According to a report,“Matcha Tea Market Size, Share & Trends Analysis Report By Product (Powder, RTD Beverage, Instant Premixes), By Grade (Classic, Ceremonial, Culinary), By Region, And Segment Forecasts, 2019 – 2025”, published by Grand View Research, Inc.,The global matcha tea market size is expected to reach USD 2.26 billion by 2025. It is anticipated to register a CAGR of 4.7% during the forecast period. Factors such as increasing awareness regarding consumption of natural and organic products and rising popularity of healthy beverages are anticipated to fuel the growth.
Growing popularity of matcha tea on account of its antioxidant content, fat burning properties, and the ability to improve focus and energy is anticipated to drive the market growth. Matcha tea has a unique amino acid called L-Theanine which induces calmness. It also contains vitamins A, C, E, K, and B and minerals such as selenium, chromium, zinc and magnesium. It also contains high amount of dietary fibers and 137 times more antioxidants than regular green tea which makes it a complete health drink. The product promotes detoxification, weight loss, gastrointestinal functioning, cardiovascular health, and prevention from eye disorders and diseases like cancer. Awareness regarding these advantages are projected to fuel the demand for matcha tea over the forecast period.
Asia Pacific held the largest market share in 2018 and is anticipated to continue its dominance in the forthcoming years, due to the presence of prominent tea consuming cultures such as China and Japan. Matcha tea is obtained from shade-grown tencha leaves largely cultivated in Japan on account of the country’s distinct soil and environment, especially in Kyoto and Nishio. Cultivation of premium product under extreme conditions and through vigilant processing impute to the high price of the product. Increasing popularity in North America and Europe is anticipated to further fuel the market growth.
Prominent market players focus on product innovation to derive the most out of the market. For instance, in November 2018, Starbucks Coffee Company launched a new Osaka Meccha Matcha Frappuccino with an extra matcha punch. Furthermore, in March 2018, Matchaah, Inc., introduced carbonated matcha tea beverages, especially for non-tea drinkers incorporating fruity flavors namely, Lime Mint, Mango, Raspberry, Pineapple, Coconut, and others. In April 2019, Laird Superfood introduced Matcha InstaFuel. The product is produced by mixing premium matcha powder with Laird Superfood Original Creamer to gain a range of natural antioxidants, vitamin C, iron, calcium, and other nutrients.
Key Takeaways from the report:
Instant premix product segment is projected to ascend at the fastest CAGR of 5.1% over the forecast years
Classic grade held the leading market share of over 56.9% in 2018
North America led the global matcha tea market in 2018 with a revenue share of 25.4% and is projected to continue leading in near future
The market is highly competitive in nature with the presence of main players including Tenzo Tea, Inc.; aiya-THE TEA; Nestlé; Tata Global Beverages Ltd.; Unilever; ITO EN, LTD.; Marukyu-Koyamaen; and Encha
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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 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 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. Rising popularity and easy availability of the products in restaurants and cafes across prominent cities such as Los Angeles, Miami, and New York is anticipated to fuel the regional market.
Matcha Tea Market Share Insights
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.
For instance, in March 2019, Matcha Works introduced Sparkling Matcha, a natural matcha tea based energy drink. The product is available in different flavors such as Lemon and Lime, Watermelon, and Straight Up. Moreover, in June 2017, ITO EN, LTD., a premium green tea company, launched new flavors of premium Matcha LOVE Tea Bags, available in two new flavors, namely, lemon verbena with peppermint and apple with ginger infusing fruity flavors.
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