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市場調查報告書
商品編碼
1971444
香蘭茶市場-全球產業規模、佔有率、趨勢、機會和預測:按產品類型、分銷管道、地區和競爭格局分類,2021-2031年Pandan Tea Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Loose Leaves, Powder, Tea Bags), By Distribution Channel (Online, Offline), By Region & Competition, 2021-2031F |
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全球香蘭茶市場預計將從 2025 年的 3.488 億美元成長到 2031 年的 5.4586 億美元,複合年成長率為 7.75%。
該市場以香蘭葉(Pandanus amaryllifolius)製成的飲品貿易為特徵。這些飲品可沖泡成純草本茶,或與傳統茶飲混合,具有獨特的甜美、花香和堅果風味,常被比作亞洲香草。市場成長的主要促進因素包括全球消費者對富含天然抗氧化劑的無咖啡因功能性健康飲品的日益偏好,以及東南亞美食文化旅遊影響力的不斷擴大。這使得異國情調的地域風味融入了西方咖啡文化。這些因素代表著口味偏好和健康意識習慣的結構性轉變,而非曇花一現的潮流,凸顯了該產品的長期商業性永續性。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 3.488億美元 |
| 市場規模:2031年 | 5.4586億美元 |
| 複合年成長率:2026-2031年 | 7.75% |
| 成長最快的細分市場 | 活頁 |
| 最大的市場 | 北美洲 |
阻礙市場快速成長的主要障礙在於,出口和加工過程中如何妥善保存香蘭葉中揮發性芳香成分,這在物流環節上存在複雜性,並常常導致國際市場上產品品質參差不齊。儘管主要產區的供應鏈穩定性至關重要,但克服這項挑戰仍然不可或缺。根據越南茶葉協會預測,到2024年,越南茶葉種植面積將達128,000公頃,乾茶產量將達23萬噸。東南亞地區強大的農業基礎設施對於滿足包括香蘭茶在內的專門食品茶日益成長的國際需求至關重要,但如何在如此大規模的生產中確保香氣的穩定保存,仍然是出口商面臨的一項重大技術挑戰。
消費者對功能性草本飲料日益成長的需求是推動市場發展的主要動力,注重健康的消費者正在積極尋求具有療效且不含咖啡因的替代品。香蘭葉以其抗氧化特性和天然清爽功效而聞名,完美契合了消費者對潔淨標示健康飲料的需求。這一趨勢在優先發展健康產品的主要企業的財務表現中得到了清晰的體現。例如,塔塔消費品公司在2023-2024會計年度綜合年度報告中指出,其成長業務部門(包括功能性創新)的營收在2024會計年度成長了40%。這一成長有助於緩解整體市場波動,並得益於強勁的區域生產。根據泰國貿易政策與策略部2025年1月發布的報告,泰國2024年農產品出口成長了6.0%,確保了全球市場植物性原料的穩定供應。
同時,隨著東南亞飲食文化潮流在全球蔓延,香蘭葉也從小眾的民族食材發展成為西方市場認可的風味。香蘭葉常被譽為“亞洲香草”,正透過專賣店和以異國風情食材為特色的手搖茶飲連鎖店迅速走紅。這種分銷網路對於將香蘭葉飲品推廣至新的消費群體至關重要。根據QSR Media Asia在2025年4月報道,貢茶連鎖店在2024會計年度創下了超過6億美元的系統總銷售額新高。專賣店的擴張為全球消費者提供了一個必要的平台,讓他們了解香蘭葉獨特的花香和堅果香氣,從而鞏固其在高階茶飲市場的地位。
全球香蘭茶市場拓展至國際高階市場的主要障礙在於,處理和出口過程中如何有效保存香蘭葉中易揮發的芳香成分。香蘭的商業性價值很大程度上取決於其獨特的香氣,這種香氣常被稱為“亞洲香草”,但這種香氣極其脆弱,在長途運輸過程中極易劣化。如果這種香氣在到達消費者手中之前就已流失,產品就會失去其決定性的感官吸引力,品質也會變得不穩定,無法滿足高階零售商和西方咖啡文化的嚴格標準。
這種波動性導致東南亞強大的茶葉生產能力與全球進口商要求的品質標準之間存在差距。例如,根據越南茶葉協會統計,該國2024年前11個月的茶葉出口量約為13.3萬噸。雖然這一數字表明其出口能力巨大,但如此大規模生產茶葉仍能保持其香氣,其技術難度阻礙了高價值香蘭葉混合茶的大規模生產。因此,無法保證始終如一的感官體驗限制了市場從小眾民族產品向主流產品的轉型,直接阻礙了更廣泛的商業性成長。
即飲型(RTD)和碳酸香蘭茶的出現正在改變市場格局,這些具有「地理特色風味」的飲品滿足了消費者對便利清爽健康飲品的需求。生產商在香蘭萃取物中添加碳酸,以提供清爽的非酒精飲料,作為傳統汽水的替代品,並致力於開發利用原料天然甜味的「潔淨標示」產品。這一趨勢與消費者轉向更健康飲水方式的趨勢相吻合。尤其是在飲料業,低糖產品的銷售量超過了含糖產品。根據《中國日報》2025年5月報道,2024年低糖茶飲料的銷量年增41%,顯示功能性茶飲市場需求強勁,而香蘭茶可望成為該品類的新寵。
同時,香蘭茶在高檔調酒術和創意無酒精無酒精調飲中的應用,正使其從一種小眾植物原料躍升為精緻飲品中的必備之選。調酒師和調酒師們正利用香蘭茶複雜、草本氣息濃郁、類似香草的風味(常被稱為“亞洲香草”),為雞尾酒和懷舊無酒精飲品增添層次感,而無需依賴人工糖漿。這種應用契合了社群媒體文化中視覺和味覺體驗日益成長的趨勢。根據Pinterest於2024年12月發布的《2025年預測報告》,「奶油蘇打風格」的搜尋量成長了105%,這一趨勢直接惠及了以香蘭茶為基礎的飲品,這些飲品能夠以高階且上鏡的方式,自然地重現濃郁的奶油香氣。
The Global Pandan Tea Market is projected to expand from USD 348.80 Million in 2025 to USD 545.86 Million by 2031, reflecting a CAGR of 7.75%. This market is characterized by the trade of beverages created from the leaves of the Pandanus amaryllifolius plant, which are brewed either as pure herbal infusions or blended with traditional tea bases to provide a unique sweet, floral, and nutty flavor often compared to Asian vanilla. Key drivers fueling market growth include a growing global preference for caffeine-free, functional wellness beverages packed with natural antioxidants, as well as the rising influence of Southeast Asian culinary tourism, which has introduced exotic regional flavors to Western cafe culture. These drivers indicate a structural shift in flavor preferences and health-conscious habits rather than temporary trends, underpinning the product's long-term commercial viability.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 348.80 Million |
| Market Size 2031 | USD 545.86 Million |
| CAGR 2026-2031 | 7.75% |
| Fastest Growing Segment | Loose Leaves |
| Largest Market | North America |
