Green Tea Market Analysis, Size, and Forecast 2025-2029: North America (US), Europe (France, Germany, Italy, and UK), APAC (China, India, Japan, and South Korea), South America (Brazil), and Rest of World (ROW)

Green Tea Market Size 2025-2029

The green tea market size is forecast to increase by USD 16.02 billion at a CAGR of 10.5% between 2024 and 2029.

• The market experiences robust growth, fueled by increasing consumer disposable income and a growing preference for healthier beverage options. This trend is further amplified by the introduction of innovative flavor combinations, catering to diverse consumer tastes. However, market expansion encounters challenges. Regulatory hurdles impact adoption in certain regions due to stringent regulations regarding organic farming and labeling requirements. Additionally, supply chain inconsistencies temper growth potential as the demand for high-quality green tea outpaces production capabilities. The market in the US is primarily driven by the availability of ready-to-drink (RTD) and specialty teas.
• To capitalize on market opportunities, companies must navigate these challenges by implementing robust supply chain management strategies and adhering to regulatory standards. By doing so, they can effectively meet consumer demand and differentiate their offerings in a competitive landscape. Additionally, the market is witnessing the emergence of green tea in various forms, including energy drinks and supplements, further expanding its reach.

What will be the Size of the Green Tea Market during the forecast period?

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• The global tea market encompasses various segments, including tea variety, tea technology, and tea marketing strategies. Green tea, a significant segment, undergoes intricate processes such as tea fermentation and tea oxidation to enhance its unique flavor and health benefits. Tea consumption trends indicate a growing preference for high-quality, premium green teas. Tea innovation continues to shape the industry with advancements in tea cupping techniques and tea grading standards. Tea technology plays a crucial role in optimizing tea farming, tea processing, and tea packaging design. Tea research and tea safety are paramount in ensuring product differentiation and consumer trust. he market for green tea, including specialty teas and natural, clean-label products, has seen significant growth due to the increasing demand for on-the-go nutrition and dietary supplements. Flavonoids, a type of polyphenol found in green tea, are believed to contribute to these health benefits.
• Green tea interactions with consumers extend beyond taste preferences, as brand loyalty and safety concerns influence purchasing decisions. Tea aging and tea origin are essential factors in determining tea price points and industry regulations. Tea storage and tea blending are essential aspects of maintaining tea quality and consistency. The tea industry's continuous evolution reflects the integration of technology, research, and consumer preferences. Green tea's popularity and diverse offerings provide ample opportunities for innovation and growth. Mint, pineapple, apple, strawberry, chocolate, and peach are some of the flavors that have recently been introduced in green tea blends.

How is this Green Tea Industry segmented?

The green tea industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

• Product
  • Flavored green tea
  • Unflavored green tea
• Distribution Channel
  • Offline
  • Online
• Type
  • Tea bags
  • Loose leaf
  • Ready-to-drink
  • Others
• Geography
  • North America
    • US
  • Europe
    • France
    • Germany
    • Italy
    • UK
  • APAC
    • China
    • India
    • Japan
    • South Korea
  • South America
    • Brazil
  • Rest of World (ROW)

By Product Insights

The flavored green tea segment is estimated to witness significant growth during the forecast period. Green tea's market dynamics reflect a strong focus on innovation and consumer preferences. Tea enthusiasts increasingly seek out unique flavors, leading to the popularity of flavored green teas. Common flavors include citrus, honey, lemon, mango, ginger, and ginseng, with some combinations enhancing green tea's medicinal properties. Ginger, for instance, adds antioxidants and aids digestion and weight loss. Companies target the millennial demographic, drawn to their willingness to explore new tastes. Over the past five years, superfruit-infused green teas, such as blueberry, cranberry, acai berry, raspberry, and blackberry, have emerged and gained popularity among this demographic in both emerging and developed markets. E-commerce platforms have made it convenient for consumers to purchase organic green tea and supplements.

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The Flavored green tea segment was valued at USD 15.53 billion in 2019 and showed a gradual increase during the forecast period. Ready-to-drink specialty teas, such as those made from nutrient-rich ingredients like yellow turmeric, lemon verbena, and ginger, are gaining popularity. Online retailing has made it easier for consumers to access these products from various tea manufacturers, including startups and entrepreneurs. The tea industry prioritizes organic certification, sustainability, and premium quality, with a growing emphasis on functional green tea and health benefits. Green tea's antioxidant properties, cardiovascular health support, cognitive function enhancement, immune system boost, and anti-inflammatory effects are key selling points. Tea cafes, bars, and online retailers offer tea tastings and subscriptions, while tea manufacturing and distribution companies focus on tea processing, brewing methods, and packaging. Green tea's versatility extends to cosmetics, skincare, supplements, beverages, desserts, and latte variations, catering to diverse consumer preferences. Tea culture continues to evolve, with traditional tea ceremonies and modern tea innovations coexisting.

