United States Matcha Market Overview,2030

The U.S. Matcha market has witnessed remarkable evolution over the past two decades, transitioning from a niche import to a mainstream wellness staple. While Matcha originated in Japan centuries ago, it gained traction in the U.S. during the early 2000s through the rise of specialty tea cafés and health-focused retailers. Initially popular among niche consumers and wellness enthusiasts, Matcha’s growth accelerated with the broader adoption of plant-based and antioxidant-rich diets. The proliferation of social media and café culture, particularly through brands like Starbucks and local artisanal chains, popularized Matcha lattes and smoothies nationwide. Increasing scientific studies highlighting Matcha’s benefits including high antioxidant content, metabolism support, and mental alertness from L-theanine further boosted its acceptance among health-conscious Americans. By the 2010s, Matcha became a prominent ingredient in not only beverages but also in desserts, bakery products, and dietary supplements. The growing presence of Japanese brands in the U.S. market and collaborations with American beverage companies reinforced consumer trust in product authenticity. Today, the U.S. stands as one of the largest non-Asian Matcha markets, with continuous innovation in ready-to-drink (RTD) products, powdered mixes, and flavored beverages driving growth. The evolution of Matcha in the U.S. reflects the merging of Eastern tradition with Western wellness trends, positioning it as a versatile and premium superfood ingredient embraced by diverse consumer demographics.

According to the research report "" US Matcha Market Overview, 2030,"" published by Bonafide Research, the US Matcha market is anticipated to grow at 7.61% CAGR from 2025 to 2030.The U.S. Matcha market dynamics are influenced by increasing health awareness, premium beverage consumption, and continuous product innovation. Key market drivers include rising demand for natural, organic, and functional beverages as consumers seek alternatives to coffee and sugary drinks. Matcha’s health halo rich in catechins, antioxidants, and amino acids positions it as a leading superfood in the U.S. wellness ecosystem. The trend of clean energy beverages and holistic nutrition has spurred adoption among millennials and Gen Z consumers. Opportunities lie in expanding Matcha’s use in RTD beverages, dietary supplements, and beauty products, while partnerships with cafés, restaurants, and e-commerce channels enhance accessibility. However, market restraints include high pricing of authentic Japanese Matcha, limited domestic production, and the proliferation of low-quality or adulterated products, which can erode consumer trust. The U.S. market also faces logistical challenges in maintaining product freshness during importation. On the other hand, emerging trends such as flavored Matcha drinks, cold brews, and sustainable packaging are reshaping brand strategies. Companies are investing in consumer education campaigns to highlight authenticity and preparation methods. With rising veganism, demand for plant-based antioxidants, and increasing café culture penetration, the U.S. Matcha market is projected to maintain steady double-digit growth through 2032, fueled by innovation and lifestyle-driven consumption.

In the U.S., the Matcha market by product type is segmented into Regular and Flavored variants, reflecting diverse consumer preferences. Regular Matcha remains the dominant segment, preferred by traditionalists and health-conscious consumers for its purity and high nutritional profile. It is primarily used in ceremonial tea, smoothies, and lattes prepared in cafés and wellness centers. Consumers favoring unflavored Matcha value its authentic taste and superior antioxidant concentration. However, the Flavored Matcha segment is expanding rapidly, driven by innovation and wider accessibility. American consumers often prefer taste variations such as vanilla, honey, chocolate, and berry-infused Matcha, which enhance palatability and align with local flavor preferences. Beverage brands and café chains across the U.S. have launched signature flavored Matcha lattes, cold brews, and functional energy drinks to appeal to younger demographics. The trend toward personalization and indulgent wellness has made flavored variants more attractive for casual drinkers. Additionally, manufacturers are introducing flavored Matcha in ready-to-drink formats and powdered mixes for convenient home preparation. While Regular Matcha continues to dominate in premium and traditional segments, flavored products have become instrumental in driving mass-market growth and brand diversification. The balance between authenticity and innovation allows both segments to thrive, contributing to Matcha’s sustained popularity across U.S. retail and food service channels.

