Foreword
With the rise of global healthy eating trends and the vigorous development of ‘Guochao’ (China Chic) consumer culture, matcha, originating from traditional Chinese tea culture, is sweeping the contemporary consumer market with a new posture. It is no longer merely a symbol of oriental classical aesthetics but has become an innovation engine and a representative of quality living across various fields such as desserts, beverages, baking, and snacks. Its unique elegant flavor, distinct visual appeal, and natural healthy product attributes precisely align with the core demands of the new era’s consumers, especially the younger generation, for high-quality, personalized, and health-conscious consumption.
Against this backdrop, the Chinese matcha market is exhibiting unprecedented vitality and potential. From high-end dining to mass fast-moving consumer goods, from offline physical stores to online e-commerce, product innovations featuring matcha elements are emerging endlessly, consumption scenarios are continuously expanding, and market competition is becoming increasingly fierce. However, behind the market’s prosperity lie many uncertainties: How well do consumers truly understand matcha? What are the key factors driving their purchasing decisions? What are the differences in preferences among various segmented groups? And where will future product innovations lead? The answers to these questions are crucial for brands to accurately grasp market trends, develop effective products, and formulate marketing strategies.
Based on 1401 valid questionnaire data, this report comprehensively analyzes the consumer behavior and preference characteristics of Chinese matcha product consumers. Through systematic research and data analysis, we aim to gain deep insights into the current status and future trends of matcha product consumption in China. We will conduct a comprehensive analysis across multiple dimensions, including consumer demographics, purchasing motivations and behavioral preferences, product innovation directions, and market competitive landscape. Our goal is to present a clear and objective market picture, providing forward-looking and actionable decision-making references for relevant enterprises and market participants, and jointly promoting the Chinese matcha market towards a more mature and innovative stage of development.
Chapter 1: Sample Characteristics Analysis
The gender ratio of the survey sample was balanced, with females accounting for 49.89% and males for 50.11%.
Broad Sample Coverage, Dominated by Social Pillars and High-Potential Groups
The age distribution of this survey sample was as follows: under 18 years old accounted for 2.164%, 18-25 years old for 17.06%, 26-35 years old for 35.90%, 36-65 years old for 41.11%, and over 66 years old for 3.28%. Among those under 18, females accounted for 45.95% and males for 54.05%; among 18-25 year olds, females accounted for 46.03% and males for 53.97%; among 26-35 year olds, females accounted for 54.67% and males for 45.33%; among 36-65 year olds, females accounted for 50.00% and males for 50.00%; among those over 66, females accounted for 19.57% and males for 80.43%.
This survey successfully covered all age groups from adolescents to seniors. Notably, the 26-35 age group (35.90%) and 36-65 age group (41.11%) together accounted for over 70% of the sample, forming the absolute majority. This demographic is typically in a career ascent or stable period, possessing strong independent consumption capabilities and high demands for quality of life, making them the main force in the consumer market. Their insights are highly representative for understanding core matcha product consumption trends!
Occupation and Consumption Capacity Highlight the High Value Characteristics of the Sample
In this survey sample, office workers accounted for 59.74%, students for 9.64%, freelancers for 17.42%, and retirees for 9.42%.
The monthly disposable consumption amount in this survey sample was distributed as follows: 2000-5000 RMB accounted for 28.48%, under 2000 RMB for 12.71%, 5000-8000 RMB for 29.19%, and over 8000 RMB for 29.62%.
III. Geographical Distribution Highly Concentrated in First-Tier Cities, Indicating Significant Market Trend Significance
In this survey sample, first-tier cities accounted for 62.60%, new first-tier cities for 9.56%, second-tier cities for 13.35%, and third-tier and below cities for 14.49%. Over six-tenths of the sample (62.60%) came from first-tier cities. First-tier cities are typically the originators and leading markets for new product consumption and fashion trends, where residents have higher acceptance of new things and more advanced consumption philosophies. Therefore, this survey data can effectively reflect the current status and trends of matcha products in the high-end consumer market, offering significant reference value for brands targeting high-end positioning, aiming for new product promotion, or striving to capture the first-tier market.
