The evolution of a new breed of tea lovers that search for new flavor variants has led to a skyrocketing growth of several tea varieties. Companies offering matcha tea have responded positively to this new consumption trend. As black tea consumers are migrating to newer options such as yerba matte and matcha tea, an array of new matcha tea brands can be seen flocking retail shelves to tap into these new consumer dynamics. The availability of matcha tea in multiple packaging formats and different price ranges encourages customers of every income group to try them. The introduction of on-the go matcha tea has been trending, which is likely to create a strong pool of new customers who seek convenience of carrying them. On the back of these dynamics, global matcha tea market is projected to garner an absolute dollar opportunity of over US$ 400 Mn during the forecast period (2019 and 2025).
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Key Segments Covered
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Product Type
- Unsweetened Matcha Tea
- Sweetened Matcha Tea
- Flavored Matcha Tea
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Nature
- Organic Matcha Tea
- Conventional Matcha Tea
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Packaging
- Matcha Tea Cartons
- Matcha Tea Sachets
- Matcha Tea Stand up Pouches
- Matcha Tea Tins
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Sales Channel
- Direct Matcha Tea Sales
- Indirect Matcha Tea Sales
- Matcha Tea Sales through Modern Trade
- Matcha Tea Sales through Convenience Stores
- Matcha Tea Sales through Online Retailers
- Matcha Tea Sales through Other Retail Formats
Competitive Landscape
While matcha tea market is in the introductory phase of its lifecycle in most countries, key players are focusing on new product launches.
- In 2019, ITO EN Ltd. launched its new product under the brand name matcha LOVE.
- In 2018, Starbucks launched a new product as a matcha hack to provide matcha tea at lower prices.
- In 2019, Starbucks launched its New Springs products collection with different flavors of matcha tea.
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