Matcha Wholesale Europe: Top 5 Suppliers & Distributors

The European matcha market is currently experiencing a dynamic period of growth, fueled by a number of key consumer trends. As health and wellness continue to gain prominence in consumer lifestyles, matcha – with its rich antioxidant profile and unique flavor – has moved from a niche Japanese tea to a mainstream ingredient. 

This analysis explores the key drivers, segmentation, and competitive landscape of the matcha wholesale Europe, providing insight into why this vibrant green powder is becoming a staple in both the food and beverage industry and in home kitchens across the continent.

Market Growth and Consumer Trends of Matcha Wholesale Europe

The European matcha market is experiencing a significant and sustained period of growth, driven by several key consumer trends. There’s been a notable shift towards health and wellness, with consumers actively seeking out functional foods and beverages. Matcha, rich in antioxidants, vitamins, and L-theanine, fits this trend perfectly, appealing to health-conscious consumers. The increasing popularity of Japanese cuisine and culture in Europe has also fueled interest in matcha, moving it from a niche product to a mainstream ingredient.

Key Drivers of the European Matcha Market

• Health and Wellness: Consumers are increasingly aware of matcha’s health benefits, including its high antioxidant content, metabolism-boosting properties, and calming effect from L-theanine. This is a primary driver for demand in the health food and supplement sectors.
• Rise of Specialty Coffee and Tea Shops: The growing number of independent cafes and specialized tea houses across Europe has created a strong demand for high-quality wholesale matcha. These businesses use matcha to create a variety of popular drinks, such as matcha lattes, and offer it as a premium alternative to coffee.
• Culinary Applications: Matcha has moved beyond beverages and is now a popular ingredient in the culinary world. From matcha-flavored baked goods and desserts to smoothies and savory dishes, its versatility has expanded its market reach. This has created a new segment for culinary-grade matcha.
• Expansion into Retail: Matcha is now widely available in mainstream retail, from health food stores to supermarkets. The demand for packaged matcha for home consumption is strong, with consumers incorporating it into their daily routines.
• Sustainability and Transparency: European consumers are increasingly concerned with the ethical and sustainable sourcing of their products. This has led to a preference for suppliers who are transparent about their sourcing, farming practices, and organic certifications.

Market Segmentation

The European matcha market can be broadly segmented by grade and by application.

By Grade:

• Ceremonial Grade: Represents the premium segment, primarily used for traditional matcha tea ceremonies.
• Culinary Grade: A larger and faster-growing segment, used in lattes, smoothies, baking, and other food applications.

By Application:

• Food and Beverage: The largest segment, including everything from lattes and smoothies to baked goods.
• Dietary Supplements: A growing segment where matcha is used in powders, capsules, and other supplements due to its health benefits.
• Cosmetics: A smaller but emerging market where matcha is used in beauty products for its antioxidant properties.

Competitive Landscape

The market includes a mix of suppliers:

• Direct-to-consumer Brands: Companies that sell their matcha directly to consumers through their own websites or retail channels.
• Wholesale Distributors: Suppliers who specialize in providing bulk matcha to businesses, such as cafes, restaurants, and health food stores.
• Retail Chains: Major supermarkets and health food chains that have their own private-label matcha or stock products from various suppliers.
  The market is competitive, with suppliers differentiating themselves through quality, price, certifications, and value-added services like custom packaging and expert advice.

Outlook

The outlook for the European matcha market remains highly positive. As consumer awareness of matcha’s health benefits continues to grow and its use expands in both the food and beverage and wellness industries, the demand for high-quality wholesale matcha is expected to rise. Suppliers who can demonstrate transparency, offer a high-quality, fresh product, and provide excellent customer service are well-positioned for success.