The sample structure of this survey shows a core characteristic of young and middle-aged office workers with high incomes in first-tier cities. This group is not only the most valuable target customer in the current consumer market but also a bellwether for future consumption trends. Their consumption behavior and attitudes can accurately depict the true landscape of matcha products in high-potential, high-value markets, laying a solid data foundation for subsequent analysis of consumption preferences, purchasing motivations, and product innovation directions.
Chapter 2: Consumer Habits Analysis
Channel Preferences: E-commerce Dominates, Instant Consumption Scenarios Also Important
In this survey sample, the distribution of purchasing channels was: e-commerce platforms accounted for 28.98%, dessert/milk tea shops for 25.16%, offline supermarkets/convenience stores for 23.19%, brand specialty stores for 14.95%, and daigou (personal shoppers) for 4.30%. Consumer purchasing channels showed a pattern of “online e-commerce as the main channel, supplemented by offline instant experience.” E-commerce platforms (28.98%) became the preferred channel, highlighting their convenience and selection advantages. At the same time, dessert/milk tea shops (25.16%) and offline supermarkets/convenience stores (23.19%) together accounted for nearly half, indicating that “impulse buy” scenarios driven by instant consumption and on-the-spot experience are equally crucial. Brands need to build an integrated omni-channel strategy.
Consumption Habits: Transitioning from Low-Frequency Trial to Stable Habits
In this survey sample, occasional trials accounted for 44.07%, rarely purchased for 8.81%, once a week for 9.38%, multiple times a week for 9.46%, and 1-3 times a month for 28.29%. In terms of purchase frequency, “occasional trials” (44.07%) had the highest proportion, indicating that there are still a large number of potential users in the current market waiting to be converted. However, it is worth noting that the stable consumer groups who purchase multiple times a week (9.46%) and 1-3 times a month (28.29%) together accounted for nearly 40%, suggesting that a loyal core customer base with regular consumption habits is forming, and the market foundation is solid.
III. Product Selection: Taste and Health are Absolute Core Driving Forces
In product selection, consumers are typical rational decision-makers who value both “sensory enjoyment” and “health demands.”
(1) Primary Decision Factors: Taste and Healthy Ingredients
In this survey sample, price factors accounted for 17.62%, healthy ingredients for 24.67%, packaging design for 7.21%, taste for 31.13%, brand for 13.21%, influencer recommendations for 5.37%, and other factors for 0.79%. Taste (31.13%) and healthy ingredients (24.67%) were the two most important factors for consumers, far exceeding price (17.62%) and brand (13.21%).
(2) Product Type Preferences: Baked Desserts and Pure/Mixed Drinks
In this survey sample, baked goods and desserts accounted for 31.22%, pure/mixed drinks for 25.83%, instant drinks for 23.14%, and snacks for 17.91%. Baked desserts (31.22%) and pure/mixed drinks (25.83%) were the most popular, which is highly consistent with matcha’s application scenarios and flavor characteristics.
(3) Quality Judgment Standards: No Additives and Rich Tea Aroma
In this survey sample, origin certification accounted for 8.41%, no additives for 33.41%, fresh green color for 5.21%, rich tea aroma for 28.45%, and other factors for 24.52%. No additives (33.41%) and rich tea aroma (28.45%) were jointly considered the core standards for high-quality products, indicating that “natural purity” and “authentic flavor” are indispensable.
Matcha New Product Consumption Decisions: Health, Socialization, and Promotion Become Three Core Driving Forces
Among the many factors that stimulate consumers to try new products, health labels (25.96%) ranked first, becoming the most core purchasing driving force. Promotional activities (20.10%) and friend recommendations (19.41%) followed closely, reflecting the important influence of price incentives and social trust. In addition, packaging aesthetics (12.96%) played a key role in attracting consumers to try new products for the first time, while limited co-branded products (10.49%) attracted specific groups with their scarcity and novelty.
Health Trends: High Attention to “Sugar Reduction” and “Clean Label”
Organic and natural attention distribution: generally concerned accounted for 18.43%, not very concerned for 6.81%, completely unconcerned for 3.04%, relatively concerned for 38.62%, and very concerned for 33.09%.
