Global Matcha Market 2025-2035
Description
Matcha Market Size, Share & Trends Analysis Report by Grade (Ceremonial Grade, Premium Grade, and Culinary Grade) by Product Form (Powder, Ready-to-Drink (RTD), and Others) by Application (Regular Tea, Matcha Beverages, Food, Personal Care & Cosmetics, and Nutraceuticals & Dietary Supplements), and by Distribution Channel (Supermarkets & Hypermarkets, Specialty Stores, Online Retail/E-Commerce, and Others) Forecast Period (2025-2035)
Industry Overview
Matcha market was valued at $4.6 billion in 2024 and is projected to reach $9.6 billion by 2035, growing at a CAGR of 7.4% during the forecast period (2025–2035). The matcha market is witnessing growth due to low-sugar or sugar-free preferences by consumers, such as non-nutritive sweeteners, spurred by sugar reduction and wellness trends. For instance, in April 2024, Aiya Matcha launched its Sugar-Free Sweetened Matcha To Go, a guilt-free version of its popular Sweetened Matcha To Go. The product is sweetened naturally with stevia, providing customers with the same taste and tranquility as a traditional Matcha latte. This convenient, pocket-sized product is ideal for crafting lattes or adding to smoothies. The company's latest innovation is driven by the exponential growth of the sugar-free category.
Market Dynamics
Rising Health-Consciousness and Preventive Wellness Trends
Matcha's high antioxidant content, potential to boost metabolism, and detoxifying properties are driving market growth owing to health-consciousness and preventive wellness trends. According to the Global Wellness Institute Org., in November 2024, the global wellness economy has seen rapid growth following the pandemic, reaching $6.3 trillion in 2023, which is 6.03% of the global GDP, making it larger than the green economy, IT, and sports. While all regions have recovered, North America, Europe, and the Middle East-North Africa have demonstrated the strongest resilience and growth from 2019 to 2023. Nine out of the eleven wellness sectors have surpassed their 2019 market size, with thermal/mineral springs and workplace wellness still lagging. The global wellness economy is projected to grow at an annual rate of 7.3% from 2023 to 2028, outpacing the projected global GDP growth of 4.8% according to the IMF. As recovery continues across all sectors, the wellness economy is expected to reach approximately $6.8 trillion in 2024 and approach $9.0 trillion by 2028.
Expansion of Export-Oriented Production
China's matcha exports are bolstering the global supply chain and meeting increasing international demand, thereby driving market growth. For instance, in June 2025, Jiangkou County, located in southwest China's Guizhou Province, has become a significant matcha producer, achieving sales of over 1,200 tonnes in 2024 and generating an output value of more than 300 million yuan. This county leads in matcha production, contributing to one-quarter of China's total national output and exporting to more than 40 countries. The county's tea fields span 160,000 mu, with 20% allocated specifically for matcha production.
Expansion of Cross-Border E-Commerce
Improved logistics and faster delivery services are driving cross-border e-commerce growth, enabling direct-to-consumer global sales and increasing accessibility to authentic matcha globally. For instance, in March 2023, Kataoka & Co., Ltd. launched Matcha Direct, an e-commerce service that allows customers to order ground-to-order fresh matcha from a Kyoto tea factory. The service offers high-quality matcha for home and professional use, with delivery within three business days. The company has additionally implemented cross-border e-commerce via air transportation.
Market Segmentation
RTD matcha is are pre-made, packaged beverage containing matcha green tea, offering quick energy and wellness benefits without manual preparation, making it a convenient solution. RTD Matcha is a healthy, organic, vegan, dairy-free, and non-GMO alternative to sugary sodas and coffee-based energy drinks, offering antioxidants, chlorophyll, amino acids, and moderate caffeine. RTD matcha can be blended with flavors like vanilla, berries, lemonade, elderflower, and exotic fruits. Additionally, the functional beverage trend is experiencing market growth owing to consumers' desire for beverages that provide both flavor and health benefits. For instance, in February 2025, PerfectTed is set to introduce a new flavoured RTD matcha latte duo, containing naturally sweetened agave drinks without refined sugar or artificial sweeteners.
Regional Outlook
The global matcha market is further divided by region, including North America (the US and Canada), Europe (the UK, Germany, France, Italy, Spain, Russia, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, Australia and New Zealand, ASEAN Countries, and the Rest of Asia-Pacific), and the Rest of the World (the Middle East & Africa, and Latin America).
