In this article, we will discuss the market size of matcha powder consumed in Vietnam, the market size of each segment within the matcha powder industry, the search trends based on keywords related to matcha powder in Google search, and three companies that appear to be actively engaged in marketing matcha powder online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in October 2024.
Vietnam’s Matcha Powder Market Overview
There is currently no specific data available on the matcha powder consumer market in Vietnam. However, the overall tea consumption data for Vietnam is provided below.
Overview of the Tea Market in Vietnam
The Vietnamese tea market has demonstrated consistent growth over the years, with annual revenues rising from $2.67 billion in 2018 to a forecasted $5.12 billion in 2026. Despite a slight dip in 2020 due to pandemic-related challenges, with revenue at $2.65 billion, the market quickly rebounded in 2021, reaching $3.00 billion. This upward trend continued, fueled by increasing consumer demand and diversification in tea products, with revenue hitting $3.90 billion in 2023. The projected growth in 2024-2026 indicates sustained momentum, driven by expanding domestic and export markets. These figures underscore Vietnam’s evolving tea industry and its global competitiveness.
| Year | Annual market size by revenue (billion USD) |
|---|---|
| 2026 (Forecast) | 5.12 |
| 2025 (Forecast) | 4.75 |
| 2024 | 4.36 |
| 2023 | 3.90 |
| 2022 | 3.34 |
| 2021 | 3.00 |
| 2020 | 2.65 |
| 2019 | 2.83 |
| 2018 | 2.67 |
| 2017 | Data not available |
| 2016 | |
| 2015 |
Vietnam’s Tea Market Segments
Vietnam’s Tea segmentation by Sales Channels
The tea market revenue is segmented into offline and online channels. Offline channels refer to traditional brick-and-mortar stores where customers physically purchase products, while online channels include e-commerce platforms, company websites, and social media stores. Offline channels continue to dominate, with $4,830 million forecasted for 2026, but online channels are steadily growing, reaching $290 million in the same year. The trend shows a gradual shift as online channels increased from $40 million in 2018 to $290 million in 2026, reflecting changing consumer preferences. Businesses must balance strategies to maintain offline dominance while capitalizing on the expanding online sales potential.
Segmentation by Sales Channels market data
| Year | Offline channels(million USD) | Online channels (million USD) |
|---|---|---|
| 2026 (forecast) | 4,830 | 290 |
| 2025 (forecast) | 4,520 | 230 |
| 2024 | 4,180 | 180 |
| 2023 | 3,750 | 140 |
| 2022 | 3,230 | 110 |
| 2021 | 2,910 | 90 |
| 2020 | 2,590 | 60 |
| 2019 | 2,770 | 50 |
| 2018 | 2,640 | 40 |
| 2017 | Data not available | |
| 2016 | ||
| 2015 | ||
Vietnam’s Tea segmentation by Consumption Context
Based on consumption context, the tea market in Vietnam can be categorized into at-home and out-of-home segments. At-home consumption refers to tea purchased for home use, such as from supermarkets and convenience stores, while out-of-home consumption includes tea consumed in settings like restaurants, cafes, and bars.
From 2018 to 2026 (forecast), out-of-home consumption consistently surpasses at-home consumption, reflecting the popularity of social and leisure tea-drinking venues. For example, in 2026, out-of-home tea sales are forecasted at $2,650 million compared to $2,470 million for at-home sales. Despite slight fluctuations, both segments show steady growth, mirroring the increasing demand for tea in diverse consumption settings. Notably, the market recovered strongly post-2020, when out-of-home sales dipped to $1,170 million due to pandemic impacts.
