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市場調查報告書
商品編碼
1886975
烏龍奶茶市場規模、佔有率、成長及全球產業分析:依類型、應用和地區劃分的洞察,以及2024年至2032年的預測Oolong Bubble Tea Market Size, Share, Growth and Global Industry Analysis By Type & Application, Regional Insights and Forecast to 2024-2032 |
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全球烏龍奶茶市場持續成長,主要受消費者對可客製化、口味豐富且外觀誘人的飲品需求不斷增長的推動。根據最新的產業評估,預計2024年市場規模將達到4.6363億美元,2025年將成長至4.9153億美元,到2032年將達到7.8833億美元。預計2025年至2032年期間,該市場將以6.98%的複合年增長率高速成長。亞太地區在2024年將佔市場主導地位,市場佔有率達到43.48%,這主要得益於可支配收入的增加、年輕消費者群體的壯大以及奶茶連鎖店的迅速普及。
市場概覽
烏龍奶茶,由烏龍茶、牛奶和Q彈的木薯珍珠混合而成,已成為全球奶茶行業增長最快的細分市場之一。其快速成長與其強大的社交媒體影響力、文化滲透力以及提供個人化口味體驗的能力密切相關。 Chatime集團、貢茶、老虎堂、快來和Coco Fresh Tea & Juice等品牌持續拓展國際市場,加速了全球市場的普及。
這項成長主要得益於千禧世代和Z世代消費者的青睞,他們偏好時尚、上鏡且便利的飲品。口味創新、咖啡館文化以及即飲(RTD)形式的興起,都在推動已開發市場和新興市場對烏龍奶茶的需求。
市場趨勢
與名人及藝人的合作正成為塑造烏龍奶茶市場的關鍵趨勢。品牌正與網紅和創意設計師合作,推出能引起年輕消費者共鳴的限量版飲品和包裝。例如,2025年4月,Orbitel International與四位台灣藝術家合作,在台灣文化藝術珍珠奶茶展上推出了烏龍奶茶系列。這項推廣策略不僅提升了品牌知名度,還將珍珠奶茶定位為生活方式飲品。
市場驅動因素
全球特許經營的擴張
全球珍珠奶茶特許經營的擴張是推動市場發展的主要動力。消費者可自訂的選項,包括配料、糖度、茶的濃淡和口味組合,正在推動珍珠奶茶在全球的流行。貢茶等國際品牌正在實施快速擴張策略,計畫於2023年在北美和南美開設90家門市,並於2024年再開設130家門市。特許經營網絡的擴張正在推動全球珍珠奶茶的普及和消費。
生活方式與偏好的改變
消費者,尤其是年輕一代,正轉向那些被認為比碳酸飲料更健康的飲品。烏龍茶富含抗氧化劑,且咖啡因含量低於咖啡,這些都具有許多益處。這種對更健康飲品選擇的轉變,加上人們對亞洲風味的好奇,正在推動烏龍茶市場進一步擴張。
市場限制因子
對即飲咖啡、即飲茶、冰沙和果汁等替代飲品的需求不斷增長,預計將在一定程度上抑制市場成長。美國有67%的成年人每天飲用咖啡,這使得烏龍茶麵臨其他成熟飲品類別的激烈競爭。即飲咖啡的創新不斷增加,尤其是在追求便利和熟悉感的成年人群體中,可能會導致消費者逐漸放棄珍珠奶茶產品。
市場機會
全球對更健康、功能性飲料的需求不斷增長,為烏龍奶茶市場創造了新的機會。消費者對無麩質、無糖、低卡路里和添加水果的烏龍奶茶的需求日益增長。各大品牌正在投資研發創新配方,以滿足不斷變化的消費者期望。 2024年7月,英國Truedan公司推出了即飲荔枝烏龍茶,凸顯了消費者對口味豐富且更健康的即飲烏龍茶日益增長的需求。
依口味劃分
2024年,水果口味的烏龍奶茶引領市場。芒果、草莓、荔枝和混合莓果等熱門口味憑藉其鮮豔的口感和吸睛的顏值吸引了許多年輕消費者。巧克力口味的烏龍奶茶也因其濃鬱的甜點風味和廣泛的受歡迎程度而備受關注。
依應用領域劃分
受咖啡館文化的普及、連鎖店擴張和購物中心消費的推動,商業領域將在2024年佔最大的市場佔有率。家用市場雖然規模較小,但由於即飲烏龍奶茶產品在電商平台上的受歡迎程度,預計將成為成長最快的市場。
亞太地區(市場規模:2024年達2.0569億美元)
亞太地區憑藉其深厚的文化底蘊、不斷增長的可支配收入以及各大品牌廣泛的促銷策略,保持著全球領先地位。中國市場在該地區處於領先地位,這主要得益於消費者日益增強的健康意識和持續的產品創新。
北美
在美國,消費者正逐漸從含糖碳酸飲料轉向茶飲。本地採購和木薯粉(波霸)的創新正在增強當地需求。
歐洲
年輕消費者的流行趨勢、對亞洲美食的接受度以及對視覺吸引力強的飲品的偏好,正在推動德國、法國、義大利和英國等國家的成長。
南美洲、中東和非洲
旅遊業的成長、餐飲服務業的擴張以及對全球風味的接觸,正在推動巴西、阿聯酋和南非的消費成長。
The global oolong bubble tea market continues to gain momentum as consumers worldwide gravitate toward customizable, flavorful, and visually appealing beverages. According to the latest industry assessment, the market was valued at USD 463.63 million in 2024, is projected to increase to USD 491.53 million in 2025, and is expected to reach USD 788.33 million by 2032, growing at a strong CAGR of 6.98% from 2025 to 2032. Asia Pacific dominated the market with a 43.48% share in 2024, supported by rising disposable incomes, an expanding young consumer base, and the rapid spread of bubble tea franchises.