Clean-Label and Organic Demand in North America
The market growth is primarily driven by the growing demand for minimally processed, sustainably sourced, and certified organic ingredients. For instance, in August 2021, ITO EN and Taiyo International partnered to bring high-quality matcha to North America's food, beverage, and supplement industries. ITO EN, a Japanese company, produces authentic, flavorful, and nutritious tea and matcha powder with health properties. Matcha, a rich-flavored ingredient, has gained popularity owing to its use by high-end coffee retailers and specialty brands.
Asia-Pacific Maintains Strong Market Position
Asia-Pacific holds a significant share, owing to the market growth is primarily driven by the market growth of ceremonial-grade, organic, single-origin matcha is primarily driven by premiumization and traceability, with higher price points and quality seals being essential. For instance, in July 2025, Tim Hortons India launched its new Matcha range, bringing the beloved Japanese green tea to India. The range includes iced mango, strawberry, Spanish, and vanilla flavors. Each drink is handcrafted using premium ceremonial-grade Japanese matcha, certified bio-organic, and can be personalized with dairy or non-dairy milk. The range is available at all Tim's cafes across India.
Market Players Outlook
The major companies operating in the global matcha market include Aiya America Inc., Ippodo Tea Co., Ltd., Nestlé S.A., Marukyu Koyamaen Co., Ltd., Unilever (Lipton, T2), Pop & Bottle, Taika Inc., and UCC Ueshima Coffee Company (America) Inc., among others. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.
Recent Developments
Industry Overview
Matcha market was valued at $4.6 billion in 2024 and is projected to reach $9.6 billion by 2035, growing at a CAGR of 7.4% during the forecast period (2025–2035). The matcha market is witnessing growth due to low-sugar or sugar-free preferences by consumers, such as non-nutritive sweeteners, spurred by sugar reduction and wellness trends. For instance, in April 2024, Aiya Matcha launched its Sugar-Free Sweetened Matcha To Go, a guilt-free version of its popular Sweetened Matcha To Go. The product is sweetened naturally with stevia, providing customers with the same taste and tranquility as a traditional Matcha latte. This convenient, pocket-sized product is ideal for crafting lattes or adding to smoothies. The company's latest innovation is driven by the exponential growth of the sugar-free category.
Market Dynamics
Rising Health-Consciousness and Preventive Wellness Trends
Matcha's high antioxidant content, potential to boost metabolism, and detoxifying properties are driving market growth owing to health-consciousness and preventive wellness trends. According to the Global Wellness Institute Org., in November 2024, the global wellness economy has seen rapid growth following the pandemic, reaching $6.3 trillion in 2023, which is 6.03% of the global GDP, making it larger than the green economy, IT, and sports. While all regions have recovered, North America, Europe, and the Middle East-North Africa have demonstrated the strongest resilience and growth from 2019 to 2023. Nine out of the eleven wellness sectors have surpassed their 2019 market size, with thermal/mineral springs and workplace wellness still lagging. The global wellness economy is projected to grow at an annual rate of 7.3% from 2023 to 2028, outpacing the projected global GDP growth of 4.8% according to the IMF. As recovery continues across all sectors, the wellness economy is expected to reach approximately $6.8 trillion in 2024 and approach $9.0 trillion by 2028.
Expansion of Export-Oriented Production
China's matcha exports are bolstering the global supply chain and meeting increasing international demand, thereby driving market growth. For instance, in June 2025, Jiangkou County, located in southwest China's Guizhou Province, has become a significant matcha producer, achieving sales of over 1,200 tonnes in 2024 and generating an output value of more than 300 million yuan. This county leads in matcha production, contributing to one-quarter of China's total national output and exporting to more than 40 countries. The county's tea fields span 160,000 mu, with 20% allocated specifically for matcha production.
Expansion of Cross-Border E-Commerce
Improved logistics and faster delivery services are driving cross-border e-commerce growth, enabling direct-to-consumer global sales and increasing accessibility to authentic matcha globally. For instance, in March 2023, Kataoka & Co., Ltd. launched Matcha Direct, an e-commerce service that allows customers to order ground-to-order fresh matcha from a Kyoto tea factory. The service offers high-quality matcha for home and professional use, with delivery within three business days. The company has additionally implemented cross-border e-commerce via air transportation.
Market Segmentation
- Based on the grade, the market is segmented into ceremonial grade, premium grade, and culinary grade.
- Based on the product form, the market is segmented into powder, ready-to-drink (RTD), and others (capsules, extracts).