Regional Analysis

APAC is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in Asia Pacific (APAC) is experiencing significant growth due to the increasing popularity of green tea in countries like India, China, Australia, Pakistan, South Korea, and Japan. Tea enthusiasts in these regions are driving demand for green tea beverages, tea powders, and tea bags, as well as for innovative green tea blends and flavored green teas. Online retailers are making it easier for consumers to access these products, while tea cafes and tea bars offer unique tea tasting experiences. Tea plantations in APAC are focusing on sustainable and organic tea farming practices to cater to the growing demand for organic green tea. Moreover, it contains phenols and polyphenols, which are antioxidants that contribute to numerous health benefits.

Certification bodies, such as those offering organic tea certification, are playing a crucial role in ensuring the authenticity and quality of these products. Premium green tea, including matcha and specialty green teas, are gaining popularity for their cognitive function and cardiovascular health benefits. Tea manufacturing companies in APAC are investing in research and development to innovate new green tea products, such as tea concentrates, functional green teas, and green tea cosmetics. The anti-inflammatory effects and antioxidant properties of green tea are also driving the demand for green tea supplements and extracts. The tea industry is also focusing on sustainability and fair trade practices to meet the evolving expectations of consumers. Matcha tea, Kombucha, and various herbal teas like Lavender, Hibiscus, Sage rooibos, and Lemon tea are gaining popularity.

The tea culture in APAC is deeply rooted, with traditional tea ceremonies continuing to influence the way green tea is consumed and appreciated. The aroma of green tea leaves is a significant factor in its appeal, with green tea lattes and green tea desserts offering unique and indulgent experiences. Weight management and immune system support are also key health benefits associated with green tea, making it a popular choice for those seeking natural alternatives to processed foods and synthetic supplements. The market in APAC is witnessing robust growth due to the increasing demand for green tea products, the focus on sustainable and organic farming practices, and the innovation in product offerings. The region's rich tea culture and the growing awareness of the health benefits of green tea are expected to continue driving the market's growth in the coming years.

Market Dynamics

Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the Green Tea market drivers leading to the rise in the adoption of Industry?

• The increasing disposable income among consumers is driving a significant demand for green tea products, thereby fueling market growth. The market experiences significant growth due to the increasing disposable income of consumers worldwide. As economies advance and individuals gain financial stability, they allocate a portion of their budget towards premium lifestyle products, making green tea an attractive choice. Green tea's diverse varieties and cultural significance resonate with discerning consumers seeking indulgence and sophistication. The availability of high-quality green tea products, such as premium blends, loose-leaf varieties, and specialty teas, is a direct result of this economic trend. Tea enthusiasts can now access a wide range of options through various channels, including tea bars, online retailers, and subscription boxes.

• Moreover, the market offers various green tea beverages, including tea powder and concentrate, catering to diverse consumer preferences. Green tea's health benefits, particularly its positive impact on cognitive function, further bolster its popularity. Green tea blends and tea bags are convenient options for those seeking the health benefits without the added time and effort required for tea harvesting and preparation. Overall, the market continues to thrive, driven by the increasing purchasing power of consumers and their growing appreciation for the premium tea experience.

What are the Green Tea market trends shaping the Industry?

• Green tea, known for its health benefits, is experiencing a market trend with the introduction of innovative flavor combinations. Companies are exploring new taste profiles to cater to consumers seeking variety within this popular beverage category. Green tea distribution in the market continues to expand as companies innovate with new herbal blends and flavors to cater to evolving consumer preferences. These variations include the addition of superfruits such as acai berry, blueberry, blackberry, raspberry, and cranberry, enhancing the nutritional value of green tea. The market's focus on premium green tea, organic certification, and sustainability drives growth. Cardiovascular health benefits associated with green tea, particularly epigallocatechin gallate (EGCG), have led to increased demand. Furthermore, green tea's potential for skincare and weight management, as well as immune system support, broadens its appeal.
• Tea cafes have emerged as popular destinations for consumers seeking authentic tea experiences, while green tea desserts offer innovative ways to incorporate the beverage into various food items. The aroma of green tea remains a key selling point, and companies continue to explore new ways to highlight and enhance it. Overall, the market is characterized by continuous innovation, focusing on health benefits, sustainability, and consumer preferences.

How does Green Tea market faces challenges during its growth?

• Excessive consumption of green tea can pose side effects that present a significant challenge to the industry's growth. Green tea, recognized for its medicinal properties, has become increasingly popular worldwide. One of its key benefits is the promotion of weight loss through enhanced fat metabolism. However, green tea contains caffeine, which can be addictive due to its ability to penetrate the blood-brain barrier and fit into brain cell receptors, preventing adenosine reception and potentially causing fatigue. Beyond weight loss, green tea is prized for its anti-inflammatory effects and rich antioxidant content. Specialty green teas, such as matcha, offer even greater health benefits due to their high concentration of antioxidants. The tea industry has responded to consumer demand by introducing functional green tea supplements and green tea cosmetics.

