Europe Matcha Tea Market Research Report: By Application (Regular Tea, Food, Cosmetics, Matcha Beverages, Personal Market), By Form (Ready-To-Drink, Instant Premixes, Powder Form), By Type (Traditional, Sweetened, Unsweetened), By Formulation (Plain, Flavored) andBy Distribution Channel (Store-Based Distribution Channels, Non-Store-Based Distribution Channels)- Forecast to 2035

Europe Matcha Tea Market Overview

Europe Matcha Tea Market Size was estimated at 850 (USD Million) in 2024.The Europe Matcha Tea Industry is expected to grow from 915(USD Million) in 2025 to 1,928 (USD Million) by 2035. The Europe Matcha Tea Market CAGR (growth rate) is expected to be around 7.01% during the forecast period (2025 - 2035).

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Key Europe Matcha Tea Market Trends Highlighted

The Europe Matcha Tea Market is witnessing a notable shift towards health and wellness as consumers increasingly seek natural and functional beverages. The growing awareness of the health benefits associated with Matcha tea, such as its antioxidant properties and potential weight management capabilities, is driving demand in various European countries. This trend aligns with the broader health-conscious movement across the region, as individuals prioritize their well-being and look for alternatives to sugary drinks. Additionally, the rise of plant-based diets in Europe has made Matcha tea a popular choice among vegan and vegetarian consumers, further bolstering its market presence.

Opportunities to be explored in the Europe Matcha Tea Market include the integration of Matcha in various food products beyond beverages. This includes the incorporation of Matcha into snacks, baked goods, and even skincare products as manufacturers innovate to meet evolving consumer preferences. Retail formats such as specialty tea shops and online platforms are also expanding their offerings of Matcha, catering to the growing popularity of convenient purchasing options among health-focused consumers. Recent trends in the Europe Matcha Tea Market point towards an increase in premium and organic Matcha products as consumers become more discerning about quality.

The demand for sustainably sourced and traceable products is notably strong in Europe, with consumers showing preference for brands that align with ethical and environmental standards. Furthermore, the increasing presence of Matcha in cafes and restaurants highlights its growing cultural acceptance, slowly changing consumer perceptions about traditional beverages. Such developments indicate a bright future for the market, with continued growth driven by evolving consumer behaviors and preferences across Europe.

Europe Matcha Tea Market Drivers

Rising Health Consciousness Among Consumers

In Europe, there has been a significant increase in health consciousness among consumers, driven by the growing preference for organic and functional beverages. According to the European Food Safety Authority (EFSA), nearly 60% of European consumers actively seek out products that promote health benefits. Matcha tea is rich in antioxidants, vitamins, and minerals, making it an attractive option for health-focused individuals. The increasing demand for products that boost mental clarity and promote overall well-being is expected to greatly benefit the Europe Matcha Tea Market Industry.This trend is also reinforced by the growing number of health and wellness retailers, which have increased by 25% in Europe since 2018, indicating a solid market for matcha tea and similar products.

Expansion of E-commerce Platforms

The rise of e-commerce platforms in Europe has transformed the retail landscape, making it easier for consumers to access niche products like matcha tea. In 2023, European e-commerce sales reached approximately 720 billion Euros, reflecting a 16% increase over the previous year. This growth in online shopping is facilitating the entry and expansion of matcha tea brands, allowing consumers to conveniently purchase a variety of products from different regions.Additionally, platforms dedicated to organic and specialty teas are amplifying awareness and accessibility of matcha tea across Europe, creating a more competitive environment for existing players and opening new avenues for market growth.

Culinary Innovation and Trend Adoption

Culinary innovation has played a pivotal role in the rising popularity of matcha tea across Europe. A report from the European Commission highlights that about 30% of consumers are influenced by food trends that incorporate healthful ingredients. Matcha tea has found its way into a variety of culinary applications, including desserts, smoothies, and even skincare products. The trend of integrating superfoods into everyday diets and gourmet experiences is compelling chefs and food brands to include matcha in their offerings, thereby expanding its visibility and consumption.As the food and beverage industry continuously seeks unique ingredients to attract consumers, the Europe Matcha Tea Market Industry stands to benefit significantly from this trend.

Europe Matcha Tea Market Segment Insights:

Matcha Tea Market Application Insights

The Application segment of the Europe Matcha Tea Market encompasses several diverse categories, each playing a vital role in the overall consumption and market dynamics in the region. Regular Tea has garnered significant attention among consumers due to its traditional roots and health benefits, contributing to the growing popularity of Matcha in households. This demand is driven by an increasing awareness of organic products and the health-conscious lifestyle adopted by many European consumers. The Food segment is rapidly evolving as Matcha is incorporated into a variety of culinary creations, including desserts and baked goods, appealing to a broader audience and enhancing the versatility of Matcha as an ingredient.The Cosmetics segment has shown remarkable growth, reflecting the trend of integrating natural ingredients into skincare products, leveraging Matcha’s antioxidant properties. Furthermore, the rising trend of healthy beverages has boosted the Matcha Beverages segment, where both ready-to-drink options and blends are being favored by younger consumers seeking flavorful and nutritious alternatives. In addition, the Personal Market segment reflects a growing inclination towards wellness and self-care among individuals, where Matcha products are being embraced for their perceived health benefits.With the increasing shift towards healthier lifestyles and natural ingredients across Europe, the Application segment is poised for significant developments, presenting numerous opportunities for both established brands and new entrants in the market to innovate and capture consumer interest. Overall, the Europe Matcha Tea Market segmentation in the Application category illustrates a growing trend toward health-focused products, creating a favorable environment for continued growth and expansion.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Matcha Tea Market Form Insights

