Tokyo’s annual Matcha Green Tea Marche has something for everyone: traditional whisked tea, ice cream and confectionery, plus some unusual offerings such as beer and curry.

The many foreign visitors at the event in March reflect matcha’s rising popularity. One family visiting from the United States came straight from the airport.

Influencers

California-based Eric Gower, who imports and trades matcha, attributes the boom to influencers on social media.

He says the posts make the product irresistible, along the lines of: “It’s going to make you calm and serene…have this perfect body, and you look cool while you drink it. It’s beautiful and it’s a fairly compelling story.”

Producers grapple with soaring demand

Last year, Japan exported over 250 million dollars in green tea, more than double the figure a decade ago. Globally, the matcha market is now worth an estimated 4.2 billion dollars.

Suppliers in Japan are scrambling to keep up. They include CHATO in Shizuoka Prefecture, which had to build another factory to handle new orders.

The firm’s main export markets are the United States and Germany, but chairperson Kato Shigeki says enquiries are now flooding in from other countries. Often, he has no choice but to turn them away.

Making tea is labor intensive, and some Japanese producers are starting to rely more on automation in light of the nation’s chronic shortage of workers.

Gower says he was warned at the start of the year that he might not be able to meet orders: “You’ve got these people with credit cards out wanting to buy really nice matcha, and you can’t fulfill it.”

New competition could lower prices

Supply crunches and a lack of workers aren’t the only challenges for Japan. Countries such as China, South Korea and Vietnam are also producing matcha, and that makes the industry increasingly competitive.

University of Shizuoka Professor Nakamura Yoriyuki, an agricultural science expert who has been monitoring the matcha market for decades, says Japan’s domestic producers need to tread carefully. With so many new market players, prices could drop sharply.

Japan’s tea ceremony a big draw

Still, Japan’s domestic industry has several ace cards, including authenticity and quality. What’s more, the traditional tea ceremony, called sado, is a popular activity for tourists.

One tea master in Tokyo, Takeda Rie, says participation in her ceremonies is up fourfold compared with last year. The hour-long session caters to refined tastes, and participants are offered much more than a drink.

“The bitterness of this matcha enhances the floral and fruity flavors of the tea instead of overpowering or hiding them,” says one American participant.

“The matcha we use is aged for six months, placed in a jar, and further matured,” says Takeda. “It brings out the true depth. We offer this experience so people can taste that difference.”

Takeda’s ceremonies take place in a traditional tatami-mat tearoom, offering a tranquil escape from the bustling city. The entrance is so low that guests have to crouch down to get inside ― a feature designed to foster humility and respect.

Japan’s government providing support

The heightened global demand for matcha has put Japan’s producers at a crossroads. But help is at hand from the central government. The agriculture ministry is providing subsidies to farmers who expand their green tea orchards or start growing matcha-quality leaves.

Success will likely hinge on boosting exports, without compromising on the quality that makes Japan’s matcha oh-so moreish.

The Food Amino Acids Market is poised for substantial growth, projected to expand from USD 9,676.6 million in 2025 to USD 22,491.2 million by 2035, registering a robust CAGR of 8.8%. Driven by increasing health awareness, a shift toward plant-based and high-protein diets, and growing demand for fortified and functional foods, amino acids are becoming essential components in modern food formulations. The market is also benefitting from advancements in fermentation technologies and broader applications across dietary supplements and flavor-enhanced products.

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Market Trends Highlighted:

Growing Demand for Functional and Fortified Foods:

Consumers are increasingly seeking out foods that offer added health benefits. This trend is fueling the use of amino acids like lysine, leucine, and glutamic acid for improving nutritional value, aiding recovery, and enhancing flavor.

Rise in Plant-Based and Vegan Diets:

As more consumers adopt plant-based lifestyles, demand for plant-derived amino acids sourced from soy, peas, and wheat is accelerating. This shift supports sustainability goals and aligns with clean-label product formulations.

Expansion in Sports Nutrition and Dietary Supplements:

Amino acids, particularly BCAAs, are witnessing rising popularity among fitness enthusiasts and athletes. Their role in muscle repair, endurance, and recovery is driving their inclusion in sports drinks, protein bars, and performance supplements.

Technological Advances in Fermentation-Based Production:

Innovative fermentation and enzymatic hydrolysis methods are enabling more efficient, cost-effective, and sustainable amino acid production. These advances are helping manufacturers scale operations and improve product quality.

