Western Market Research predicts that the Global Matcha Latte Powder Market was valued at USD 1,420.5 Million in 2025 and is expected to reach USD 3,185.4 Million by the year 2036, growing at a CAGR of 7.6% globally.
Global Matcha Latte Powder Market Overview
The Global Matcha Latte Powder Market is undergoing a rapid transformation as consumers pivot from traditional caffeinated beverages toward functional superfoods. Matcha latte powder—a blend of finely ground shade-grown green tea leaves often mixed with natural sweeteners or dairy-free creamers—has evolved from a Japanese cultural staple into a global wellness phenomenon.
This research study evaluates the industry through a dual lens of historical value and future potential for the 2026–2036 forecast period. It analyzes critical parameters including the rise of "home-cafe" culture, the increasing clinical evidence supporting L-theanine and EGCG antioxidants, and the technical progress in ultra-fine stone grinding and nitrogen-flushed packaging.
Impact of COVID-19 on the Market
The COVID-19 pandemic acted as a major market accelerator. While the "Foodservice" segment (cafes and restaurants) suffered during 2020 lockdowns, the "At-home Consumption" segment witnessed triple-digit growth. Consumers began seeking ritualistic, immunity-boosting beverages to replace their daily office coffee runs. This period solidified the "D2C" (Direct-to-Consumer) model for premium matcha brands and established matcha latte powder as a pantry essential for the health-conscious demographic.
Global Market Segmentation
By Type/Grade:
-
Ceremonial Grade Latte Powder: High-purity powder intended for premium, whisked lattes with no bitterness.
-
Culinary Grade Latte Powder: Robust flavor profile designed to stand up to heavy milks and sweeteners.
-
Organic Certified: Pesticide-free, shade-grown powder meeting USDA/EU organic standards.
-
Normal/Conventional: Standard production for mass-market retail.
By Formulation:
-
Pure Matcha Powder: 100% matcha with no additives (user adds own milk/sweetener).
-
Pre-Mixed/3-in-1: Contains matcha, non-dairy creamer, and sweeteners (Cane sugar, Stevia, or Monk fruit).
-
Functional Blends: Matcha infused with adaptogens (Ashwagandha), mushrooms (Lion's Mane), or collagen.
By Application/Distribution:
-
B2B (Foodservice): Supply to coffee chains, artisanal cafes, and hotel breakfast bars.
-
B2C (Retail): Online e-commerce platforms, specialty health stores, and hypermarkets.
Top Key Players
-
Industry Titans: ITO EN, Ltd., Aiya Matcha, Marukyu Koyamaen, and Tsujiri.
-
Wellness & Lifestyle Brands: MatchaBar, Encha, Navitas Organics, Pukka Herbs (Unilever), and Matchaful.
-
Specialty Blenders: WORK OUT LIFE, Sweet Revolution, Lakanto (Saraya), Jade Leaf Matcha, and Mizuba Tea Co.
-
Innovative Entrants: Golde, Vital Proteins (Matcha Collagen), and Midori Spring.
Regional Analysis
-
Asia-Pacific: The dominant hub for both production (Japan) and consumption. Growth is driven by the modernization of tea culture in China and Southeast Asia.
-
North America: The largest market for "Matcha-as-a-Lifestyle." The U.S. leads in functional blends and the integration of matcha into the fitness/yoga community.
-
Europe: A region focused on the "Organic" and "Clean Label" segments. Germany, the UK, and France are seeing a surge in vegan matcha lattes using oat and almond milk.
-
South America & LAMEA: Emerging markets where matcha is gaining traction as a premium alternative to traditional Yerba Mate or coffee.
Porter’s Five Forces Analysis
-
Threat of New Entrants (High): Low barriers for small "indie" brands to source powder and sell online, leading to a crowded retail space.
-
Bargaining Power of Suppliers (High): Authentic matcha can only be produced in specific Japanese regions (Uji, Nishio). Climate events or export policies in Japan significantly affect global supply.
-
Bargaining Power of Buyers (High): Consumers have high brand-switching potential based on price, color (vibrancy), and "clump-free" solubility.
-
Threat of Substitutes (Medium): Competition from Turmeric (Golden Milk) lattes, Beetroot lattes, and premium RTD (Ready-to-Drink) coffees.
-
Competitive Rivalry (Intense): Intense competition between heritage Japanese brands and modern Western wellness startups.
SWOT Analysis
-
Strengths: High antioxidant profile; "Calm energy" (no caffeine crash); strong aesthetic appeal for social media marketing.
-
Weaknesses: Premium pricing compared to regular green tea; sensitive to light and heat (short shelf-life if not stored correctly).
-
Opportunities: Expansion into the Ready-to-Drink (RTD) bottled latte market; growth in the "Gaming Energy" sector as a natural focus booster.
-
Threats: Counterfeit "Matcha" (standard green tea powder being sold as matcha); climate change affecting the shade-growing process in Japan.