Low-sugar/zero-calorie sugar attention distribution: generally concerned accounted for 19.71%, not very concerned for 9.46%, completely unconcerned for 4.73%, relatively concerned for 30.85%, and very concerned for 35.26%.
Dietary fiber attention distribution: generally concerned accounted for 25.40%, not very concerned for 13.70%, completely unconcerned for 6.41%, relatively concerned for 28.85%, and very concerned for 25.64%.
Probiotic attention distribution: generally concerned accounted for 28.93%, not very concerned for 18.03%, completely unconcerned for 6.81%, relatively concerned for 26.68%, and very concerned for 19.55%.
Attention to health concepts is extremely high. Over 70% of consumers expressed being relatively or very concerned about “low sugar/zero-calorie sugar” (66.11%) and “organic and natural” (71.71%). Attention to “dietary fiber” and “probiotics” was relatively lower, but the concerned population still exceeded half. This indicates that “health” is no longer just a bonus for matcha products but a basic entry standard, with “sugar reduction” and “clean label” being the most urgent demands.
Price and Value: Pursuing Quality-Price Ratio, Rejecting Premium
Acceptable price range distribution: 10-30 RMB accounted for 38.38%, under 10 RMB for 5.85%, 30-50 RMB for 37.02%, and over 50 RMB for 18.75%. The 10-50 RMB range is the absolute mainstream, covering over 75% of consumers (with 10-30 RMB accounting for 38.38% and 30-50 RMB for 37.02%).
Reasons for abandoning purchase distribution: excessive price accounted for 30.05%, poor packaging for 10.09%, poor taste for 36.72%, brand distrust for 21.53%, and other reasons for 1.61%. Poor taste and excessive price were the two core pain points leading consumers to abandon purchases. This indicates that consumers are price-sensitive but do not blindly pursue low prices; instead, they demand that product quality (taste) must match the price, refusing to pay a premium for products that do not live up to their claims.
Brand types willing to pay a premium for: well-known domestic brands accounted for 36.42%, major international brands for 19.20%, niche boutique brands for 28.36%, and emerging internet-famous brands for 11.77%. Well-known domestic brands and niche boutique brands were most favored, indicating that consumers are more willing to pay higher prices for recognized quality and unique characteristics, rather than simply chasing major international brands or internet-famous labels.
VII. Consumption Scenarios: Coexistence of Leisure Social and Functional Demands
Consumption scenario distribution: afternoon tea accounted for 31.85%, others for 4.03%, refreshing at work for 17.79%, breakfast pairing for 15.40%, social gatherings for 22.08%, and post-exercise supplement for 8.84%. Afternoon tea and social gatherings were the main consumption scenarios, highlighting its leisure and social attributes. At the same time, refreshing at work also accounted for a significant proportion, giving matcha certain functional consumption characteristics.
VIII. Taste, Health, Appearance: Three Major Matcha Product Advantages Recognized by Consumers
In this survey sample, regarding the advantages of matcha products, good taste accounted for 29.706%, health for 26.19%, brand awareness for 8.90%, high cost-effectiveness for 14.69%, and high appearance value for 18.152%. Taste and health are the foundation of a product’s existence, constituting its absolute core advantages. A successful product must achieve a perfect balance between “deliciousness” (sensory pleasure) and “health” (rational value), with neither being dispensable. Products that are simply delicious but unhealthy, or simply healthy but not delicious, will struggle to form sustained competitiveness. On the basis of ensuring core taste and health, excellent aesthetic design and competitive pricing can help products stand out in competition and quickly capture the market. Current consumer decisions are becoming more rational and product-oriented.
For matcha products, the true ranking of advantages is: Taste > Health > Appearance > Cost-effectiveness > Brand. This is a typical characteristic of an era where “product is king,” and the starting and ending point of all marketing must be the product’s own extremely high comprehensive quality.
