Key Findings
- Rising health awareness in Thailand is boosting the demand for antioxidant-rich beverages like green tea.
- Increased urbanization and lifestyle-related disorders in Thailand have led to a surge in green tea consumption for weight loss and metabolic health.
- Premium and organic green tea varieties are rapidly gaining market share among health-conscious and affluent consumer groups in Thailand.
- The shift from carbonated soft drinks to natural and low-caffeine alternatives is favoring green tea adoption in Thailand.
- Government health campaigns in Thailand are playing a crucial role in promoting green tea for its preventive health benefits.
- Online health-focused platforms and influencer marketing are creating a strong consumer pull for green tea among younger demographics in Thailand.
- Local green tea manufacturing is expanding in Thailand to reduce dependency on imports and promote indigenous tea variants.
- Cold brew and ready-to-drink green tea beverages are emerging as a fast-growing segment across urban centers in Thailand.
Thailand Green Tea Market Size And Forecast
The Thailand Green Tea Market is expected to grow from USD 1.8 billion in 2025 to approximately USD 3.9 billion by 2031, registering a CAGR of 13.5% during the forecast period.
This growth is driven by a combination of increased health awareness, rising disposable income, and consumer demand for natural and functional beverages. The shift in consumer behavior towards preventive wellness and the introduction of flavored and functional green teas will continue to accelerate market expansion across retail and e-commerce channels in Thailand.
Introduction
The Thailand Green Tea Market has evolved into a dynamic segment of the beverage industry, driven by rising awareness about natural wellness and the health benefits of tea polyphenols. Green tea, derived from Camellia sinensis leaves, is minimally processed and rich in catechins, antioxidants, and amino acids, making it a preferred choice among health-conscious consumers.
In Thailand, green tea consumption has surged in both urban and semi-urban areas due to its perceived benefits in weight management, metabolism boosting, cardiovascular health, and detoxification. The market is being shaped by innovations in flavors, sustainable packaging, organic variants, and convenient formats such as tea bags, sachets, powders, and bottled beverages.
Future Outlook
The future of the Thailand Green Tea Market looks promising, with rapid diversification into functional and lifestyle-driven sub-segments. Green tea will continue to benefit from its strong association with preventive healthcare and natural living. As the demand for immunity-boosting and low-caffeine beverages grows, manufacturers will introduce fortified versions enriched with vitamins, probiotics, and adaptogens.
Green tea is expected to penetrate deeper into rural markets in Thailand through affordable SKUs and awareness campaigns. Meanwhile, export-oriented production of premium green tea varieties and green tea extracts will open new global market opportunities. The adoption of AI-based product customization and sustainable sourcing models will further redefine the supply chain and branding strategies in the industry.
Thailand Green Tea Market Trends
- Emergence of Flavored and Functional Green Teas
Green teas infused with lemon, mint, tulsi, berries, ginger, and jasmine are gaining traction in Thailand. These blends offer added taste and wellness benefits, expanding the appeal beyond traditional consumers. They also target different health goals such as detox, immunity, and stress relief, helping brands cater to niche preferences while boosting repeat purchases. - Rise of Organic and Clean-Label Products
Clean-label green tea with no artificial flavoring, preservatives, or pesticides is becoming a preferred choice in Thailand, particularly among premium buyers. This trend is being reinforced by greater transparency in labeling and third-party certifications, allowing health-conscious consumers to trust product quality and ethical sourcing practices. - Growing Popularity of Ready-to-Drink (RTD) and Cold Brew Formats
Busy consumers in Thailand are opting for convenient RTD and cold green tea beverages that combine refreshment with functionality, fueling demand in retail outlets and vending machines. Brands are also exploring unique infusion methods, recyclable packaging, and limited-edition flavor variants to drive innovation in the RTD space. - Expansion Through Online Wellness Platforms
E-commerce and D2C wellness brands are increasingly selling green tea subscriptions and health kits in Thailand, supported by social media promotions and influencer recommendations. These platforms offer a personalized shopping experience, bundling teas with nutritional tips and wellness content to build loyal consumer communities. - Innovation in Packaging and Sustainability
Manufacturers in Thailand are introducing biodegradable tea bags, recyclable tins, and sustainable sourcing certifications to appeal to environmentally conscious consumers. Packaging now plays a critical role in brand differentiation, and companies are investing in minimalist, travel-friendly formats that resonate with eco-aware buyers. - Green Tea-Based Nutraceutical and Skincare Products
The antioxidant properties of green tea have led to cross-category expansion into nutraceuticals, dietary supplements, and even cosmetics in Thailand. This convergence of wellness and personal care is opening new revenue streams, with green tea being used in capsules, face masks, and anti-aging serums.