Trend Analysis
-
The "Oat-Milk" Synergy: The rise of plant-based milks has significantly boosted matcha sales, as matcha’s earthy notes pair better with oat milk than cow’s milk.
-
Sugar-Free Innovation: A shift away from cane sugar toward Monk Fruit and Erythritol in pre-mixed powders to target the Keto and Diabetic demographics.
-
Adaptogenic Integration: Adding "Nootropics" to matcha latte powder to market it as a cognitive enhancer.
Drivers & Challenges
-
Driver: The "Clean Energy" movement—consumers are ditching synthetic energy drinks for the natural L-theanine found in matcha.
-
Driver: Rapid expansion of specialty tea franchises across urban centers in APAC and North America.
-
Challenge: Supply chain transparency—ensuring that the powder is actually "shade-grown" and stone-ground rather than industrially processed.
-
Challenge: Price volatility of high-grade Tencha leaves.
Value Chain Analysis
-
Cultivation: Shade-growing (covering leaves) to boost chlorophyll and amino acids.
-
Primary Processing: Steaming, drying, and de-veining (Tencha production).
-
Grinding: Traditional stone-grinding to maintain low temperature and preserve nutrients.
-
Blending: Adding sweeteners, flavors, or functional additives for the "Latte" mix.
-
Packaging: Vacuum sealing/Nitrogen flushing to prevent oxidation.
-
Distribution: Global shipping to wholesalers, retailers, and cafes.
Quick Recommendations for Stakeholders
-
For Manufacturers: Focus on Solubility. The number one consumer complaint is "clumping." Investing in agglomeration technology or providing bamboo whisks can increase retention.
-
For R&D Teams: Develop Cold-Brew Matcha Latte Powder that dissolves instantly in cold milk/water to capture the summer beverage market.
-
For Investors: Target the Functional Food segment. Pure matcha is a commodity, but "Matcha + Collagen" or "Matcha + Probiotics" offers significantly higher margins.
-
For Retailers: Emphasize the "Color" of the powder. Bright electric green is the primary indicator of quality for modern consumers; use transparent or clear-window packaging where UV protection allows.
1. Market Overview of Matcha Latte Powder
1.1 Matcha Latte Powder Market Overview
1.1.1 Matcha Latte Powder Product Scope
1.1.2 Market Status and Outlook
1.2 Matcha Latte Powder Market Size by Regions: 2015 VS 2021 VS 2026
1.3 Matcha Latte Powder Historic Market Size by Regions
1.4 Matcha Latte Powder Forecasted Market Size by Regions
1.5 Covid-19 Impact on Key Regions, Keyword Market Size YoY Growth
1.5.1 North America
1.5.2 East Asia
1.5.3 Europe
1.5.4 South Asia
1.5.5 Southeast Asia
1.5.6 Middle East
1.5.7 Africa
1.5.8 Oceania
1.5.9 South America
1.5.10 Rest of the World
1.6 Coronavirus Disease 2019 (Covid-19) Impact Will Have a Severe Impact on Global Growth
1.6.1 Covid-19 Impact: Global GDP Growth, 2019, 2020 and 2021 Projections
1.6.2 Covid-19 Impact: Commodity Prices Indices
1.6.3 Covid-19 Impact: Global Major Government Policy
2. Covid-19 Impact Matcha Latte Powder Sales Market by Type
2.1 Global Matcha Latte Powder Historic Market Size by Type
2.2 Global Matcha Latte Powder Forecasted Market Size by Type
2.3 Organic Matcha Latte Powder
2.4 Normal Matcha Latte Powder
3. Covid-19 Impact Matcha Latte Powder Sales Market by Application
3.1 Global Matcha Latte Powder Historic Market Size by Application
3.2 Global Matcha Latte Powder Forecasted Market Size by Application
3.3 Online Sale
3.4 Offline Sale
4. Covid-19 Impact Market Competition by Manufacturers
4.1 Global Matcha Latte Powder Production Capacity Market Share by Manufacturers
4.2 Global Matcha Latte Powder Revenue Market Share by Manufacturers
4.3 Global Matcha Latte Powder Average Price by Manufacturers
5. Company Profiles and Key Figures in Matcha Latte Powder Business
5.1 Tsujiri
5.1.1 Tsujiri Company Profile
5.1.2 Tsujiri Matcha Latte Powder Product Specification
5.1.3 Tsujiri Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.2 ITO EN
5.2.1 ITO EN Company Profile
5.2.2 ITO EN Matcha Latte Powder Product Specification
5.2.3 ITO EN Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.3 WORK OUT LIFE
5.3.1 WORK OUT LIFE Company Profile
5.3.2 WORK OUT LIFE Matcha Latte Powder Product Specification
5.3.3 WORK OUT LIFE Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.4 Sweet Revolution
5.4.1 Sweet Revolution Company Profile
5.4.2 Sweet Revolution Matcha Latte Powder Product Specification
5.4.3 Sweet Revolution Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.5 Lakanto