• Tea manufacturing and retailing have evolved to prioritize tea quality, with an emphasis on fair trade practices and sustainable production methods. Tea ceremonies continue to be an integral part of tea culture, reflecting the deep-rooted history and tradition of tea consumption. Packaging innovations have played a crucial role in preserving tea's freshness and enhancing its market appeal. Flavored green teas cater to diverse taste preferences, expanding the market's reach. Despite the presence of caffeine, the demand for green tea remains strong, driven by its numerous health benefits. Consumers are increasingly demanding organic tea products free from herbicides, fungicides, and chemical fertilizers

Exclusive Customer Landscape

The green tea market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the green tea market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, green tea market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

Aiya Europe GmbH - The company specializes in providing a range of premium green teas, including Matcha, a finely ground green tea.

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Aiya Europe GmbH
• Amorepacific Corp.
• Arbor Teas
• AriZona Beverages USA LLC
• Davidsons Organics
• Equal Exchange
• Fortnum and Mason
• Heavenly Tea Inc.
• ITO EN Ltd.
• John Swire and Sons Ltd.
• MARIAGE FRERES
• MJF Exports Pvt. Ltd.
• Nestle SA
• PALAIS DES THES
• Rishi Tea and Botanicals
• Tata Consumer Products Ltd.
• The Art of Tea LLC
• The Coca Cola Co.
• The Hain Celestial Group Inc.
• The Republic of Tea Inc.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Green Tea Market

• In February 2024, Unilever, a leading consumer goods company, announced the global launch of a new line of Lipton Iced Green Teas, infused with ginger and lemon flavors, aiming to cater to the growing demand for functional beverages (Unilever, 2024). This strategic move is expected to expand the company's market share in the green tea segment.
• In May 2025, Tata Global Beverages, the world's second-largest tea company, entered into a partnership with Starbucks to manufacture and distribute Tazo brand green tea in India, marking the American coffeehouse chain's first foray into the Indian the market (Starbucks, 2025). This collaboration is expected to boost Tata's presence in the premium tea segment and provide Starbucks with an opportunity to tap into India's growing tea market.
• In August 2024, DSM, a leading global science-based company in Nutrition, Health, and Sustainable Living, announced the completion of its acquisition of Qualitas Health, a leading vertically integrated supplier of high-quality botanical ingredients, including green tea extracts (DSM, 2024). This strategic acquisition is expected to strengthen DSM's position in the nutraceuticals market and provide it with a steady supply of high-quality green tea extracts.
• In October 2025, the European Food Safety Authority (EFSA) approved the health claim for green tea's antioxidant properties, which can contribute to the protection of the body's cells from oxidative stress (EFSA, 2025). This approval is expected to boost the demand for green tea products in Europe and provide manufacturers with a legal basis to market their products as health-promoting beverages.

Research Analyst Overview

The dynamic market continues to evolve, with various sectors experiencing ongoing shifts and innovations. Tea distribution channels expand as online retailers and tea cafes gain popularity, catering to the growing number of tea enthusiasts. Herbal green tea and premium blends capture the attention of consumers seeking health benefits, including cardiovascular health and immune system support. Organic tea certification and sustainability remain crucial factors, as consumers demand transparency and ethical sourcing from tea plantations. Innovation in tea processing leads to new product offerings, such as tea concentrate, functional green tea, and decaffeinated options. Tea cafes and specialty tea houses emerge as destinations for tea tastings and ceremonies, allowing consumers to explore the diverse flavors and aromas of green tea. Yerba mate, on the other hand, is rich in antioxidants and nutrients, and it boosts energy and immunity, improves mental focus and physical performance, helps to lose body fat and weight, and lowers the risk of heart diseases.

Green tea skincare and cosmetics expand the market reach, integrating the antioxidant properties of EGCG into various personal care products. Tea innovation extends to new brewing methods and tea types, including green tea matcha and tea lattes, as well as tea powder and blends. Weight management and cognitive function are additional health benefits associated with green tea, further fueling market growth. The tea industry's continuous evolution reflects the enduring appeal of this ancient beverage, with new applications and discoveries unfolding in various sectors. From tea tasting to manufacturing, the focus remains on delivering high-quality, sustainable, and health-conscious products to consumers.

Dive into Technavio's strong research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Green Tea Market insights. See full methodology.

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What are the Key Data Covered in this Green Tea Market Research and Growth Report?

• CAGR of the Green Tea industry during the forecast period
• Detailed information on factors that will drive the growth and forecasting between 2025 and 2029
• Precise estimation of the size of the market and its contribution of the industry in focus to the parent market
• Accurate predictions about upcoming growth and trends and changes in consumer behaviour
• Growth of the market across APAC, Europe, North America, South America, and Middle East and Africa
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the green tea market growth of industry companies

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