Matcha Powder Market Size, Share & Industry Analysis, By Grade (Classic, Ceremonial, Culinary), By Application (Regular tea, Food Products, Personal Care, Matcha Beverages) And Regional Forecast, 2024-2032

Matcha is a fine powder produced from green tea leaves, has an emerald green color and a rich, vegetal taste. It contains higher levels of chlorophyll, caffeine, and l-theanine. It is obtained from the Camellia Sinensis plant that is harvested in Japan and China. Matcha powder consists of potent, unique antioxidants recognized as catechins, which can help reduce cell damage and prevent chronic disease.

The product's outstanding health benefits have spurred consumer acceptance of it around the world. The global prevalence of lifestyle-related diseases has prompted consumers to increase healthy, nutrient-rich foods and beverages in their diets. This is expected to increase the demand for matcha powder due to its nutritional composition.

The matcha powder market is driven by consumers' focus on adopting a healthy lifestyle and the health benefits associated with the product. Matcha contains various vitamins, including vitamin A, B, C, E, and K. Matcha powder is high in a component epigallocatechin gallate (EGCG), a major potentially energy-boosting polyphenol, which protect skin against harmful UV rays. Matcha is high in caffeine, which boosts energy, and its I-theanine component can help to reduce stress and anxiety. Drinking matcha can help support digestion and prevent digestive disorders because it contains numerous polyphenols. Some other health benefits of matcha powder include weight loss, healing headaches, and body aches, lowering the risk of heart attacks, and reducing cholesterol levels. In addition, matcha powder is also used in food and beverages to make cookies, cakes, yogurt, cereals, chocolates, candies, and energy bars, promoting the growth of the matcha powder market.

The main producer of high quality matcha powder is Japan. Mild climate, fertile soil, and the slight elevation of the locations, all contribute to quality production of matcha. The overall area of ​​land available for growing and processing matcha is limited; that's why its cost is high. There is a precise way of optimizing leaf color, nutrients , and flavor for matcha that isn't involved with other tea. The highest quality matcha powder is refined by hand using granite stone wheels, to procure 30 grams of matcha powder, it takes more than one hour.  Thus, the complexity in the production process of matcha powder and its comparatively high price can restraint its growth in the forecast period.

Key Players Covered:

The leading manufacturers operating in the global matcha powder market are Aiya America Inc., Ikeda Tea World, Andrews & George Co., Ippodo Tea Co., Mizuba Tea Co., Marushichi Seicha Co., Ltd., ShaoXing Royal Tea Village CO., LTD., Marukyu Koyamaen Co. Ltd., Yanoen Co., Ltd., AOI Seicha Co., Ltd., and others.

By grade, the classic segment is expected to hold the largest share. Classic grade matcha powder has an excellent economic value, though it is one of the highest grades usually costs less than other grades. Classis grade has a strong and distinct flavor and is widely available. It can be combined with other ingredients used in food and beverage recipes; its astringent taste mixes well with various smoothies. 

The regular tea segment is anticipated to witness significant growth by the application due to its numerous health benefits. Matcha tea has various health benefits, like preventing heart disease,  type 2 diabetes, and cancer.

The food segment is also expected to see growth, owing to the widespread use of matcha powder in various recipes. Matcha can be incorporated into baked goods like scones, healthy cookies, muffins, and more. Matcha powder is used to provide color and flavor to various products; it can make pancakes, waffles, or cereals for breakfast.

Regional Analysis:

Asia Pacific is projected to hold the largest market share due to the high production of the product in Japan and China. Matcha powder is used to make a traditional drink for consumption in East Asia, and today it is used for all kinds of applications. For instance, Japanese snacks Pocky and KitKats have matcha-flavored versions.

North America is expected to see significant growth, owing to consumer inclination towards a healthy lifestyle and awareness about benefits from matcha. In addition, tea is the most popular drink of matcha; it is the most recognized drink in countries such as Mexico, the U.S, and Canada. For instance, Starbucks introduced green tea lattes and other matcha flavored drinks in North America inspired by Japanese stores.

Europe is predicted to see substantial growth due to the growing demand for healthy products in Germany, the U.K., and France. Consumers in Western European countries show a preference for nutritious drinks with detoxifying and energizing properties. Growing awareness of health benefits such as anti-cancer and anti-diabetic properties, low calories, and energy-boosting properties has led to increased demand for matcha powder in Europe.

Segmentation

Key Industry developments:

• In January 2019, Loacker AG, an Italian based wafers company, launched matcha green tea wafers called Quadratini Matcha - Green Tea.


• In February 2019, Nestlé launched KitKat Green Tea Matcha in Europe. The product is produced in combination with UTZ certified cocoa beans and real matcha green tea from China and Japan.