The global green tea market was valued to reach a market size of USD 16.26 Billion in 2024. The industry is expected to grow at a CAGR of 7.40% during the forecast period of 2025-2034. Consumer preference for healthy, functional beverages and growing demand for such products in the global market force the green tea market further. With its attributes, including antioxidant properties, weight management, and digestive health support, green tea's demand is increasing in the global market, thus aiding the market growth to attain a valuation of USD 33.20 Billion by 2034.
The key trends in the market are organic and flavored green tea, where companies are launching products with infusions of mint, ginger, and citrus. Further, the increase in green tea in the cosmetic industry, through skincare and haircare products, is a testimony to its potential and increasing popularity.
The market also benefits from key players such as Amorepacific, Tata Consumer Products, Hindustan Unilever, and The Hain Celestial Group, increasing their product innovations and strategic launches. These companies focus on premium offerings, sustainability, and new distribution channels, especially online platforms, to cater to changing consumer needs. As the beverage is more and more incorporated in the daily lifestyles of consumers, the market continues to expand, with opportunities in both developed and emerging regions.
The expanding distribution channels and the emergence of e-commerce are leading to the easy availability of green tea. Additionally, the rising purchasing power and improved living standards are enabling the population to afford superior quality green tea. The government initiatives towards supporting the production of green tea leaves are aiding the market development. For instance, in March 2023, the Assam government in India proposed the continuation of tax exemption on green tea leaves for three years. Moreover, the increasing adoption of marketing strategies by the leading market players to promote their premium green tea range is expected to augment the market over the forecast period.
Another opportunity in the green tea market is the growing demand for wellness products based on green tea, such as supplements and functional foods. As consumers are becoming more holistic in their approach to health, the antioxidant and metabolism-boosting properties of green tea are being used in tablets, capsules, and protein powders. For instance, Matchaful has capitalized on this trend by developing matcha-based wellness powders that can easily be added to smoothies. This way, green tea becomes accessible to health-conscious consumers seeking convenient, nutrient-dense options.
Other market players include Finlays Beverages Ltd., Hambleden Herbs, and Hankook Tea, among others.
Green Tea Market Overview
The increased demand for green tea is mainly driven by consumer awareness of the healthy benefits it offers, such as antioxidant properties and weight management, in addition to its supportive role in digestion. Health consciousness, in addition to the increasing disposable income from emerging markets, is driving the demand for green tea in all the segments ranging from traditional loose tea to ready-to-drink formats and instant mixes. Natural or functional beverages preferred over sweet water drinks have also increased demand in green tea.The key trends in the market are organic and flavored green tea, where companies are launching products with infusions of mint, ginger, and citrus. Further, the increase in green tea in the cosmetic industry, through skincare and haircare products, is a testimony to its potential and increasing popularity.
The market also benefits from key players such as Amorepacific, Tata Consumer Products, Hindustan Unilever, and The Hain Celestial Group, increasing their product innovations and strategic launches. These companies focus on premium offerings, sustainability, and new distribution channels, especially online platforms, to cater to changing consumer needs. As the beverage is more and more incorporated in the daily lifestyles of consumers, the market continues to expand, with opportunities in both developed and emerging regions.
Green Tea Market Growth
The escalating health consciousness among the population, the prevalence of chronic disease, and the rising awareness about the exceptional health benefits of green tea are leading to its worldwide consumption. Green tea is rich in antioxidants and offers several health benefits, such as fat loss, improved brain function, protection against cancer, and reduced risk of heart diseases. There has been an increase in research activities to establish the advantages of green tea consumption. The rising inclination towards ready-to-drink beverages, like green tea with various flavours, is resulting in the green tea market growth.The expanding distribution channels and the emergence of e-commerce are leading to the easy availability of green tea. Additionally, the rising purchasing power and improved living standards are enabling the population to afford superior quality green tea. The government initiatives towards supporting the production of green tea leaves are aiding the market development. For instance, in March 2023, the Assam government in India proposed the continuation of tax exemption on green tea leaves for three years. Moreover, the increasing adoption of marketing strategies by the leading market players to promote their premium green tea range is expected to augment the market over the forecast period.
