The Matcha Market: What 2025 Brought and What to Expect in 2026 | KYOSUN
The Matcha Market: What 2025 Brought
and What to Expect in 2026
2025 confirmed that matcha has moved beyond niche. It became part of the mainstream offering of coffee shops, health bistros and private label brands across Europe. What numbers did the year leave behind — and what should we expect from 2026?
2025 by the Numbers
The global matcha market reached an estimated value of USD 3.7–4.5 billion in 2025 (estimates vary by methodology across agencies; consensus sits around USD 4 billion). Full-year growth aligned with forecasts at 7–8% annually. The premium segment grew even faster, at approximately 8.5%, confirming a structural consumer shift toward quality and verified origin.
What 2025 Confirmed
✔ DACH as the Key European Market
Germany retained its position as the largest European market with approximately 22% of total European revenues, ahead of the UK and France. The traditional tea-drinking culture in the DACH region naturally shifted toward premium and health-oriented categories. Demand for private label products with verified Japanese origin grew significantly faster here than in Central and Eastern Europe.
✔ Conventional Matcha Held the Majority; Organic Segment Gained Ground
Non-organic matcha retained approximately 58.6% of the global market in 2025. The organic segment grew fastest — particularly in Germany, Austria and Switzerland, where organic certification directly influenced purchasing decisions among both business customers and end consumers.
✔ Social Media Proved to Be a Real Sales Channel
Matcha latte remained one of the most popular drinks on Instagram and TikTok throughout 2025. Viral content generated by cafés and individuals translated into measurable demand growth — primarily in the café and health food bistro segment. Millennials and Generation Z were confirmed as the most loyal customers of premium matcha brands.
✔ Matcha as an Ingredient Moved Beyond Beverages
Patisseries, bakeries, ice cream parlours and healthy snack producers increasingly incorporated matcha in 2025 as a natural colourant and functional ingredient. The food segment ranked among the fastest-growing applications across the entire industry.
What to Expect in 2026 and Beyond
✔ Continued Consolidation of the Premium Segment
Analysts forecast that premium matcha from certified Japanese prefectures — particularly Uji, Nishio and Kagoshima — will continue to strengthen its market share. Both consumers and business customers will increasingly focus on verified origin and laboratory-documented quality. This trend will accelerate the move away from cheap substitutes lacking traceable provenance.
✔ Pressure on Limited Japanese Supply Will Intensify
Japanese matcha production remains constrained. The best harvests from Uji and Nishio are allocated in fixed volumes, and growing global demand will deepen this pressure in 2026. For companies with secured direct access to premium raw material, this represents a competitive advantage; for others, a growing risk of supply shortages or quality degradation.
✔ Interest in Private Label Will Continue to Grow Across Europe
European cafés, wellness brands and e-commerce retailers will increasingly seek their own branded matcha products. Companies are looking for partners able to offer flexible private label solutions — from low MOQs to multilingual labelling and certified documentation for different markets.
✔ European Market Heading Toward USD 1 Billion
Maintaining the ~7% CAGR from 2025, the European matcha market is set to surpass USD 1 billion during 2026. Germany, the UK and France will hold dominant positions, while Poland, Benelux and the Scandinavian markets are showing above-average growth dynamics.
B2B Opportunities in 2026
- Private label — demand from cafés and wellness brands for their own products backed by verified Japanese origin and lab testing will continue to grow.
- HoReCa segment — cafés, hotels and restaurants are expanding their menus with premium matcha latte and ceremonial grade preparation.
- Health bistro & food-to-go — matcha smoothies, matcha energy balls and related formats will expand beyond the traditional tea shop.
- E-commerce and DTC brands — online health food retailers will seek reliable wholesale partners offering consistent quality and local-language support.
- Food manufacturing — bakers, confectioners and healthy snack producers will look to matcha as a natural colourant and functional ingredient.
The outlook is positive — the market is entering a phase of maturity, not stagnation. Suppliers able to guarantee verified Japanese origin, consistent quality backed by laboratory testing, and flexible private label solutions for different markets and languages will have a clear advantage.
Kyosun has met these requirements since 2012. Every batch is tested in our own laboratory — for pesticides, heavy metals, moulds and microbiological parameters. B2B partners receive not only premium Japanese matcha but also the full quality documentation their customers and regulators require.
Sources: Mordor Intelligence, Grand View Research, Straits Research, Polaris Market Research, Market Research Future (2024–2025 data, outlooks to 2031–2035). Figures reflect estimates from various research agencies and may differ in methodology. They are intended as indicative benchmarks, not binding forecasts.