Matcha Tea Powder

Matcha Tea Powder Market Outlook

The global Matcha Tea Powder market was valued at approximately USD 3.5 billion in 2023, with an expected compound annual growth rate (CAGR) of around 8.7% from 2025 to 2035. The increasing popularity of Matcha tea due to its numerous health benefits, coupled with a growing inclination toward organic and natural food products, has significantly contributed to the market's growth. Furthermore, the trend of incorporating Matcha into various culinary applications, such as beverages and desserts, has bolstered its demand in the food and beverage industry. Another contributing factor is the rise of health-conscious consumers seeking alternatives to traditional teas and coffee, thus driving the sales of Matcha tea powder. As more retailers and brands recognize the potential of this vibrant green powder, they are expanding their product offerings, facilitating a broader reach to customers worldwide.

Growth Factor of the Market

The growth of the Matcha Tea Powder market can be attributed to several key factors. First and foremost, the health benefits associated with Matcha, including its high antioxidant content and potential metabolism-boosting properties, have garnered substantial attention among health enthusiasts and fitness-conscious individuals. Additionally, the rising trend of functional beverages and foods is driving demand for Matcha in various applications, especially in wellness drinks, smoothies, and health supplements. The increasing availability of Matcha products through online platforms has made it easier for consumers to access high-quality Matcha tea powder, promoting its consumption. Moreover, the expansion of the café culture and specialty tea shops is further enhancing the visibility and popularity of Matcha, especially among younger consumers who are keen to explore unique flavors and experiences. Finally, growing awareness and promotion of traditional Japanese tea culture have also played a significant role in enhancing the global appeal of Matcha tea powder.

Key Highlights of the Market

• Projected CAGR of 8.7% from 2025 to 2035.
• Increasing consumer preference for organic and natural food products.
• Growth in the application of Matcha in culinary products and beverages.
• Expanding retail presence through online and specialty stores.
• Rising health consciousness propelling the demand for functional food products.

By Product Type

Ceremonial Grade Matcha Tea Powder:

Ceremonial Grade Matcha Tea Powder is the highest quality available, often used in traditional Japanese tea ceremonies. This grade is characterized by its bright green color, fine texture, and vibrant flavor profile, making it ideal for whisking into a frothy drink. Its premium nature tends to attract consumers who appreciate the cultural significance of Matcha and are willing to pay a higher price for an authentic experience. The increasing global appreciation for wellness beverages and cultural food experiences has fueled the demand for Ceremonial Grade Matcha, making it a popular choice among connoisseurs and health enthusiasts alike. The authenticity and ceremonial aspects surrounding this product type also contribute to its appeal, encouraging more consumers to explore the benefits of this traditional tea.

Culinary Grade Matcha Tea Powder:

Culinary Grade Matcha Tea Powder is primarily used in cooking and baking due to its robust flavor and affordability compared to ceremonial grade. This type is often incorporated into a wide range of food products, including smoothies, baked goods, ice creams, and savory dishes, making it versatile for various culinary applications. As food trends continue to shift towards health-oriented options, culinary-grade Matcha has emerged as a favored ingredient among chefs and home cooks aiming to infuse their dishes with unique flavors and health benefits. The growing trend of Matcha-infused recipes on social media platforms has also played a significant role in promoting culinary-grade Matcha, as consumers seek to replicate these trendy recipes at home.

Blend Matcha Tea Powder:

Blend Matcha Tea Powder combines traditional Matcha with other ingredients, such as different tea varieties or flavorings, to create unique blends that cater to diverse consumer preferences. This product type is gaining traction among consumers looking for innovative flavor experiences that enhance traditional Matcha. The blending of Matcha with fruit, spices, or other herbal ingredients can provide additional health benefits and appealing taste profiles, attracting a wider audience. As the health and wellness market evolves, the interest in blend Matcha products continues to expand, particularly among those who enjoy experimenting with flavors or those who may find pure Matcha too intense. The variety offered by blended products opens up opportunities for brands to cater to a broader range of taste preferences and health goals.

By Application

Beverages:

The beverage segment is one of the largest applications for Matcha Tea Powder, as it serves as a key ingredient in drinks such as lattes, smoothies, and health tonics. The increasing demand for trendy and health-oriented beverages has propelled the use of Matcha in cafes and restaurants. Consumers are increasingly seeking alternatives to conventional caffeinated drinks, and Matcha's unique flavor, combined with its energy-boosting properties, positions it as a preferred choice. The versatility of Matcha allows for its incorporation into various beverage formulations, including ready-to-drink options that appeal to on-the-go consumers. As the wellness trend continues, the beverage application of Matcha is expected to witness substantial growth, further enhancing its market presence.

