consumer demand. Additionally, the company introduced new seasonal items, including "Premium Montshell Matcha & Strawberry," developed through a collaboration with the café "Sannoru," and "Premium Ghana Langdsha Matcha Chocolat." These launches expanded Lotte Well Food's matcha-infused confectionery portfolio, offering diverse flavor combinations that cater to a growing market for matcha desserts.

In October 2024, Aiya America, a prominent matcha products provider, introduced its latest innovation to the global matcha market: Sweetened Matcha Latte Pods. These new pods contain a matcha blend infused with vanilla and combined with a non-dairy creamer. Developed for use with Keurig machines, the product was designed to offer consumers a convenient way to prepare a matcha latte in under a minute. The launch aimed to enhance accessibility to quality matcha without compromising flavor, catering to individuals seeking quick and flavorful matcha boosts for home or office use.

In October 2024, ITO EN, a significant player in Japan's beverage sector, launched new flavors for its ready-to-drink matcha LOVE® line. The additions, Matcha Banana Latte and Matcha Cacao Latte, were introduced in SIG SmileSmall carton packs, emphasizing convenience for on-the-go consumption in Japan. This product expansion aimed to provide consumers with barista-style matcha lattes, aligning with evolving lifestyles and expanding the ways individuals can enjoy matcha. The launch diversified the company’s matcha offerings, leveraging innovative packaging to reach a broader consumer base.

In March 2024, Starbucks unveiled a new beverage, the Iced Strawberry Matcha Tea Latte, across its EMEA (Europe, Middle East, and Africa) region. This new product strategically combined the earthy notes of matcha with the sweet, fruity flavor of strawberry cream cold foam. The innovative drink was developed to appeal to both existing matcha enthusiasts and new consumers by offering a familiar yet distinctive taste profile. Its vibrant appearance, reminiscent of blossoming flowers, further contributed to its seasonal appeal and market positioning within the global matcha beverage segment.

Key Market Players

Matcha Maiden Pty Ltd
Mizuba Tea Co.
Aiya Europe GmbH
AOI Tea Company
Ippodo Tea Co., Ltd.
Ito En, Ltd.
McCormick & Company, Inc.
Tata Consumer Products Limited
Green Foods Corp.
Encha Life LLC’s

By Product Type	By Form	By Nature	By Distribution Channel	By Region
Regular Tea Flavored Tea	Powder Liquid	Conventional Organic	Supermarkets/Hypermarkets Departmental Stores Convenience Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Matcha Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Matcha Market, By Product Type:

o Regular Tea

o Flavored Tea

Matcha Market, By Form:

o Powder

o Liquid

Matcha Market, By Nature:

o Conventional

o Organic

Matcha Market, By Distribution Channel:

o Supermarkets/Hypermarkets

o Departmental Stores

o Convenience Stores

o Online

o Others

Matcha Market, By Region:

o North America

§ United States

§ Canada

§ Mexico

o Europe

§ France

§ United Kingdom

§ Italy

§ Germany

§ Spain

o Asia Pacific

§ China

§ India

§ Japan

§ Australia

§ South Korea

o South America

§ Brazil

§ Argentina

§ Colombia

o Middle East & Africa

§ South Africa

§ Saudi Arabia

§ UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Matcha Market.

Available Customizations:

Global Matcha Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global Matcha Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Product Overview

1.1. Market Definition

1.2. Scope of the Market

1.2.1. Markets Covered

1.2.2. Years Considered for Study

1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market

3.2. Overview of Key Market Segmentations

3.3. Overview of Key Market Players

3.4. Overview of Key Regions/Countries

3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Matcha Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Product Type (Regular Tea, Flavored Tea)