Matcha Wholesale Europe: Top 5 Suppliers & Distributors

Alveus GmbH

Headquarters: Hamburg, Germany

Website: https://www.alveus.eu/tea/tea-range/matcha

Overview: Alveus GmbH stands as a major player in the European tea industry, renowned for its extensive and high-quality product range. Their commitment to offering a broad selection of teas is evident in their matcha portfolio, which includes various grades from ceremonial to culinary. 

They pride themselves on a direct-sourcing model, air-shipping matcha directly from their exclusive factory in Japan to ensure maximum freshness and quality. This direct-to-consumer and B2B approach allows them to cut out middlemen, providing a more reliable and cost-effective supply chain for their wholesale partners. 

Alveus focuses on professional customers, whether they are distributors, retailers, or cafes, and offers a comprehensive service that includes not just the product but also expert advice, custom packaging, and a strong focus on food safety and organic certification. 

Their dedication to quality is a cornerstone of their business, and they meticulously handcraft their products from ingredient selection to final labeling, ensuring the highest standards of quality control. Their ability to handle both large-scale distribution and smaller point-of-sale orders makes them a versatile and dependable partner for businesses of all sizes looking for a premium matcha wholesale Europe provider.

Key Highlights:

• Direct Sourcing: They air-ship matcha directly from Japan, ensuring unparalleled freshness and cutting out the middleman for more competitive pricing.
• Extensive Product Range: Offers a wide variety of matcha, including various grades (ceremonial, culinary, etc.) and formats (30g tins, 1kg bags) to suit different business needs.
• Comprehensive B2B Services: Provides more than just products; they offer expert advice, custom packaging, labeling, and even help with creating exclusive tea blends, making them a top choice for matcha green tea wholesale.
• Strong Reputation: As a leading tea wholesaler in Europe with over 800 organic teas, they have a solid reputation for quality, organic production, and natural flavors.
• Certifications: They are committed to food and beverage safety, with products that are certified organic and tailored to the highest production standards.

Rating/Reputation: Alveus has an excellent reputation as a premium tea wholesaler with a vast catalog and a strong emphasis on quality and customer service. They are well-regarded for their direct sourcing from Japan and their comprehensive B2B support.

Abbott Blackstone

Headquarters: London, UK

Website: https://abbottblackstone.eu/matcha/

Overview: 

Abbott Blackstone is a prominent European distributor of organic superfoods, with a significant presence in the matcha wholesale Europe market. They position themselves as a reliable supplier for culinary professionals, tea houses, and retailers by offering high-quality organic matcha in both fine culinary and ceremonial grades. 

As a family-owned and family-run business, they emphasize building long-term, trusted relationships with both their producers and clients. This mission-driven approach ensures that they source their ingredients from trusted producers and maintain a focus on delivering excellent taste, freshness, and nutritional value. 

Their supply chain is designed to provide bulk quantities, making them an ideal partner for businesses that require a consistent and large volume of product. The matcha wholesale Europe price offered by Abbott Blackstone is competitive for large-scale buyers. 

They are not just a matcha supplier but a comprehensive organic superfood wholesaler, which allows their clients to source multiple products from a single, reliable partner, streamlining their procurement process and ensuring consistent quality across their entire product range.

Key Highlights:

• Organic Superfoods Focus: Specializes in organic products, with matcha being a key part of their extensive superfoods, grains, and spices catalog.
• Bulk Distribution: Ideal for wholesalers, food manufacturers, and retailers who need to purchase in large, bulk quantities to meet high-volume demands.
• Relationship-Driven: Emphasizes long-term relationships with both their producers and clients, ensuring transparency and trust in the supply chain.
• Wide Availability: As a leading wholesale bulk food distributor in Europe, they ensure their products are readily available to a broad range of businesses.
• Quality and Nutrients: Their commitment to sourcing from trusted producers ensures that their matcha is fresh and rich in taste and nutritional value.

Rating/Reputation: Abbott Blackstone has a strong reputation as a reliable and quality-focused distributor of organic superfoods. Their business model is built on trust and bulk supply, making them a preferred partner for large-scale operations.