Bakery & Confectionery:

The bakery and confectionery segment has seen a notable rise in the use of Matcha Tea Powder, as bakers and confectioners experiment with this vibrant ingredient to create visually appealing and flavorful products. Matcha is often used in cakes, muffins, cookies, and chocolates, providing a distinctive flavor and eye-catching green hue. The growing trend of artisanal baking and gourmet desserts has opened avenues for creative culinary applications of Matcha, attracting consumers looking for unique and gourmet experiences. The popularity of Matcha-flavored sweets not only caters to taste preferences but also aligns with the health-conscious choices of consumers seeking indulgence without compromising on nutrition.

Personal Care & Cosmetics:

Matcha Tea Powder is increasingly finding its way into personal care and cosmetics due to its antioxidant properties and skin benefits. It is widely incorporated into skincare products, such as masks, scrubs, and creams, as consumers gravitate toward natural ingredients that promote skin health. The natural beauty trend has encouraged brands to explore the benefits of Matcha, promoting it as a green superfood that can rejuvenate the skin and provide a healthy glow. The growing preference for organic and sustainable beauty products aligns with the use of Matcha, appealing to consumers who prioritize clean beauty and environmental consciousness. As awareness of Matcha’s benefits in skincare continues to rise, the personal care and cosmetics application is expected to expand significantly.

Others:

The 'Others' category encompasses various applications of Matcha Tea Powder in niche markets, including dietary supplements, snacks, and pet food. The versatility of Matcha allows it to be utilized in innovative products that appeal to specific consumer segments, such as health-conscious individuals seeking functional foods or supplements rich in antioxidants. The trend of incorporating Matcha into energy bars and snacks aligns with the growing demand for portable health foods that provide a boost of energy. Additionally, the interest in incorporating natural ingredients into pet food has led to the exploration of Matcha's benefits for pets, further expanding its market reach. This segment presents opportunities for brands to innovate and differentiate their product offerings in a competitive landscape.

By Distribution Channel

Online Stores:

The online distribution channel is rapidly gaining prominence in the Matcha Tea Powder market, driven by the convenience and accessibility it offers consumers. E-commerce platforms allow consumers to explore a wide variety of Matcha products, read reviews, and compare prices, facilitating informed purchasing decisions. The rise of health-focused online stores and subscription services has further boosted the availability of premium Matcha products. Additionally, online shopping provides consumers with the opportunity to access specialty Matcha blends and brands that may not be available in local retail stores. As more consumers turn to online shopping for their grocery and wellness needs, the online channel is expected to continue to expand its share of the Matcha Tea Powder market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets remain crucial distribution channels for Matcha Tea Powder, providing consumers with convenient access to a variety of food products, including Matcha items. The presence of Matcha in major retail outlets allows consumers to purchase products in person, enabling them to make spontaneous buying decisions. Retailers often feature Matcha in health and wellness sections, positioning it as a trendy and health-conscious choice for consumers. As supermarkets continue to expand their organic and specialty product offerings, Matcha's visibility in these establishments will likely increase, catering to a wider audience. The combination of convenience and variety provided by supermarkets and hypermarkets solidifies their importance in the distribution of Matcha Tea Powder.

Specialty Stores:

Specialty stores, including health food shops and tea boutiques, play a significant role in the distribution of Matcha Tea Powder, as they often focus on high-quality and niche products. These stores typically carry a curated selection of premium-grade Matcha, catering to discerning consumers who prioritize quality and authenticity. The knowledgeable staff at specialty stores can assist customers in understanding the unique characteristics and benefits of different Matcha products, enhancing the purchasing experience. Additionally, the growing trend of experiential shopping encourages consumers to explore specialty stores for unique flavors and brands, further driving demand for Matcha. As consumer preference shifts towards quality and uniqueness, specialty stores are expected to see robust growth in Matcha sales.

Others:

The 'Others' category includes various alternative distribution channels for Matcha Tea Powder, such as direct sales through cafes, restaurants, and food trucks. Many establishments have begun incorporating Matcha into their menus, offering freshly prepared Matcha beverages and dishes that appeal to health-conscious consumers. This direct-to-consumer approach allows businesses to establish a personal connection with their customers while promoting the benefits of Matcha. Additionally, farmers' markets and local food fairs offer opportunities for Matcha producers to showcase their products and educate consumers about the origins and health benefits of Matcha. As the demand for fresh and locally-sourced products continues to grow, these alternative distribution channels can significantly contribute to the overall Matcha market.

By Ingredient Type

Organic Matcha Tea Powder:

Organic Matcha Tea Powder is cultivated without the use of synthetic pesticides or fertilizers, attracting consumers who prioritize health and sustainability in their purchasing decisions. The increasing awareness of the benefits of organic products, coupled with a growing preference for clean eating, has led to a notable rise in the demand for organic Matcha. As consumers seek transparency in product sourcing and production methods, organic Matcha offers reassurance regarding purity and quality. This segment appeals particularly to health-conscious individuals who are willing to invest in premium products that align with their values. The growth of the organic food market is expected to positively impact the demand for organic Matcha, further solidifying its position in the market.

