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市場調查報告書
商品編碼
1945899
手搖茶飲市場-全球產業規模、佔有率、趨勢、機會及預測(依產品類型、口味、通路、地區及競爭格局分類,2021-2031年)Bubble Tea Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type, By Flavor, By Distribution Channel, By Region & Competition, 2021-2031F |
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全球手搖茶飲市場預計將從 2025 年的 29.6 億美元成長到 2031 年的 45.6 億美元,複合年成長率為 7.47%。
全球手搖茶飲市場指的是源自台灣的茶飲貿易,其典型特徵是新鮮沖泡的茶葉、牛奶或水果口味,以及諸如粉圓等口感豐富的配料。該行業的擴張主要受全球對可客製化、非酒精機能飲料日益成長的需求以及方便快速的零售專賣店的湧現所驅動。這些結構性促進因素不同於暫時的市場趨勢,預示著消費者偏好正在發生永久性的轉變,他們越來越傾向於個人化、體驗式的飲品選擇,尤其是在年輕群體中。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 29.6億美元 |
| 市場規模:2031年 | 45.6億美元 |
| 複合年成長率:2026-2031年 | 7.47% |
| 成長最快的細分市場 | 線上 |
| 最大的市場 | 北美洲 |
然而,粉圓的高熱量和高糖分引發的健康擔憂構成了一大障礙,可能限制其在注重健康的消費者群體中的市場滲透。儘管面臨這項挑戰,該產業在重點地區仍展現出巨大的經濟規模。根據中國連鎖經營協會預測,到2025年,新型茶飲市場規模預計將超過2,000億元人民幣,這印證了該品類在主要市場中強勁的商業性潛力。
國際加盟網路和門市網路的快速擴張已成為市場擴張的關鍵驅動力,使品牌能夠有效率地進入新的地理市場。透過標準化的營運模式和供應鏈物流,產業巨頭可以迅速擴大銷售版圖,提升全球消費者的購買管道和品牌認知。這種積極的擴大策略在企業發展鞏固國內外市場優勢的大型企業中體現得淋漓盡致。根據Mikue集團2024年1月發布的“申請證明”,該公司已在全球建立了超過36,000家門店的龐大網路,凸顯了特許經營模式所能實現的巨大實體覆蓋範圍和分銷能力。
此外,持續的產品創新和多樣化的菜單客製化是企業在競爭激烈的市場環境中保持消費者忠誠度的關鍵差異化優勢。各大品牌正加大產品研發投入,包括推出健康型產品、添加新鮮水果以及客製化糖分含量,以滿足消費者對高品質機能飲料不斷變化的偏好。這種專注於優質化和菜單多元化的策略已直接轉化為適應性強的品牌的強勁財務表現。根據其截至2024年3月的2023會計年度年度報告,奈雪控股有限公司透過最佳化門市網路和產品線,實現了約51.642億元的營收。此外,四川白茶百島實業有限公司於2024年4月發布的招股說明書顯示,該公司2023年茶飲料零售總額將達到169億元人民幣,反映該行業充裕的流動性。
珍珠奶茶等原料的高糖高熱量是全球手搖茶飲市場成長的一大障礙。隨著大眾對過量攝取糖分危害的認知不斷提高,相當一部分注重健康的消費者對珍珠奶茶的消費意願也日益降低。這種猶豫限制了珍珠奶茶市場向偏好飲酒人群以外的拓展,因為其營養價值的不足也讓那些注重體重管理和功能性飲食的消費者阻礙力。因此,對傳統高熱量配方的依賴降低了消費者的複購頻率,阻礙了珍珠奶茶市場更廣泛的滲透。
消費行為的這種轉變是可以量化的,並反映了阻礙產業擴張的結構性阻力。國際食品資訊理事會(IFIC)的數據顯示,到2024年,66%的消費者表示會嘗試限制或避免攝取糖分,與往年相比,這一比例顯著上升。這項統計數據凸顯了市場主流產品與不斷變化的飲食偏好之間的直接矛盾,顯示這些普遍存在的營養檢驗正在積極制約著產業的銷售成長潛力。
機器人自動化和智慧服務技術的融合正在從根本上重塑手搖茶飲市場的營運基礎。領導品牌正加速採用自主研發的自動化製茶設備和數位化管理系統,以規範產品品質並控制不斷上漲的人事費用。這項技術變革能夠精準控制萃取參數和食材比例,對於在快速擴張的加盟網路中維持品牌價值至關重要。這種結構性現代化努力也清楚地體現在產業主要企業的資本配置策略中。根據四川白茶百島實業有限公司2024年4月發布的招股說明書,該公司將把全球IPO所得收入淨額的約20%專門用於發展數位化能力和招募專業人才,以支持智慧門市營運。
同時,即飲型(RTD)產品正朝著零售店和超級市場擴張策略方向發展,這使得傳統的生茶品牌能夠抓住實體店以外的消費機會。透過與便利商店連鎖和快速消費品經銷商的合作,手搖茶飲連鎖品牌正將其招牌口味轉化為常溫保存的包裝形式,從而開闢新的收入來源並提高品牌滲透率。這一趨勢彌合了高階門市體驗與大眾市場可及性之間的差距,有效地將飲料從「目的地購買」轉變為「便利產品」。貢茶日本公司在2024年6月發布的新聞稿中宣布,將在全國2萬家7-Eleven便利商店獨家推出其首個寶特瓶茶飲系列(包括黑糖烏龍奶茶),這便是配銷通路多元化的一個顯著例證。
The Global Bubble Tea Market to grow from USD 2.96 Billion in 2025 to USD 4.56 Billion by 2031 at a CAGR of 7.47%. The Global Bubble Tea Market involves the trade of prepared tea-based beverages from Taiwan, typically distinguished by the mix of brewed tea, milk or fruit flavorings, and texturized toppings like tapioca pearls. This industry expansion is fundamentally underpinned by rising global demand for customizable, non-alcoholic functional drinks and the proliferation of specialized quick-service retail outlets designed for on-the-go consumption. These structural drivers differ from temporary market trends, signifying a permanent shift in consumer preferences toward personalized and experiential beverage options, particularly among younger demographics.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 2.96 Billion |
| Market Size 2031 | USD 4.56 Billion |
| CAGR 2026-2031 | 7.47% |
| Fastest Growing Segment | Online |
| Largest Market | North America |
Conversely, the sector encounters a major impediment regarding health apprehensions related to the high caloric and sugar content of tapioca pearls, which could restrict market penetration among health-conscious consumer segments. Despite this challenge, the industry continues to demonstrate substantial economic scale in key regions. According to the China Chain Store and Franchise Association, in 2025, the market size of the new-style tea beverage sector was estimated to exceed 200 billion yuan, underscoring the robust commercial viability of the category within its largest market.
