North America 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) and By Distribution Channel (Store-Based Distribution Channels, Non-Store-Based Distribution Channels) - Forecast to 2035

North America Matcha Tea Market Overview

North America Matcha Tea Market Size was estimated at 1.02 (USD Billion) in 2024. The North America Matcha Tea Industry is expected to grow from 1.1(USD Billion) in 2025 to 2.3 (USD Billion) by 2035. The North America Matcha Tea Market CAGR (growth rate) is expected to be around 6.935% during the forecast period (2025 - 2035).

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

Key North America Matcha Tea Market Trends Highlighted

The North America Matcha Tea Market is witnessing a significant shift towards health-conscious consumer behavior, primarily driven by the growing awareness of the health benefits associated with matcha tea. As more individuals adopt healthier lifestyles, there has been a marked increase in the demand for organic and natural products, positioning matcha as a preferred choice among tea enthusiasts. This trend is further enhanced by the rise of social media, where the promotion of matcha's detoxifying and energy-boosting properties has captivated the attention of millennials and Gen Z. Additionally, the beverage industry is evolving, with many cafes and restaurants incorporating matcha into their menus, broaden the appeal of this tea beyond traditional use.

Opportunities in the North American market extend to the development of new product varieties and flavors, tapping into the creativity of beverage manufacturers. Consumers are increasingly open to innovation, leading to potential products that combine matcha with diverse ingredients, such as superfoods and herbal blends, making matcha more accessible to a wider audience. E-commerce platforms are also gaining traction, allowing consumers to easily purchase matcha products online, catering to those who prefer convenience and direct access to niche brands. Recent trends indicate a surge in matcha-based products, including ready-to-drink beverages and matcha-infused snacks, indicating a diversification that appeals to both health-conscious individuals and those seeking new flavor experiences.

This evolution in consumer preferences reflects a broader shift towards functional foods, where matcha is positioned as a desirable ingredient within the healthy eating paradigm. With the ongoing evolution of culinary trends, the North America Matcha Tea Market presents numerous avenues for growth and innovation, embracing a future focused on health, sustainability, and convenience.

North America Matcha Tea Market Drivers

Growing Health Consciousness Among Consumers

The North America Matcha Tea Market Industry is witnessing significant growth due to the increasing health consciousness among consumers. A report by the Centers for Disease Control and Prevention (CDC) indicates that approximately 50% of adults in the United States are striving to improve their health and well-being through dietary changes. This trend is further supported by the popularity of organic and natural products, which aligns well with matcha tea as it is known for its antioxidant-rich properties.Established brands like Starbucks have started to include matcha in their beverage offerings, thereby promoting its health benefits and increasing consumer awareness. Given that matcha is packed with catechins, believed to help in reducing risks of chronic diseases, its consumption fits seamlessly into the diets of health-oriented individuals in North America. Looking at the data, as generations become more health-oriented and seek alternative wellness beverages, matcha tea poses a prime candidate for growth in this space.

Rising Popularity of Specialty Teas

Another significant driver for the North America Matcha Tea Market Industry is the rising popularity of specialty teas among consumers. A survey from the Tea Association of the United States reported that specialty tea consumption has increased by approximately 20% over the last five years. This growth is attributed to consumers' growing preference for unique and functional beverages that offer a distinct taste and health benefits. Established players like Tazo Tea are diversifying their product lines to include specialty teas including matcha, catering to the evolving tastes of consumers seeking premium options.The rise in café culture and the expansion of tea shops also provide platforms for promoting matcha as a specialty beverage, ultimately contributing to the market expansion in North America.

Increase in E-commerce and Online Purchasing

The North America Matcha Tea Market Industry is benefiting from the drastic increase in e-commerce platforms. According to the U.S. Census Bureau, e-commerce sales have grown by over 30% since the onset of the COVID-19 pandemic, which has fundamentally altered consumer buying behavior. Online retailers such as Amazon have seen a surge in matcha tea sales, making it more accessible to consumers. With convenience at their fingertips, consumers are more likely to explore niche products like matcha.Additionally, many health-focused blogs and influencers are promoting matcha products online, further boosting its reach. As the online shopping trend continues, the market for matcha in North America is poised for significant growth.

Increased Focus on Sustainable Sourcing

The North America Matcha Tea Market Industry is also experiencing growth due to the increasing focus on sustainable sourcing and fair trade practices. As consumers become more environmentally conscious, the demand for sustainably sourced products has risen. Research from the Food and Agriculture Organization indicates that about 62% of consumers are willing to pay more for products that are sustainably sourced. Leading companies like Adagio Teas and Rishi Tea are focusing on sourcing matcha from organic farms in Japan that adhere to sustainable farming practices.This not only enhances the appeal of matcha but also aligns with consumer values centered around environmental sustainability, leading to an expanded market in North America.