Conventional Matcha Tea Powder:

Conventional Matcha Tea Powder is produced using traditional farming methods, often at a lower cost compared to organic varieties. This segment appeals to budget-conscious consumers who still desire the unique flavor and health benefits of Matcha without the premium price tag associated with organic products. While organic Matcha is gaining popularity, conventional Matcha remains an accessible option for a broader audience. The versatility of conventional Matcha allows it to be used across various culinary applications, from beverages to baked goods, making it a staple ingredient for many consumers. As the market for Matcha continues to expand, conventional Matcha is expected to maintain a significant share of the overall Matcha Tea Powder market.

Flavored Matcha Tea Powder:

Flavored Matcha Tea Powder incorporates various natural flavorings, such as fruit extracts or spices, offering consumers a unique twist on traditional Matcha. This segment caters to those who may find pure Matcha's flavor too intense or are looking to experiment with new taste profiles. Flavored Matcha is gaining traction among younger consumers and those seeking innovative beverages and snacks. The creative blending of flavors opens up opportunities for brands to market Matcha in new and exciting ways, thus attracting a diverse customer base. The trend of flavor exploration in the food and beverage industry aligns with the growing popularity of flavored Matcha, further supporting its expansion in the market.

By Region

The Asia-Pacific region holds the largest share of the Matcha Tea Powder market, accounting for approximately 65% of the total market revenue in 2023. This dominance is largely attributed to the cultural significance of Matcha in countries such as Japan and China, where traditional tea ceremonies and practices have deep historical roots. The rising trend of health and wellness among Asian consumers has also contributed to the increasing consumption of Matcha products. Furthermore, the growing presence of specialty tea shops and cafés in urban areas has made Matcha more accessible to a broader audience. This region is expected to continue showing strong growth, with a projected CAGR of over 9% through 2035, as more consumers embrace Matcha's health benefits and unique flavor.

North America is the second-largest market for Matcha Tea Powder, holding around 20% of the global market share. The region has witnessed a significant increase in the popularity of Matcha due to the wellness trend, with consumers seeking alternatives to traditional caffeinated beverages. The proliferation of health food stores and the rise of cafés specializing in Matcha-based drinks have further fueled growth in this region. Additionally, the growing interest in culinary applications of Matcha, such as in baked goods and desserts, has attracted a diverse consumer base. As awareness of Matcha’s health benefits continues to increase, the North American market is expected to grow steadily, offering considerable opportunities for brands and retailers.

Opportunities

Opportunities in the Matcha Tea Powder market are abundant, especially as health and wellness trends continue to shape consumer preferences. As people become more health-conscious, there is a growing demand for functional foods and beverages that provide health benefits beyond basic nutrition. Matcha, known for its high antioxidant content and other health-promoting properties, aligns perfectly with this trend. Companies can explore innovative product formulations that combine Matcha with other superfoods or adapt it for specific dietary needs, such as gluten-free or vegan options. Additionally, educating consumers about the various health benefits and culinary uses of Matcha can help to drive its adoption across different demographics, establishing it as a staple ingredient in health-oriented diets.

Moreover, the expansion of the e-commerce sector presents an excellent opportunity for Matcha brands to reach a larger audience. With online shopping becoming increasingly popular, brands can leverage digital marketing strategies to engage potential customers and promote their Matcha products effectively. Collaborating with influencers and health-focused content creators can help raise awareness and provide consumers with creative ways to incorporate Matcha into their daily routines. Furthermore, the potential for international expansion into emerging markets where Matcha is still gaining traction offers exciting growth avenues. By capitalizing on these opportunities, companies in the Matcha Tea Powder market can position themselves for long-term success and growth.

Threats

Despite the promising growth prospects in the Matcha Tea Powder market, several threats could impact its trajectory. One of the primary threats is the increasing competition from other superfood products that are gaining popularity, such as spirulina, acai, and turmeric. These superfoods often promote similar health benefits and can divert consumer attention away from Matcha. Additionally, the rise of alternative beverages, including cold brews and herbal infusions, may lead to market saturation and reduced demand for traditional tea categories, including Matcha. As consumers continue to explore diverse beverage options, brands must continuously innovate and differentiate their offerings to maintain consumer interest.

