Global Matcha Tea Powder Market Set to Double by 2031 with a Focus on Health and Wellness

Market Overview

The global matcha tea powder market has seen impressive growth over recent years, driven by the increasing focus on health and wellness. Valued at approximately USD 11.0 billion in 2022, the market is projected to grow at a compound annual growth rate (CAGR) of 7.9% from 2023 to 2031, reaching an estimated value of USD 21.6 billion by 2031. Rising consumer preference for natural and organic products, due to their health benefits, has significantly contributed to the market's expansion. The primary health benefits of matcha tea-supporting liver and heart health, weight loss, and potential cancer prevention-have made it a popular choice among health-conscious consumers.

Market Size and Growth

The matcha tea powder market is set to witness steady growth fueled by increased health awareness and the rising consumption of organic products. The market is projected to almost double in value between 2022 and 2031, underscoring a robust interest in matcha products globally. Social media influence and food blogging have also helped popularize matcha, broadening its appeal across younger demographics and health-focused consumers worldwide.

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Competitive Landscape

The global matcha tea powder market is moderately competitive, with key players including Encha, Harney & Sons Tea Company, Kusmi Tea, Mizuba Tea Co., R.C. Bigelow Inc., Tata Consumer Products, The Hain Celestial Group, The Republic of Tea, Unilever N.V., and Yamamotoyama Co. Ltd. These companies leverage strategies like new product launches, partnerships, and a focus on responsible sourcing to capture market share. Ready-to-drink matcha products and sustainably sourced matcha are areas of particular focus, catering to both convenience and environmental awareness among consumers.

Market Segmentation

The market is segmented by grade, with three primary types of matcha tea powder available: ceremonial grade, premium grade, and culinary grade. Ceremonial grade matcha is the highest quality, often used in traditional tea ceremonies and considered the most pure, while culinary grade matcha is more affordable and typically used in cooking and recipes. This segmentation allows consumers with varying budgets and usage needs to enjoy matcha products, widening the market appeal.

Regional Analysis

Asia Pacific: Asia Pacific is projected to dominate the matcha tea powder market from 2023 to 2031, due to its cultural connection with matcha tea, especially in Japan and China. In Japan, matcha plays a key role in tea ceremonies, contributing to the high demand. Despite strong demand, domestic production of green tea has been declining, with the cultivation area shrinking to 38,000 hectares in 2021, partially impacted by the COVID-19 pandemic.

North America and Europe: The rising popularity of matcha tea in North America and Europe has driven an increase in green tea imports, primarily from Asia. The U.S. has become a top importer, with a notable annual increase in import values. Similarly, Europe has witnessed significant growth in matcha demand, with Germany showing a notable increase in green tea imports.

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Market Trends

Health and Wellness Focus: Matcha's health benefits, such as promoting heart and liver health, aiding in weight management, and even potentially preventing cancer, are driving its adoption. Studies linking matcha consumption to cancer prevention have especially boosted its reputation as a functional beverage.

Preference for Organic Products: Consumers increasingly favor natural and organic foods, a trend accelerated by the COVID-19 pandemic. This shift is expected to continue benefiting the matcha tea powder market as consumers associate organic products with better health and sustainability.

Social Media and Food Blogging Influence: Platforms like Instagram and YouTube have significantly boosted matcha's popularity, especially among younger generations. Influencers and brands frequently showcase the versatility of matcha in recipes and lifestyle content, contributing to its growing appeal.

Product Innovations: Companies are introducing ready-to-drink matcha products and diversifying their offerings to include different flavor profiles and formats, targeting consumers seeking convenience without compromising on quality.

Future Outlook

The future of the matcha tea powder market looks promising, with sustained growth expected through 2031. Increasing health awareness, coupled with the trend toward organic and natural products, will continue to propel the market forward. However, the decline in domestic green tea production in key producing regions like Japan could pose supply constraints, potentially driving prices higher. To address demand, imports to North America and Europe are likely to rise further, as these regions embrace matcha as a wellness product.

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