Matcha’s rise: from niche trend to $3.2B market

Matcha, the finely ground powder of green tea made from specially processed, shade-grown leaves, has grown into a global market worth $3.2 billion.

Matcha is not just a drink now

Matcha has become a global trend, evolving from a traditional beverage into a booming market. Valued at approximately $3.2 billion as of last year, the global matcha market continues to grow rapidly.

The Asia-Pacific region leads the demand, accounting for around 51.1% of the total market—roughly $1.6 billion—according to a report by MarketUS Research.

Experts project that the matcha market will reach approximately $3.4 billion by 2025, with total growth of about $2.4 billion. At a compound annual growth rate (CAGR) of 6.1%, the market is expected to hit around $5.8 billion by 2034.

Why is matcha a trend now

The rising value of the matcha market is largely driven by its recent surge in global popularity. This growth is fueled by increasing awareness of matcha’s health benefits and a broader consumer shift toward natural and organic products.

Matcha is a finely ground green tea powder made from the leaves of Camellia sinensis. Unlike traditional green tea, matcha uses the whole leaf, which is stone-ground into a vibrant powder. It is rich in antioxidants, particularly catechins, and is known for its unique flavor and health benefits, such as boosting metabolism, enhancing focus, and promoting relaxation.

The growing demand for matcha-flavored beverages has emerged as a key trend. Cafés, restaurants, and beverage brands are incorporating matcha into lattes, smoothies, and other drinks to appeal to health-conscious consumers. Beyond beverages, matcha is also gaining popularity in baking, cooking, and even skincare products.