Matcha Market Size to Reach USD 6.22 Billion by 2030, Boosted by Plant-Based Lifestyles and Wellness Trends

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 The Matcha Market is projected to grow from USD 3.67 billion in 2025 to USD 6.22 billion by 2030, registering a CAGR of 6.56%. This growth is driven by health-conscious consumption, the popularity of plant-based diets, and premium positioning supported by limited supply and high-quality sourcing. E-commerce expansion, innovative flavor development, and cultural acceptance beyond Asia are also shaping the market’s upward trajectory.

Matcha, a finely ground green tea powder rooted in Japanese tradition, has evolved into a globally recognized functional food and beverage ingredient. Known for its rich antioxidant content, calming L-theanine amino acids, and sustained caffeine release, matcha appeals to consumers seeking natural energy and mental wellness benefits.

The category’s growth is reinforced by rising adoption in North America and Europe, where plant-based and dairy-free beverage trends intersect with matcha’s clean-label appeal. Social media has amplified awareness, positioning matcha as both a lifestyle choice and a premium wellness product. While climate and labor constraints continue to limit supply, targeted subsidies for growers and sourcing diversification are working to ease availability challenges.

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Matcha Market Key Trends

1. Popularity of Functional Foods and Beverages: Consumers are increasingly choosing beverages with proven health benefits. Matcha offers a unique blend of caffeine and L-theanine for steady energy and mental focus, making it a preferred alternative to traditional caffeinated drinks.

2. Expansion of Plant-Based and Vegan Diets: With 17.3g of protein per 100g, matcha is emerging as a valuable plant protein source. Innovations like matcha oat lattes integrate the ingredient into dairy-free formats, attracting vegan and flexitarian consumers.

3. Growth in E-Commerce and Direct-to-Consumer Sales: Online retail accounted for 41.67% of market share in 2024, driven by demand for product authenticity, subscription services, and direct communication between brands and consumers.

4. Rising Product Innovation: Flavored matcha products, such as banana and cacao lattes, are helping brands navigate taste adoption barriers in non-traditional markets while maintaining health-focused positioning.

Matcha Market Segmentation

By Product Type

  • Regular Matcha – Dominates with 85.34% share, valued for authenticity and versatility.
  • Flavored Matcha – Growing at 7.40% CAGR, leveraging taste adaptations for new markets.

By Grade

  • Classic Grade – Holds 54.23% share, widely used in foodservice and retail.
  • Ceremonial Grade – Growing at 8.12% CAGR, driven by premium positioning and cultural appeal.

By Form

  • Powder – Leads with 58.12% share, offering versatility for both beverages and culinary use.
  • Liquid – Expected to grow at 8.55% CAGR, appealing to convenience-focused consumers.

By Distribution Channel

  • Online Retail – Largest channel with 41.67% share.
  • Foodservice – Fastest-growing at 7.56% CAGR, supported by menu integration in global coffee chains.

Matcha Market Regional Insights

  • Asia Pacific – Largest market with 45.05% share, anchored by Japan’s traditional consumption and production leadership, though supply shortages persist.
  • North America – Fastest-growing region at 7.74% CAGR, supported by flavored and ready-to-drink formats and strong e-commerce infrastructure.
  • Europe – Expanding through plant-based innovation and premium positioning in high-income urban markets.
  • South America & Middle East & Africa – Early-stage markets with growth potential, requiring consumer education and tailored pricing strategies.

Get More Insights on Key Players- https://www.mordorintelligence.com/ja/industry-reports/matcha-market

Matcha Market Key Players

The market features a mix of established Japanese producers and innovative global brands. Leading companies include AOI Tea, AIYA America Inc., Pique, ITO EN Ltd., and Midori Spring. These players are focusing on quality assurance, authentic sourcing, flavor diversification, and strategic online engagement to capture both traditional and new consumers.

Conclusion

With rising global interest in functional beverages, the matcha market is well-positioned for steady growth. Premium positioning, plant-based compatibility, and the capacity to integrate into diverse product formats will remain central to market expansion. Companies that balance authenticity with innovation and leverage digital retail will be best placed to secure long-term market share.

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