AWGifts Europe

Headquarters: Sheffield, UK

Website: https://www.awgifts.eu/artea-25

Overview: 

AWGifts Europe, known primarily as a giftware and aromatherapy supplier, also maintains a robust tea division that includes wholesale matcha. They cater to a diverse clientele of retailers and offer wholesale organic culinary-grade matcha tea. 

While their matcha selection might not be as extensive as a dedicated tea specialist, their strength lies in their broad product catalog, which allows retailers to bundle their purchases and source a wide variety of items from a single supplier. 

Their business model is geared towards providing value and convenience, offering volume discounts and reorder incentives to encourage customer loyalty. This approach often leads to a favorable matcha wholesale Europe price for businesses. 

They provide detailed descriptions of their products, explaining the origin and production process of their matcha, which is sourced from shade-grown tea leaves. This transparency helps their customers understand the product and its benefits, enabling them to make informed purchasing decisions. 

AWGifts Europe is a practical and efficient choice for businesses looking for a straightforward, reliable, and convenient source for their matcha wholesale Europe supply.

Key Highlights:

• Diverse Product Range: Provides the convenience of sourcing matcha green tea wholesale alongside a wide variety of other products, from giftware to aromatherapy.
• Volume Discounts: Offers tiered pricing and reorder discounts, which helps businesses save money and increase profit margins on bulk purchases.
• Transparency: Provides detailed information on their product pages, explaining the qualities and production process of their organic culinary-grade matcha.
• Retailer-Focused: Caters specifically to the needs of retailers, making it easy for them to add matcha to their product offerings.
• Reliable and Convenient: Ships from within Europe, ensuring fast and reliable delivery without the hassle of customs delays.

Rating/Reputation: AWGifts Europe is considered a reliable and convenient one-stop-shop for retailers. While not a pure-play matcha specialist, their reputation for providing quality goods and a seamless purchasing experience is a significant advantage for businesses.

Tealyra Europe

Headquarters: Montreal, Canada (with a strong European presence)

Website: https://www.tealyra.eu/matcha-tea/

Overview: 

Tealyra is a globally recognized tea company that has a dedicated presence in Europe, offering an extensive selection of matcha. While its roots are in Canada, its ability to serve customers worldwide, including those in Europe, makes it a key player in the matcha wholesale Europe market. 

The company is passionate about authenticity and quality, sourcing its matcha from Japan’s Izu peninsula. They offer a comprehensive range of matcha, from high-grade ceremonial to versatile culinary types, catering to both traditional tea enthusiasts and cafes looking for bulk supplies. 

Tealyra prides itself on its vast selection of teas and accessories, which allows businesses to not only source their matcha but also expand into other premium tea offerings. They are constantly updating their stock and creating new blends, ensuring their partners have access to the freshest and most authentic products. 

Their commitment to quality is what truly sets them apart, solidifying them as one of the best matcha wholesale europe suppliers, and they strive to be a destination for tea lovers and professionals who value genuine and premium teas.

Key Highlights:

• Global Reach, European Presence: Although based in Canada, they have a dedicated European website and strong distribution channels to serve clients across the continent.
• Authentic Sourcing: They source their matcha directly from Japan’s Izu peninsula, known for its superior quality.
• Wide Selection: Offers a diverse range of matcha, including ceremonial, premium, and culinary grades, suitable for different applications, from traditional tea to lattes and baking.
• Comprehensive Catalog: In addition to matcha, they offer close to 300 types of loose tea and teaware, making them a one-stop-shop for tea businesses.
• Commitment to Quality: Their focus on authenticity and quality has earned them a strong reputation, and many consider them to be the best matcha wholesale europe option.

Rating/Reputation: Tealyra has an excellent reputation for its high-quality, authentic Japanese matcha and its massive selection of tea products. They are highly regarded by both consumers and businesses for their commitment to excellence.