5.2.2. By Form (Powder, Liquid)

5.2.3. By Nature (Conventional, Organic)

5.2.4. By Distribution Channel (Supermarkets/Hypermarkets, Departmental Stores, Convenience Stores, Online, Others)

5.2.5. By Region

5.2.6. By Company (2024)

5.3. Market Map

6. North America Matcha Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Product Type

6.2.2. By Form

6.2.3. By Nature

6.2.4. By Distribution Channel

6.2.5. By Country

6.3. North America: Country Analysis

6.3.1. United States Matcha Market Outlook

6.3.1.1. Market Size & Forecast

6.3.1.1.1. By Value

6.3.1.2. Market Share & Forecast

6.3.1.2.1. By Product Type

6.3.1.2.2. By Form

6.3.1.2.3. By Nature

6.3.1.2.4. By Distribution Channel

6.3.2. Canada Matcha Market Outlook

6.3.2.1. Market Size & Forecast

6.3.2.1.1. By Value

6.3.2.2. Market Share & Forecast

6.3.2.2.1. By Product Type

6.3.2.2.2. By Form

6.3.2.2.3. By Nature

6.3.2.2.4. By Distribution Channel

6.3.3. Mexico Matcha Market Outlook

6.3.3.1. Market Size & Forecast

6.3.3.1.1. By Value

6.3.3.2. Market Share & Forecast

6.3.3.2.1. By Product Type

6.3.3.2.2. By Form

6.3.3.2.3. By Nature

6.3.3.2.4. By Distribution Channel

7. Europe Matcha Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Product Type

7.2.2. By Form

7.2.3. By Nature

7.2.4. By Distribution Channel

7.2.5. By Country

7.3. Europe: Country Analysis

7.3.1. Germany Matcha Market Outlook

7.3.1.1. Market Size & Forecast

7.3.1.1.1. By Value

7.3.1.2. Market Share & Forecast

7.3.1.2.1. By Product Type

7.3.1.2.2. By Form

7.3.1.2.3. By Nature

7.3.1.2.4. By Distribution Channel

7.3.2. France Matcha Market Outlook

7.3.2.1. Market Size & Forecast

7.3.2.1.1. By Value

7.3.2.2. Market Share & Forecast

7.3.2.2.1. By Product Type

7.3.2.2.2. By Form

7.3.2.2.3. By Nature

7.3.2.2.4. By Distribution Channel

7.3.3. United Kingdom Matcha Market Outlook

7.3.3.1. Market Size & Forecast

7.3.3.1.1. By Value

7.3.3.2. Market Share & Forecast

7.3.3.2.1. By Product Type

7.3.3.2.2. By Form

7.3.3.2.3. By Nature

7.3.3.2.4. By Distribution Channel

7.3.4. Italy Matcha Market Outlook

7.3.4.1. Market Size & Forecast

7.3.4.1.1. By Value

7.3.4.2. Market Share & Forecast

7.3.4.2.1. By Product Type

7.3.4.2.2. By Form

7.3.4.2.3. By Nature

7.3.4.2.4. By Distribution Channel

7.3.5. Spain Matcha Market Outlook

7.3.5.1. Market Size & Forecast

7.3.5.1.1. By Value

7.3.5.2. Market Share & Forecast

7.3.5.2.1. By Product Type

7.3.5.2.2. By Form

7.3.5.2.3. By Nature

7.3.5.2.4. By Distribution Channel

8. Asia Pacific Matcha Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Product Type

8.2.2. By Form

8.2.3. By Nature

8.2.4. By Distribution Channel

8.2.5. By Country

8.3. Asia Pacific: Country Analysis

8.3.1. China Matcha Market Outlook

8.3.1.1. Market Size & Forecast

8.3.1.1.1. By Value

8.3.1.2. Market Share & Forecast

8.3.1.2.1. By Product Type

8.3.1.2.2. By Form

8.3.1.2.3. By Nature

8.3.1.2.4. By Distribution Channel

8.3.2. India Matcha Market Outlook

8.3.2.1. Market Size & Forecast

8.3.2.1.1. By Value

8.3.2.2. Market Share & Forecast

8.3.2.2.1. By Product Type

8.3.2.2.2. By Form

8.3.2.2.3. By Nature

8.3.2.2.4. By Distribution Channel

8.3.3. Japan Matcha Market Outlook

8.3.3.1. Market Size & Forecast

8.3.3.1.1. By Value

8.3.3.2. Market Share & Forecast

8.3.3.2.1. By Product Type