Chapter 3: In-depth Analysis of Segmented Consumer Behavior
Gender Differences Analysis: Subtle Differentiation Amidst Convergence
(1) Purchase Channel Distribution
Among female consumers in this survey sample: daigou accounted for 3.96%, brand specialty stores for 14.88%, dessert/milk tea shops for 25.88%, e-commerce platforms for 29.33%, offline supermarkets/convenience stores for 22.58%, and other channels for 3.37%.
Among male consumers: daigou accounted for 4.72%, brand specialty stores for 15.04%, dessert/milk tea shops for 24.29%, e-commerce platforms for 28.56%, offline supermarkets/convenience stores for 23.93%, and other channels for 3.47%.
Overall, male and female consumption behaviors largely converge, but there are notable differentiations in specific preferences and price sensitivity.
In terms of purchase channels, a common trend is that both genders primarily choose e-commerce platforms (females 29.33%, males 28.56%) and dessert/milk tea shops (females 25.88%, males 24.29%), indicating these are core scenarios for matcha consumption. However, some differences emerge. Females show a slightly higher propensity to consume on e-commerce platforms and in dessert/milk tea shops. Males, on the other hand, show a slightly higher preference for offline supermarkets/convenience stores (males 23.93% vs. females 22.58%) and daigou (males 4.72% vs. females 3.96%). This suggests that male purchasing behavior might be more impulsive and spontaneous, while female purchasing might be slightly more planned.
(2) Product Type Preference Distribution
Among female consumers in this survey sample: instant drinks accounted for 22.24%, baked goods and desserts for 33.09%, pure/mixed drinks for 25.31%, and snacks for 17.66%.
Among male consumers: instant drinks accounted for 24.39%, baked goods and desserts for 28.64%, pure/mixed drinks for 26.56%, snacks for 18.25%, and other types for 2.17%.
Regarding product types, there is a significant difference between genders. Females show a much higher preference for baked goods and desserts (33.09%) than males (28.64%), which aligns with the market perception that females are typically the primary consumers of sweets. On the other hand, males show a slightly higher preference than females for instant drinks (males 24.39% vs. females 22.24%), pure/mixed drinks (males 26.56% vs. females 25.31%), and snacks (males 18.25% vs. females 17.66%). This indicates that male consumers might be more focused on the thirst-quenching function of beverages and the convenience of snacks.
(3) Acceptable Price Range Distribution
Among female consumers in this survey sample: the acceptable price range of 10-30 RMB accounted for 40.31%, under 10 RMB for 3.154%, 30-50 RMB for 39.08%, and over 50 RMB for 17.08%.
Among male consumers: 10-30 RMB accounted for 36.29%, under 10 RMB for 8.36%, 30-50 RMB for 34.78%, and over 50 RMB for 20.57%.
In terms of price range, female price ranges are concentrated, while male price ranges are polarized. Females exhibit concentrated and rational consumption power, with over 80% falling within the 10-50 RMB range (10-30 RMB accounted for 40.31%, 30-50 RMB for 39.08%), showing less interest in low-priced (under 10 RMB) and high-end (over 50 RMB) products compared to males. Conversely, male consumption decisions are more polarized. Their acceptance of low-priced products under 10 RMB (males 8.36% vs. females 3.54%) and high-end products over 50 RMB (males 20.57% vs. females 17.08%) is significantly higher than females. This indicates that within the male market, there is both a considerable price-sensitive group and a segment willing to pay a premium for high quality.
Age Differences Analysis: Clear Generational Gaps Visible
(1) Purchase Channel Distribution
Among consumers under 18 years old: daigou accounted for 10.00%, brand specialty stores for 15.00%, dessert/milk tea shops for 32.50%, e-commerce platforms for 17.50%, offline supermarkets/convenience stores for 22.50%, and other channels for 2.50%.
Among 18-25 year olds: daigou accounted for 5.34%, brand specialty stores for 13.46%, dessert/milk tea shops for 28.85%, e-commerce platforms for 25.85%, offline supermarkets/convenience stores for 23.93%, and other channels for 2.56%.
Among 26-35 year olds: daigou accounted for 3.95%, brand specialty stores for 12.79%, dessert/milk tea shops for 26.92%, e-commerce platforms for 31.91%, offline supermarkets/convenience stores for 22.35%, and other channels for 2.08%.
