North America Matcha Market

North America Matcha Market Size

The north america matcha market Size was valued at USD 2.32 billion in 2024. The north america matcha market size is expected to have 4.12 % CAGR from 2025 to 2033 and be worth USD 3.34 billion by 2033 from USD 2.42 billion in 2025.

The North America matcha market refers to its commercialization and consumption which is a finely ground powder made from specially cultivated green tea leaves. Originating in Japan, matcha is renowned for its vibrant color, unique flavor profile, and rich concentration of antioxidants, particularly catechins like epigallocatechin gallate (EGCG). In recent years, it has gained widespread popularity across North America not only as a traditional hot beverage but also as an ingredient in functional foods, beverages, cosmetics, and dietary supplements.

North America, led by the United States and Canada, has emerged as a key growth region for matcha due to rising consumer interest in wellness, natural ingredients, and alternative health practices. According to the Tea Association of the USA, tea consumption in the U.S. has been steadily increasing, with specialty and functional teas—particularly matcha—experiencing the fastest growth. The growing presence of premium tea cafes, cold-pressed juice bars, and plant-based cafes has further integrated matcha into daily diets, especially among millennials and Gen Z consumers seeking both taste and health benefits. Moreover, the rise of clean-label food trends and the expansion of organic and non-GMO product lines have contributed to matcha’s appeal as a natural coloring agent and nutritional booster. There has been a notable increase in the number of new food and beverage products launched with matcha as a core ingredient, reflecting its deepening penetration into mainstream retail and foodservice channels.

MARKET DRIVERS

Rising Consumer Awareness of Health Benefits

One of the primary drivers fueling the North America matcha market is the growing awareness of its extensive health benefits, which include high antioxidant content, cognitive enhancement, and metabolic support. Unlike traditional brewed teas, matcha is consumed in its entirety, delivering a more concentrated dose of nutrients such as polyphenols, L-theanine, and chlorophyll. Like, matcha contains significantly higher levels of EGCG—an antioxidant linked to reduced inflammation and improved cardiovascular health—compared to other green teas. This heightened understanding of matcha’s health advantages has spurred demand across various consumer segments, particularly among health-conscious individuals and those seeking alternatives to stimulant-heavy beverages like coffee. The National Institutes of Health (NIH) highlights that studies on L-theanine, a unique amino acid found in matcha, suggest it promotes relaxation without drowsiness, making it appealing for stress management and focus enhancement. These findings have contributed to the inclusion of matcha in energy drinks, nootropic supplements, and wellness shots. Moreover, medical professionals and nutritionists increasingly recommend matcha as part of balanced diets, further reinforcing its credibility. Social media influencers, wellness bloggers, and fitness communities have played a pivotal role in amplifying this message, driving mainstream adoption.

Expansion of Matcha-Based Food and Beverage Products

Another significant driver behind the growth of the North America matcha market is the increasing integration of matcha into a diverse range of food and beverage products beyond traditional tea formats. From lattes and smoothies to ice creams, baked goods, and ready-to-drink (RTD) beverages, matcha’s versatility as both a flavoring and coloring agent has enabled its widespread use in mainstream product development. This tendency has been fueled by the rise of premium cafés, artisanal bakeries, and plant-based food brands leveraging matcha’s visual appeal and perceived health halo to attract discerning consumers. For instance, major coffee chains such as Starbucks and Dunkin’ have incorporated matcha into their seasonal and permanent menus, contributing to greater brand visibility and consumer familiarity. In addition to the foodservice sector, the packaged food industry has embraced matcha as a functional ingredient in protein powders, oatmeal, snack bars, and dairy alternatives.

MARKET RESTRAINTS

Supply Chain Limitations and Sourcing Challenges

A significant restraint affecting the North America matcha market is the complexity and fragility of the supply chain, particularly concerning the sourcing of high-quality matcha from Japan. Authentic matcha production is highly specialized, requiring specific climatic conditions, traditional farming techniques, and meticulous processing methods primarily concentrated in regions like Uji, Nishio, and Kagoshima in Japan. According to the Japan External Trade Organization (JETRO), Japan's annual matcha export volume remains limited compared to domestic consumption, creating supply constraints for international markets including North America. These supply limitations are compounded by logistical challenges such as import tariffs, transportation delays, and fluctuating exchange rates, all of which contribute to price volatility. Apart from these, climate change and extreme weather patterns have disrupted tea harvest cycles, reducing yield predictability. Moreover, prolonged droughts and unseasonal frosts in Japanese tea-growing regions have impacted crop quality and availability in recent years. Furthermore, the influx of lower-grade or adulterated matcha products sourced from non-traditional origins has raised concerns about authenticity and consumer trust. The U.S. Food and Drug Administration (FDA) has issued warnings regarding mislabeled or contaminated matcha imports, prompting stricter quality inspections that can delay market entry for legitimate suppliers.