North America Matcha Tea Market Segment Insights:

Matcha Tea Market Application Insights

 

The North America Matcha Tea Market, notably within the Application segment, showcases a dynamic landscape that encapsulates various applications, each contributing uniquely to market growth. Regular Tea stands as a foundational pillar, catering to the rising health-conscious consumers increasingly embracing matcha for its antioxidant properties and potential health benefits. Interestingly, the Food segment is gaining momentum as innovative culinary trends emerge, with matcha finding its way into a variety of foods including pastries, ice creams, and even savory dishes, enhancing flavors while promoting health.Moreover, the Cosmetics segment is making strides, tapping into the natural beauty movement, as matcha is valued for its skin-enhancing properties, such as anti-aging and anti-inflammatory effects, making it a sought-after ingredient in skincare products and cosmetics, driving forward the notion of wellness in beauty routines. The Matcha Beverages segment is rapidly expanding, with ready-to-drink options and specialty coffee blends becoming popular among millennials and Gen Z consumers, who favor artisanal and health-oriented beverages. Finally, the Personal Market showcases individual consumers experimenting with matcha at home, spurred by social media and the availability of varied forms of matcha products such as powders, capsules, and tea bags.

This trend reflects a broader shift towards personalized health and wellness solutions, which aligns with the increasing interest in functional foods and beverages. These diverse applications are instrumental in shaping the North America Matcha Tea Market’s segmentation landscape, highlighting the flexibility and adaptability of matcha in addressing varying consumer preferences and lifestyles. This market is buoyed by health trends and lifestyle changes, giving rise to new opportunities and challenges as brands seek to navigate the competitive terrain while catering to an informed and evolving consumer base.

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

Matcha Tea Market Form Insights

The North America Matcha Tea Market, particularly within the Form segment, is showing significant promise, driven by consumer interest in health and wellness products. The Ready-To-Drink category is gaining traction due to its convenience and portability, appealing to on-the-go consumers. Instant Premixes are becoming increasingly popular, especially among those seeking ease of preparation without sacrificing flavor or quality. Additionally, Powder Form remains a staple for both individuals and commercial establishments, as it allows for versatility in culinary applications.This segment enjoys a strong market presence, as many consumers prefer to use powdered matcha in smoothies, baked goods, and traditional tea preparations. The growing awareness of matcha’s health benefits, combined with an expanding wellness culture in North America, creates favorable conditions for all forms of matcha. The market is also influenced by trends emphasizing organic and sustainably sourced products, which are critical among North American consumers today. The North America Matcha Tea Market statistics demonstrate a robust interest in these various forms, indicating that as health awareness continues to rise, the demand for matcha in these forms will likely increase accordingly.

Matcha Tea Market Type Insights

The North America Matcha Tea Market has been experiencing steady growth, largely driven by consumer awareness about health benefits associated with matcha. Within the type category, various options cater to distinct consumer preferences. Traditional matcha remains a cornerstone of this market, capitalizing on its rich heritage and cultural significance, often favored by purists for its authentic taste and health benefits. Meanwhile, sweetened matcha has gained traction among younger consumers, appealing to those seeking a more palatable flavor profile, thereby attracting a broader audience.Unsweetened matcha caters to health-conscious individuals who prefer a more natural flavor, emphasizing the purity of matcha without added sugars. This diverse segmentation indicates a growing trend towards customization in beverage choices, allowing consumers to select products that align with their dietary preferences and lifestyle. With increased attention to organic and high-quality sources, the North America Matcha Tea Market is well-positioned to exploit the rising trend of wellness beverages, reinforcing the overall significance of these distinct varieties in meeting the needs of a diverse consumer base.

Matcha Tea Market Formulation Insights

The North America Matcha Tea Market segmentation reveals significant insights into the Formulation segment, which consists primarily of Plain and Flavored varieties. Plain matcha tea remains a staple due to its traditional appeal and health benefits, such as high antioxidant content and energy-boosting properties, attracting health-conscious consumers. Conversely, the Flavored matcha segment has gained traction, catering to a younger demographic seeking innovative tastes and formats, thereby expanding the overall reach of matcha. The increasing trend of incorporating matcha into various products, including beverages, snacks, and desserts, reflects changing consumer preferences toward wellness and natural ingredients.The growing awareness of matcha's potential health benefits and its versatility in culinary applications fuels demand across North America. Additionally, both segments are expected to benefit from the rise in e-commerce and specialty tea shops, which enhance availability and promote matcha culture. This dynamic landscape underscores opportunities for market players targeting diverse consumer segments while addressing challenges such as competition from other functional beverages and fluctuating raw material costs. Overall, the Formulation segment plays a crucial role in shaping the North America Matcha Tea Market, driving innovation and consumer engagement.

Matcha Tea Market Distribution Channel Insights

The North America Matcha Tea Market exhibits a diverse range of Distribution Channels that are crucial for its growth and accessibility. The Store-Based Distribution Channels play a significant role, as they allow consumers to experience the product firsthand, which is particularly important for specialty items like matcha tea. Retail outlets, supermarkets, and specialty health food stores enhance visibility and provide opportunities for consumer education, thus driving sales. On the other hand, Non-Store-Based Distribution Channels, including e-commerce platforms and home delivery services, are growing rapidly as they cater to the increasing demand for convenience and online shopping.This trend is bolstered by a shift in consumer behavior towards digital engagement, especially among younger demographics. The combination of both channels offers a comprehensive approach to reach a wider audience, meeting the evolving preferences of consumers. The North America Matcha Tea Market segmentation highlights the importance of both distribution methods, with each addressing specific consumer needs and contributing to the overall accessibility of matcha tea products across the region.