Segmentation by Consumption Context market data
| Year | At home (million USD) | Out-of-home (million USD) |
|---|---|---|
| 2026 (forecast) | 2,470 | 2,650 |
| 2025 (forecast) | 2,300 | 2,450 |
| 2024 | 2,120 | 2,240 |
| 2023 | 1,900 | 2,000 |
| 2022 | 1,660 | 1,680 |
| 2021 | 1,550 | 1,450 |
| 2020 | 1,480 | 1,170 |
| 2019 | 1,400 | 1,430 |
| 2018 | 1,330 | 1,340 |
| 2017 | Data not available | |
| 2016 | ||
| 2015 | ||
Search Trends for Matcha Powder in Vietnam
In this section, we analyze the search trends for the following keywords:
Keyword
Bột matcha: matcha powder
Bột trà xanh: green tea powder
Bột matcha nhật: Japanese matcha powder
Keyword explanation
Bột matcha: This term refers to finely ground green tea powder made from specially grown and processed tea leaves. Matcha is commonly used in tea ceremonies, as a flavor in desserts, and in beverages due to its unique taste and high antioxidant content.
Bột trà xanh: This is a broader term for any green tea that has been processed into powder form. While matcha is a specific type of green tea powder made through a particular method, “bột trà xanh” can include other types of powdered green tea that may not follow the same quality standards or production process as matcha.
Bột matcha nhật: This keyword specifically emphasizes that the matcha powder originates from Japan, known for its high-quality matcha production. Japanese matcha is valued for its vibrant green color, fine texture, and distinct flavor profile
Top 50 monthly keywords searched
Based on the keywords above, this list also includes keywords that Google has determined to be related.
| Keyword | Monthly search volume |
|---|---|
| bột matcha | 5,400 |
| bột trà xanh | 3,600 |
| bột matcha nhật | 720 |
| bột matcha cozy | 720 |
| matcha nhật | 590 |
| bột trà xanh matcha | 480 |
| bột matcha đài loan | 390 |
| bột matcha nhật bản | 390 |
| mat cha trà xanh | 390 |
| matcha trà xanh | 390 |
| trà xanh matcha | 390 |
| xanh matcha | 390 |
| bột matcha bách hóa xanh | 260 |
| bột matcha nguyên chất | 260 |
| bot matcha | 210 |
| bột matcha haru | 210 |
| bột trà xanh nhât bản | 210 |
| bột trà xanh nhật bản | 210 |
| matcha bột | 170 |
| bột matcha uji | 170 |
| bột trà xanh nhật | 170 |
| công dụng của bôt trà xanh | 170 |
| matcha neicha | 170 |
| matcha nhật bản | 170 |
| bột matcha pha chế | 140 |
| trà matcha nhật | 140 |
| bot tra xanh | 140 |
| bột matcha neicha | 140 |
| công dụng bôt trà xanh | 140 |
| dụng cụ pha matcha | 140 |
| lợi ích của matcha | 140 |
| matcha mũ đỏ | 140 |
| matcha và trà xanh | 140 |
| uống bột trà xanh matcha có tốt không | 140 |
| bột matcha ngon | 110 |
| bột trà | 110 |
| bột trà xanh đài loan | 110 |
| lương khô matcha | 110 |
| bột matcha starbucks | 90 |
| bột trà xanh cozy | 90 |
| bột matcha fuji | 70 |
| bột matcha mũ đỏ | 70 |
| bột matcha powder | 70 |
| bột matcha trà xanh | 70 |
| bột matcha đài loan 500g | 70 |
| bột trà matcha | 70 |
| bột trà xanh matcha uji yanoen | 70 |
| gói bột matcha | 70 |
| matcha là trà xanh | 70 |
| matcha nguyên chất | 70 |
| matcha nhật bản loại nào tốt | 70 |
Overall keyword trends, including related keywords
The keywords being searched are categorized as follows:
- Matcha powder benefits and uses : Keywords that refer to benefits and uses of matcha powder, such as “công dụng” (functions), “lợi ích” (benefits), and “có tốt không” (is it good?).
- Matcha powder brands: Keywords that include specific brand names, such as “cozy”, “bách hoá xanh”, “haru”, and “uji”.
