Key Findings
- Demand for matcha tea is rapidly increasing in Philippines due to its high antioxidant content and perceived health benefits among wellness-focused consumers.
- Rising interest in traditional and natural beverages is driving matcha’s popularity across cafes, supermarkets, and health stores in Philippines.
- Premium matcha sourced from organic and ceremonial-grade leaves is witnessing high adoption among affluent and urban consumers in Philippines.
- The functional beverage trend in Philippines is boosting the use of matcha in smoothies, lattes, and ready-to-drink health drinks.
- Matcha’s incorporation in beauty and nutraceutical products in Philippines is expanding its use beyond beverages into lifestyle and skincare segments.
- Online channels and direct-to-consumer wellness brands are playing a crucial role in matcha tea adoption in urban and semi-urban areas of Philippines.
- Cafés and specialty tea chains in Philippines are innovating with matcha-based offerings, attracting millennials and Gen Z consumers.
- Foodservice growth and rising awareness of Japanese wellness culture are helping matcha secure a strong position in Philippines's functional beverage market.
Philippines Matcha Tea Market Size And Forecast
The Philippines Matcha Tea Market is projected to grow from USD 340 million in 2025 to approximately USD 790 million by 2031, reflecting a CAGR of 14.8% during the forecast period.
This robust growth is driven by rising consumer health awareness, increasing preference for plant-based and antioxidant-rich beverages, and the expansion of specialty cafes and health drink brands across Philippines. Premiumization and innovation in product formats will also be key drivers as matcha becomes more mainstream in both beverage and wellness industries.
Introduction
The Philippines Matcha Tea Market is gaining strong momentum as consumers seek healthful, functional, and naturally energizing beverage options. Matcha is a finely ground powder made from specially grown and processed green tea leaves, renowned for its high levels of antioxidants, particularly epigallocatechin gallate (EGCG), and L-theanine which offers sustained energy without the crash of caffeine.
In Philippines, growing emphasis on wellness, clean eating, and mindfulness is encouraging the consumption of matcha not only as a traditional tea but also in modern formats like lattes, smoothies, shots, and even desserts. With its roots in Japanese culture and its wide range of health applications, matcha is emerging as a key player in the plant-based functional drinks category.
Future Outlook
The future of the Philippines Matcha Tea Market is strongly tied to the convergence of wellness, clean-label preferences, and innovation in functional food and beverage products. Matcha will increasingly be positioned as a natural superfood, supporting mental focus, metabolism, and detoxification. In Philippines, we can expect stronger penetration into health-conscious urban markets, alongside growth in online sales, premium retail shelves, and boutique cafés.
As demand rises for convenient and ready-to-consume formats, more brands will introduce matcha RTD beverages, sachets, and functional mixes for on-the-go consumption. Furthermore, the use of matcha in protein powders, collagen supplements, and natural skincare will broaden its consumer base across gender and age groups. The focus on organic farming, traceability, and ceremonial-grade quality will also define future consumer choices and brand positioning in Philippines.
Philippines Matcha Tea Market Trends
- Rising Popularity of Matcha-Based Lattes and Smoothies
In Philippines, matcha is becoming a favorite in cafes and quick-service restaurants where it is served in lattes, smoothies, and milk-based beverages. The growing café culture and wellness-driven menu innovation are helping consumers explore matcha in creative and appealing formats, driving both trial and repeat purchases across demographics. - Expansion of Organic and Ceremonial-Grade Matcha
Health-conscious consumers in Philippines are showing preference for high-grade organic matcha, especially ceremonial quality sourced from Japan. Brands are capitalizing on this demand by highlighting purity, origin, and antioxidant content, enabling higher pricing and differentiation in a crowded natural beverage market. - Matcha as an Ingredient in Functional Foods and Beauty Products
Beyond beverages, matcha is being used in protein bars, detox blends, face masks, and nutraceuticals in Philippines. The antioxidant and anti-inflammatory properties of matcha make it a desirable ingredient in products designed for wellness, skincare, and mental performance, expanding its utility beyond traditional consumption. - Growth of Direct-to-Consumer (D2C) and Subscription Models
Matcha brands in Philippines are building loyal customer bases through e-commerce, offering home delivery, auto-replenishment, and customizable subscriptions. These models allow greater consumer education, brand storytelling, and integration of matcha into daily wellness routines through curated kits and digital content. - Influencer Marketing and Digital Wellness Campaigns
Influencers, nutritionists, and wellness coaches in Philippines are increasingly promoting matcha for its detox, focus-enhancing, and calming effects. This social media-driven awareness is helping new users discover matcha’s benefits and encouraging lifestyle shifts toward sustainable health practices.