Key Trends and Developments
The green tea market is growing due to health trends, ready-to-drink options, organic and sustainable offerings, and its incorporation into cosmetics, catering to health-conscious and eco-aware consumers.May 2024
Lipton Teas and Infusions is now offering a revamped line of green tea bags, with smooth fruit flavors and functional benefits. Options include signature, decaf, peach, lemon, and honey ginger green tea, available at major retailers across the United States.April 2024
Lipton Hard Iced Tea has introduced Citrus Green Tea, which will contain real-brewed green tea and 5% alcohol. This flavor joins others in hopes of increasing retail sales and driving new consumers.March 2024
Innisfree rebranded for the U.S. market, launching a Green Tea collection with new packaging and clean, cruelty-free formulas. The collection includes a toner, sunscreen, and brightening serum.November 2023
Coca-Cola India has launched Honest Tea, an iced green tea made from organic green tea sourced exclusively from Makaibari Tea Estate. The product offers two flavors: Lemon-Tulsi and Mango, targeting health-conscious consumers. Currently, it is only available in some major Indian cities through eCommerce sites, and for the price of Rs 50, Honest Tea promises a reviving drink. Sourced from one of the oldest organic plantations in Darjeeling, this premium tea brand focuses on sustainability and wellness, and says every sip would bring a refreshing moment.Health-Conscious Consumption
There is always an urge toward healthier lifestyle choices in this day and age, and this fact has greatly contributed to the ever-growing consumption of green tea. Increasing awareness about health benefits, which include antioxidants and boosting metabolism, fuels high demand for green tea. Brands such as Teavana take advantage of this trend by offering these pre-blended green tea products with superfoods such as turmeric and hibiscus, targeting health-conscious individuals seeking functional beverages that help to enhance immune health and overall well-being, thus augmenting the green tea demand growth.Ready-to-Drink (RTD) Green Tea
RTD is the fastest-growing segment in the green tea market. The need for convenience and portability has become a demand among busy consumers who want to drink green tea, but are short of time to brew it. Hence, the RTD market, especially for added flavors or functional ingredients like probiotics, has seen a boom. Honest Tea's organic RTD green tea portfolio has gained a lot of popularity with the flavored variant honey green tea, appealing to health-conscious on-the-go drinkers who seek refreshing, natural beverages.Sustainability and Organic Offerings
Sustainability has become one of the most driving factors in a customer's purchasing decision when it comes to green tea. As concerns about the environment are on the rise, companies have started using organic farming techniques and eco-friendly packaging. For example, Pukka Herbs has an entire line of organic green tea blends that it claims sources sustainably. Consumers will also appreciate the fact that Pukka Herbs uses recyclable materials and is fair-trade certified, thereby improving the green tea market revenue.Green Tea in Cosmetics and Skincare
Green tea skincare is one of the new trends due to its antioxidant and anti-inflammatory properties. Hence, green tea extracts are added more and more in beauty and wellness products. The Body Shop recently launched a range of skincare products under Matcha Green Tea. Moisturizers, cleansers, and face masks infused with green tea have been available under this line. The boom of such products corresponds to the global trend for cosmetics with natural and clean ingredients. Consumers seek environmentally friendly products that are effective as well.Green Tea Market Opportunities
One major opportunity in the green tea market is the expansion into emerging economies, where growing disposable incomes and a health-conscious population present untapped potential. For instance, Lipton is focusing on markets in India and China, introducing green tea products to consumers who traditionally favor other beverages, thereby leading to green tea market opportunities. Additionally, the green tea use is expanding in the cosmetic industry where creams and lotions with the incorporation of green tea extracts due to its anti-aging and antioxidant properties are now introducing new revenue sources for companies.Another opportunity in the green tea market is the growing demand for wellness products based on green tea, such as supplements and functional foods. As consumers are becoming more holistic in their approach to health, the antioxidant and metabolism-boosting properties of green tea are being used in tablets, capsules, and protein powders. For instance, Matchaful has capitalized on this trend by developing matcha-based wellness powders that can easily be added to smoothies. This way, green tea becomes accessible to health-conscious consumers seeking convenient, nutrient-dense options.