- Based on the application, the market is segmented into regular tea, matcha beverages, food, personal care & cosmetics, and nutraceuticals & dietary supplements.
- Based on the distribution channel, the market is segmented into supermarkets & hypermarkets, specialty stores, online retail/e-commerce, and others.
RTD matcha is are pre-made, packaged beverage containing matcha green tea, offering quick energy and wellness benefits without manual preparation, making it a convenient solution. RTD Matcha is a healthy, organic, vegan, dairy-free, and non-GMO alternative to sugary sodas and coffee-based energy drinks, offering antioxidants, chlorophyll, amino acids, and moderate caffeine. RTD matcha can be blended with flavors like vanilla, berries, lemonade, elderflower, and exotic fruits. Additionally, the functional beverage trend is experiencing market growth owing to consumers' desire for beverages that provide both flavor and health benefits. For instance, in February 2025, PerfectTed is set to introduce a new flavoured RTD matcha latte duo, containing naturally sweetened agave drinks without refined sugar or artificial sweeteners.
Regional Outlook
The global matcha market is further divided by region, including North America (the US and Canada), Europe (the UK, Germany, France, Italy, Spain, Russia, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, Australia and New Zealand, ASEAN Countries, and the Rest of Asia-Pacific), and the Rest of the World (the Middle East & Africa, and Latin America).
Clean-Label and Organic Demand in North America
The market growth is primarily driven by the growing demand for minimally processed, sustainably sourced, and certified organic ingredients. For instance, in August 2021, ITO EN and Taiyo International partnered to bring high-quality matcha to North America's food, beverage, and supplement industries. ITO EN, a Japanese company, produces authentic, flavorful, and nutritious tea and matcha powder with health properties. Matcha, a rich-flavored ingredient, has gained popularity owing to its use by high-end coffee retailers and specialty brands.
Asia-Pacific Maintains Strong Market Position
Asia-Pacific holds a significant share, owing to the market growth is primarily driven by the market growth of ceremonial-grade, organic, single-origin matcha is primarily driven by premiumization and traceability, with higher price points and quality seals being essential. For instance, in July 2025, Tim Hortons India launched its new Matcha range, bringing the beloved Japanese green tea to India. The range includes iced mango, strawberry, Spanish, and vanilla flavors. Each drink is handcrafted using premium ceremonial-grade Japanese matcha, certified bio-organic, and can be personalized with dairy or non-dairy milk. The range is available at all Tim's cafes across India.
Market Players Outlook
The major companies operating in the global matcha market include Aiya America Inc., Ippodo Tea Co., Ltd., Nestlé S.A., Marukyu Koyamaen Co., Ltd., Unilever (Lipton, T2), Pop & Bottle, Taika Inc., and UCC Ueshima Coffee Company (America) Inc., among others. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.
Recent Developments
- In May 2025, Dutch Bros introduced a new range of fusion flavors, including Matcha, Dulce de Leche, and Mochi Berry. The Mochi Berry is a blend of strawberry, passion fruit, and sweet cream, with Soft Top and dreamy mochi pieces. The Dulce de Leche is a sweet journey with caramel and sweet cream, topped with Soft Top and cinnamon sprinkles. The Lavender Matcha Latte is a vibrant blend of lavender, matcha, and 2% milk, while the Raspberry Matcha Latte is a refreshing blend of raspberry, matcha, and 2% milk. The Paradise Matcha Lemonade is an exotic escape with mango, matcha, and lemonade.
- In January 2022, Aiya America launched its Matcha Infused Tea Line, featuring three premium Japanese green teas: Organic Matcha Infused Gyokuro, Organic Matcha Infused Sencha, and Organic Matcha Infused Genmaicha. These premium teas are infused with Aiya's Organic Ceremonial Matcha, resulting in unique tasting notes and flavor profiles. The teas are USDA Organic and Kosher certified, providing a unique tea-tasting experience.
- Market value data analysis of 2024 and forecast to 2035.
- Annualized market revenues ($ million) for each market segment.
- Country-wise analysis of major geographical regions.
- Key companies operating in the global matcha market. Based on the availability of data, information related to new products and relevant news is also available in the report.
- Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.
- Analysis of market-entry and market expansion strategies.
- Competitive strategies by identifying ‘who-stands-where’ in the market.
