Drinking-use Matcha Tea Powder Market size was valued at USD 1.2 Billion in 2022 and is projected to reach USD 2.5 Billion by 2030, growing at a CAGR of 9.8% from 2024 to 2030.
Drinking-use matcha tea powder is increasingly gaining popularity across various sectors due to its unique flavor, high antioxidant content, and versatility. The global market for matcha tea powder is witnessing a significant rise in demand, particularly in the beverage and food industries. This report explores the market segmented by application, focusing on the consumption of matcha powder for drinking tea, use in pastries, ice cream, and beverages. The section below will explore the growth and trends within these key subsegments, shedding light on how they are shaping the overall market landscape.
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Matcha tea powder, traditionally a key component of Japanese tea culture, has seen an expanded application in the global drinking tea market. It is preferred for its unique combination of flavor, texture, and health benefits, including its high antioxidant content and potential metabolic benefits. In the drinking tea segment, matcha is used both in traditional forms and in modern beverages, such as matcha lattes and iced matcha drinks, which appeal to a younger, health-conscious demographic. This segment is witnessing growth due to rising consumer awareness about wellness and clean eating, alongside an increasing trend towards premiumization of beverages. As more individuals embrace functional drinks, matcha tea continues to make a significant impact, both as a standalone product and in blended formats with other health-conscious ingredients like almond milk or coconut water.
Globally, the demand for matcha tea is accelerating in the drinking tea market due to its perceived health benefits, such as improved concentration and energy levels without the jittery side effects commonly associated with coffee. This growing trend is especially pronounced in markets such as North America and Europe, where matcha’s popularity has surged in the last decade. Additionally, as consumers gravitate toward plant-based and natural beverages, matcha fits perfectly within the framework of these changing preferences. Brands in the tea industry are also innovating with matcha-infused tea blends, offering consumers a wider variety of drinking options that combine traditional tea-making with contemporary tastes and health trends.
The pastry segment of the drinking-use matcha tea powder market has experienced an uptick in demand as consumers become more adventurous with their culinary choices. Matcha powder is increasingly being used in baking and pastry making, offering a distinct green color and earthy flavor profile to various products. Matcha pastries such as cakes, cookies, and macarons are especially popular in specialty bakeries and high-end restaurants that cater to an affluent and health-conscious clientele. As more people are seeking indulgence with a healthier twist, matcha-based pastries allow consumers to enjoy a gourmet experience without compromising on their health goals. This trend has also been accelerated by the growing influence of Asian cuisines and flavors in Western food markets.
From an industrial perspective, the matcha pastry segment is expanding, with larger food manufacturers incorporating matcha tea powder into their mass-market pastry products. This could include anything from matcha-infused pastries in international retail chains to regional bakeries offering matcha-flavored treats. Additionally, matcha's association with health benefits, particularly its antioxidant properties, allows pastry manufacturers to position their products as a healthier alternative to traditional sweets. With the popularity of matcha among younger consumers, particularly millennials and Gen Z, the demand for matcha-based pastries is set to increase as they become more prevalent in both specialty shops and mainstream grocery stores.
Matcha tea powder’s use in the ice cream market is growing rapidly, offering a unique flavor and vibrant green hue that is visually appealing. Matcha ice cream, a product deeply rooted in Japanese culinary traditions, has gained significant traction globally. The growing consumer inclination towards innovative and exotic flavors, combined with the increasing preference for functional foods, has fueled the adoption of matcha ice cream in various regions. Known for its creamy texture and slightly bitter taste, matcha ice cream has found favor particularly in Asia and Western countries where it is often marketed as a healthy dessert option due to matcha's numerous health benefits. As the demand for premium and artisanal ice creams rises, matcha ice cream is being positioned as a premium dessert offering in high-end restaurants and ice cream parlors.
The appeal of matcha ice cream lies not only in its distinctive taste but also in its health-conscious positioning. Matcha’s antioxidant and anti-inflammatory properties align with the increasing demand for desserts that are not only indulgent but also nourishing. In response to this growing trend, many global ice cream brands are introducing matcha-flavored ice creams, gelatos, and frozen desserts to cater to the evolving consumer tastes. As more people seek plant-based or dairy-free dessert options, the flexibility of matcha as an ingredient allows it to be easily adapted into these offerings, further expanding its presence in the ice cream sector.
In the beverage sector, matcha tea powder has transitioned from a traditional Japanese drink to a mainstream ingredient, adding a unique flavor to various types of drinks. Matcha is used to create an array of beverages, from ready-to-drink (RTD) bottles to smoothies, shakes, and iced beverages, appealing to consumers seeking healthier, functional alternatives to sugary sodas and coffee-based drinks. As the demand for functional beverages rises, matcha tea’s inclusion in drinks is growing, thanks to its benefits for energy, metabolism, and mental clarity. Matcha-based beverages have found a strong foothold in cafes, restaurants, and specialty beverage chains that cater to consumers looking for healthier caffeine alternatives.
