The global matcha tea market size was estimated at USD 1.80 billion in 2020 and is expected to grow at USD 2.52 billion and expand at a CAGR of 4.9% during the forecast period. Rising awareness regarding the health and fitness of the product coupled with the popularity of healthy beverages rich with antioxidants and vitamins is projected to boost the growth. Furthermore, rising demand for nutrient-rich, organic, and natural products is projected to fuel the demand.
Matcha is a high-grade green tea obtained from tencha leaves that are grounded into a fine powder. It is a staple ingredient in Japanese traditional tea ceremonies and has been witnessing a surge in popularity owing to its health benefits and distinct flavor. Rising application in several savory and sweet recipes including cocktails, lattes, macarons, cakes, doughnuts, and salad dressings is projected to fuel the market growth. The product has also been gaining popularity in the beauty sector owing to its high antioxidant content.
Powder matcha tea held the largest market share of more than 51.8% in 2018. The rising popularity of the product owing to its health benefits is anticipated to drive the segment growth. The anti-oxidant composition of powdered tea helps prevent the occurrence of chronic disease and protection against harmful UV radiation. The presence of Epigallocatechin Gallate (EGCG) in the product can potentially prevent the brain, bladder, cervix, and prostate cancer. The product is considered as a superfood owing to the presence of abundant nutritional properties. The introduction of innovative food and beverage using the product is anticipated to bode well for the demand. For instance, in February 2018, AktienbrauereiKaufbeuren (ABK Beer) launched Matcha Green Lager Beer Mix.
Classic grade held the largest market share of more than 56.9% in 2018. Rising consumption by regular tea drinkers and new users on account of its subtle fresh flavor is anticipated to drive the segment growth. The classic grade is costlier than the culinary grade but is cheaper than the ceremonial grade. The classic grade is easily blended into a wide range of food and beverages, which in turn is projected to fuel the segment growth. The complex yet the astringent flavor of the product makes it suitable for smoothies and other milk-based beverages. This factor is projected to further fuel the demand for classic grade products.
The matcha tea market is segmented on the basis of product, grade and region. By product the market is divided into Powder, RTD Beverage, and Instant Premixes. By grade the market is divided into Classic, Ceremonial, and Culinary.
The Asia Pacific held the largest market share of 48.1% in 2018. High consumption in countries such as Japan and China is anticipated to drive the growth. Major tea producers are located in the Asia Pacific and drinking tea is a part of the ancient tradition in Japan and China. Countries such as India, Singapore, and Australia are expected to witness significant growth on account of rising population and health consciousness.
North America is expected to expand at the fastest CAGR of 5.3% over the forecast period on account of increasing health consciousness and the availability of a wide variety of products. Increasing penetration of the product through Japanese and Chinese grocery chains is anticipated to further fuel the growth. The rising popularity and easy availability of the products in restaurants and cafes across prominent cities such as Los Angeles, Miami, and New York are anticipated to fuel the regional market.
Key manufacturers include The AOI Tea Company; aiya-THE TEA; Nestlé; Tata Global Beverages Ltd.; Unilever; ITO EN, LTD.; Marukyu-Koyamaen; Encha; Tenzo Tea, Inc.; and Green Foods Corporation. Leading companies focus on product innovation and development to gain a greater market share.
Matcha is a high-grade green tea obtained from tencha leaves that are grounded into a fine powder. It is a staple ingredient in Japanese traditional tea ceremonies and has been witnessing a surge in popularity owing to its health benefits and distinct flavor. Rising application in several savory and sweet recipes including cocktails, lattes, macarons, cakes, doughnuts, and salad dressings is projected to fuel the market growth. The product has also been gaining popularity in the beauty sector owing to its high antioxidant content.
Powder matcha tea held the largest market share of more than 51.8% in 2018. The rising popularity of the product owing to its health benefits is anticipated to drive the segment growth. The anti-oxidant composition of powdered tea helps prevent the occurrence of chronic disease and protection against harmful UV radiation. The presence of Epigallocatechin Gallate (EGCG) in the product can potentially prevent the brain, bladder, cervix, and prostate cancer. The product is considered as a superfood owing to the presence of abundant nutritional properties. The introduction of innovative food and beverage using the product is anticipated to bode well for the demand. For instance, in February 2018, AktienbrauereiKaufbeuren (ABK Beer) launched Matcha Green Lager Beer Mix.
Classic grade held the largest market share of more than 56.9% in 2018. Rising consumption by regular tea drinkers and new users on account of its subtle fresh flavor is anticipated to drive the segment growth. The classic grade is costlier than the culinary grade but is cheaper than the ceremonial grade. The classic grade is easily blended into a wide range of food and beverages, which in turn is projected to fuel the segment growth. The complex yet the astringent flavor of the product makes it suitable for smoothies and other milk-based beverages. This factor is projected to further fuel the demand for classic grade products.
The matcha tea market is segmented on the basis of product, grade and region. By product the market is divided into Powder, RTD Beverage, and Instant Premixes. By grade the market is divided into Classic, Ceremonial, and Culinary.
The Asia Pacific held the largest market share of 48.1% in 2018. High consumption in countries such as Japan and China is anticipated to drive the growth. Major tea producers are located in the Asia Pacific and drinking tea is a part of the ancient tradition in Japan and China. Countries such as India, Singapore, and Australia are expected to witness significant growth on account of rising population and health consciousness.
North America is expected to expand at the fastest CAGR of 5.3% over the forecast period on account of increasing health consciousness and the availability of a wide variety of products. Increasing penetration of the product through Japanese and Chinese grocery chains is anticipated to further fuel the growth. The rising popularity and easy availability of the products in restaurants and cafes across prominent cities such as Los Angeles, Miami, and New York are anticipated to fuel the regional market.
Key manufacturers include The AOI Tea Company; aiya-THE TEA; Nestlé; Tata Global Beverages Ltd.; Unilever; ITO EN, LTD.; Marukyu-Koyamaen; Encha; Tenzo Tea, Inc.; and Green Foods Corporation. Leading companies focus on product innovation and development to gain a greater market share.
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