Table of Contents
190 Pages
- 1. Report Summary
- Current Industry Analysis and Growth Potential Outlook
- Global Matcha Market Sales Analysis – Grade | Product Form | Application | Distribution Channel ($ Million)
- Matcha Market Sales Performance of Top Countries
- 1.1. Research Methodology
- Primary Research Approach
- Secondary Research Approach
- 1.2. Market Snapshot
- 2. Market Overview and Insights
- 2.1. Scope of the Study
- 2.2. Analyst Insight & Current Market Trends
- 2.2.1. Key Matcha Market Trends
- 2.2.2. Market Recommendations
- 3. Market Determinants
- 3.1. Market Drivers
- 3.1.1. Drivers For Global Matcha Market: Impact Analysis
- 3.2. Market Pain Points and Challenges
- 3.2.1. Restraints For the Global Matcha Market: Impact Analysis
- 3.3. Market Opportunities
- 3.3.1. Opportunities For the Global Matcha Market: Impact Analysis
- 4. Competitive Landscape
- 4.1. Competitive Dashboard – Matcha Market Revenue and Share by Manufacturers
- Matcha Grade Comparison Analysis
- Top Market Player Ranking Matrix
- 4.2. Key Company Analysis
- 4.2.1. Aiya America Inc.
- 4.2.1.1. Overview
- 4.2.1.2. Grade Portfolio
- 4.2.1.3. Financial Analysis (Subject to Data Availability)
- 4.2.1.4. SWOT Analysis
- 4.2.1.5. Business Strategy
- 4.2.2. Ippodo Tea Co., Ltd.
- 4.2.2.1. Overview
- 4.2.2.2. Grade Portfolio
- 4.2.2.3. Financial Analysis (Subject to Data Availability)
- 4.2.2.4. SWOT Analysis
- 4.2.2.5. Business Strategy
- 4.2.3. Nestlé S.A
- 4.2.3.1. Overview
- 4.2.3.2. Grade Portfolio
- 4.2.3.3. Financial Analysis (Subject to Data Availability)
- 4.2.3.4. SWOT Analysis
- 4.2.3.5. Business Strategy
- 4.2.4. Unilever (Lipton, T2)
- 4.2.4.1. Overview
- 4.2.4.2. Grade Portfolio
- 4.2.4.3. Financial Analysis (Subject to Data Availability)
- 4.2.4.4. SWOT Analysis
- 4.2.4.5. Business Strategy
- 4.3. Top Winning Strategies by Market Players
- 4.3.1. Merger and Acquisition
- 4.3.2. Product Launch
- 4.3.3. Partnership And Collaboration
- 5. Global Matcha Market Sales Analysis By Grade ($ Million)
- 5.1. Ceremonial Grade
- 5.2. Premium Grade
- 5.3. Culinary Grade
- 6. Global Matcha Market Sales Analysis By Product Type ($ Million)
- 6.1. Powder
- 6.2. Ready-to-Drink (RTD)
- 6.3. Others (Capsules, Extracts)
- 7. Global Matcha Market Sales Analysis By Application ($ Million)
- 7.1. Regular Tea
- 7.2. Matcha Beverages
- 7.3. Food
- 7.4. Personal Care & Cosmetics
- 7.5. Nutraceuticals & Dietary Supplements
- 8. Global Matcha Market Sales Analysis By Distribution Channel ($ Million)
- 8.1. Supermarkets & Hypermarkets
- 8.2. Specialty Stores
- 8.3. Online Retail/E-Commerce
- 8.4. Others (Convenience Stores, Direct Sales)
- 9. Regional Analysis
- 9.1. North American Matcha Market Sales Analysis – Grade | Product Form | Application | Distribution Channel | Country ($ Million)
- Macroeconomic Factors for North America
- 9.1.1. United States
- 9.1.2. Canada
- 9.2. European Matcha Market Sales Analysis – Grade | Product Form | Application | Distribution Channel | Country ($ Million)
- Macroeconomic Factors for Europe
- 9.2.1. UK
- 9.2.2. Germany
- 9.2.3. Italy
- 9.2.4. Spain
- 9.2.5. France
- 9.2.6. Russia
- 9.2.7. Rest of Europe
- 9.3. Asia-Pacific Matcha Market Sales Analysis – Grade | Product Form | Application | Distribution Channel | Country ($ Million)
- Macroeconomic Factors for Asia-Pacific
- 9.3.1. China
- 9.3.2. Japan
- 9.3.3. South Korea
- 9.3.4. India
- 9.3.5. Australia & New Zealand
- 9.3.6. ASEAN Countries (Thailand, Indonesia, Vietnam, Singapore, And others)
- 9.3.7. Rest of Asia-Pacific
- 9.4. Rest of the World Matcha Market Sales Analysis – Grade | Product Form | Application | Distribution Channel | Country ($ Million)
- Macroeconomic Factors for the Rest of the World
- 9.4.1. Latin America
- 9.4.2. Middle East and Africa
- 10. Company Profiles
- 10.1. Aiya America Inc.