Market Overview
Oolong bubble tea, created from oolong tea blended with milk and chewy tapioca pearls, has emerged as one of the fastest-growing segments within the global bubble tea industry. Its rise is strongly associated with the beverage's widespread social media presence, cultural integration, and ability to deliver personalized flavor experiences. Brands such as Chatime Group, Gong Cha, Tiger Sugar, Quickly, and Coco Fresh Tea & Juice are continuously expanding across international markets, contributing to rapid global adoption.
A key driver behind this growth is the beverage's popularity among millennials and Gen Z consumers, who prefer trendy, photogenic, and accessible drinks. The combination of flavor innovation, cafe culture, and the rise of ready-to-drink (RTD) formats further strengthens demand for oolong bubble tea across both developed and emerging markets.
Market Trends
Celebrity and artist collaborations are becoming a significant trend shaping the oolong bubble tea landscape. Brands are partnering with influencers and creative designers to launch limited-edition beverages and packaging that resonate with young consumers. For example, in April 2025, Orbitel International partnered with four Taiwanese artists to launch its oolong bubble tea line at Taiwan's cultural and artistic bubble tea exhibition. These promotional strategies not only increase brand visibility but also reinforce bubble tea's position as a lifestyle beverage.
Market Drivers
Growing Global Franchise Expansion
The expansion of bubble tea franchises worldwide plays a major role in propelling the market. The beverage's customizability-allowing consumers to choose toppings, sugar levels, tea strengths, and flavor combinations-has significantly boosted its global appeal. International brands such as Gong Cha are executing rapid expansion strategies, including the opening of 90 outlets across the Americas in 2023 and a plan to open 130 additional stores in 2024. This growing franchise footprint strengthens global accessibility and drives rising consumption.
Lifestyle and Preference Shifts
Consumers, particularly younger demographics, are shifting toward beverages perceived as healthier alternatives to carbonated drinks. Oolong tea offers functional benefits, including antioxidants and lower caffeine levels compared to coffee. This shift toward healthier beverage choices, coupled with curiosity for Asian flavors, supports broader market penetration.
Market Restraints
The rising demand for substitute beverages such as RTD coffee, RTD tea, smoothies, and fruit juices is expected to limit market growth to some extent. In the U.S., 67% of adults drink coffee daily, indicating strong competition from well-established beverage categories. The increasing innovation in RTD coffee, especially among adults seeking convenience and taste familiarity, may divert consumers from bubble tea products.
Market Opportunities
The global shift toward healthier and more functional beverages presents new opportunities within the oolong bubble tea segment. Demand is rising for gluten-free, sugar-free, low-calorie, and fruit-enhanced oolong bubble tea. Brands are investing in innovative formulations to match evolving consumer expectations. In July 2024, Truedan U.K. launched an RTD Lychee Oolong Tea, highlighting the growing demand for flavorful, healthier, and ready-to-drink oolong variations.
By Flavor
Fruit-flavored oolong bubble tea dominated the market in 2024. Popular flavors such as mango, strawberry, lychee, and mixed berries attract younger consumers due to their vibrant taste and Instagram-friendly appearance. Chocolate-flavored oolong bubble tea is also gaining traction thanks to its rich, dessert-like taste and broad appeal.
By End-Use
The commercial segment held the largest share in 2024, driven by cafe culture, franchise expansion, and mall-based consumption. The household segment, though smaller, is projected to grow at the fastest rate as RTD oolong bubble tea products gain popularity on online retail platforms.
Asia Pacific (Market Size 2024: USD 205.69 million)
Asia Pacific remains the global leader, supported by strong cultural roots, increasing disposable incomes, and extensive promotional strategies by major brands. China leads the region, driven by rising health awareness and continuous product innovation.
North America
Consumers in the U.S. are increasingly shifting from sugary carbonated beverages toward tea-based drinks. Local ingredient sourcing and boba innovations are strengthening regional demand.
Europe
Youth-driven adoption, openness to Asian cuisine, and preference for visually appealing beverages support growth across countries like Germany, France, Italy, and the U.K.
South America & Middle East & Africa
Growing tourism, food-service expansion, and exposure to global flavors are driving increased consumption in Brazil, UAE, and South Africa.
Conclusion
With the global market expanding from USD 463.63 million in 2024 to a projected USD 788.33 million by 2032, oolong bubble tea remains one of the most dynamic beverage categories worldwide. Driven by flavor innovation, franchise expansion, and cultural integration, the industry is expected to maintain strong growth in the coming years.
Segmentation By Flavor
By End-Use
By Geography