5.5.1 Lakanto Company Profile
5.5.2 Lakanto Matcha Latte Powder Product Specification
5.5.3 Lakanto Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.6 Pukka
5.6.1 Pukka Company Profile
5.6.2 Pukka Matcha Latte Powder Product Specification
5.6.3 Pukka Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
5.7 Navitas
5.7.1 Navitas Company Profile
5.7.2 Navitas Matcha Latte Powder Product Specification
5.7.3 Navitas Matcha Latte Powder Production Capacity, Revenue, Price and Gross Margin
6. North America
6.1 North America Matcha Latte Powder Market Size
6.2 North America Matcha Latte Powder Key Players in North America
6.3 North America Matcha Latte Powder Market Size by Type
6.4 North America Matcha Latte Powder Market Size by Application
7. East Asia
7.1 East Asia Matcha Latte Powder Market Size
7.2 East Asia Matcha Latte Powder Key Players in North America
7.3 East Asia Matcha Latte Powder Market Size by Type
7.4 East Asia Matcha Latte Powder Market Size by Application
8. Europe
8.1 Europe Matcha Latte Powder Market Size
8.2 Europe Matcha Latte Powder Key Players in North America
8.3 Europe Matcha Latte Powder Market Size by Type
8.4 Europe Matcha Latte Powder Market Size by Application
9. South Asia
9.1 South Asia Matcha Latte Powder Market Size
9.2 South Asia Matcha Latte Powder Key Players in North America
9.3 South Asia Matcha Latte Powder Market Size by Type
9.4 South Asia Matcha Latte Powder Market Size by Application
10. Southeast Asia
10.1 Southeast Asia Matcha Latte Powder Market Size
10.2 Southeast Asia Matcha Latte Powder Key Players in North America
10.3 Southeast Asia Matcha Latte Powder Market Size by Type
10.4 Southeast Asia Matcha Latte Powder Market Size by Application
11. Middle East
11.1 Middle East Matcha Latte Powder Market Size
11.2 Middle East Matcha Latte Powder Key Players in North America
11.3 Middle East Matcha Latte Powder Market Size by Type
11.4 Middle East Matcha Latte Powder Market Size by Application
12. Africa
12.1 Africa Matcha Latte Powder Market Size
12.2 Africa Matcha Latte Powder Key Players in North America
12.3 Africa Matcha Latte Powder Market Size by Type
12.4 Africa Matcha Latte Powder Market Size by Application
13. Oceania
13.1 Oceania Matcha Latte Powder Market Size
13.2 Oceania Matcha Latte Powder Key Players in North America
13.3 Oceania Matcha Latte Powder Market Size by Type
13.4 Oceania Matcha Latte Powder Market Size by Application
14. South America
14.1 South America Matcha Latte Powder Market Size
14.2 South America Matcha Latte Powder Key Players in North America
14.3 South America Matcha Latte Powder Market Size by Type
14.4 South America Matcha Latte Powder Market Size by Application
15. Rest of the World
15.1 Rest of the World Matcha Latte Powder Market Size
15.2 Rest of the World Matcha Latte Powder Key Players in North America
15.3 Rest of the World Matcha Latte Powder Market Size by Type
15.4 Rest of the World Matcha Latte Powder Market Size by Application
16 Matcha Latte Powder Market Dynamics
16.1 Covid-19 Impact Market Top Trends
16.2 Covid-19 Impact Market Drivers
16.3 Covid-19 Impact Market Challenges
16.4 Porter
Global Market Segmentation
By Type/Grade:
-
Ceremonial Grade Latte Powder: High-purity powder intended for premium, whisked lattes with no bitterness.
-
Culinary Grade Latte Powder: Robust flavor profile designed to stand up to heavy milks and sweeteners.
-
Organic Certified: Pesticide-free, shade-grown powder meeting USDA/EU organic standards.
-
Normal/Conventional: Standard production for mass-market retail.
By Formulation:
-
Pure Matcha Powder: 100% matcha with no additives (user adds own milk/sweetener).
-
Pre-Mixed/3-in-1: Contains matcha, non-dairy creamer, and sweeteners (Cane sugar, Stevia, or Monk fruit).
-
Functional Blends: Matcha infused with adaptogens (Ashwagandha), mushrooms (Lion's Mane), or collagen.
By Application/Distribution:
-
B2B (Foodservice): Supply to coffee chains, artisanal cafes, and hotel breakfast bars.
-
B2C (Retail): Online e-commerce platforms, specialty health stores, and hypermarkets.
Top Key Players
-
Industry Titans: ITO EN, Ltd., Aiya Matcha, Marukyu Koyamaen, and Tsujiri.
-
Wellness & Lifestyle Brands: MatchaBar, Encha, Navitas Organics, Pukka Herbs (Unilever), and Matchaful.
-
Specialty Blenders: WORK OUT LIFE, Sweet Revolution, Lakanto (Saraya), Jade Leaf Matcha, and Mizuba Tea Co.
-
Innovative Entrants: Golde, Vital Proteins (Matcha Collagen), and Midori Spring.
