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Going green

Thom Walton asks whether the Matcha boom could prompt reappraisal of green
tea as a whole

Words: Thom Walton
Images: Giulio Mazzarini

Matcha is one of the brightest stars in the beverage world.

With its vivid color, natural caffeine and strong wellness associations, it has become one of the most distinctive symbols of the modern beverage market. It’s also remarkably versatile, starring in everything from lattes and RTDs to confectionery and baked goods.

It’s little surprise then that, with a growth rate of 7.1% CAGR, the global matcha industry is projected to be worth $7.43 billion by 2030 [Grandview Research].

Green gateway
So what does matcha’s momentum mean for green tea more broadly? And could the buzz around matcha be leveraged to prompt reappraisal of the category as a whole? After all, many of matcha’s coveted attributes are also true of traditional green tea – particularly in terms of its health halo and associations with mindful energy.

While green tea remains flat in most global markets, the spotlight on matcha does represent an opportunity for brands and manufacturers to rethink how green tea is positioned, developed and experienced — not as a legacy product, but as a format with fresh relevance for a new generation.

To find out more, we spoke to tea experts from across Finlays to see what’s happening in the world of green tea.

The global matcha industry is projected to be worth $7.43 billion by 2030.”

Rapid transition across Asia

Raymond Wang
Commercial Manager –Asia Finlays Solutions

Asia’s green tea market is in rapid transition. Matcha’s global surge has tightened raw-leaf supply in Japan, driving prices sharply and pushing major RTD players to diversify sourcing. At the same time, Southeast Asia has become the region’s growth engine, with Indonesia, Thailand and Vietnam seeing strong demand for “health-first” beverages. Consumers increasingly view green tea as a natural, functional ingredient, making it central to low-sugar and wellness-positioned RTD launches.

Finlays Solutions is well placed to support customers in Asia. Our fresh-leaf extraction facility in Kenya gives us a structurally secure and sustainable supply of high-bioactive green tea extracts. With pesticide-free inputs, elevated catechin and EGCG levels, and full traceability, we offer Asian customers a reliable alternative as they navigate volatility in Japan and rising scrutiny on functional claims.

Looking ahead, Asia’s green tea category – forecast to reach USD 5.6 billion by 2033 – will be shaped by premium wellness, functional RTD growth and ASEAN-driven volume expansion.

Finlays Tea Extracts Kenya, situated among the tea fields of Kericho.

Our fresh-leaf extraction facility in Kenya gives us a structurally secure and sustainable supply of high-bioactive green tea extracts.”

Red,white and… green?

Ryan Collins
Senior Marketing Manager - Tea Finlays Solutions

Green tea remains one of the most established and widely recognized tea segments in the US beverage market, benefiting from strong consumer familiarity and a broad range of successful products, from classic green tea to honey ginseng varieties. As consumers increasingly seek premium experiences, functional benefits, and more distinctive flavor profiles, innovation within the category is naturally evolving beyond traditional offerings.

Matcha has emerged as a key driver of this evolution. Combining the trusted health halo of green tea with vibrant color, natural energy, and premium positioning, it delivers both familiarity and novelty. Its rapid expansion across cafés, RTD beverages, and social media has helped introduce consumers to a more elevated green tea experience.

Looking ahead, this trend is expected to extend beyond matcha into adjacent Japanese-inspired tea concepts such as Hōjicha and roasted green tea lattes. Together, these products represent the next chapter of green tea innovation, creating opportunities for brands to premiumize portfolios, while remaining rooted in flavors consumers already know and trust.

A greener Argentina

In 2025, Finlays Argentina moved into green tea marks for the first time in response to rising global demand driven by matcha’s momentum and broader interest in wellness-focused beverages. Our new green tea line was completed in December, and commercial operations started in January 2026, with an initial capacity of around 600 tons a year.

Designed for versatility, our facility supports applications across tea bags, extracts and ready-to-drink beverages, helping us serve a wide range of customer needs. It also reflects Argentina’s potential as a differentiated green tea origin, offering consistent quality, strong sustainability credentials and full traceability.

The response from customers has been strong, with much of the current season’s production already secured. To meet rising demand, we are now investing in further expansion and a project is underway to more than double capacity to over 1,200 tons annually for the 2026-27 season. This will strengthen Finlays Argentina’s ability to support customers globally, and capture growing demand for high-quality, sustainable produce.

Diego Solleveld
Finlays Argentina