Global Matcha Market Outlook
Revenue, 2024
$5.5B
Forecast, 2034
$12.6B
CAGR, 2025 - 2034
8.7%
The Matcha industry revenue is expected to be around $6.0 billion in 2025 and expected to showcase growth with 8.7% CAGR between 2025 and 2034. The remarkable rise in popularity of match emphasizes its importance in today's economy. Its interesting to note that theindustry'sgrowth is mainly attributed to a growing number of health individuals who are discovering the various advantages of consuming match tea. This includes benefits such as antioxidants that are good for overall health, cognitive enhancement and support, for heart health. The growing popularity of matchain both the food and beverage industry and the skincare sector is solidifying its position and increasing demand, in the market.
Exploring the nature of match reveals that it is a finely powdered substance made from specifically cultivated and processed green tea leaves. Having served as an element of the traditional Japanese tea ritual for many years now match has broken free from cultural boundaries and spread across various industries. No longer limited to beverages match has made its way into different sectors such as skincare and beauty products. The growing use of match, in cosmetics highlights its antioxidant calming qualities.
Market Key Insights
- The Matcha market is projected to grow from $5.5 billion in 2024 to $12.6 billion in 2034. This represents a CAGR of 8.7%, reflecting rising demand across Culinary Delights, Beauty & Skincare and Health Supplements.
- Aiya America, Mizuba Tea Co., Ippodo Tea Co. are among the leading players in this market, shaping its competitive landscape.
- Japan and U.S. are the top markets within the Matcha market and are expected to observe the growth CAGR of 6.4% to 9.1% between 2024 and 2030.
- Emerging markets including Brazil, Russia and India are expected to observe highest growth with CAGR ranging between 8.4% to 10.9%.
- Transition like The Green Revolution is expected to add $326 million to the Matcha market growth by 2030.
- The Matcha market is set to add $7.1 billion between 2024 and 2034, with manufacturer targeting Food & Nutraceuticals End-Users projected to gain a larger market share.
- With Rising health consciousness, and Culinary exploration, Matcha market to expand 130% between 2024 and 2034.
Opportunities in the Matcha
Working together with known drink establishments or health conscious eateries can also help boost the consumption of Matchа tea. By teaming up to develop co branded Matchа drinks or food offerings we can enhance its visibility in the market and seamlessly integrate Matchа products into everyday food and drink choices.
Growth Opportunities in North America and Asia Pacific
In North America's market for match tea is thriving due to a growing focus on health and well being among consumers in the region who have income to spend on organic and plant based food items like match tea products that are becoming increasingly popular in the United States and Canada leading to a variety of innovative match tea infused goods from skincare products, to baked treats being introduced onto the market. Despite the presence in the market and the existence of major competitors like ITO EN and Aiya America among others such, as The Hain Celestial Group Inc. there are still unexplored possibilities. This includes focusing on creating B2b strategies and optimizing sales channels to effectively target strategic markets.
The Asia Pacific region is a market for match due to its rich tea drinking culture and increasing focus on health awareness trends with Japan and China leading the way in consumption of this vibrant green tea powder blend. Although its an established market with growth rates supported by government efforts to promote traditional teas and the boost from tourism that exposes more people to match options. There are opportunities for brands to carve out their niche in this competitive sector where companies, like Marushichi Seicha, Shaoxing Royal Tea and Yanoen are major players. Emphasizing product innovation and unique flavors while considering the potential wellness advantages can drive the expansion of the market.
Market Dynamics and Supply Chain
01
Driver: Rising Health Consciousness, and Innovative Marketing Strategies
The growing awareness of health among people has also led to a rise in the popularity of Matchatechá powder made from specially cultivated and processed green tea leaves known for its high levels of antioxidants and nutrients. With consumers looking for nutritious and natural beverages to support their health and fitness goals the demand, for Matchais projected to soar especially in the health focused drinks industry. The growth of Matcha market can also be attributed to innovative marketing strategies employed by matcha producers and retailers. By leveraging digital platforms, they are also increasing brand visibility and reaching out to a larger consumer base, advocating the health benefits and versatility of Matcha. Also, the introduction of ready-to-drink Matcha beverages and innovative packaging has also made it more accessible and appealing to the millennial consumers, thereby fueling its market growth.
Matche is also becoming more popular among chefs and home cooks worldwide due to its flavor profile and versatile uses in cooking and baking recipes around the globe. The vibrant green color and unique taste of Matche are also enhancing the appeal of dishes in both classic and contemporary cuisines. Matche is also being incorporated into a range of foods such as pastries, cold treats like ice cream and savory dishes. This culinary trend is also projected to drive an increase in the demand, for Matche products.
02
Restraint: High Production & Distribution Costs
Matcha is widely known for its health advantages and versatility in cooking; however it faces challenges due to rising costs involved in its production process. Well each step of growing match from shading the plants to picking them by hand and grinding them is not only time consuming but also requires a lot of effort and specialized tools. On top of that transportation and distribution costs play a role in driving up the final price that consumers see on the shelves.that'swhy the higher price point often makes it difficult for regular consumers to afford matcha products resulting in availability, in the mainstream market. The popularity of Match rests with wealthy or health conscious buyers and neglects a large portion of the market which hinders its growth.