Another significant threat to the Matcha Tea Powder market is the potential for fluctuations in raw material availability and pricing. Matcha production is heavily reliant on specific agricultural practices and climatic conditions, making it vulnerable to changes in weather patterns or agricultural yields. Events such as droughts or natural disasters can severely impact Matcha cultivation and lead to supply shortages, affecting market stability. Companies must remain vigilant in managing their supply chains and consider diversification strategies to mitigate these risks. Furthermore, the increasing regulations around food safety and quality standards can act as a restraining factor for small producers who may struggle to comply with stringent requirements.

Competitor Outlook

• Matcha Maiden
• Encha
• Jade Leaf Matcha
• Aiya Matcha
• Sun Potion
• Kiss Me Organics
• Matcha Konomi
• Matchaful
• The Matcha Maiden
• Teas Etc.
• Rishi Tea
• Stash Tea
• Adagio Teas
• Kraft Foods
• Katsu Matcha

The competitive landscape of the Matcha Tea Powder market is characterized by a mix of established brands and emerging players, each striving to capture a share of the growing consumer interest in Matcha products. Many companies are focusing on enhancing product quality and offering a diverse range of Matcha grades, flavors, and formats to cater to various consumer preferences. The rise of innovative marketing campaigns, emphasizing the health benefits and culinary versatility of Matcha, has also become a common strategy among competitors. To stay ahead in this competitive environment, brands are investing in research and development to create new products and formulations that align with consumer trends, ensuring they remain relevant and appealing to their target audience.

Major companies such as Jade Leaf Matcha and Aiya Matcha continue to dominate the market with their premium product offerings and strong brand presence. Jade Leaf Matcha, for instance, is known for its commitment to sourcing high-quality organic Matcha from Japan, frequently engaging with consumers through educational content on its health benefits and culinary uses. Aiya Matcha, with a history that dates back over 300 years, leverages its rich heritage and expertise in producing high-quality Matcha to maintain its competitive edge. These companies also invest in sustainable sourcing practices, appealing to the environmentally conscious consumer base and establishing a sense of trust among their clientele.

Emerging brands such as Encha and Matcha Maiden are also making significant strides in the market by focusing on niche segments and emphasizing organic certification. By catering to the growing demand for clean-label products, these brands attract health-conscious consumers who prioritize quality and sustainability. Furthermore, the incorporation of creative marketing strategies, such as influencer partnerships and social media campaigns, allows these brands to reach younger audiences effectively. As the Matcha Tea Powder market continues to evolve, it is crucial for all players to adapt to changing consumer preferences and market dynamics to remain competitive and capitalize on growth opportunities.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Encha
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Matchaful
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Rishi Tea
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Stash Tea
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Teas Etc.
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Sun Potion
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Adagio Teas
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Aiya Matcha
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Kraft Foods
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Katsu Matcha
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Matcha Konomi
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Matcha Maiden
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Jade Leaf Matcha
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Kiss Me Organics
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 The Matcha Maiden
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Matcha Tea Powder Market, By Application
    • 6.1.1 Beverages
    • 6.1.2 Bakery & Confectionery
    • 6.1.3 Personal Care & Cosmetics
    • 6.1.4 Others
  • 6.2 Matcha Tea Powder Market, By Product Type
    • 6.2.1 Ceremonial Grade Matcha Tea Powder
    • 6.2.2 Culinary Grade Matcha Tea Powder
    • 6.2.3 Blend Matcha Tea Powder
  • 6.3 Matcha Tea Powder Market, By Ingredient Type
    • 6.3.1 Organic Matcha Tea Powder
    • 6.3.2 Conventional Matcha Tea Powder
    • 6.3.3 Flavored Matcha Tea Powder
  • 6.4 Matcha Tea Powder Market, By Distribution Channel
    • 6.4.1 Online Stores
    • 6.4.2 Supermarkets/Hypermarkets
    • 6.4.3 Specialty Stores
    • 6.4.4 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Matcha Tea Powder Market by Region
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Matcha Tea Powder market is categorized based on

By Product Type

• Ceremonial Grade Matcha Tea Powder
• Culinary Grade Matcha Tea Powder
• Blend Matcha Tea Powder

By Application

• Beverages
• Bakery & Confectionery
• Personal Care & Cosmetics
• Others

By Distribution Channel

• Online Stores
• Supermarkets/Hypermarkets
• Specialty Stores
• Others

By Ingredient Type

• Organic Matcha Tea Powder
• Conventional Matcha Tea Powder
• Flavored Matcha Tea Powder

By Region

• Asia Pacific
• North America
• Latin America
• Europe
• Middle East & Africa

Key Players

• Matcha Maiden
• Encha
• Jade Leaf Matcha
• Aiya Matcha
• Sun Potion
• Kiss Me Organics
• Matcha Konomi
• Matchaful
• The Matcha Maiden
• Teas Etc.
• Rishi Tea
• Stash Tea
• Adagio Teas
• Kraft Foods
• Katsu Matcha