- 10.1.1. Quick Facts
- 10.1.2. Company Overview
- 10.1.3. Product Portfolio
- 10.1.4. Business Strategies
- 10.2. Elevate Brands OpCo LLC
- 10.2.1. Quick Facts
- 10.2.2. Company Overview
- 10.2.3. Product Portfolio
- 10.2.4. Business Strategies
- 10.3. G.T JAPAN, INC.
- 10.3.1. Quick Facts
- 10.3.2. Company Overview
- 10.3.3. Product Portfolio
- 10.3.4. Business Strategies
- 10.4. GoMatcha
- 10.4.1. Quick Facts
- 10.4.2. Company Overview
- 10.4.3. Product Portfolio
- 10.4.4. Business Strategies
- 10.5. Green Foods Corp.
- 10.5.1. Quick Facts
- 10.5.2. Company Overview
- 10.5.3. Product Portfolio
- 10.5.4. Business Strategies
- 10.6. Ippodo Tea Co., Ltd.
- 10.6.1. Quick Facts
- 10.6.2. Company Overview
- 10.6.3. Product Portfolio
- 10.6.4. Business Strategies
- 10.7. ITO EN (North America) Inc.
- 10.7.1. Quick Facts
- 10.7.2. Company Overview
- 10.7.3. Product Portfolio
- 10.7.4. Business Strategies
- 10.8. Jade Leaf Matcha
- 10.8.1. Quick Facts
- 10.8.2. Company Overview
- 10.8.3. Product Portfolio
- 10.8.4. Business Strategies
- 10.9. Marukyu Koyamaen Co., Ltd.
- 10.9.1. Quick Facts
- 10.9.2. Company Overview
- 10.9.3. Product Portfolio
- 10.9.4. Business Strategies
- 10.10. Midori Spring Ltd.
- 10.10.1. Quick Facts
- 10.10.2. Company Overview
- 10.10.3. Product Portfolio
- 10.10.4. Business Strategies
- 10.11. Mizuba Tea Co.
- 10.11.1. Quick Facts
- 10.11.2. Company Overview
- 10.11.3. Product Portfolio
- 10.11.4. Business Strategies
- 10.12. Nestlé S.A
- 10.12.1. Quick Facts
- 10.12.2. Company Overview
- 10.12.3. Product Portfolio
- 10.12.4. Business Strategies
- 10.13. Pop & Bottle
- 10.13.1. Quick Facts
- 10.13.2. Company Overview
- 10.13.3. Product Portfolio
- 10.13.4. Business Strategies
- 10.14. Taika Inc.
- 10.14.1. Quick Facts
- 10.14.2. Company Overview
- 10.14.3. Product Portfolio
- 10.14.4. Business Strategies
- 10.15. Tea Trunk
- 10.15.1. Quick Facts
- 10.15.2. Company Overview
- 10.15.3. Product Portfolio
- 10.15.4. Business Strategies
- 10.16. Tencha
- 10.16.1. Quick Facts
- 10.16.2. Company Overview
- 10.16.3. Product Portfolio
- 10.16.4. Business Strategies
- 10.17. Tenzo Tea, Inc.
- 10.17.1. Quick Facts
- 10.17.2. Company Overview
- 10.17.3. Product Portfolio
- 10.17.4. Business Strategies
- 10.18. The AOI Tea Co.
- 10.18.1. Quick Facts
- 10.18.2. Company Overview
- 10.18.3. Product Portfolio
- 10.18.4. Business Strategies
- 10.19. The Hain Celestial Group, Inc.
- 10.19.1. Quick Facts
- 10.19.2. Company Overview
- 10.19.3. Product Portfolio
- 10.19.4. Business Strategies
- 10.20. UCC Ueshima Coffee Company (America) Inc.
- 10.20.1. Quick Facts
- 10.20.2. Company Overview
- 10.20.3. Product Portfolio
- 10.20.4. Business Strategies
- 10.21. Unilever (Lipton, T2)
- 10.21.1. Quick Facts
- 10.21.2. Company Overview
- 10.21.3. Product Portfolio
- 10.21.4. Business Strategies
Pricing
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