The Form segment of the Europe Matcha Tea Market highlights a diverse array of offerings catering to various consumer preferences. With an increasing demand for convenience, the Ready-To-Drink category has gained traction among busy consumers seeking quick and easy access to health benefits. Instant Premixes have also made a mark, appealing to those looking for a simple solution to enjoy matcha without the need for preparation, which is particularly favored by on-the-go individuals. Meanwhile, the Powder Form continues to dominate due to its versatility, allowing consumers to use it in various recipes, from baking to smoothies.This segment is significant as it reflects the evolving lifestyle choices of consumers in Europe, driven by the rising health consciousness and a growing inclination towards organic and natural products. The Europe Matcha Tea Market segmentation indicates favorable market dynamics, providing opportunities for growth as preferences shift towards these convenient and innovative matcha formats, thus aligning with broader trends in the healthy beverage industry.

Matcha Tea Market Type Insights

The Europe Matcha Tea Market segment categorized by Type is experiencing a notable shift in preferences among consumers, reflecting the growing demand for diverse tea options. The Traditional type, deeply rooted in Japanese culture, attracts consumers who prioritize authentic experiences, encapsulating the health benefits associated with ceremonial consumption. In contrast, the Sweetened type caters to a broader audience, particularly appealing to younger demographics who favor flavored beverages, thus expanding the market reach. Unsweetened types continue to gain traction among health-conscious individuals seeking pure, unadulterated forms of matcha, aligning with the current trend toward natural and organic products.Such segmentation within the Europe Matcha Tea Market influences consumer choices significantly, as individuals gravitate towards varieties that resonate with their lifestyle. Moreover, the rising health awareness linked to matcha’s antioxidant properties plays a crucial role in driving market growth. As these segments evolve, they contribute to the overall momentum of the Europe Matcha Tea Market industry, generating opportunities for innovative product offerings.

Matcha Tea Market Formulation Insights

The Formulation segment of the Europe Matcha Tea Market has gained significant traction due to the increasing popularity of matcha, driven by its health benefits and versatility in various applications. As the market continues to grow, the demand for Plain and Flavored formulations is notable. Plain matcha is often favored by consumers for its pure and authentic taste, appealing to traditionalists and those seeking to experience matcha in its simplest form, which contributes to a loyal consumer base. On the other hand, Flavored matcha has emerged as a prominent category, attracting a younger demographic looking for innovative and diverse flavor profiles.This variety enhances the overall appeal of matcha, catering to varying consumer preferences and lifestyles. The rise in wellness trends across Europe, combined with the increasing incorporation of matcha into food and beverage products, further fuels the growth of these formulations. The ability of flavored options to blend with modern culinary trends, such as matcha lattes, smoothies, and baked goods, positions them as a considerable opportunity within the Europe Matcha Tea Market. With consumers continuously seeking healthier alternatives, the segmentation of Plain and Flavored formulations plays a crucial role in the increasing adoption of matcha tea across diverse markets in Europe.

Matcha Tea Market Distribution Channel Insights

The Distribution Channel segment of the Europe Matcha Tea Market plays a pivotal role in reaching consumers and driving sales within the industry. This segment encompasses various pathways through which matcha tea is made available to the public, including both Store-Based Distribution Channels and Non-Store-Based Distribution Channels. Store-Based Distribution Channels, such as supermarkets, specialty stores, and health food shops, are crucial as they provide customers with the opportunity to physically inspect products before purchasing, enhancing consumer trust and satisfaction.In contrast, Non-Store-Based Distribution Channels, which include e-commerce platforms and online marketplaces, have been gaining traction, especially in light of the growing trend towards online shopping in Europe. The convenience and accessibility offered by online channels allow for a broader reach to health-conscious consumers who prefer the efficiency of purchasing matcha tea from the comfort of their homes. Notably, the shift towards healthier lifestyles and increased awareness of the health benefits associated with matcha tea have significantly fueled growth in both distribution options, providing multiple avenues for capturing diverse consumer preferences in the European market landscape.