- Matcha powder country origins: Keywords that describe country origins of matcha powder, such “nhật” (Japan) and “đài loan” (Taiwan)
Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows:
| Keyword category | Number of keywords | Top 3 searched keywords | Total monthly searches |
|---|---|---|---|
| Matcha powder benefits and uses | 15 | công dụng của bột trà xanh (170); bột matcha pha chế (140); công dụng bột trà xanh (140) | 720 |
| Matcha powder brands | 29 | bột matcha cozy (720); bột matcha haru (210); matcha neicha (170) | 2,440 |
| Matcha powder country origins | 10 | bột matcha nhật (720); matcha nhật (590); bột matcha đài loan (390) | 2,900 |
Key points:
- The category “Matcha powder country origins” has the highest total monthly search volume (2,900). This indicates that consumers place significant emphasis on the origin of matcha powder, with keywords related to Japanese matcha like “bột matcha nhật” (720) and “matcha nhật” (590) being particularly popular. This suggests that the reputation of Japanese matcha drives consumer preferences.
- The “Matcha powder brands” category has the second-highest search volume (2,440) with 29 keywords, showing a diverse range of interest in specific brands like “bột matcha cozy” (720). This reflects a competitive landscape where brand differentiation and recognition play a critical role in consumer decision-making.
- Despite having a lower total search volume (720), the “Matcha powder benefits and uses” category highlights a steady demand for information about matcha’s health benefits and practical applications. Keywords like “công dụng của bột trà xanh” (170) and “bột matcha pha chế” (140) suggest an opportunity for educational content to attract health-conscious consumers.
Brands with high brand awareness through search keywords
Below is the searched brand name, the number of related keywords, and the total monthly search volume.
| Brand name | Total monthly searches | Number of related keywords |
|---|---|---|
| Cozy | 810 | 2 |
| Bách Hoá Xanh | 260 | 1 |
| Haru | 210 | 1 |
| Uji | 280 | 4 |
| Starbucks | 90 | 1 |
| Everstyle | 60 | 2 |
| Koca | 50 | 1 |
| Vinmart | 50 | 1 |
| Gongcha | 40 | 1 |
| Fuji | 80 | 2 |
| Neicha | 340 | 3 |
| Yanoen | 100 | 2 |
| Blendy | 10 | 1 |
| Maulin | 10 | 1 |
| Meiyo | 10 | 1 |
| Matcha Milk | 20 | 3 |
| Bona Matcha | 10 | 1 |
| Matcha Gold | 10 | 1 |
About Cozy
Cozy is a trusted brand in the tea and beverage industry, known for its high-quality matcha and green tea products. With a commitment to authenticity and flavor, Cozy offers a variety of options, from pure matcha powder to innovative tea blends, catering to both traditional and modern preferences. The brand focuses on ensuring its products meet rigorous quality standards, making it a popular choice among tea enthusiasts and health-conscious consumers. Cozy’s versatile offerings are suitable for brewing, cooking, and even skincare, solidifying its position as a reliable brand for matcha and green tea lovers.
About Neicha
Neicha is a premium brand in the matcha market, recognized for its vibrant flavors and superior quality. Sourced from carefully selected tea plantations, Neicha products embody the essence of traditional matcha preparation while embracing modern demands for health and convenience. The brand prides itself on producing matcha with rich textures and intense flavors, making it ideal for culinary applications and beverages. Neicha caters to both professionals and enthusiasts, ensuring consistent quality and authenticity. Its commitment to delivering a high-grade matcha experience has earned it a dedicated following among discerning matcha lovers worldwide.
About Uji
Uji is a renowned name in the matcha industry, originating from Japan’s Uji region, famous for its premium tea production. The brand specializes in crafting authentic matcha powders that reflect centuries of tea-making tradition. Known for its smooth, rich flavor and bright green hue, Uji matcha is a favorite among connoisseurs and professionals. The brand offers versatile products, perfect for ceremonial use, beverages, or culinary creations. By maintaining strict quality controls and sourcing from the finest tea gardens, Uji ensures its matcha meets the highest standards, making it a global symbol of Japanese tea excellence.
Digital communication strategies of major web players
We will analyze three companies that are considered to be actively marketing on the web, and their digital communications (UX: user experience and web marketing goals).