Green Tea Market Trends
Major driving factors for the green tea market include a healthier and functional beverage trend. There is an increase in demand from the customer side for antioxidants, weight management, and digestive health, hence the popularity of green tea across different forms: ready-to-drink and instant mixes. For instance, Ito En has seized this opportunity to offer a whole range of ready-to-drink green tea products, thus shaping new trends in the green tea market. Another trend is organic and flavored green teas, with companies like Pukka Herbs offering blends with superfoods such as turmeric, by which companies are seeking to cater to the health-conscious and wellness-focused individual.Green Tea Market Restraints
The green tea market faces a few restraints despite growth. Established brands cause intense competition and, in turn, put a pressure on price, thus leading to green tea market challenges. The challenge for new entrants is how to differentiate their products as the private-labeling trend becomes very wide. Supply chain vulnerability also restricts this industry, particularly in regions such as China, as environmental factors such as drought and unpredictable weather conditions impact green tea production and lead to fluctuations in price. Also, consumer preference for more flavorful teas may limit green tea's market penetration in some regions.Green Tea Industry Segmentation
“Green Tea Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:The market for green tea, by form, is divided into:
- Green Tea Bags
- Green Tea Instant Mixes
- Iced Green Tea
- Loose Leaf
- Others
Based on type, the market is bifurcated into:
- Flavoured
- Unflavoured
On the basis of distribution channel, the market is segmented into:
- Supermarkets and Hypermarkets
- Convenience Stores
- Speciality Stores
- Online
- Others
Based on region, the market can be segregated into:
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Market Analysis by Form
As per green tea market analysis, green tea bags are gaining popularity in the global green tea market for their convenience and ease of use, especially among busy consumers. Green tea instant mixes are thriving due to their quick preparation and appeal to health-conscious individuals seeking portable options. Iced green tea is growing in demand as a refreshing, ready-to-drink alternative, especially in warmer climates. Loose-leaf green teas will appeal more to the traditional quality and authentic flavours-oriented tea-lovers. However, the segment of green teas in the powders and capsular form would be growing since it is still related to inventions in functional drinks and health and nutrition supplements globally.By Type Analysis
As per green tea industry analysis, flavored green tea products are gaining mileage as they become diversified and could easily attract every customer looking out for a rare taste experience from their green teas. Infusions of jasmine, lemon, and mint appeal to the varied tastes and increase demand in the market. Unflavored green tea is the favorite of those who prefer natural taste and the health benefits. This segment is particularly preferred due to its authenticity and perceived purity, which has made it a staple in tea-drinking regions. Both types are experiencing growth as green tea becomes more recognized for its antioxidant properties and role in general wellness.Market Insights by Distribution Channel
In the global market, supermarkets and hypermarkets are pushing sales due to wide product availability and in-store promotions, catering to bulk buyers. Convenience stores cater to the on-the-go consumer who requires quick and easy purchases. Specialty stores will attract high-end tea consumers, as they curate offerings and unique blends for the customer's experience. Online is growing quickly, driven by home delivery, a wide variety of products, and exclusive deals. The other segment, consisting of direct sales and vending machines, is expanding in niche markets and workplace locations, adding even more diversity to the distribution.Green Tea Market Regional Insights
North America Green Tea Market Dynamics
The rising health-consciousness and the trend for natural antioxidant-rich beverages will drive demand for green tea in North America. As consumers become more aware of the health benefits of green tea, it is being consumed more in everyday diets. A notable case in point is Starbucks's matcha-based drinks, including matcha lattes, catering to both convenience and wellness, which would increase green tea consumption in North America.Asia Pacific Green Tea Market Trends