High Price Point Compared to Other Green Teas

One of the key barriers to broader adoption of matcha in North America is its relatively high cost compared to conventional green teas and mass-produced tea alternatives. Authentic ceremonial-grade matcha, which undergoes rigorous shade-growing and stone-grinding processes, commands premium prices that can exceed $50 per ounce in specialty retail outlets. Even culinary-grade matcha, commonly used in foodservice and baking, remains significantly more expensive than generic green tea blends. This pricing disparity limits accessibility for budget-conscious consumers and restricts repeat purchase behavior, especially in households where tea consumption is habitual rather than occasional. Price sensitivity is particularly pronounced in the younger demographic, despite their strong affinity for matcha’s aesthetic and health attributes. To mitigate this issue, some companies have introduced blended matcha products or value-priced lines; however, maintaining quality perception while reducing costs remains a challenge.

MARKET OPPORTUNITIES

Integration into Functional Beverages and Wellness Shots

One of the most promising opportunities for the North America matcha market lies in its incorporation into functional beverages and wellness shots designed to deliver targeted health benefits beyond hydration. Consumers are increasingly gravitating toward ready-to-consume formulations that combine cognitive enhancement, immune support, and digestive health benefits, positioning matcha as a valuable ingredient in this evolving segment. Matcha’s naturally occurring L-theanine and caffeine provide a balanced energy boost without the jitters associated with coffee, making it ideal for nootropic and adaptogenic drink formulations. As reported by the Council for Responsible Nutrition (CRN), the functional beverage category in the U.S. has experienced double-digit growth over the past five years, with products featuring botanical extracts, herbal infusions, and superfoods gaining traction. Companies like Celsius, MatchaBar, and HUM Nutrition have capitalized on this trend by introducing matcha-infused energy tonics and mood-enhancing elixirs. Moreover, the rise of personalized wellness platforms and digital health apps has heightened consumer interest in bioactive ingredients that support mental clarity, metabolism, and longevity.

Growth in the Cosmetics and Skincare Industry

Another significant opportunity for the North America matcha market is its expanding application in the cosmetics and skincare industry, where its antioxidant-rich properties are being harnessed in face masks, serums, cleansers, and body lotions. Matcha’s high polyphenol content, particularly epigallocatechin gallate (EGCG), has been extensively studied for its anti-inflammatory, antimicrobial, and skin-repairing effects, making it a sought-after ingredient in clean beauty formulations. Brands such as Origins, Kiehl’s, and Tatcha have introduced matcha-infused skincare lines targeting acne-prone, aging, and sensitive skin types, capitalizing on its detoxifying and rejuvenating properties. Moreover, the shift toward eco-conscious and sustainable beauty has reinforced matcha’s appeal as a plant-derived, biodegradable ingredient.

MARKET CHALLENGES

Quality Standardization and Adulteration Concerns

A major challenge facing the North America matcha market is the lack of standardized quality benchmarks and the prevalence of adulterated or misleadingly labeled matcha products. Given the high value of authentic matcha, particularly ceremonial-grade varieties, there is a growing concern over inferior or counterfeit products entering the market under false claims of origin and purity. According to the U.S. Food and Drug Administration (FDA), numerous imported matcha powders have been found to contain fillers, artificial colors, or low-quality green tea dust marketed as premium matcha. This inconsistency in product integrity undermines consumer trust and poses reputational risks for legitimate producers and retailers. The Specialty Tea Institute (STI) emphasizes that true matcha is produced through a meticulous process involving shade-grown tea leaves, hand-picked harvests, and slow grinding using granite mills—practices that cannot be replicated in mass-market manufacturing settings. However, many commercially available matcha products fail to meet these criteria, diluting the perceived value of the category. Efforts to establish certification frameworks, such as Japan’s JAS (Japanese Agricultural Standard) labeling system, have yet to achieve widespread recognition in North America.

