Where Is Green Tea Most Popular?
A Global Market Overview Based on Trade and Consumption Trends
Green tea, including both traditional unsweetened varieties and sweetened powdered types, has found enthusiastic audiences around the world. This article explores which countries and regions have the strongest demand, based on 2024 import/export data and global tea market trends.
📦 Top Tea Importing Countries (2024)
Based on recent trade data, the following countries lead the world in tea imports (including green tea):
| Rank | Country | Tea Import Value (USD) |
|---|---|---|
| 1 | Pakistan | ~$630 million |
| 2 | United States | ~$580 million |
| 3 | United Kingdom | ~$370 million |
| 4+ | UAE, Russia, Morocco, Germany, etc. |
These countries represent key markets with high consumption volumes and diverse product demands, including both traditional loose leaf teas and convenient powdered or bottled formats.
🌱 Major Exporters and Production Hubs
- China: The world’s largest producer and exporter of green tea. Known for wide product variety and price points.
- Sri Lanka, Kenya, India: Each exceeds $100 million in tea exports. Strong presence in teabags and OEM (private-label) supply.
- Japan: Experiencing growth in exports, particularly of matcha and sweetened green tea powders, especially to the U.S. and across Asia.
🌍 Regional Consumption Trends
Asia (Japan, China, Taiwan, Thailand)
- Tea is deeply rooted in daily life and tradition.
- Green tea is widely consumed both as a beverage and in desserts.
- Sweetened powdered types are common in cafes and convenience stores.
North America & Europe
- Health-conscious consumers are driving demand for matcha lattes, green tea supplements, and RTD (ready-to-drink) teas.
- Green tea is seen as a premium or functional drink.
Middle East & North Africa (MENA)
- In countries like Morocco, tea is a cultural staple.
- Sweet mint tea dominates, but sweetened green tea powders are gaining popularity as convenient alternatives.
Oceania (Australia, New Zealand)
- Influenced by Asian immigrant communities.
- Growing interest in green tea beverages, especially in urban cafes.
Emerging African Markets
- Morocco's tea culture is influencing nearby regions.
- Western Africa is starting to see more green tea products in local markets.
✅ Regional Highlights and Market Insights
| Region/Country | Notable Trends |
|---|---|
| Morocco | Very high per capita tea consumption; sweet green tea fits cultural preferences. |
| USA | Growing market driven by health trends; matcha often confused with sweet green tea. |
| Taiwan/Thailand | Strong demand for sweetened tea beverages; interest in imported Japanese products. |
📌 Export & Marketing Tips
- Outside Asia, “Made in Japan” branding carries strong trust and appeal.
- For export success, ensure:
- Clear English labeling
- Visible expiration dates
- Shelf-stable packaging
- Educate consumers on the difference between matcha and sweetened green tea to avoid confusion.
- Position powdered green tea as a sweet, accessible alternative to more bitter teas.