Definition and targeting of major web players
Here, major web players are defined as companies that deliver advertising through Google and actively direct users to their own websites.
The following 3 companies are included:
- Huong Nhat Food
- LagiLagiNature
- Matcha Shop
- Satoen Viet Nam
Huong Nhat Food’s Digital Communication Strategy
What is Huong Nhat Food?
A prominent distributor specializing in authentic Japanese foods, including frozen seafood, sauces, teas, and more. They offer premium imports such as Unagi Kabayaki and Yamasa Shoyu, ensuring high-quality products aligned with Japanese culinary traditions. They also cater to bulk orders and maintain a strong focus on quality and customer satisfaction.
Page used for advertising by Huong Nhat Food
The landing page that Hadosa used for advertising is as follows:
Type: Ad Landing Page
Keyword: bột trà xanh 1kg
First view
This page features a clean and minimalistic product display. The central image focuses on the silver packaging with the company logo, emphasizing authenticity and simplicity. The product’s visual representation is complemented by additional images showcasing its green tea leaves, powdered form, and application in beverages or beauty.
The page highlights its unique production process, health benefits (anti-aging, stress relief, and weight loss), and versatile uses, including beverages, desserts, and beauty applications. The product description emphasizes authenticity, with detailed storage guidelines and usage tips.
Global Menu
The global menu navigation of this page is straightforward and user-friendly. It includes dropdown sections such as “Home,” “Dry Foods,” “Frozen Foods,” “Beverages,” “News,” and “Promotions.” A search bar at the center aids in product discovery, while the top bar provides quick access to login, contact email, and the shopping cart. The collapsible menu structure ensures clean organization, balancing functionality and accessibility for a streamlined user experience.
Contact methods (hotline, Zalo, Messenger) are prominently displayed for customer inquiries
Product Introduction
The product page focuses on a clear introduction and calls to action. The product is presented with an image gallery, a detailed description of its origin, benefits, and usage suggestions. The page showcasing the product’s premium Japanese origin, its 100% pure quality, and intended uses, including beverages and desserts. The product description highlights benefits, storage guidelines, and suggested recipes, appealing to businesses.
Web User Goals
The product page focuses on a clear introduction and calls to action. The product is presented with an image gallery, a detailed description of its origin, benefits, and usage suggestions. The page showcasing the product’s premium Japanese origin, its 100% pure quality, and intended uses, including beverages and desserts. The product description highlights benefits, storage guidelines, and suggested recipes, appealing to businesses.
Simplified UX diagram from the relevant page on Huong Nhat Food site
The landing page supports a clear progression from product discovery to checkout, minimizing distractions and offering a fluid navigation experience. The inclusion of multiple product categories and a smooth checkout process helps ensure customer engagement while maintaining simplicity. B2B customers can order online as much as they want (quantity wise), but there are options for customers to negotiate bulk price via the brand hotline.
Lagi Nature’s Digital Communication Strategy
What is Lagi Nature?
Lagi Nature specializes in roasting, grinding, and packaging various powders and grains according to customer requirements, ensuring 100% natural ingredients.
Page used for advertising by Lagi Nature
The landing page that Lagi Nature used for advertising is as follows:
Type: Landing page used for ad
Keyword: bột trà xanh
First view
The key visual prominently features green tea powder (bột trà xanh) as the central product, aligning well with the target audience looking for wholesale products. Use of green tones reflects the product’s natural and organic qualities, evoking freshness and health. The visual hierarchy appears clear, ensuring the product remains the focal point.
Global Menu
The navigation seems to cater to wholesale buyers, with menu items like “Sản phẩm” (Products) and sections for pricing, bulk orders, or contact. It includes Trang chủ (Home), SẢN PHẨM (Products), GIA CÔNG BỘT (Powder Processing), ĐÓNG GÓI GIA CÔNG (Custom Packaging) BẢNG GIÁ SỈ (Wholesale Price List), Giới thiệu (About Us), Tin tức (News), GIA CÔNG SẤY (Drying Processing) Liên hệ (Contact Us).