Limited Domestic Production and Dependence on Imports

Another critical challenge confronting the North America matcha market is the region’s heavy reliance on imported matcha, primarily sourced from Japan, due to the absence of large-scale domestic production. Unlike countries such as China and India, which cultivate vast quantities of green tea, North America lacks the climate, infrastructure, and agricultural expertise required for high-quality matcha cultivation. In the U.S., small-scale tea farms in states like South Carolina and Washington have begun experimenting with matcha-style tea, but production volumes remain negligible compared to global supply. According to the USDA Economic Research Service, U.S. tea imports accounted for over 95% of total consumption in 2023, with Japan supplying the majority of premium matcha. This dependency on foreign sources exposes the market to risks such as currency fluctuations, trade restrictions, and geopolitical instability, which can disrupt availability and inflate prices. Apart from these, the lengthy and complex production cycle of matcha—from seedling to final powder—makes it difficult for new entrants to scale quickly.

REPORT COVERAGE

SEGMENTAL ANALYSIS

By Product Type Insights

The regular matcha segment dominated the North America matcha market by accounting for a 62.3% of total market revenue in 2024. This control is primarily driven by the widespread use of regular matcha in traditional tea preparation, premium cafes, and functional food formulations where authenticity and purity are highly valued. One of the key factors behind this dominance is the strong consumer preference for unadulterated matcha among health-conscious individuals who seek the full spectrum of its nutritional benefits without added flavors or sweeteners. The demand is particularly high among millennials and Gen Z consumers who associate regular matcha with wellness, mindfulness, and clean-label consumption. A different major contributor to the segment’s growth is the growing integration of regular matcha into professional foodservice applications , especially in upscale cafés, wellness-focused juice bars, and fine dining establishments that emphasize quality sourcing.

The flavored matcha segment is rising as the booming product type within the North America matcha market , projected to expand at a CAGR of 12.8%. While currently smaller in volume compared to regular matcha, flavored matcha is gaining traction due to its ability to appeal to a broader demographic, including casual tea drinkers and younger consumers seeking novelty and convenience. A primary driver behind this rapid growth is the rising popularity of ready-to-drink (RTD) and bottled matcha beverages, which often incorporate natural flavor enhancements such as vanilla, coconut, and citrus to improve palatability and widen consumer appeal. Apart from these, the expansion of matcha into mainstream retail formats like supermarkets and mass merchandisers has led to increased experimentation with flavor profiles aimed at attracting first-time buyers and reducing the perceived bitterness associated with traditional matcha.

By Form Insights

The powder form segment had the largest share of the North America matcha market by capturing a 74.5% of total market revenue in 2024. This influence is attributed to the traditional nature of matcha consumption, which relies on dissolving finely ground tea leaves in hot water or incorporating them into culinary applications such as lattes, smoothies, baked goods, and desserts. One of the primary drivers of this segment's leadership is the widespread use of matcha powder in both home and commercial kitchens, particularly among health-conscious consumers and professional chefs looking to enhance the visual appeal and nutritional value of their offerings. Other contributing factor is the increasing availability of high-quality matcha powders through e-commerce platforms and specialty retailers, which cater to discerning buyers seeking authentic Japanese-sourced products.

The liquid matcha segment is experiencing the quick development in the North America matcha market, predicted to grow at a CAGR of 13.2%. This rapid expansion is largely driven by the increasing popularity of ready-to-drink (RTD) matcha beverages, bottled teas, and pre-mixed matcha shots that cater to convenience-oriented consumers seeking quick and flavorful hydration solutions. One of the key factors fueling this growth is the expansion of matcha-based beverages in mainstream retail and foodservice outlets , where liquid formulations offer ease of use and consistency in taste and texture. Major beverage companies and independent startups alike have introduced canned and bottled matcha drinks with added flavors, vitamins, and adaptogens to appeal to a broader audience. Another key driver is the rising adoption of liquid matcha concentrates in commercial kitchens and coffee shops , where operators can streamline beverage preparation without compromising quality.

By Distribution Channel Insights

The hypermarket/supermarket segment commanded the North America matcha market by accounting for 48.3% of total retail sales in 2024. This is driven by the increasing availability of matcha products in large-format grocery chains and mass merchandisers, making it accessible to a broad consumer base beyond niche markets. A basic aspects behind this dominance is the strategic placement of matcha products in mainstream retail aisles , including organic foods, wellness supplements, and ready-to-drink beverages. Major supermarket chains such as Walmart, Kroger, and Whole Foods have expanded their matcha offerings, featuring both powdered and liquid forms in various price points to cater to different consumer segments. A notable contributor is the growth of private label and value-priced matcha lines , allowing retailers to capture budget-conscious shoppers while maintaining quality standards.

The specialty stores segment is the fastest-growing distribution channel within the North America matcha market, estimated to expand at a CAGR of 11.6%. This quick growth is fueled by the rising number of dedicated tea boutiques, premium cafés, and wellness-focused retailers that emphasize product authenticity, origin storytelling, and curated customer experiences. An important driver behind this segment’s expansion is the growing consumer preference for high-quality, ethically sourced matcha, particularly among affluent and millennial demographics who prioritize craftsmanship and sustainability. These consumers often seek out ceremonial-grade matcha, which commands higher price points and offers a more immersive tea culture experience. Additionally, the rise of boutique-style tea houses and wellness lounges in urban centers has contributed to increased foot traffic and brand loyalty.

COUNTRY LEVEL ANALYSIS

United States led the North America matcha market by capturing a 79.4% of regional market share in 2024. As a global epicenter for plant-based nutrition, functional beverages, and wellness-driven lifestyles, the U.S. has been at the forefront of matcha adoption across multiple consumer segments, including foodservice, retail, and dietary supplements. One of the primary drivers of the U.S. market is the rapid expansion of premium tea cafes and cold-pressed juice bars, which have integrated matcha into daily menus as a core offering. Chains like Starbucks, Juice Press, and MatchaBar have played a pivotal role in normalizing matcha consumption beyond traditional tea circles. Another key factor supporting market growth is the rising presence of e-commerce platforms and direct-to-consumer matcha brands, enabling wider accessibility and personalized shopping experiences.

Canada has demonstrated strong growth in matcha consumption, particularly in urban centers such as Toronto, Vancouver, and Montreal, where wellness trends and alternative health practices are well-established. A major driver behind Canada’s market position is the growing integration of matcha into health-conscious diets and lifestyle routines , supported by rising demand for functional beverages and plant-based nutrition. Another contributing factor is the expansion of specialty tea shops and premium cafés that offer high-quality matcha products tailored to local tastes. Brands such as David’s Tea and Matcha Moment have capitalized on this trend, introducing curated matcha blends and wellness-focused merchandise. Apart from these, Health Canada’s increasing focus on natural health products has reinforced consumer confidence in matcha’s benefits.

Mexico is reflecting a nascent but gradually developing presence in the regional matcha industry. While still in the early stages of adoption compared to the U.S. and Canada, Mexico is beginning to explore opportunities in matcha consumption, particularly in urban areas and wellness-focused communities. A primary drivers influencing Mexico’s market trajectory is the growing interest in alternative health and holistic wellness, particularly among younger, health-conscious consumers in cities like Mexico City, Guadalajara, and Monterrey. According to the Mexican Association of Functional Nutrition, there has been a noticeable rise in the number of cafes and wellness centers incorporating matcha into their beverage menus and health programs since 2022. Another contributing factor is the emerging trend of plant-based and clean-label food products, which has encouraged the introduction of matcha-based beverages, smoothies, and snack items in select retail chains and specialty stores.

Top Players in the market

Aiya America Inc. is a leading global supplier of premium matcha and a key player in the North America market. As the U.S. subsidiary of Japan’s renowned Aiya Corporation, the company brings decades of expertise in traditional matcha cultivation and processing. Aiya America has been instrumental in educating consumers and businesses on authentic matcha quality, supplying to specialty tea shops, cafes, and food manufacturers seeking high-grade ceremonial and culinary matcha.

The Republic of Tea plays a significant role in expanding matcha awareness across North America through its curated selection of premium teas and wellness-focused formulations. Known for blending tradition with innovation, the brand offers both classic and flavored matcha variants tailored for diverse consumer preferences. The company’s commitment to sustainability, ethical sourcing, and functional ingredients has helped position matcha as a lifestyle product beyond traditional tea consumption.