Market Driver
The rapid expansion of international franchise networks and store footprints serves as a primary engine for market scalability, enabling brands to enter new geographical regions efficiently. By utilizing standardized operational models and supply chain logistics, major industry players can quickly multiply their point-of-sale locations, thereby increasing consumer accessibility and brand visibility globally. This aggressive scaling strategy is evident in the operational footprints of leading market incumbents who use franchising to secure dominance in both domestic and overseas territories. According to Mixue Group, January 2024, in the 'Application Proof', the company reported establishing a vast network of over 36,000 stores worldwide, highlighting the immense physical reach and distribution capability achievable through the franchise model.
Additionally, continuous product innovation and diverse menu customization act as critical differentiators that sustain consumer engagement in a highly competitive landscape. Brands are increasingly investing in product development to offer health-centric variants, fresh fruit integration, and customizable sugar levels, which appeals to evolving consumer preferences for higher quality and functional beverages. This strategic focus on premiumization and menu diversity translates directly into robust financial performance for adaptive brands. According to Nayuki Holdings Limited, March 2024, in the 'Annual Report 2023', the group achieved a revenue of approximately RMB 5,164.2 million, driven by the optimization of its store network and product lineup. Furthermore, according to Sichuan Baicha Baidao Industrial Co., Ltd., April 2024, in the 'Prospectus', the total retail sales value of the company's tea drinks reached RMB 16.9 billion in 2023, reflecting the substantial liquidity circulating within the sector.
Market Challenge
The high sugar and caloric content associated with ingredients like tapioca pearls constitutes a substantial impediment to the growth of the Global Bubble Tea Market. As public awareness regarding the adverse effects of excessive sugar intake rises, a considerable segment of health-conscious consumers is increasingly reluctant to engage with the category. This hesitation restricts the market's ability to expand beyond its core indulgent user base, as the perceived lack of nutritional value acts as a deterrent for demographic groups prioritizing weight management and functional diets. Consequently, the reliance on traditional, calorie-dense formulations limits the frequency of repeat purchases and hampers broader market penetration.
This shift in consumer behavior is quantifiable and reflects a structural friction against the industry's expansion. According to the International Food Information Council, in 2024, 66% of consumers reported trying to limit or avoid sugars in their diet, marking a distinct increase in avoidance behavior compared to prior years. This statistical evidence highlights a direct conflict between the market's staple offerings and evolving dietary preferences, indicating that the industry's potential for volume growth is being actively constrained by this widespread nutritional scrutiny.
Market Trends
The integration of robotic automation and smart service technologies is fundamentally reshaping the operational infrastructure of the bubble tea market. Major brands are increasingly deploying proprietary automated tea-making devices and digital management systems to standardize product quality and mitigate rising labor costs. This technological shift allows for precise control over brewing parameters and ingredient ratios, which is critical for maintaining brand integrity across rapidly scaling franchise networks. The commitment to this structural modernization is evident in the capital allocation strategies of leading industry players. According to Sichuan Baicha Baidao Industrial Co., Ltd., April 2024, in the 'Prospectus', the company allocated approximately 20% of the net proceeds from its global offering specifically to developing digitalization capabilities and engaging professional talents to support its smart store operations.
Simultaneously, there is a distinct strategic pivot toward the expansion of Ready-to-Drink (RTD) retail and supermarket offerings, allowing traditional fresh-tea brands to capture consumption occasions outside of physical teahouses. By leveraging partnerships with convenience store chains and FMCG distributors, bubble tea franchises are commoditizing their signature flavors into shelf-stable formats to secure new revenue streams and enhance brand ubiquity. This trend bridges the gap between premium on-premise experiences and mass-market accessibility, effectively transforming the beverage from a destination purchase to a convenience product. A notable instance of this channel diversification occurred when Gong Cha Japan, June 2024, in a 'Press Release', announced the launch of its first-ever PET bottle tea range, including Brown Sugar Oolong Milk Tea, exclusively across 20,000 7-Eleven stores nationwide.
Report Scope
In this report, the Global Bubble Tea Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Bubble Tea Market.
Global Bubble Tea Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: