Spain Matcha Market Overview,2030

The Matcha market in Spain has developed from a specialized niche into a recognized and growing segment within the broader wellness and specialty-beverage landscape. Initially confined to Japanese restaurants, select tea boutiques and high-end food stores, Matcha began attracting attention in Spain during the 2010s as global superfood and wellness trends reached Spanish consumers. Urban centres such as Madrid, Barcelona and Valencia led early adoption due to larger expatriate communities, cosmopolitan café scenes and greater culinary experimentation. The rise of specialty cafés, vegan and plant-based lifestyle movements, and growing interest in functional ingredients fueled Matcha’s expansion beyond restaurants into mainstream retail and e-commerce. Foodservice experimentation Matcha ice cream, pastries, and fusion desserts increased consumer visibility and social-media appeal, accelerating trial among younger demographics. Import channels diversified as European distributors and direct Japanese importers increased supply of ceremonial, premium and culinary grades. Consumers became more educated about Matcha’s health attributes antioxidants, L-theanine, and potential metabolic benefits which further reinforced demand among fitness and wellness segments. By the early 2020s, Matcha had established a foothold in Spain’s artisanal food and beverage scene, with domestic brands and cafés offering flavored lattes, RTD beverages, and pastry collaborations. Today Spain’s Matcha market is still emerging compared with tea-dominant countries but shows consistent growth, driven by urban lifestyle trends, foodservice innovation and increasing retail availability across organic food stores and online marketplaces.

According to the research report ""Spain Matcha Market Overview, 2030,"" published by Bonafide Research, the Spain Matcha market is anticipated to grow at 8.59% CAGR from 2025 to 2030. Spain’s Matcha market dynamics reflect a mix of health-driven consumption, culinary innovation, and shifting retail channels. Primary drivers include rising health consciousness, the popularity of plant-based diets, and consumers’ desire for functional beverages that provide sustained energy without the volatility associated with coffee. Millennials and Gen Z are important adopters, influenced by social media trends and visually appealing Matcha-based products. Spain’s strong tourism and café culture also accelerate trial and normalization of Matcha consumption. Opportunities lie in expanding RTD products, flavored mixes tailored to local palates (e.g., citrus or almond), and deeper penetration into supermarkets and convenience channels beyond urban centers. E-commerce is a growing route-to-market, enabling specialty importers and small brands to reach nationwide audiences. Challenges and restraints include higher retail prices for authentic, premium Japanese Matcha due to import costs and limited domestic production, which can constrain volume adoption in price-sensitive segments. Quality inconsistency and adulteration risk from lower-cost green tea powders also threaten consumer trust. Trends shaping the market are cross-category collaborations (patissiers, gelaterias, wellness brands), sustainability and traceability demands, and the premiumization of Matcha through certified organic and single-origin offerings. Foodservice innovation and private-label supermarket launches could drive mainstream adoption, but retailers and brands must invest in consumer education on preparation, grading, and authentic sourcing to sustain long-term growth in Spain.

In Spain the Matcha market divides primarily into Regular (unflavoured) and Flavored product types, each addressing different consumer needs and growth vectors. Regular Matcha is favoured by purists, wellness consumers and chefs who prioritise authenticity, maximum antioxidant content and traditional tasting profiles. This segment tends to command higher price points and is distributed through specialty tea shops, premium grocery stores, and e-commerce channels that emphasize origin, harvest season, and grade. Regular Matcha’s adoption is strongest among health-focused urban consumers and culinary professionals who use it in traditional whisked preparations, smoothies and artisanal recipes. Flavored Matcha is the principal growth driver for mainstream penetration. Flavoured options such as vanilla, chocolate, coconut, almond, and localized citrus blends make Matcha more approachable to consumers unfamiliar with its grassy, umami-forward taste. Cafés and gelaterias increasingly offer flavored Matcha lattes, frappés and desserts to attract younger customers and casual drinkers. Ready-to-drink flavored products and portioned sachets sold in supermarkets support trial and repeat purchase among time-conscious shoppers. Flavored Matcha also serves as a bridge for product innovation in confectionery and mass-market beverages. While Regular Matcha secures the premium and health-conscious segment, Flavored Matcha expands volume and demographic reach together creating a complementary portfolio that balances authenticity with accessibility for Spain’s evolving consumer base.

The Spanish Matcha market by form is split between Powder and Liquid, each addressing distinct consumption occasions and distribution channels. Powdered Matcha remains the traditional and predominant format, valued for its versatility and authenticity; it is widely used in home preparation, specialty cafés, bakeries and culinary applications. Powdered Matcha is typically sold in tins or resealable pouches and is preferred by consumers who value control over strength and preparation technique. This form dominates premium sales and professional foodservice use, where grade and freshness matter. Liquid Matcha encompassing ready-to-drink (RTD) beverages, bottled lattes and pre-mixed options is growing rapidly as convenience culture spreads across Spain. Liquid formulations appeal to commuters, students and on-the-go professionals and are gaining shelf space in supermarkets, health stores and café chains. Producing stable, palatable liquid Matcha requires emulsification and preservation expertise to maintain suspension, flavor and antioxidant integrity; as a result, RTD offerings are often positioned as premium functional beverages. Liquid formats also enable innovative hybrids suited to local tastes. While powdered Matcha leads in artisanal and culinary contexts, liquid forms are accelerating mainstream consumption and impulse purchases. The coexistence of both forms supports broad market coverage across traditionalists and convenience-seeking consumers, strengthening Matcha’s presence across Spain’s retail and foodservice ecosystems.

Spain’s Matcha market is segmented by grade into Ceremonial, Classic (Premium/Latte) and Culinary, aligning quality with use-case and price sensitivity. Ceremonial Grade Matcha made from the youngest shaded leaves and stone-milled to a fine texture represents the high-end category. It attracts tea connoisseurs, wellness advocates and premium cafés seeking vivid green color, smooth umami flavor and minimal bitterness. Ceremonial Matcha is typically imported from established Japanese regions and sold by specialty retailers emphasizing provenance and ritual. Classic Grade (often labelled Latte or Premium Grade) occupies the middle tier, balancing quality and affordability. It is suited for daily consumption in lattes, smoothies and health blends and is commonly used in cafés and by consumers seeking functionality with moderate cost. Culinary Grade Matcha is the most economical and versatile, engineered for stability when heated or baked, and is heavily used by patisseries, gelaterias and food manufacturers in Spain. Culinary Matcha’s stronger, slightly bitter flavor is masked in recipes, making it ideal for ice creams, cakes and confections. The presence of all three grades enables market players to address both prestige-seeking consumers and mass-market product developers. Educating Spanish consumers and food businesses about grade differences supports appropriate usage, helps justify price differentials and drives upgrades from culinary to classic or ceremonial grades as familiarity and willingness-to-pay increase.

Matcha’s applications in Spain encompass Regular Tea, Matcha Beverages, Food, Personal Care, and Other categories, reflecting broad cross-sector adoption. Regular Tea remains a foundational application among enthusiasts who prepare whisked Matcha for mindfulness, focus and traditional health benefits. Matcha Beverages are the fastest-growing segment, including lattes, iced drinks, smoothies and RTD products offered by cafés, beverage startups and supermarket brands; these appeal to those seeking clean energy and visual appeal. The Food segment is particularly dynamic in Spain, where Matcha enhances artisanal pastries, gelatos, chocolates and breakfast items aligning well with local culinary ingenuity and seasonal dessert trends. Gelaterias and patisseries use Matcha to add color, antioxidant messaging and novelty to menus. The Personal Care segment is emerging as cosmetic brands incorporate Matcha extracts into face masks, serums and body scrubs for antioxidant and anti-inflammatory claims, tapping into Spain’s growing natural-beauty movement. Other applications include nutraceuticals, supplements, sports nutrition mixes and functional ingredients in cereal or snack bars. Cross-category collaborations such as Matcha-infused bakery lines or branded wellness subscriptions help amplify visibility and encourage trial. As sustainability and traceability gain importance among Spanish consumers, brands that emphasize organic certification, ethical sourcing and clear grade definitions stand to gain trust and market share. Overall, Matcha’s multifunctional appeal and aesthetic value position it well for continued expansion across Spain’s food, beverage and lifestyle sectors.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Matcha Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Regular
• Flavored

By Form
• Powder
• Liquid

By Grade
• Ceremonial Grade
• Classic Grade
• Culinary Grade

By Application
• Regular Tea
• Matcha Beverages
• Food
• Personal Care
• Others Show more