The U.S. Matcha market by form is classified into Powder and Liquid, each addressing distinct consumer needs. Powdered Matcha leads the market, accounting for the majority of sales due to its versatility and authenticity. It is widely used in households, cafés, and bakeries for preparing teas, lattes, smoothies, and desserts. Premium ceremonial and culinary grades dominate this category, often imported directly from Japan to ensure quality and flavor integrity. The powdered form appeals to consumers who value traditional preparation methods and the customizable strength of Matcha beverages. Meanwhile, the Liquid Matcha segment is witnessing rapid growth, driven by the convenience trend and rising demand for ready-to-drink (RTD) products. U.S. beverage manufacturers such as Ito En, Jade Leaf, and MatchaBar have introduced bottled Matcha drinks, cold brews, and energy beverages infused with Matcha for quick consumption. These products cater to on-the-go consumers seeking natural energy alternatives without caffeine crashes. Liquid Matcha formulations require specialized stabilization techniques to preserve taste and nutritional potency, making them more complex yet attractive to busy consumers. The convenience of liquid Matcha has helped expand retail presence in supermarkets, convenience stores, and fitness outlets. Overall, powdered Matcha retains dominance in premium and household segments, while liquid variants are fueling accessibility and rapid market expansion across the U.S. beverage sector.

The U.S. Matcha market, segmented by grade into Ceremonial, Classic, and Culinary, reflects varying consumer needs and pricing tiers. Ceremonial Grade Matcha represents the highest quality, produced from young, shade-grown leaves, offering vibrant color, smooth texture, and delicate umami flavor. It caters to premium consumers and traditional tea enthusiasts who prioritize authenticity. The segment’s growth is supported by specialty tea retailers and e-commerce platforms promoting authentic Japanese imports. Classic Grade, often termed “latte” or “premium grade,” occupies a middle position, blending quality and affordability. It is ideal for daily consumption and is extensively used in Matcha lattes, smoothies, and energy drinks. This grade appeals to mainstream consumers seeking health benefits without premium pricing. Culinary Grade Matcha, the most accessible category, is utilized widely in food manufacturing, bakery, confectionery, and ice cream applications. Although slightly bitter and darker in color, it is valued for stability during cooking and cost-effectiveness. In the U.S., growing demand for Matcha-flavored foods and desserts is propelling the Culinary Grade segment’s expansion, particularly within quick-service restaurants and packaged food industries. Meanwhile, Ceremonial and Classic grades dominate e-commerce and specialty retail due to higher margins and wellness branding. The tiered structure allows producers and importers to serve both luxury and mass-market segments, ensuring broad market coverage.

The U.S. Matcha market by application spans Regular Tea, Matcha Beverages, Food, Personal Care, and Others, showcasing the product’s versatility across industries. Regular Tea consumption remains the foundation of Matcha demand, particularly among health-oriented and traditional consumers. However, the Matcha Beverages segment comprising RTD drinks, lattes, and smoothies has emerged as the fastest-growing category. U.S. consumers increasingly seek convenient, nutrient-dense alternatives to coffee, fueling innovation in bottled Matcha beverages and café-based offerings. Food applications have also expanded rapidly, with Matcha incorporated into bakery items, dairy products, snacks, and confectionery to enhance flavor and health appeal. Major brands leverage Matcha’s vibrant color and superfood image to target wellness-focused consumers. The Personal Care segment is gaining traction as Matcha’s antioxidant and anti-inflammatory properties find application in skincare, haircare, and cosmetic formulations, marketed for detoxification and anti-aging benefits. The Others category includes dietary supplements and nutraceuticals, where Matcha is utilized for its energy-boosting and metabolism-enhancing properties. The growing intersection between health, beauty, and nutrition trends has enabled Matcha to establish a robust presence across diverse product categories. In the U.S., cross-industry innovation, strategic partnerships, and expanding retail distribution continue to strengthen Matcha’s position as a premium yet versatile lifestyle product.

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