Vietnam Matcha Tea Market

Vietnam Matcha Tea Market Overview:

The Vietnam matcha tea market size reached USD 13.60 Million in 2024. The market is projected to reach USD 23.15 Million by 2033, exhibiting a growth rate (CAGR) of 6.09% during 2025-2033. The market is driven by rising health and wellness consciousness among Vietnamese consumers, digital transformation enabling convenient online purchasing, and rapid matcha product innovation across major beverage chains. Moreover, the transformation of matcha from a niche product into mainstream menu offerings across major coffee and tea establishments is supporting the market growth. Additionally, the growing significance of functional beverages and premium tea consumption is expanding the Vietnam matcha tea market share.

Vietnam Matcha Tea Market Trends:

Growing Health and Wellness Awareness

The Vietnamese market is going through a radical change towards health-oriented product selection, leading to immense demand for functional drinks such as matcha tea. There is a high level of health and wellness awareness deeply integrated into buying decisions, and consumers increasingly look for products that provide more than mere nutrition. Vietnam's health and wellness market stood at USD 19.0 Billion in 2024 and is expected to hit USD 25.8 billion by 2033, growing at a CAGR of 3.10%, according to IMARC Group. More consumers in Vietnam are now looking for functional drinks, with a major portion of shoppers looking for natural energy sources and increasing demand for organics. This represents general awareness of matcha's antioxidant properties, its capacity to enhance metabolism, and its potential cognitive effects. Vietnamese customers are especially drawn to matcha's L-theanine level, which offers long-lasting energy without the jitters found in regular coffee consumption. The increased focus on preventive care and lifestyle disease awareness has made matcha a desirable product to traditional beverages, playing a major role in the Vietnam matcha tea market expansion.

Digital Transformation and E-commerce Growth

The increased digitalization of Vietnam's retail market is generating unparalleled potential for matcha tea distribution and consumer education. Online shopping platforms emerged as key channels of reaching health-aware consumers, delivering convenience, product information, and direct-to-consumer connectivity unattainable for conventional retail. The industry is experiencing robust growth in gross merchandise value of core commodities, with rapid-commerce models translating conventional shopping behavior into online purchasing habits. Online shopping accounted for a major section of the matcha industry, indicating high customer confidence in digital guarantees of authenticity. Vietnamese consumers increasingly shop online using smartphones, with mean e-commerce expenditure growing. Social commerce platforms are also gaining prominence, offering engaging discovery and buying experiences for specialty items such as matcha tea.

Matcha Product Innovation and Beverage Chain Expansion

Vietnamese tea chains are taking up matcha innovation at a fast rate, moving from a specialty item to a mainstream menu item in leading coffee and tea chains. This is the successful uptake of Japanese tea culture in Vietnamese palates and preferences, generating new income for brands. The Vietnamese Ministry of Agriculture and Rural Development designated tea as one of the six primary industrial crops by 2030, with a planned area of approximately 120,000-150,000 hectares. Owing to this heightened tea consumption pattern, a lot of cafes and restaurants are including matcha and other form of teas in their menus. Large chains are launching extensive matcha ranges, showing ample consumer willingness to pay high prices for premium matcha products. The social media viral popularity of matcha-based drinks is facilitating the adoption pace, as companies are utilizing visual appeal and health communication to target younger populations who perceive matcha consumption as trendy as well as healthy, thereby supporting the Vietnam matcha tea market growth.

Vietnam Matcha Tea Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels from 2025-2033. Our report has categorized the market based on product type, form, nature, and distribution channel.

Product Type Insights:

• Regular
• Flavored

The report has provided a detailed breakup and analysis of the market based on the product type. This includes regular and flavored.

Form Insights:

• Powder
• Liquid

A detailed breakup and analysis of the market based on the form have also been provided in the report. This includes powder and liquid.

Nature Insights:

• Conventional
• Organic

The report has provided a detailed breakup and analysis of the market based on the nature. This includes conventional and organic.

Distribution Channel Insights:

• Supermarkets and Hypermarkets
• Specialty Stores
• Food Service
• Online Stores
• Others

A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes supermarkets and hypermarkets, specialty stores, food service, online stores, and others.

Regional Insights:

• Northern Vietnam
• Central Vietnam
• Southern Vietnam

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Vietnam, Central Vietnam, and Southern Vietnam.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Vietnam Matcha Tea Market News:

• September 2025: CJ Foodville declared that matcha items offered in Vietnam by its bakery label Tous Les Jours are experiencing substantial popularity. With Malcha gaining recognition in the global market, demand is rising in Vietnam, and exports are growing to nearby countries like Mongolia and Cambodia, supported by locally validated product strength and production capabilities. In June of last year, Tous Les Jours introduced four varieties of cakes and bread featuring matcha in Vietnam. Toward the end of last year, the company launched a product that merges matcha with "32 layers of bread," a favorite in Korea. Right after its release, every store ran out of stock and pre-orders surged, increasing in popularity.

Vietnam Matcha Tea Market Report Coverage:

Key Questions Answered in This Report:

• How has the Vietnam matcha tea market performed so far and how will it perform in the coming years?
• What is the breakup of the Vietnam matcha tea market on the basis of product type?
• What is the breakup of the Vietnam matcha tea market on the basis of form?
• What is the breakup of the Vietnam matcha tea market on the basis of nature?
• What is the breakup of the Vietnam matcha tea market on the basis of distribution channel?
• What is the breakup of the Vietnam matcha tea market on the basis of region?
• What are the various stages in the value chain of the Vietnam matcha tea market?
• What are the key driving factors and challenges in the Vietnam matcha tea market?
• What is the structure of the Vietnam matcha tea market and who are the key players?
• What is the degree of competition in the Vietnam matcha tea market?

Key Benefits for Stakeholders:

• IMARC's industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Vietnam matcha tea market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Vietnam matcha tea market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Vietnam matcha tea industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.