In this article, you’ll learn:
- Why matcha tea private label is growing in demand
- What to look for in a matcha tea private label supplier
- What practical steps should you take before committing to a supplier
Matcha tea is here to stay, and multiple reports about its future confirm it. Already a $4.6 billion market, the market is expected to triple within a decade. Opportunities of this scale are rare, and thankfully, there’s a way around barriers to entry.
One of them is a matcha tea private label supplier. This is a model in which a third party handles sourcing, production, and fulfillment, leaving you to focus on branding, marketing, and sales. It’s a path with great potential, but the partner you choose can make or break it.
For guidance on how to go about this, I spoke to Irina Sharapova, a coffee consultant and educator based in Dubai. She runs Sharapova Coffee, which provides education and consulting to cafés and roasteries worldwide. Read on for her insights.
Why is matcha tea private label growing in demand?
Matcha tea private label is growing in demand because it lets brands enter a fast-expanding market without handling sourcing or production themselves.
Private label matcha tea is a finished product that the manufacturer sells to retailers who brand and sell it under their own name. Opting for this means tapping into seasoned expertise and market-ready formulations. The manufacturer has already done the research and testing, helping brands bring products to market more efficiently.
You can also go the custom private label route, where the supplier tailors the matcha tea to your specific requirements. That’s what separates it from white-label matcha, the generic, pre-made formulations that suppliers sell to multiple retailers.
Matcha’s growth over the last decade or so is hard to miss. The momentum is so strong that the supply in Japan, where it took root, is under pressure. Irina believes the wave is here to stay.
“From my experience in coffee consulting, matcha has already moved beyond being a ‘trend’ and has become a standard menu category across cafés and restaurants,” she explains.
Sales have shot up so fast post-COVID as more consumers become aware of its health properties. In the US, for instance, retail sales were up 86% over the last three years. “Today, if a venue does not offer matcha, it often feels like a gap in the menu rather than a differentiation point,” Irina warns.
Its rise also coincides with the fast-growing functional beverage market, where drinks with added health benefits are in high demand. Much of that demand comes from younger consumers, particularly Gen Z and millennials, who perceive matcha as a healthier beverage that aligns with their health-conscious lifestyle.
Irina attributes its appeal to a combination of factors. “Its popularity has been driven by its alignment with wellness culture, visual appeal, and versatility in beverage applications.”
These characteristics also lend themselves naturally to premiumisation. Across beverage categories such as tea and coffee, brands increasingly position their offerings as affordable luxuries. This meets consumer demand for elevated experiences and justifies higher price points.
This shows in trends such as limited-time offerings and flavour innovation. These also reflect the influence of other beverage markets on the evolution of matcha tea private label.
“While there are variations in preparation, the most common format remains the matcha latte,” Irina observes, “which has become a baseline offering rather than an innovation.”
What should businesses look for in a matcha tea private label supplier?
Businesses should look for verified sourcing, consistent quality, authenticity, low MOQs, customisation, reliable lead times, and strong customer service.
Matcha, just like coffee, deserves the same level of care and attention in sourcing, processing and production. “It is essential to understand where the matcha comes from, how it is processed, which harvest or crop it belongs to, and how it has been stored,” Irina explains.
Controversial as the terms may be, ceremonial- and culinary-grade matcha remain widely used. Their sensory profiles and intended applications set them apart. As for origin, buyers widely recognise matcha from Uji, Kyoto, for its premium quality and long-standing heritage.
Irina offers a simple guide to identifying high-quality matcha. “A premium matcha should always be 100% pure green tea powder,” she explains. “There is no such thing as ‘blue,’ ‘pink,’ or ‘black’ matcha. These are not matcha products.”
Ensuring matcha is safe, ethically sourced, and authentic also means checking certifications related to organic farming, food safety management, and testing standards. These requirements differ across countries and regions, filling a gap in an industry that is mostly unregulated.
