Estimated at USD 3.1 billion in 2025, Japan’s tea market is projected to expand at a modest compound annual growth rate of 2.4% through 2030, reflecting a mature category navigating structural adjustment rather than cyclical acceleration. Retail volumes have been on a multi-year decline, yet sustained price increases and the introduction of higher value-added products have enabled retail value to stabilise and return to measured growth. The market is therefore characterised by a coexistence of shrinking volumes and rising unit prices, signalling a transition from scale-led expansion to value- and mix-driven performance.
Structural divergence across segments has become increasingly pronounced. Green tea remains the category’s backbone, but its growth has been constrained by shifting household dynamics, smaller family sizes and a decline in the routine use of traditional brewing utensils. In contrast, barley tea and other non-caffeinated varieties have demonstrated relative resilience, supported by affordability, perceived mineral benefits and suitability for large-pack consumption during hotter seasons. Fruit and herbal teas, while smaller in absolute scale, represent some of the most dynamic segments, benefiting from flavour diversification, caffeine-free positioning and rising health awareness. Growing consumer focus on sleep quality and daily wellness management is reinforcing demand for lower-stimulation and function-oriented offerings.
Climate change and lifestyle evolution are also reshaping product formats and usage occasions. More frequent and prolonged summer heat has accelerated the adoption of cold-brew formats, prompting manufacturers to expand portfolios of cold-brew bags and soluble products designed for convenience and portability. The increasing popularity of reusable tumblers is encouraging home-prepared cold tea consumption, creating differentiated competition with bottled ready-to-drink formats. Convenience continues to redefine the category, with tea bags and instant products gradually displacing loose-leaf formats, while sugary instant variants remain under pressure amid heightened health scrutiny. Across the board, convenience, health and environmental considerations have become decisive factors in purchase behaviour.
From a channel perspective, supermarkets retain a dominant role, serving as primary destinations for planned, one-stop shopping. However, retail e-commerce has delivered sustained growth, leveraging price transparency, assortment breadth and efficient delivery to attract digitally engaged consumers. Foodservice is experiencing a renewed “tea revival,” with specialised tea outlets and convenience-store brewed offerings increasing out-of-home visibility and reshaping the perception of tea beyond at-home preparation. Overall, Japan’s tea market is firmly in a mature stage marked by structural upgrading, where innovation in cold-brew formats, functional positioning and expanded consumption occasions is supporting value growth despite constrained volumes, steering the category toward higher-margin and more diversified demand.
Backed by updated 2025 data, this market report captures key trends, market shifts, and growth expectations within the tea sector in Japan. With a historical lens from 2020 onward and forward projections to 2030, the report helps stakeholders understand where value is being created – and where the next wave of opportunity lies.
What’s Inside the Report
Annual market size figures expressed in (Tons/JPY/USD), spanning 2020 to 2030. The dataset includes both historical actuals and forecasts, along with CAGR calculations for historical and projected periods.
Market Segmentation
The following outlines the segmentation of the Japan tea market:
Product type – e.g., black tea, fruit and herbal tea, green tea, instant tea, others, RTD tea
Type – e.g., conventional, organic
Packaging type – e.g., flexible packaging, metal cans, paper containers
Distribution channel – e.g., bars and HoReCa, convenience stores, e-commerce, general merchandise stores, hypermarkets, small grocery stores, supermarkets, tobacco/liquor/tea shop, warehouse clubs, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Alongside sizing and segmentation data, the report includes market share breakdowns for primary players in the tea market in Japan, highlighting dominant firms and brand-level movements. Companies profiled include: Ajinomoto Co., Inc., Associated British Foods plc, Ito En, Ltd., Kunitaro Co., Ltd., Lipton Teas and Infusions, Meito Sangyo Co., Ltd., Mitsui Norin Co., Ltd., Nestle S.A., Teekanne GmbH & CO. kg, etc.
The report includes detailed market share analysis for major competitors across the total tea market, alongside segment-level insights covering tea, black tea, loose black tea, black tea bags, fruit and herbal tea, green tea, instant tea, other tea and RTD tea.
Market share analysis covered in the report:
Japan tea market share
Japan black tea market share
Japan loose black tea market share
Japan black tea bags market share
Japan fruit and herbal tea market share
Japan green tea market share
Japan instant tea market share
Japan other tea market share
Japan RTD tea market share
Why Choose This Report?
Designed as a concise yet in-depth data snapshot, this publication is tailored for professionals seeking accurate, timely, and actionable quantitative insights. Whether you’re a market entrant, investor, or established player, the report is built to support robust business decisions with confidence.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Japan Tea Market – Product Type Analysis
Japan Tea Market – Type Analysis
Japan Tea Market – Packaging Type Analysis
Japan Tea Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Ajinomoto Co., Inc.
Associated British Foods plc
Ito En, Ltd.
Kunitaro Co., Ltd.
Lipton Teas and Infusions
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Japan Tea Market Size 2020-2030
Chart Japan Tea Market, Net Growth, 2020-2030
Chart Japan Tea Market, Growth Rates, 2020-2030
Table Japan Tea Market by Product Type, 2020-2030
Chart Japan Tea Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Japan Tea Market by Product Type, 2020-2030
Table Japan Tea Market by Type, 2020-2030
Chart Japan Tea Market by Type, CAGR Historic and Forecast, 2020-2030
Chart Japan Tea Market by Type, 2020-2030
Table Japan Tea Market by Packaging Type, 2020-2030
Chart Japan Tea Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Japan Tea Market by Packaging Type, 2020-2030
Table Japan Tea Market by Distribution Channel, 2020-2030
Chart Japan Tea Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Japan Tea Market by Distribution Channel, 2020-2030
Table Japan Tea Market Share (%), by Companies, 2020-2025
Chart Japan Tea Market, by Companies, 2025
Table Japan Tea Market Share (%), by Brands, 2020-2025
Chart Japan Tea Market, by Brands, 2025
Table Japan – Population (Millions) and Forecast
Table Japan – Consumer Price Index (CPI) and Forecast
Table Japan – Gross Domestic Product and Forecast
Table Japan Tea Market: Spend as a Proportion of GDP (%)
Table Japan Tea Market: Consumption per Capita (Population)
Companies Mentioned
The companies profiled in this Japan Tea market report include:
Ajinomoto Co., Inc.
Associated British Foods plc
Ito En, Ltd.
Kunitaro Co., Ltd.
Lipton Teas and Infusions
Meito Sangyo Co., Ltd.
Mitsui Norin Co., Ltd.
Nestle S.A.
Teekanne GmbH & CO. kg