Aroma Matcha

Headquarters: France

Website: https://aromamatcha.fr/en

Overview: 

Aroma Matcha is a French family business that specializes in the cultivation and processing of organic matcha, with a unique approach that combines Japanese tradition with French creativity. Their mission is to make premium matcha accessible, all while adhering to ethical and artisanal practices. 

What makes Aroma Matcha particularly interesting is their innovative product line, which includes not only pure organic matcha but also unique flavored blends such as vanilla, chocolate, and strawberry. This allows retailers to offer their customers a new and exciting way to enjoy matcha, setting them apart from competitors.

The company is deeply committed to quality, with all of its organic recipes developed in France. They also focus on providing products that are rich in health benefits, such as antioxidants, appealing to a wellness-conscious clientele. 

They build strong partnerships with their resellers, offering personalized service and support, which makes them an ideal partner for businesses looking for a brand that is both innovative and supportive. For this reason, Aroma Matcha is considered one of the best matcha wholesale europe suppliers.

Key Highlights:

• French and Japanese Blend: Combines Japanese matcha tradition with French creativity, offering unique and innovative flavored matcha blends.
• Organic and Ethical: As a family business, they are committed to using organic ingredients and respecting artisanal and eco-responsible practices.
• Personalized Partnerships: They work closely with their resellers, providing a personalized service and support system built on trust and communication.
• Health and Wellness Focus: Their products are specifically formulated to be rich in antioxidants and health benefits, appealing to the growing health-conscious market.
• Unique Product Offerings: The inclusion of innovative flavors like vanilla and chocolate gives retailers a unique selling proposition and a way to attract new customers. They are a top choice for matcha wholesale Europe.

Rating/Reputation: Aroma Matcha has a strong reputation for innovation and quality. Their unique flavored blends and personalized approach to B2B partnerships make them a standout supplier, especially for businesses seeking to offer something different to their customers.

Selecting the right matcha wholesale supplier in Europe is a critical decision that can significantly impact the success of your business. Based on the analysis of top suppliers, here are the key criteria you should consider.

Key Criteria for Choosing a Matcha Wholesale Supplier in Europe

Product Quality and Sourcing

The origin and quality of the matcha are paramount. A good supplier should be transparent about where they source their matcha (ideally from renowned Japanese regions like Uji or Izu). Look for details on the grade of matcha (ceremonial, culinary, etc.) and its production process, such as being shade-grown and stone-ground. Certifications like organic status are also a strong indicator of a supplier’s commitment to quality.

Supply Chain and Freshness

A fresh product is essential for the best flavor and vibrant color. Suppliers who air-ship their matcha directly from the source, like Alveus GmbH, can offer superior freshness. Consider the supplier’s location and their delivery times within Europe. A reliable supply chain ensures you can restock quickly and consistently without customs delays.

Business Model and Service

The supplier’s business model should align with your needs. Are you a large retailer that needs bulk quantities, or a small startup that needs flexibility? Some suppliers, like ToMade, offer low or no minimum order quantities, while others, like Abbott Blackstone, specialize in large-scale bulk distribution. Look for suppliers who offer value-added services such as custom packaging, private labeling, or marketing support.

Reputation and Customer Support

A supplier’s reputation is built on reliability, quality, and customer service. Look for companies with a strong track record and positive reviews. A supplier that offers excellent customer support, like Aroma Matcha with its personalized partnerships, can be invaluable for resolving issues, getting expert advice, and building a long-term, trusted relationship.

To Sum Up

In conclusion, the European wholesale matcha market is a robust and promising sector driven by an increasing consumer focus on health, a growing appreciation for specialty teas, and the versatility of matcha in both culinary and retail applications. The demand for transparent sourcing and organic products further shapes the industry, putting a premium on suppliers who can offer quality, freshness, and ethical practices. The future of matcha in Europe appears bright, with continued growth expected as its role expands across different segments, making it a valuable product for wholesalers and a cherished part of a healthy, modern lifestyle.