03
Opportunity: Leveraging Technology for Matcha Innovation and Untapped Potential in Health-Conscious Market Segments
The paced advancements in technology have brought about many new chances in the Match industry sector recently. its essential to concentrate on developing products based on Match utilization and make use of the latest food technology such as precision fermentation and encapsulation methods to tap into fresh market areas. this could bring a groundbreaking change in the Match food sector by offering more options, for those who appreciate the health advantages of this powerful green tea variety.
The increasing awareness of health among people worldwide and the known health advantages of Matchaky can open up a new market sector that has not only yet been fully explored. KCreating designed Matchaky products focused on health to cater to this new consumer trend could lead to greater acceptance in the market. Especially, among fitness lovers and health conscious individuals.
04
Challenge: Limited Awareness & Perception
Despite Matchas integration into western culinary and wellness trends, its awareness remains limited to urban locales and certain demographic groups. Furthermore, persisting misconceptions about its taste, preparation methods, and perceived exclusivity often deter potential consumers. As such, reframing public perception and expanding awareness are critical to overcoming this market .
Supply Chain Landscape
1
Cultivation & Harvesting
Uji MatchaKagoshima Seicha
2
Processing & Grinding
Ito EnAiya America
3
Packaging & Distribution
Yamamasa KoyamaenMizuba Tea Co
4
Retail & Consumption
Kiss Me OrganicsEnchaMatcha Konomi
1
Cultivation & Harvesting
Uji MatchaKagoshima Seicha
2
Processing & Grinding
Ito EnAiya America
3
Packaging & Distribution
Yamamasa KoyamaenMizuba Tea Co
4
Retail & Consumption
Kiss Me OrganicsEnchaMatcha Konomi
Use Cases of Matcha in Culinary Delights & Beauty & Skincare
Culinary Delights : Matcha, particularly the culinary grade, is extensively used in the food industry for its unique flavor and vibrant color. It is included in a variety of delicacies - from smoothies and lattes to pastries and chocolates, offering a healthful twist to these delights. The superior quality of Matcha, combined with its diverse culinary applications, has been leveraged by top players like The AOI Tea Company and Aiya creating a distinct market positioning for them with their flavourful and nutritious offerings.
Health Supplements : In the health and wellness sector, ceremonial grade Matcha is frequently utilized due to its unmatched purity and high antioxidant content. Supplement manufacturers incorporate this green tea powder to formulate tablets, capsules, and drink mixes - promoting weight loss, enhancing focus, and boosting overall health. Esteemed brands like DoMatcha and Ippodo Tea leverage the health benefits of Matcha, making their position formidable in this fast-growing market segment.
Beauty & Skincare : Matcha is gaining traction in the beauty and skincare industry as an organic and potent ingredient. Primarily ceremonial or premium grade Matcha, rich in anti-aging antioxidants, is used to make a range of products including face masks, creams, and lotions. It aids in reducing inflammation and improving skin elasticity - a fact exploited by leading entities such as Tatcha and Fresh.
Recent Developments
The global matcha market continues to enrich its portfolio of offerings, reflecting the growing consumer demand for health-centric products. Of particular impact is matchas exponential rise as a superfood, driven not only by its rich antioxidant qualities but also its diverse culinary applications.
December 2024 : GreenFit, a leading health food supplier, launched their Matcha infused energy bars targeting health-conscious consumers and expanding their product line
October 2024 : TeaZen, a top beverage retailer, entered a partnership with Matcha growers in Japan to ensure sustainable and ethically sourced Matcha for their mainstream retail lines
July 2024 : MatchaLabs revealed their innovative technology-driven Matcha processing technique, promising to enhance the flavor profile and antioxidant content of the Matcha powder, gaining significant industry attention.
Impact of Industry Transitions on the Matcha Market
As a core segment of the Packaged & Processed F&B industry,
the Matcha market develops in line with broader industry shifts.
Over recent years, transitions such as The Green Revolution and The Culinary Experimentation have redefined priorities
across the Packaged & Processed F&B sector,
influencing how the Matcha market evolves in terms of demand, applications and competitive dynamics.
These transitions highlight the structural changes shaping long-term growth opportunities.
01
The Green Revolution
The increasing awareness among consumers regarding health and well being has led to a rise in the popularity of the Match tea industry in recent years. More and more people are moving away from caffeinated drinks towards healthier choices like Match tea which has emerged as a preferred option. Match tea is gaining traction due to its recognized health advantages and its versatility in food and beverage applications. The surge in demand, for Match tea globally is reshaping the landscape of the tea industry by boosting its acceptance and driving up sales of Match products.
02
The Culinary Experimentation
The culinary sector has noticed a significant shift towards using Matcha as a key ingredient in various cuisines and confectioneries. As Matcha carries a unique blend of taste and nutritional values, it has become a favourite among innovative chefs and home cooks. This transition has not only influenced the restaurant business but also impacts the industries producing Matchainfused food items like pastries, ice creams, and smoothies.