Market Growth Drivers
- Surge in Health and Wellness Awareness
Rising concerns over stress, fatigue, and lifestyle-related health conditions in Philippines are encouraging people to opt for antioxidant-rich natural products like matcha. With its adaptogenic properties and clean-label appeal, matcha is being adopted for its long-term health benefits in energy, immunity, and focus. - Shift Toward Plant-Based and Functional Beverages
As consumers in Philippines reduce intake of sugary and carbonated drinks, matcha is emerging as a healthy alternative. The plant-based movement, coupled with increased interest in adaptogens and natural nootropics, is creating a strong market for functional beverages where matcha fits seamlessly. - Growth of Premium and Organic Food Categories
Premiumization of food and beverage categories in Philippines is enabling consumers to invest in quality-centric products like ceremonial matcha. As awareness grows around pesticide-free cultivation, fair trade sourcing, and Japanese craftsmanship, organic matcha is becoming a symbol of health and status. - Cultural Influence and Global Culinary Trends
Exposure to Japanese traditions and food habits in Philippines, especially among millennials, is supporting matcha’s rise. The ceremonial and meditative aspect of matcha preparation aligns with the growing interest in slow living, holistic health, and mindful consumption. - Rising Penetration in Cafés and Foodservice Chains
Foodservice providers in Philippines are embracing matcha-based offerings to appeal to younger, wellness-driven consumers. From matcha lattes and cheesecakes to energy bowls and pastries, matcha is finding diverse applications on modern café menus.
Challenges in the Market
- High Price Point and Consumer Accessibility
Ceremonial and organic matcha can be expensive, especially when imported, making it inaccessible to price-sensitive consumers in Philippines. High cost limits experimentation and consumption among middle-income groups, particularly outside Tier 1 cities. - Taste Preferences and Adaptation Barriers
The naturally bitter, grassy flavor of matcha can deter first-time users in Philippines who are accustomed to sweeter beverages. Unless flavored or blended, pure matcha may face resistance, requiring brands to educate and innovate with flavor pairings and recipes. - Limited Awareness in Semi-Urban and Rural Areas
Matcha is still a relatively new concept for a large portion of the population in Philippines, especially outside metros. Limited distribution and cultural unfamiliarity hinder deeper market penetration, and awareness remains confined to urban wellness segments. - Supply Chain Dependence on Imports
Many matcha brands in Philippines rely heavily on imports from Japan and China, making them vulnerable to supply chain disruptions, currency fluctuations, and geopolitical issues. Lack of local sourcing also contributes to higher costs and longer lead times. - Risk of Counterfeit and Low-Quality Products
The absence of stringent quality standards and certifications in Philippines increases the risk of adulterated or low-grade matcha entering the market. This undermines consumer trust and poses a challenge for premium and ethical brands trying to establish long-term loyalty.
Philippines Matcha Tea Market Segmentation
By Grade
- Ceremonial Grade Matcha
- Culinary Grade Matcha
- Premium Grade Matcha
By Product Form
- Powdered Matcha
- RTD (Ready-to-Drink) Matcha Beverages
- Matcha Sachets and Sticks
- Matcha-Infused Foods (bars, desserts)
By Distribution Channel
- Supermarkets and Hypermarkets
- Health and Organic Food Stores
- Online Retail (D2C and E-commerce)
- Specialty Tea Shops
- Cafés and Foodservice
By End Use
- Individual Consumers
- Hotels and Restaurants
- Nutraceutical and Supplement Companies
- Beauty and Personal Care Brands
- Fitness Centers and Wellness Retreats
Leading Players
- ITO EN Ltd.
- Matcha Maiden
- Encha
- Marukyu-Koyamaen
- The Matcha Reserve
- AIYA America
- The Republic of Tea
- Jade Leaf Matcha
- DoMatcha
- Rishi Tea & Botanicals
Recent Developments
- ITO EN Ltd. introduced a new premium ceremonial matcha line in Philippines targeting luxury wellness buyers with single-origin leaf certification.
- Encha launched flavored matcha latte powders in Philippines designed for health-conscious office workers and fitness enthusiasts.
- Jade Leaf Matcha partnered with local cafés in Philippines to expand its RTD matcha beverage presence across metro cities.
- The Matcha Reserve began offering personalized matcha kits with adaptogen add-ons in Philippines through a subscription-based online platform.
- DoMatcha entered the beauty segment in Philippines by launching a matcha-infused skincare line positioned as an antioxidant-rich topical solution.
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