Europe Matcha Tea Market Key Players and Competitive Insights:

The Europe Matcha Tea Market has been experiencing dynamic growth fueled by increasing consumer interest in health and wellness products. Matcha tea, known for its vibrant green color and purported health benefits, has transcended its traditional foundations, becoming popular among various demographics in Europe. The competitive landscape of this market is characterized by an array of brands striving to gain traction and establish their foothold. Companies are actively innovating, enhancing distribution channels, and engaging in marketing strategies that cater to the rising demand for organic and specialty teas. This trend is evident as more players enter the market, leading to increased competition and unique product offerings that cater to the evolving tastes of European consumers. Tenzo Tea has established a strong presence in the Europe Matcha Tea Market, leveraging its commitment to high-quality products and transparency in sourcing. The company prides itself on selecting premium organic matcha, which resonates well with health-conscious consumers across Europe. Tenzo Tea focuses on building a community around its brand, emphasizing not just the product but also lifestyle, offering educational content and recipes that highlight the versatility of matcha. The company’s strengths lie in its authentic sourcing methods, impressive branding efforts, and the genuine connection it fosters with its consumer base, thereby cultivating loyalty and repeat purchases. Its ability to effectively utilize e-commerce platforms enables it to reach a broader audience, enhancing its visibility in a competitive marketplace characterized by discerning consumers.

MatchaBar is another notable player in the Europe Matcha Tea Market, having carved out a niche with a distinct philosophy centered around enhancing health and wellness through matcha. The company offers a range of matcha-based products, including ready-to-drink beverages and powdered matcha, catering to a variety of consumer preferences. Its strengths lie in creating innovative product categories that attract younger audiences looking for convenient and healthy options. MatchaBar has made significant inroads into the European market by forming strategic partnerships and expanding distribution channels, which has broadened its reach. Additionally, the brand focuses on sustainability, carefully sourcing its matcha and utilizing eco-friendly packaging solutions. While there have not been widely reported mergers or acquisitions specifically tied to European operations, MatchaBar continues to work on collaborative initiatives that enhance brand visibility and consumer engagement within the region, strengthening its competitive stance in the market.

Key Companies in the Europe Matcha Tea Market Include:

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  Tenzo Tea

  
  


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  MatchaBar

  
  


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  DoMatcha

  
  


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  Stash Tea

  
  


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  Adagio Teas

  
  


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  Harney and Sons

  
  


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  Encha

  
  


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  Kismet Matcha

  
  


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  Aiya Europe

  
  


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  Jade Leaf Matcha

  
  


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  Matchaful

  
  


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  The Tea Shelf

  
  


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  Pure Chai

  
  


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  Matcha Maiden

  
  


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  Matcha Konomi

  
  

Europe Matcha Tea Market Industry Developments

Recent developments in the Europe Matcha Tea Market indicate a growing interest among consumerspremium, high-quality matcha products, leading to increased investments in brands like Tenzo Tea and Jade Leaf Matcha. The market has seen a notable surge in demand, particularly for organic and sustainably sourced matcha, which has encouraged companies such as Encha and Matcha Maiden to expand their product lines. In September 2023, MatchaBar announced a strategic partnership with local European distributors to increase their presence, aiming to cater to the rising health-conscious consumer base. Major companies like Harney and Sons and Stash Tea are also diversifying their offerings to include ready-to-drink matcha beverages, capitalizing on the trend toward convenient health options. Furthermore, the matcha segment witnessed a valuation growth attributed to the rising vegan and health-conscious lifestyle choices, with Aiya Europe and Kismet Matcha experiencing increased sales as a result. Over the past two years, the market has seen advancements in sustainable packaging and sourcing, which resonate with European consumers’ preferences for environmentally friendly products, driving further investments and innovations in the sector.

Europe Matcha Tea Market Segmentation Insights

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  Matcha Tea Market Application Outlook

  
  


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  Regular Tea

  
  


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  Food

  
  


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  Cosmetics

  
  


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  Matcha Beverages

  
  


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  Personal Market

  
  


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  Matcha Tea Market Form Outlook

  
  


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  Ready-To-Drink

  
  


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  Instant Premixes

  
  


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  Powder Form

  
  


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  Matcha Tea Market Type Outlook

  
  


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  Traditional

  
  


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  Sweetened

  
  


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  Unsweetened

  
  


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  Matcha Tea Market Formulation Outlook

  
  


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  Plain

  
  


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  Flavored

  
  


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  Matcha Tea Market Distribution Channel Outlook

  
  


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  Store-Based Distribution Channels

  
  


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  Non-Store-Based Distribution Channels

  
  

Report Scope:

Report Attribute/Metric Source:	Details
MARKET SIZE 2018	850.0(USD Million)
MARKET SIZE 2024	915.0(USD Million)
MARKET SIZE 2035	1928.0(USD Million)
COMPOUND ANNUAL GROWTH RATE (CAGR)	7.01% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Million
KEY COMPANIES PROFILED	Tenzo Tea, MatchaBar, DoMatcha, Stash Tea, Adagio Teas, Harney and Sons, Encha, Kismet Matcha, Aiya Europe, Jade Leaf Matcha, Matchaful, The Tea Shelf, Pure Chai, Matcha Maiden, Matcha Konomi
SEGMENTS COVERED	Application, Form, Type, Formulation, Distribution Channel
KEY MARKET OPPORTUNITIES	Health-conscious consumer demand, Rising popularity of specialty cafes, Expansion in organic product offerings, Innovative matcha-based products, Growing online retail channels
KEY MARKET DYNAMICS	health consciousness, premium product demand, diverse applications, competitive pricing, online retail growth
COUNTRIES COVERED	Germany, UK, France, Russia, Italy, Spain, Rest of Europe