North America Matcha Tea Market Key Players and Competitive Insights:

The North America Matcha Tea Market has been experiencing significant growth as consumer preferences shift towards healthier beverage options. This transformation is fueled by rising awareness of the health benefits associated with matcha, including its antioxidant properties and potential to enhance energy and focus. A variety of brands are competing in this market, each bringing unique offerings to attract a diverse customer base. As the demand for premium quality matcha continues to rise, brands are innovating their product lines and marketing strategies to gain market share. The competitive landscape is characterized by both established players and emerging entrants, each vying for a position within this dynamic market. Understanding the strengths and market presence of these companies provides a clearer picture of the competitive insights within the North America Matcha Tea Market.

Tenzo Tea has established a significant foothold in the North America Matcha Tea Market by focusing on high-quality, organic matcha sourced from Japan. Their brand emphasizes sustainability, transparency, and exceptional flavor, allowing them to connect deeply with health-conscious consumers. Tenzo Tea has cultivated a loyal customer base through its commitment to educating consumers about the benefits of matcha and promoting a lifestyle centered around wellness and vitality. The company's strengths lie in its strong branding and community engagement, exemplified through various content-driven marketing strategies, including educational blogs and social media campaigns. This approach not only showcases their products but also positions them as experts in the field, enhancing their competitive edge within the market.Kawaii Matcha is another notable player in the North America Matcha Tea Market, known for its vibrant branding and product offerings. The company specializes in high-quality matcha powder, as well as matcha-based products such as drinks, snacks, and desserts, catering to a range of consumer preferences. Kawaii Matcha's strengths lie in their innovative flavor profiles and creative marketing approaches, which appeal to a younger demographic seeking trendy and enjoyable ways to integrate matcha into their lifestyle. This brand has also made efforts to collaborate with influencers and partner with cafes and restaurants to increase market visibility. While Kawaii Matcha continues to expand its product lineup and strengthen its market presence, it may also explore strategic mergers and acquisitions to bolster its growth and solidify its position in the competitive landscape of the North America Matcha Tea Market.

Key Companies in the North America Matcha Tea Market Include:

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  Tenzo Tea

  
  


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  Kawaii Matcha

  
  


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  Lipton

  
  


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  Stash Tea

  
  


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  Harney and Sons

  
  


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  Encha

  
  


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  Ippodo Tea

  
  


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  Tazo

  
  


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  Kirkland Signature

  
  


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  Jade Leaf Matcha

  
  


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  The Tea Spot

  
  


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  Numi Organic Tea

  
  


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  Matcha Maiden

  
  


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  Matcha Konomi

  
  

North America Matcha Tea Market Industry Developments

Recent developments in the North America Matcha Tea Market indicate a growing consumer interest in health and wellness, driving demand for premium matcha products. In August 2023, Tenzo Tea expanded its product line by introducing new flavor-infused matcha blends, targeting both health-conscious consumers and the culinary market. Kawaii Matcha reported a significant increase in online sales, focusing on wellness and sustainability, reflecting consumer trends toward organic and eco-friendly purchases. Meanwhile, Lipton has gained traction with its matcha-infused ready-to-drink beverages, appealing to a wider audience seeking convenience and health benefits. In terms of mergers and acquisitions, Harney and Sons announced in September 2023 its acquisition of Jade Leaf Matcha, facilitating expansion into the premium matcha segment and enhancing product offerings. The market valuation of key players is also rising, with growth attributed to the increasing prevalence of matcha in cafes and restaurants across North America. Over the last couple of years, Tazo launched a matcha latte mix in early 2022, capitalizing on the growing trend of matcha beverages, while Numi Organic Tea has focused on clean labeling and transparency, further strengthening its market position. These trends reveal a robust landscape for matcha tea as a popular beverage choice in North America.

North America 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	1.02(USD Billion)
MARKET SIZE 2024	1.1(USD Billion)
MARKET SIZE 2035	2.3(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	6.935% (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 Billion
KEY COMPANIES PROFILED	Tenzo Tea, Kawaii Matcha, Lipton, Stash Tea, Harney and Sons, Encha, Ippodo Tea, Tazo, Kirkland Signature, Jade Leaf Matcha, The Tea Spot, Numi Organic Tea, Matcha Maiden, Matcha Konomi
SEGMENTS COVERED	Application, Form, Type, Formulation, Distribution Channel
KEY MARKET OPPORTUNITIES	Health and wellness trend, Increasing demand for organic products, Growth in e-commerce sales, Innovative matcha-based beverages, Rising awareness of health benefits
KEY MARKET DYNAMICS	Growing health consciousness, Increasing specialty cafes, Rising demand for organic products, Expanding online retail channels, Innovation in flavors and blends
COUNTRIES COVERED	US, Canada