Flavor Enhancement and Culinary Applications:

Amino acids such as glutamic acid are widely used in flavor enhancement, particularly in umami-rich cuisines. Their application in seasoning blends, snacks, and convenience foods is expanding across global markets.

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Key Takeaways of the Report:

The global food amino acids market is forecasted to grow at a CAGR of 8.8% from 2025 to 2035, reflecting strong demand across multiple food and beverage segments.

Plant-based amino acids are gaining traction, supported by the growing popularity of vegan diets and increasing regulatory support for sustainable, clean-label ingredients.

Glutamic acid, lysine, and BCAAs are among the top amino acids utilized for their role in nutrition enhancement, flavor optimization, and athletic performance.

Sports nutrition, functional beverages, and dietary supplements are the fastest-growing application segments.

The market is witnessing strong innovation in biotechnology and biofermentation, leading to cost reductions and increased accessibility of amino acids in mainstream food products.

Regional Market Outlook:

United States:

The U.S. is leading the market with a CAGR of 8.9%, driven by rising consumer awareness around nutrition, the booming sports nutrition segment, and a surge in demand for protein-enriched foods. Additionally, fermentation-based amino acid production is gaining traction due to its efficiency and sustainability.

United Kingdom:

The UK market is witnessing an 8.7% CAGR, as consumers turn toward vegan and fortified food products. Demand is particularly strong for essential amino acids in high-protein functional foods, driven by clean-label and non-GMO preferences.

European Union (EU):

The EU market is expanding at a CAGR of 8.8%, supported by the growing consumption of functional diets and protein supplements. BCAAs and glutamic acid are widely used in sports nutrition and processed food formulations, while innovation in protein hydrolysates is opening new avenues.

Japan:

With a CAGR of 8.7%, Japan’s market is propelled by the country’s rich tradition in functional foods and increasing use of amino acids in fermented products and dietary supplements. Research into amino acid metabolism and bioactive peptides further supports growth.

South Korea:

South Korea is experiencing one of the highest growth rates at 8.9% CAGR, driven by the rising demand for high-protein and fortified foods, the popularity of K-health products, and government support for nutrition-focused innovations in food production.

Company Profile

• • Ajinomoto Co. Inc.
  • Kyowa Hakko Kirin Co. Ltd.
  • Sigma-Aldrich, Co. LLC.
  • Prinova Group LLC.
  • Daesang Corporation
  • Evonik Industries AG
  • Brenntag AG
  • Koninklijke DSM NV
  • Kemin Industries
  • AMINO GmbH

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Key Segmentation

By Type:

Lysine

Glutamic Acid

Methionine

Tryptophan

Others

 By Application:

Nutraceuticals & Dietary Supplements

Infant Formula

Food Fortification

Convenience Food

Others

By Source:

Plant-based

Animal-based

Synthetic

By Distribution Channel:

Direct

Indirect

By Region:

North America

Latin America

Western Europe

Eastern Europe

East Asia

South Asia Pacific

Middle East and Africa

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While matcha is often compared to green tea, Hemani explains that there is a key difference. “With matcha, you’re consuming the whole leaf, not just steeping it. That means more antioxidants, more sustained energy, and a fuller flavour.” Interestingly, long before matcha became a social media trend, it held a spiritual significance in East Asia. Its journey started centuries ago, weaving through Chinese Zen Buddhism, Japanese tea ceremonies, and now, modern health culture. Some people are getting into matcha for similar reasons. For Maheshwari Hireholi, a popular food blogger, the process of making matcha herself is the highlight. “I feel the whole process from whisking to adding water is very therapeutic and calming,” she says.

Partly due to this calming effect and associated health benefits, some are replacing their daily cup of coffee with matcha. Anokhi Bhardwaj, a Bengaluru-based matcha enthusiast popularly known for her Instagram page ‘Your Matcha Mommy’, discovered matcha in 2020 when looking for a caffeine alternative to reduce anxiety. “Coffee gave me jitters and anxiety, but matcha has lower caffeine and calming compositions, which completely changed that,” she shares. Bhardwaj drinks matcha twice a day, both as a traditional ‘Usucha’ [meaning thin tea in Japanese] without milk and in fun latte variations. “It’s earthy, slightly bitter with a sweet finish. The better the quality, the richer the umami,” she adds.