MatchaBar is a pioneering brand that has redefined how matcha is consumed in North America by introducing ready-to-drink formats, bottled beverages, and wellness shots. Originally launched as a café concept in New York, MatchaBar has grown into a national brand available in major retail chains and online platforms. Its focus on modernizing matcha culture while maintaining ingredient integrity has made it a favorite among younger, health-conscious consumers seeking convenience without compromise.

Top strategies used by the key market participants

One of the primary strategies employed by key players is product diversification , where companies expand their offerings beyond traditional matcha powders into ready-to-drink beverages, instant matcha mixes, wellness shots, and culinary applications. This approach allows brands to cater to different consumer lifestyles, from busy professionals seeking convenience to health enthusiasts looking for purity and potency.

Another crucial strategy is brand storytelling and consumer education , which involves highlighting the origins, craftsmanship, and health benefits associated with authentic matcha. Through digital marketing, packaging transparency, and in-store experiences, companies are building stronger emotional connections with consumers who value authenticity and sustainability in their food choices.

A third major strategy is strategic retail and distribution expansion , where leading brands secure placements in mainstream supermarkets, specialty stores, and e-commerce platforms to enhance accessibility and visibility. By forming partnerships with established retailers and leveraging direct-to-consumer channels, matcha producers are accelerating market penetration and strengthening brand loyalty across North America.

KEY MARKET PLAYERS AND COMPETITIVE LANDSCAPE

Companies playing a prominent role in the north america matcha market are Matcha Maiden ,Mizuba Tea ,AOI Tea ,AIYA America Inc., Midori Spring ,Ippodo Tea ,Matcha DNA,Breakaway Matcha LLC , PIQUE.

The North America matcha market features a highly competitive landscape shaped by increasing consumer demand, evolving product innovations, and the convergence of traditional tea culture with modern wellness trends. A mix of established tea suppliers, emerging specialty brands, and large-scale beverage manufacturers are actively vying for market share, each bringing distinct strengths in sourcing, formulation, branding, and distribution. While Japanese-origin matcha producers continue to set the standard for quality and authenticity, North American-based companies are gaining traction by offering localized blends, flavored variations, and convenient formats tailored to regional tastes.

Competition is further intensified by the growing number of private-label matcha products introduced by major supermarket chains and wellness retailers, which pose a challenge to premium independent brands. Additionally, the rise of direct-to-consumer models and subscription-based services has disrupted traditional supply chains, allowing smaller players to compete more effectively with industry leaders. To maintain relevance, companies must continuously innovate in product development, supply chain transparency, and customer engagement. The emphasis on clean-label positioning, sustainability claims, and functional health benefits has become a key differentiator in an increasingly crowded marketplace. As consumer awareness deepens and regulatory scrutiny increases, the competition is shifting toward not only market presence but also credibility and long-term brand trust.

RECENT HAPPENINGS IN THE MARKET

• In January 2024, Aiya America expanded its U.S. distribution network by partnering with a major organic grocery chain, enhancing nationwide availability of its premium ceremonial-grade matcha in both physical stores and online platforms.
• In March 2024, The Republic of Tea launched a new line of organic matcha-infused wellness tonics designed for immune support and energy balance, targeting health-conscious consumers seeking functional daily nutrition.
• In June 2024, MatchaBar opened a flagship production facility in California aimed at scaling its bottled matcha beverage operations and supporting national retail expansion into mass-market grocery and convenience store chains.
• In September 2024, a leading U.S.-based tea brand entered into a co-branding collaboration with a well-known fitness influencer to introduce a limited-edition matcha-powered hydration drink, tapping into the growing intersection of wellness and athletic performance.
• In November 2024, a boutique matcha startup secured exclusive shelf space in a national coffeehouse chain for its single-origin matcha latte kits, marking a strategic move to integrate artisanal matcha into everyday coffee culture.

MARKET SEGMENTATION

This research report on the north america matcha market has been segmented and sub-segmented into the following categories.

By Product Type

• Regular
• Flavored

By Form

• Powder
• Liquid

By Distribution Channel

• Hypermarket/Supermarket
• Speciality Stores
• Online Retail Stores
• Others

By Country

• The U.S.
• Canada
• Rest of North America.