According to import figures, Japan now accounts for roughly 20% of the UK’s green tea imports, a category historically dominated by China and India. Between 2024 and 2025, Japanese green tea exports surged an astonishing 178% in volume and 404% in value, with compound annual growth of 70% highlighting strong and accelerating market momentum.
Japanese green tea is emerging as a strong growth segment in the UK’s premium beverage market, presenting opportunities for retailers, distributors and specialty stockists. While matcha helped introduce British drinkers to Japanese teas, a broader range of products is now attracting attention for quality, provenance and aroma.
In recognition of this growth, the Japan Food Product Overseas Promotion Centre (JFOODO) the body responsible for promoting Japanese food and drink globally has launched campaign promoting Japanese green tea titled ‘Carefully Crafted, Wellness in Every Sip.’
“Although Japanese green tea currently makes up a small share of the value in the UK beverage market, the demand for high-quality Japanese green teas continues to grow year on year,” said Masaru Mizoguchi, Director at JFOODO. “With consumers increasingly focused on wellness and the link between food and health, Japanese green teas offer both exceptional quality and unique aromas that appeal to discerning drinkers.”
The industry is responding quickly to growing demand. UK tea retailers report that Japanese green tea sales are outpacing standard green tea categories, driven by consumers seeking provenance, flavour, and wellness benefits. Independent cafés and specialist shops are providing tastings, education, and guidance to help customers explore the category with confidence.
With strong import growth, rising retailer and distributor confidence, and increasing consumer awareness, Japanese green tea is positioning itself as a standout premium segment in the UK market. Businesses that embrace the category’s quality, craft, and cultural richness are well placed to capture the next wave of growth.
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