Among 36-65 year olds: daigou accounted for 3.96%, brand specialty stores for 17.26%, dessert/milk tea shops for 21.83%, e-commerce platforms for 28.32%, offline supermarkets/convenience stores for 23.76%, and other channels for 4.87%.
Among consumers over 66 years old: daigou accounted for 3.03%, brand specialty stores for 30.30%, dessert/milk tea shops for 12.12%, e-commerce platforms for 21.21%, offline supermarkets/convenience stores for 21.21%, and other channels for 12.12%.
Different age groups of consumers show extremely significant differences in channel selection, product preferences, and willingness to pay, painting a clear picture of generational consumption.
In terms of purchase channels, younger generations tend to rely on social and online channels, while older generations trust specialty stores and physical stores. The proportion of daigou among those under 18 (10%) is significantly higher than other age groups, highlighting their pursuit of novelty and susceptibility to overseas trends. The 18-25 age group and younger are heavy users of dessert/milk tea shops (18-25 years old: 28.85%, under 18: 32.50%), with channel selection highly driven by social interaction and instant gratification. The 26-35 age group, as the main consumer force, are core users of e-commerce platforms (accounting for 31.91%, the highest among all age groups), accustomed to online shopping, and should be the key target for online marketing strategies. For the 36-65 age group and older, consumption behavior shifts towards tradition and stability. Their preference for brand specialty stores significantly increases with age (36-65 years old: 17.26%, over 66: 30.30%), indicating greater trust in brand endorsement and the quality of physical stores. The high selection rate for “other” channels (12.12%) among those over 66 suggests they might purchase through non-traditional channels such as specific communities.
(2) Product Type Preference Distribution
Among consumers under 18 years old: instant drinks accounted for 21.95%, baked goods and desserts for 29.27%, pure/mixed drinks for 21.95%, and snacks for 26.83%.
Among 18-25 year olds: instant drinks accounted for 21.46%, baked goods and desserts for 30.12%, pure/mixed drinks for 26.18%, snacks for 20.28%, and other types for 1.97%.
Among 26-35 year olds: instant drinks accounted for 22.81%, baked goods and desserts for 32.35%, pure/mixed drinks for 25.86%, snacks for 17.99%, and other types for 0.98%.
Among 36-65 year olds: instant drinks accounted for 24.25%, baked goods and desserts for 31.11%, pure/mixed drinks for 25.99%, snacks for 16.04%, and other types for 2.61%.
Among consumers over 66 years old: instant drinks accounted for 25.71%, baked goods and desserts for 20.00%, pure/mixed drinks for 20.00%, snacks for 25.71%, and other types for 8.57%.
Regarding product types, young people tend to love snacks, middle-aged consumers prefer desserts, and older generations lean towards traditional options. The 18-25 age group and younger show the highest preference for snacks (under 18: 26.83%) and pure/mixed drinks (18-25 years old: 26.18%), seeking convenience and diverse flavors. The 26-35 age group is the largest consumer group for baked goods and desserts (32.35%), which aligns with their strong consumption capacity and pursuit of quality of life. The 36 age group and older show the highest preference for instant drinks (36-65 years old: 24.25%, over 66: 25.71%), with consumption habits leaning more towards traditional brewing methods.
(3) Acceptable Price Range Distribution
Among consumers under 18 years old: 10-30 RMB accounted for 32.14%, under 10 RMB for 7.14%, 30-50 RMB for 28.57%, and over 50 RMB for 32.14%.
Among 18-25 year olds: 10-30 RMB accounted for 38.36%, under 10 RMB for 5.94%, 30-50 RMB for 39.73%, and over 50 RMB for 15.98%.
Among 26-35 year olds: 10-30 RMB accounted for 42.68%, under 10 RMB for 6.16%, 30-50 RMB for 34.61%, and over 50 RMB for 16.56%.
Among 36-65 year olds: 10-30 RMB accounted for 35.39%, under 10 RMB for 4.97%, 30-50 RMB for 38.77%, and over 50 RMB for 20.87%.
