How Exporters Can Capitalize on Rising Global Demand for Green Tea

In 2025, the global green tea market is experiencing robust growth, presenting lucrative opportunities for exporters. Valued at around USD 17-19 billion in 2024, the market is projected to expand at a CAGR of 7-9% through the coming years, potentially reaching USD 25-35 billion by 2030-2032. This surge is driven by increasing health awareness, demand for organic and functional beverages, and shifting consumer preferences toward natural, antioxidant-rich products. For exporters in key producing countries like China, Vietnam, Japan, India, and Indonesia, now is the time to strategize and capture a larger share of this booming sector.

Understanding the Current Boom

Green tea's appeal lies in its high levels of catechins, polyphenols, and EGCG, which are linked to benefits like improved metabolism, heart health, and immunity. Post-pandemic, consumers worldwide are prioritizing wellness, making green tea a preferred alternative to sugary drinks or coffee. The ready-to-drink (RTD) segment, including bottled and canned varieties, is exploding, with functional blends (e.g., infused with vitamins or herbs) gaining traction among millennials and Gen Z.

Key importing regions include North America (especially the US), Europe (Germany, UK, France), and emerging markets in the Middle East, Africa, and Latin America. Exports in 2023 topped 385,000 metric tons, led by China (over 300,000 tons) and Vietnam (around 61,000 tons), with values continuing to rise in 2025.

Focus on Quality and Certifications

To stand out, exporters must prioritize superior quality. Invest in high-altitude plantations for better flavor profiles and ensure minimal processing to retain antioxidants. Certifications are non-negotiable—organic (USDA, EU, JAS), fair-trade, and Rainforest Alliance labels command premium prices, especially in Europe and North America where consumers pay 20-50% more for certified products.

Traceability is key: Use blockchain or QR codes on packaging to show the journey from farm to cup. This builds trust and appeals to eco-conscious buyers.

Diversify Products and Innovate

Don't just export loose leaf—diversify into high-margin formats. Matcha powder from Japan is surging, as are flavored varieties (lemon, mint, jasmine) and RTD bottles. Functional teas with added probiotics, turmeric, or collagen are trending for their health boosts.

Private labeling for international brands is another avenue: Many Western companies seek reliable suppliers for their own lines. Packaging matters—use eco-friendly, airtight materials to preserve freshness during shipping.

Target Emerging and Premium Markets

While traditional markets like Morocco and Russia remain strong for bulk green tea, focus on growth areas: The US and Europe for premium/organic, and Asia-Pacific for RTD. E-commerce platforms like Amazon and Alibaba allow direct-to-consumer sales, bypassing middlemen.

Participate in trade fairs (e.g., World Tea Expo) and use B2B sites like Tridge for buyer connections. Digital marketing—social media influencers promoting your tea's health benefits—can drive demand.

Ensure Compliance and Sustainability

Navigate tariffs, food safety standards (e.g., EU pesticide limits), and shipping logistics. Partner with reliable freight forwarders for temperature-controlled containers to prevent spoilage.

Sustainability sells: Adopt regenerative farming, reduce water usage, and support farmer communities. This not only meets buyer demands but qualifies for incentives in many countries.

Build Strong Partnerships and Branding

Long-term contracts with importers provide stability. Tell your story—highlight regional uniqueness (e.g., Himalayan fog for Indian Darjeeling green or volcanic soil in Japan).

Invest in branding: Professional websites, samples, and virtual tours of plantations build credibility.

Overcoming Challenges

Climate change, price volatility, and competition are hurdles, but proactive exporters who adapt—through crop diversification and tech (e.g., AI for yield prediction)—will thrive.

The rising global demand for green tea in 2025 is a golden opportunity. By emphasizing quality, innovation, certifications, and targeted marketing, exporters can boost revenues and establish lasting market presence. With health trends showing no signs of slowing, those who act now will reap the rewards for years to come.