Product Introduction
The product introduction highlights the purity and quality of the green tea powder, emphasizing its 100% natural and clean processing. Phrases like “cam kết giá tốt dành cho khách sỉ” (commitment to good prices for wholesale customers) directly address bulk buyers, which is a strong positioning strategy.
The description includes details on the production process and quality control, which build trust and credibility. The use of bold and colored text (e.g., red for emphasis) makes key messages stand out but could be overdone, potentially distracting.
A video tutorial on how to use the product adds value and encourages engagement, demonstrating practical applications. Product images (packaging) reinforce the brand’s identity and provide transparency about the product’s appearance.
Web User Goals
“Còn hàng” (In Stock) is straightforward and placed prominently beside the product details. They provide immediate options for the user to check product availability or make a purchase. Contact options (phone, email) are present for wholesale purchases.
Simplified UX diagram from the relevant page on Lagi Nature site
Matcha Shop’s Digital Communication Strategy
What is Matcha Shop?
Matcha Shop focuses on sourcing and distributing high-quality matcha products. With a dedication to authentic Japanese matcha, the brand appeals to health-conscious individuals and tea enthusiasts, offering a variety of matcha grades for culinary, beverage, and ceremonial uses.
Page used for advertising by Matcha Shop
The landing page that Matcha Shop used for advertising is as follows:
Type: Landing page used for ad
Keyword: bột trà xanh 1kg
First view
The main image focuses on high-quality product photography, showcasing the texture and color of the matcha powder. Multiple smaller images present the product from different angles, enhancing transparency and giving users a comprehensive view. The visual communicates freshness and authenticity, which aligns with the product’s premium appeal. The minimalist design keeps the focus on the product while avoiding unnecessary distractions.
Global Menu
The navigation menu includes clear categories such as “Trang chủ” (Home), “Chứng nhận” (Certifications), Matcha, “Trà Nhật Bản” (Japanese Tea), “Dụng cụ pha trà” (Tea Brewing Tools), “Trà thảo mộc Tamashii” (Tamashii Herbal Tea), Blog, “Khuyến mãi” (Promotions) which effectively segment the content for different user needs. The sticky header ensures that the menu is always accessible, enhancing usability for users exploring the site. Consistent branding with the green color theme ties the menu to the product’s natural essence.
Product Introduction
The origin from Shizuoka, Japan, and exclusive production by Maruyama Tea Products Corporation adds credibility and premium value. Clear instructions on using the matcha for baking, beverages (e.g., lattes, smoothies), and skincare (e.g., face masks) cater to a wide range of customer needs.
Specific guidance for wholesale buyers (e.g., “Contact us for the best price”) demonstrates a focus on both retail and business customers.
Web User Goals
The red banner stating “Mua Sỉ” (Wholesale Purchases) with a direct contact number encourages businesses to inquire about larger orders.
Simplified UX diagram from the relevant page on Matcha Shop site
Satoen Viet Nam’s Digital Communication Strategy
What is Satoen Viet Nam?
Satoen Vietnam, part of a globally recognized Japanese tea company, is a direct importer and distributor of authentic Japanese teas. They specialize in premium products such as matcha, sencha, and genmaicha, ensuring the highest quality and tradition in their offerings. Their operations cater to both retail customers and bulk buyers, emphasizing Japanese tea culture’s heritage and health benefits.
Page used for advertising by Satoen Viet Nam
The landing page that Satoen Viet Nam used for advertising is as follows:
Type: Product page
Keyword: bột trà xanh 1kg
First view
The landing page features a clean, professional design with a focus on the product as the centerpiece. The high-quality image of the matcha packaging and accompanying visuals of tea preparation tools (whisk and bowl) reinforce the premium quality and authenticity of the product. The page leverages the cultural significance of Japanese tea traditions while maintaining a minimalist aesthetic.