Market Growth Drivers
- Rising Health Consciousness Among Consumers
Increasing incidence of obesity, hypertension, and lifestyle-related disorders in Thailand is leading consumers to switch from sugary drinks to healthier green tea alternatives. With green tea positioned as a low-calorie beverage rich in antioxidants and metabolism boosters, it has become a daily routine for many health-focused individuals. - Government Initiatives Promoting Preventive Healthcare
Wellness-focused public health campaigns in Thailand are encouraging the consumption of green tea as part of a healthy diet, especially among senior citizens and working professionals. Such initiatives are often supported by subsidies, school programs, and awareness drives that promote herbal teas over aerated beverages. - Urbanization and Changing Lifestyle Patterns
The shift toward fast-paced lifestyles in Thailand has led to increased consumption of instant and healthy beverages, where green tea fits perfectly. Commuters, office-goers, and students are choosing green tea as a midday refreshment or evening detox option, increasing the frequency of consumption. - Growth in Disposable Income and Premium Consumption
As middle-class consumers in Thailand become more affluent, demand is rising for high-quality green tea blends, especially those labeled organic, imported, or exotic. Premium brands are capitalizing on this trend by launching luxury collections, gifting ranges, and health-focused bundles with exclusive ingredients. - Popularity of Traditional Medicine and Natural Remedies
In Thailand, traditional medicine systems like Ayurveda and herbal healing have long recommended green tea for its detoxifying and anti-inflammatory benefits. This cultural alignment with wellness traditions has helped green tea earn consumer trust and integrate seamlessly into health-conscious households.
Challenges in the Market
- Higher Price of Premium and Organic Green Teas
Green tea products, especially those certified as organic or imported, are priced higher than regular black tea, which limits affordability among price-sensitive consumers in Thailand. This price disparity also affects bulk consumption in institutional settings, where budget constraints dictate procurement decisions. - Taste Sensitivity and Consumer Adaptation
Many new consumers in Thailand find the bitter or grassy flavor of green tea less palatable, especially compared to traditional milk-based teas. This sensory barrier often leads to lower repurchase rates unless the product is flavored or positioned with added functional benefits to mask the bitterness. - Lack of Awareness in Rural Markets
Despite growing health awareness, green tea consumption in rural and semi-rural areas of Thailand remains low due to limited education, availability, and cultural preferences. Retail penetration is also weak in such areas, and marketing efforts have not been uniformly distributed beyond urban clusters. - Supply Chain and Storage Limitations
Green tea is sensitive to light, moisture, and heat, requiring proper packaging and cold storage—logistical challenges that can hinder distribution in remote parts of Thailand. These storage limitations often lead to loss of flavor, potency, and shelf life, which may impact consumer perception and repeat sales. - Misleading Labeling and Quality Variations
In Thailand, the lack of stringent standards and certifications can lead to the sale of inferior or falsely marketed green tea products, eroding consumer trust. Small players without adequate quality checks may flood the market with low-grade products, creating confusion and skepticism among buyers.
Thailand Green Tea Market Segmentation
By Product Type
- Green Tea Bags
- Loose Leaf Green Tea
- Instant Green Tea Powder
- Ready-to-Drink (RTD) Green Tea
- Green Tea Capsules/Tablets
By Flavor Type
- Unflavored/Original
- Mint Green Tea
- Lemon Green Tea
- Jasmine Green Tea
- Ginger Green Tea
- Mixed Herbal/Floral Infusions
By Functionality
- Antioxidant & Detox
- Weight Management
- Immunity Boost
- Mental Alertness
- Digestive Health
By Packaging Type
- Tea Bags
- Loose Pouches
- Bottles/Cans (RTD)
- Sachets
- Tins/Jars
By Distribution Channel
- Supermarkets & Hypermarkets
- Specialty Health Stores
- Pharmacies
- Online Retail
- Convenience Stores
By End User
- Individual Consumers
- Hotels & Restaurants
- Corporate Offices
- Gyms & Wellness Centers
- Airlines & Travel Hospitality
Leading Players
- Unilever (Lipton)
- Tata Consumer Products (Tetley)
- The Republic of Tea
- Bigelow Tea Company
- Organic India
- Twinings
- Yogi Tea
- Pukka Herbs
- Celestial Seasonings
- Ito En Ltd.
Recent Developments
- Unilever (Lipton) launched a new range of iced green tea variants with low sugar targeting young consumers in Thailand.
- Tata Consumer Products introduced ayurvedic green tea blends under the Tetley brand focused on digestion and detox in Thailand.
- Organic India expanded its green tea portfolio with moringa and tulsi infusions tailored to immunity enhancement in Thailand.
- Ito En partnered with a national retail chain in Thailand to offer premium bottled green teas made with cold brew technology.
- The Republic of Tea launched a wellness-focused green tea collection in Thailand featuring superfoods like matcha, turmeric, and spirulina.
Other Related Regional Reports Of Green Tea Market