Green tea consumption is part of the cultural heritage of Asian Pacific countries, such as Japan, China, and India. The ready-to-drink (RTD) green tea market is growing rapidly, opening up opportunities for the industry. For example, Ito En in Japan offers a wide range of bottled green tea products to both domestic and international markets as a response to the increasing demand for healthy and convenient beverages.Europe Green Tea Market Drivers
Organic, clean-label products and preference for natural wellness drinks drive demand for green tea in Europe. Consumers are increasingly opting for green tea to improve health and to source in a sustainable way. For example, Pukka Herbs has a commitment to organic green tea blends that will satisfy the needs of European consumers demanding more eco-friendly, ethically sourced products and enhance the premium green tea market in the region.Latin America Green Tea Market Opportunities
Latin America is growing its demand for green tea, mainly because of a trend among consumers to adopt healthier alternatives to sugar-sweetened beverages. This trend is mainly influenced by wellness trends, particularly among younger consumers. For instance, in Brazil, Chá Leão brands have been launching green tea products as an alternative to traditional sodas. The growing interest in low-sugar and functional beverages that support health and fitness is also behind this trend.Middle East and Africa Green Tea Market Outlook
Rising demand for herbal and functional beverages is contributing to growing consumption of green tea in the Middle East and Africa. With the need for refreshing, healthy beverages, the antioxidant properties of green tea are well received. For instance, Almarai is offering a variant of ready-to-drink green tea products in Saudi Arabia, catering to consumer demands for healthy, convenient, and tasty beverages.Competitive Landscape
Innovation, sustainability, and premium offerings remain the focus areas for green tea market players. Product lines are being widened with organic, flavored, and ready-to-drink green teas to cater to the preferences of the consumers. Green tea companies are also working towards the improvement of quality through eco-friendly practices, clean labeling, and sustainable sourcing. In addition, strategic partnerships, strong online sales channels, and expansion into regions are some of the strategies the brands are embracing to take advantage of health-conscious trends and the growing interest in wellness beverages.Amorepacific
Founded in 1945 and headquartered in Seoul, South Korea, Amorepacific sells premium green tea under its Innisfree brand, which specializes in Jeju green tea. Skincare and beverages are offered with a focus on organic ingredients and sustainable sourcing for the health-conscious consumer.Tata Consumer Products Limited
Tata Consumer Products Limited, with its origin dating back to 1962 in Mumbai, India, sells green tea under the names Tata Tea and Tata Tea Fusion. Flavoured and unflavored varieties of green tea are provided for quality, health, and choices of infusion of diverse varieties that suit individual taste.Hindustan Unilever Limited
Hindustan Unilever Limited is a company founded in 1933 and headquartered in Mumbai, India. It sells green tea under the Lipton brand, offering a wide variety of green tea blends, including flavored and pure green tea. Their products focus on health benefits such as antioxidants and digestive support, appealing to both urban and rural markets.The Hain Celestial Group, Inc.
The Hain Celestial Group, Inc. is a company established in 1993 with its headquarters in Lake Success, New York, USA. Their green tea is sold under the Celestial Seasonings brand and is one of several organic and flavored green tea blends. These products focus on serving consumer needs for health consciousness, natural ingredients, and wellness benefits.Other market players include Finlays Beverages Ltd., Hambleden Herbs, and Hankook Tea, among others.
Table of Contents
1 Executive Summary
2 Market Overview and Stakeholder Insights
3 Economic Summary
4 Country Risk Profiles
5 Global Green Tea Market Analysis
6 North America Green Tea Market Analysis
7 Europe Green Tea Market Analysis
8 Asia Pacific Green Tea Market Analysis
9 Latin America Green Tea Market Analysis
10 Middle East and Africa Green Tea Market Analysis
11 Market Dynamics
13 Trade Data Analysis (HS Code - 90210, 090220)
15 Competitive Landscape
Companies Mentioned
- Amorepacific
- Tata Consumer Products Limited
- Hindustan Unilever Limited
- The Hain Celestial Group, Inc.
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 171 |
| Published | July 2025 |
| Regions Covered | Global |
| No. of Companies Mentioned | 4 |
