Matcha Market Size - By Production Technology (Pan Fried, Steamed), By Grade (Ceremonial, Classic, Culinary), By Application (Regular Tea, Matcha Beverages, Food, Personal Care & Cosmetics) & Forecast, 2023 - 2032

Matcha Market Size

Matcha Market is estimated to record substantial growth at more than 8% CAGR from 2023 to 2032, due to surging popularity of ready-to-drink matcha beverages as well as pre-packaged matcha products, such as matcha tea bags and instant matcha latte mixes to cater to consumers looking for convenience. To cite an instance, in June 2023, Starbucks unveiled Matcha Latte with Honnori Hojicha, its new type of matcha latte in Japan to expand its chilled cup offerings.

On account of escalating popularity, several industry players are working on experimenting with matcha in different culinary applications. The rising innovations in matcha-infused products due to the higher consumption of matcha-infused energy drinks, snacks, and alcoholic beverages will also add impetus to the product demand. As per the Tea Exporters Association, matcha-flavored beverages registered 202% growth in the U.S.

Market Growth Drivers & Restraints

The increasing prominence of e-commerce and online retail platforms to assist consumers in easily accessing variety of matcha products from different regions and brands will prove favorable for the industry expansion. the higher costs incurred during the production of matcha in comparison to its substitutes may hamper the product uptake. 

COVID-19 Impact

The COVID-19 pandemic placed negative impact on the market expansion due to the delays in shipment, production and export of matcha and related products due to lockdowns, reduced workforce, and travel restrictions. The closure and limited operations of multiple cafes also impacted the sales of matcha-based beverages and desserts. However, the heightened awareness of health and immunity made way for the rising consumer interest in matcha as a healthy beverage to render antioxidant properties.

Matcha Market Trends

The rising consumer focus on sustainable and ethically sourced products will prove beneficial for the market growth. This has prompted matcha producers to adopt responsible and transparent sourcing practices. The rising pervasiveness of certifications, such as organic and Fair Trade for attracting environmentally and socially conscious consumers will also add to the product adoption.

Matcha Market Analysis

The pan-fried production technology is predicted to witness significant gains from 2023 to 2032, driven by the high demand for variety of tea flavors with added nutritional properties, such as selenium, zinc, vitamin C, magnesium, vitamins, and fibers. Of late, there is rising preference for toasty & smoky flavors in comparison to the vegetal taste of other green teas. Pan-fried matcha offers smoother and more mellow flavor as the pan-frying process helps in preserving the natural sweetness of tea leaves and reducing the bitterness and astringency. The influx of several innovative technologies in tea-beverage processing to facilitate quality improvement will add to the market growth.

The regular tea application segment is anticipated to showcase significant revenue share of the matcha industry by 2032. The growth can be attributed to the higher consumer purchasing power and the limitations of regular green tea in combating bacteria, viruses, and fungi. The consumption of matcha tea renders various advantages, such as concentrated antioxidants, reduced risk of cancers, and faster burning of calories. The growing emphasis on new flavors and formulations for product portfolio expansions will also drive the segment growth. For example, in November 2022, Numi Organic Tea introduced its roasted Japanese green tea line, comprising Matcha Toasted Rice Green Tea.

North America matcha market is poised to witness appreciable CAGR between 2023 and 2032 due to the surging preference for nutritional health drinks owing to the emerging fitness trends. The growing consumer inclination for convenient and on-the-go options, especially tea is driving the popularity of ready-to-drink matcha beverages in the region. The increasing consumption of desserts is also leading to the higher adoption of matcha in waffles, pancakes, popcorns, and puddings. Rising interest in gluten-free food along with the ease of online shopping of matcha powder and products through e-commerce platforms will prove favorable to the regional industry growth.

Matcha Market Share

• Sun Time Tea Company
• Mizuba Tea Company
• Vivid Vitality
• Tea’s Me Company
• ITO EN Ltd
• Kissa Tea GmbH Company
• Aoi Tea Company
• DoMatcha
• Matcha Maiden
• Aiya America
• Midori Spring
• Shaanxi Dongyu Tea
• Encha
• Ippodo Tea

Matcha Industry News

• In July 2021, Brooklyn-based ITO EN North America introduced LOVE ENERGY + line, its new plant-based matcha functional energy drink under its award-winning matcha LOVE brand to offer functional ingredients to benefit the body and mind.
   
• In June 2023, Chamberlain Coffee, a well-known coffee lifestyle brand partnered with IGK, a cult-favorite hair care line to unveil a limited-edition Matcha Dry Shampoo
   

This market research report on matcha includes in-depth coverage of the industry with estimates & forecast in terms of volume in kilo tons and revenue in USD million from 2016 to 2027 for the following segments:

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By Production Technology

• Pan-fried
• Steamed

By Grade

• Ceremonial
• Classic
• Culinary

By Application

• Regular Tea
• Matcha Beverages
• Food
• Personal Care & Cosmetics

The above information has been provided for the following regions:

By Region

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Netherlands
  • Belgium
  • Poland
  • Denmark
  • Ireland
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Indonesia
  • Australia
  • Taiwan
  • Vietnam
  • Malaysia
• Latin America
  • Brazil
  • Argentina
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Turkey
  • Kuwait
  • Morocco