8.3.3.2.2. By Form

8.3.3.2.3. By Nature

8.3.3.2.4. By Distribution Channel

8.3.4. South Korea Matcha Market Outlook

8.3.4.1. Market Size & Forecast

8.3.4.1.1. By Value

8.3.4.2. Market Share & Forecast

8.3.4.2.1. By Product Type

8.3.4.2.2. By Form

8.3.4.2.3. By Nature

8.3.4.2.4. By Distribution Channel

8.3.5. Australia Matcha Market Outlook

8.3.5.1. Market Size & Forecast

8.3.5.1.1. By Value

8.3.5.2. Market Share & Forecast

8.3.5.2.1. By Product Type

8.3.5.2.2. By Form

8.3.5.2.3. By Nature

8.3.5.2.4. By Distribution Channel

9. Middle East & Africa Matcha Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Product Type

9.2.2. By Form

9.2.3. By Nature

9.2.4. By Distribution Channel

9.2.5. By Country

9.3. Middle East & Africa: Country Analysis

9.3.1. Saudi Arabia Matcha Market Outlook

9.3.1.1. Market Size & Forecast

9.3.1.1.1. By Value

9.3.1.2. Market Share & Forecast

9.3.1.2.1. By Product Type

9.3.1.2.2. By Form

9.3.1.2.3. By Nature

9.3.1.2.4. By Distribution Channel

9.3.2. UAE Matcha Market Outlook

9.3.2.1. Market Size & Forecast

9.3.2.1.1. By Value

9.3.2.2. Market Share & Forecast

9.3.2.2.1. By Product Type

9.3.2.2.2. By Form

9.3.2.2.3. By Nature

9.3.2.2.4. By Distribution Channel

9.3.3. South Africa Matcha Market Outlook

9.3.3.1. Market Size & Forecast

9.3.3.1.1. By Value

9.3.3.2. Market Share & Forecast

9.3.3.2.1. By Product Type

9.3.3.2.2. By Form

9.3.3.2.3. By Nature

9.3.3.2.4. By Distribution Channel

10. South America Matcha Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Product Type

10.2.2. By Form

10.2.3. By Nature

10.2.4. By Distribution Channel

10.2.5. By Country

10.3. South America: Country Analysis

10.3.1. Brazil Matcha Market Outlook

10.3.1.1. Market Size & Forecast

10.3.1.1.1. By Value

10.3.1.2. Market Share & Forecast

10.3.1.2.1. By Product Type

10.3.1.2.2. By Form

10.3.1.2.3. By Nature

10.3.1.2.4. By Distribution Channel

10.3.2. Colombia Matcha Market Outlook

10.3.2.1. Market Size & Forecast

10.3.2.1.1. By Value

10.3.2.2. Market Share & Forecast

10.3.2.2.1. By Product Type

10.3.2.2.2. By Form

10.3.2.2.3. By Nature

10.3.2.2.4. By Distribution Channel

10.3.3. Argentina Matcha Market Outlook

10.3.3.1. Market Size & Forecast

10.3.3.1.1. By Value

10.3.3.2. Market Share & Forecast

10.3.3.2.1. By Product Type

10.3.3.2.2. By Form

10.3.3.2.3. By Nature

10.3.3.2.4. By Distribution Channel

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)

12.2. Product Launches (If Any)

12.3. Recent Developments

13. Global Matcha Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry

14.2. Potential of New Entrants

14.3. Power of Suppliers

14.4. Power of Customers

14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. Matcha Maiden Pty Ltd

15.1.1. Business Overview

15.1.2. Products & Services

15.1.3. Recent Developments

15.1.4. Key Personnel

15.1.5. SWOT Analysis

15.2. Mizuba Tea Co.

15.3. Aiya Europe GmbH

15.4. AOI Tea Company

15.5. Ippodo Tea Co., Ltd.

15.6. Ito En, Ltd.

15.7. McCormick & Company, Inc.

15.8. Tata Consumer Products Limited

15.9. Green Foods Corp.

15.10. Encha Life LLC’s

16. Strategic Recommendations

17. About Us & Disclaimer

Report Description

Table of content

Figures and Tables

Frequently asked questions

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