Irina points out the key qualities that many businesses often overlook, only to regret later. “Common sourcing mistakes include lack of supplier verification, inconsistent product quality, and misunderstanding of what matcha actually is,” she explains, adding that this can lead to “misleading or non-authentic products entering the market.”
For a product in an ever-evolving consumer market, low MOQs also matter. They let businesses test demand without committing significant capital or risking excess deadstock. If successful, this creates an opportunity to scale with minimal risk.
Differing market realities also call for private label matcha suppliers who can customise packaging and tailor branding to your target market. Find out their lead times as well to avoid the costly risks of delays and stockouts. You should also assess reputation, response rate, and customer service, as these reflect a commitment to reliability and long-term partnership.
Irina warns that there are many matcha tea private label suppliers on the market, “so the key priority is working with reliable partners who can guarantee consistency and authenticity,” she adds.
What practical steps should brands take before committing to a matcha tea private label supplier?
Before committing, brands should verify product claims, request a certificate of analysis, sign NDAs, negotiate MOQ pricing tiers, and confirm the supplier can scale.
Even after narrowing down potential private-label matcha suppliers, businesses should still go the extra mile. They need to verify product claims and iron out the details that support a strong, healthy supplier relationship.
Some manufacturers will be transparent enough to share a certificate of analysis (COA) for their batches. A COA is a report that verifies the safety and composition of matcha. You can typically request these test results directly from the supplier.
When advising brands entering this space, Irina says she encourages them to seek “clarity on product authenticity, grading, and sourcing transparency.” According to her, the approach to private label matcha sourcing should mirror that of sourcing from specialty coffee suppliers.
“Proper storage, handling, and preparation standards are essential to maintaining product integrity and delivering a consistent customer experience,” she explains.
Beyond that, businesses should also ask about their suppliers’ private-label processes. It’s important that they allow you to sign NDAs to safeguard your proprietary formulations and brand concepts from theft or unauthorised use.
It’s usually a sign of flexibility and a willingness to build long-term partnerships if they allow negotiations around MOQ pricing tiers. You can anchor this on anticipated order growth to unlock higher discounts and more favourable terms, such as flexible payment options.
More importantly, check that your private label matcha supplier can scale with your projected growth. This means not just production capacity to meet demand, but also custom packaging, branding, and ongoing product support.
Treat the absence of any of these qualities in a potential private label manufacturer as a warning sign.
Part of our private label services at Hardtank includes private label matcha tea. Our range features market-proven, ready-to-go matcha, plus custom formulations we build from scratch to your requirements. We thoroughly test each formulation and ensure it complies with safety and industry standards.
Matcha tea private label: Key takeaways
- Private label matcha lets brands enter a fast-growing market without handling sourcing or production, while the supplier’s expertise keeps quality consistent.
- The best suppliers offer verified sourcing, authentic 100% pure green tea powder, relevant certifications, low MOQs, and customisable packaging.
- Before committing, brands should request a certificate of analysis, sign NDAs, negotiate MOQ pricing tiers, and confirm the supplier can scale.
Ready to launch your own matcha tea private label? Explore Hardtank’s private label services, or contact the team to get started.
Matcha tea private label: FAQ
Why is matcha tea private label growing in demand?
Demand is growing because matcha has become a standard menu category, and private labels let brands enter the market without handling sourcing or production.
What makes a high-quality matcha?
A high-quality matcha is always 100% pure green tea powder. Buyers should also check the origin, harvest, processing, storage, and relevant certifications.
How can brands verify a matcha tea private label supplier before committing?
Brands can request a certificate of analysis, sign NDAs to protect their formulations, negotiate MOQ pricing tiers, and confirm the supplier can scale.
Want to learn more about matcha tea private label?
- Explore private label matcha: Visit Hardtank’s private label services page.
- Build something unique: Discover custom matcha formulations made to your requirements.
- Speak to the team: Contact Hardtank here.