Among consumers over 66 years old: 10-30 RMB accounted for 25.93%, under 10 RMB for 14.81%, 30-50 RMB for 33.33%, and over 50 RMB for 25.93%.
Regarding price range, consumption power is positively correlated with age, and younger generations are generally more price-sensitive. The willingness to pay a premium generally increases with age, as seen in the proportion of consumers willing to accept high prices over 50 RMB increasing with age (18-25 years old: 15.98%, 36-65 years old: 20.87%). The price acceptance of those under 18 is the most polarized, with a large group preferring 10-30 RMB (32.14%) and also a strong interest in high-end products over 50 RMB (32.14%), though both proportions are lower than older groups. The 18-25 age group is highly concentrated in the 30-50 RMB mid-range market (39.73%). The 26-35 age group shows the highest preference for the 10-30 RMB range (42.68%), highlighting their rational consumption view of pursuing a quality-price ratio. Finally, older generations, specifically consumers over 66, show the highest acceptance of low-priced products under 10 RMB (14.81%), indicating relatively higher price sensitivity.
Chapter 4: Innovation Directions: Flavor Fusion and Basic Optimization
In the current fiercely competitive matcha consumer market, innovation has become the core driving force for brands to maintain vitality and continuous growth. This survey deeply explored consumers’ expectations for the future development of matcha products from two dimensions: “product innovation” and “improvement suggestions,” revealing a clear direction that emphasizes both “flavor fusion” and “basic optimization.”
In terms of flavor innovation, the data clearly points to a deep integration of classic pairings and functional attributes. “Matcha + dairy products” became the most anticipated innovation direction, accounting for nearly 30%, which is no accident. The slight bitterness and lingering sweetness of matcha can form a perfect flavor balance with the rich and mellow sweetness of dairy products. This classic combination has been widely accepted. Closely following is “Matcha + coffee,” accounting for 20.89%. This combination precisely hits the dual demands of urban young consumers for “refreshing function” and “flavor layers,” indicating that integrated categories like matcha lattes, matcha espresso shots, and other “coffee tea drinks” have huge market potential. In addition, the popularity of “Matcha + nuts” (19.71%) reflects consumers’ pursuit of “healthy snacks” and “rich texture.” Whether it’s matcha crisps coated in nutty chocolate or matcha pastries with added nut bits, these can enhance the product’s perceived value through chewiness and layered aromas.
However, compared to the pursuit of novel flavors, consumers expressed a more fundamental and strong signal: the ultimate pursuit of basic product quality is far from outdated. As high as 34.52% of consumers listed “taste optimization” as their most urgent improvement suggestion, a proportion far exceeding “price adjustment” (23.38%) and “marketing promotion” (13.78%). This profoundly indicates that no matter how innovative the concept or dazzling the marketing, “deliciousness” remains the unshakable cornerstone of food. The “taste optimization” expected by consumers covers multiple dimensions: including but not limited to the fineness and suspension of matcha powder, precise control of sweetness to avoid overpowering, balance of bitterness, and the ability of the product to maintain stable taste at different temperatures and over time.
Therefore, for brands, the future path of innovation must proceed on two fronts. On one hand, boldly engage in flavor fusion at the front end, with “Matcha +” as the core, exploring cross-border combinations with dairy products, coffee, fruits, nuts, and even alcoholic beverages, to satisfy consumers’ curiosity and diverse scenario needs. On the other hand, at the back end, relentlessly focus on basic quality, investing most of the research and development efforts into raw material selection, process improvement, and taste optimization, ensuring that every product, whether classic or innovative, provides a stable and excellent taste experience. Only by building “wildly imaginative” innovative concepts on a “down-to-earth” foundation of quality can brands win consumers’ long-term trust and favor, and stand invincible in the market.
Source and Citation
This report is based on the “抹茶产品消费行为调查报告（2025）V1.0” (Matcha Product Consumer Behavior Survey Report (2025) V1.0) published by the Tea Industry Committee of China Association for the Promotion of International Agricultural Cooperation (中国农业国际合作促进会茶产业分会) in September 2025.