The beverage market for matcha is also benefiting from the increasing trend of clean-label and natural products. Many consumers now seek beverages with minimal additives and preservatives, and matcha, being a natural and minimally processed ingredient, aligns well with these consumer preferences. The versatility of matcha allows for it to be incorporated into various beverage formulations, from traditional teas to more innovative beverages like matcha-infused water and matcha protein shakes. The global expansion of coffee shops and the growing popularity of health and wellness trends are expected to continue driving the demand for matcha tea in the beverage market, solidifying its position as a key ingredient in the modern beverage industry.
The drinking-use matcha tea powder market is experiencing several notable trends that are shaping its future growth. One key trend is the increasing consumer preference for health-focused products. With growing awareness about the health benefits of matcha, such as its high antioxidant content and stress-reducing properties, more consumers are turning to matcha as part of a healthier lifestyle. The rise of the wellness movement, alongside the demand for clean-label, organic, and functional foods, has further contributed to the adoption of matcha in both food and beverage applications.
Another significant trend is the expansion of matcha-based products into new geographical markets. While matcha has long been popular in Japan, China, and other parts of Asia, its appeal is spreading rapidly to North America and Europe. With the global demand for exotic flavors and unique culinary experiences on the rise, matcha is being incorporated into everything from smoothies and ice creams to ready-to-drink beverages and pastries. This trend is further supported by the growing interest in Asian cuisine and culture, as well as a shift towards plant-based and dairy-free diets, where matcha fits well into these evolving consumer preferences.
The drinking-use matcha tea powder market presents a range of opportunities for manufacturers and entrepreneurs. One such opportunity lies in the innovation of new product formulations. Brands can explore the development of new matcha-based beverages, including ready-to-drink options that cater to busy, on-the-go consumers. There is also significant potential for matcha in functional foods and supplements, such as matcha protein powders, energy bars, and wellness shots, which appeal to health-conscious individuals.
Additionally, there is an opportunity to tap into the growing demand for premium and artisanal matcha products. As consumers become more discerning about product quality, there is a clear opportunity to market high-quality, ceremonial-grade matcha powders. Manufacturers who can offer organic and sustainably sourced matcha products are also well-positioned to capitalize on the increasing demand for eco-friendly and ethically produced goods. With the rise of e-commerce, brands also have the chance to reach global markets through online platforms, offering direct-to-consumer models that allow for targeted marketing and personalized product offerings.
1. What is drinking-use matcha tea powder?
Drinking-use matcha tea powder is a finely ground powder made from green tea leaves, typically used to prepare matcha-based beverages such as tea, lattes, and smoothies.
2. What are the health benefits of matcha tea powder?
Matcha is rich in antioxidants, particularly catechins, which help protect cells and improve overall health. It also provides natural energy and promotes mental clarity.
3. Can matcha tea powder be used in baking?
Yes, matcha is commonly used in pastries and desserts, offering a vibrant green color and unique flavor to cakes, cookies, and ice cream.
4. How is matcha tea powder different from regular green tea?
Unlike regular green tea, where the leaves are steeped and discarded, matcha is made by grinding the entire tea leaf into a powder, which provides a more concentrated flavor and nutrient profile.
5. Is matcha tea powder suitable for vegan diets?
Yes, matcha is plant-based and suitable for vegan diets, making it an ideal ingredient for dairy-free and plant-based beverages and recipes.
6. How should drinking-use matcha tea powder be stored?
Matcha should be stored in an airtight container in a cool, dark place to preserve its flavor and freshness. Exposure to light and heat can cause it to lose potency.
7. Is matcha tea powder caffeine-free?
Matcha does contain caffeine, although it is typically lower than coffee and provides a more sustained energy boost due to the presence of L-theanine.
8. Can matcha tea powder be used in smoothies?
Yes, matcha tea powder is a popular ingredient in smoothies, providing a boost of antioxidants and energy while complementing various fruit and vegetable blends.
9. What makes matcha a premium product?
Matcha is considered premium due to its meticulous cultivation and processing methods, particularly for high-quality ceremonial grades that offer a smooth, vibrant flavor.
10. How do I prepare matcha tea at home?
To prepare matcha, whisk a teaspoon of matcha powder with hot water (but not boiling) until frothy. It can also be mixed with milk or plant-based alternatives for a latte.
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Top Drinking-use Matcha Tea Powder Market Companies
Aiya
Marushichi Seicha
ShaoXing Royal Tea
Marukyu Koyamaen
ujimatcha
Yanoen
AOI Seicha
DoMatcha
Associated British Foods
Yamamotoyama
Encha
Mizuba Tea
Regional Analysis of Drinking-use Matcha Tea Powder Market
North America (United States, Canada, and Mexico, etc.)
Asia-Pacific (China, India, Japan, South Korea, and Australia, etc.)
Europe (Germany, United Kingdom, France, Italy, and Spain, etc.)
Latin America (Brazil, Argentina, and Colombia, etc.)
Middle East & Africa (Saudi Arabia, UAE, South Africa, and Egypt, etc.)
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