Global Menu
Menu is functional, with clear categories for exploring other products beyond matcha (broad product variety appeals to B2B clients).
Key sections like “Home” (Trang chủ), “Products” (Sản Phẩm), “Sell” (Bán Buôn), “Guide” (Kiến Thức), “News” (Liên Hệ) and “Contact Us” (Liên Hệ) are displayed in the top navigation bar.
A search bar is centrally placed for product discovery, and a shopping cart icon is present for convenience. Prominent search functionality improves user experience. The inclusion of multilingual options (e.g., English and Vietnamese) broadens accessibility for international and local customers.
Product Introduction
- Premium Matcha Quality: Made from 100% spring-harvested tea leaves.
- Natural Sweetness: Appeals to health-conscious and quality-focused consumers.
- Packaging Details: 1kg kraft bags, suitable for bulk purchases.
- Authenticity: Reinforced with the statement that the product is directly imported from Japan, enhancing trust.
The description also includes practical details like expiration (12 months) and EAN code for tracking, which are helpful for wholesale buyers.
Web User Goals
The page is optimized for customer engagement with multiple CTAs:
- Contact Options:
- Phone number and direct chat options via Zalo, Facebook Messenger, and email for personalized support.
- Visible phone hotline icon ensures ease of communication.
- Visual Emphasis on Interaction:
- Social media icons prominently placed for quick access.
Simplified UX diagram from the relevant page on Satoen Viet Nam site
The Satoen website is designed to first educate consumers about the quality, benefits, and traditional values of its tea products, creating trust and awareness, and then strategically target B2B customers for bulk purchasing opportunities.
Summary
Matcha Shop
Strengths:
Premium Presentation: Matcha Shop emphasizes the high-quality, authentic Japanese origins of their Matcha Natsu, sourced from Shizuoka and produced by Maruyama Tea Products Corporation.
Detailed Product Introduction: The website thoroughly explains the product’s features, benefits, and applications, targeting food, beverage, and cosmetic industries.
Health and Utility Focus: Highlights health benefits such as antioxidants, detoxification, and weight loss, alongside its versatility in culinary and skincare uses.
Customer Trust: Includes storage guidelines, recipe suggestions, and a focus on transparency to build credibility.
Prominent Call to Action (CTA): Clear “Order Now” button with features like “Order First, Pay Later” and a 17% discount encourage immediate purchases. Furthermore, the clear phone number for businesses to contact for bulk purchases is also clear and visible on the landing page. The brand is clearly cater towards both businesses and individuals.
Lagi Nature
Strengths:
Natural and Local Appeal: Lagi Nature markets itself as a local brand that produces 100% natural green tea powder.
Business-to-Business (B2B) Focus: The landing page emphasizes bulk purchasing and wholesale opportunities, which is appealing for small businesses.
Customer Assurance: They commit to providing quality at competitive prices, ensuring products meet the needs of food manufacturers, cosmetic producers, and tea shops.
Call to Action for Bulk Buyers: The page strongly encourages businesses to contact them for wholesale deals, clearly targeting larger orders.
Huong Nhat Food
Strengths:
Detailed Product Information: Provides a clear description of ingredients, shelf life, storage instructions, and recommended uses (culinary applications). Highlights matcha’s applications in food, beverages, and skincare, addressing a diverse audience.
Simplified Presentation: Content is more straightforward and less dense compared to competitors, allowing easier navigation for buyers.
Price Transparency: The price is prominently displayed, with a clear “Order Now” button, making the purchasing process convenient.
Focus on Authenticity: The website emphasizes Japanese-imported matcha from reputable regions, appealing to customers seeking authentic products.
Conclusion
Matcha Shop excels in engaging a diverse audience with vibrant visuals, a strong CTA, and detailed product information, making it the best for retail customers and small businesses. Lagi Nature is ideal for B2B buyers but could benefit from better visual design and customer-focused content. Huong Nhat Food strikes a balance but lacks the visual and emotional appeal necessary to stand out among competitors. Improvements in visuals and product storytelling could greatly enhance its effectiveness.