A significant obstacle to rapid market growth is the logistical complexity of preserving the volatile aromatic compounds of pandan leaves during export and processing, which frequently results in inconsistent product quality in international markets. While supply chain stability in key production regions is vital, overcoming this hurdle remains critical. According to the Vietnam Tea Association, the country's tea cultivation area totaled 128,000 hectares in 2024, yielding 230,000 tons of dried tea. Although this strong agricultural infrastructure in Southeast Asia is essential for meeting the increasing international demand for specialty tea blends, including those with pandan, ensuring consistent aroma retention across such large volumes remains a major technical challenge for exporters.
Market Driver
The increasing consumer demand for functional herbal beverages acts as a primary market driver, with health-conscious individuals actively seeking caffeine-free alternatives that offer therapeutic value. Pandan leaves, known for their antioxidant profile and natural cooling properties, fit seamlessly into this demand for clean-label wellness infusions. This trend is evident in the financial results of major companies prioritizing health-centric products; for example, Tata Consumer Products noted in their 'Integrated Annual Report 2023-24' that revenue from growth businesses, including functional innovations, rose by 40% in fiscal year 2024. This growth helps mitigate broader market volatility and is supported by robust regional output; the Trade Policy and Strategy Office reported in January 2025 that Thailand's exports of agro-industrial products increased by 6.0 percent in 2024, ensuring a reliable supply of raw botanicals for global markets.
Concurrently, the global spread of Southeast Asian culinary trends has elevated pandan from a niche ethnic ingredient to a recognized flavor in Western markets. Frequently referred to as "Asian vanilla," pandan is gaining popularity through specialty retail channels and bubble tea franchises that feature exotic regional ingredients. This infrastructure is crucial for introducing pandan-based beverages to new demographics. As reported by QSR Media Asia in April 2025, the tea chain Gong cha achieved record system-wide sales exceeding USD 600 million for the fiscal year 2024. Such expansion in specialty outlets provides the necessary platform to familiarize global consumers with pandan's distinct floral and nutty characteristics, securing its position within the premium tea landscape.
Market Challenge
A major barrier to the expansion of the Global Pandan Tea Market into premium international segments is the logistical difficulty of preserving the volatile aromatic compounds of pandan leaves during processing and export. The commercial value of pandan relies heavily on its unique fragrance, often described as "Asian vanilla," which is highly unstable and prone to degradation during the extended transit times required for global distribution. If this aroma diminishes before reaching the consumer, the product loses its defining sensory appeal, resulting in inconsistent quality that fails to meet the rigorous standards of high-end retailers and Western cafe culture.
This volatility creates a disconnect between the robust production capabilities of Southeast Asia and the quality expectations of global importers. For instance, the Vietnam Tea Association reported that the country's tea exports reached nearly 133,000 tons in the first 11 months of 2024. While this figure highlights substantial export capacity, the technical complexity of maintaining aroma retention across such vast volumes restricts the scalability of high-value pandan blends. Consequently, the inability to guarantee a uniform sensory experience limits the market's ability to transition from a niche ethnic product to a mainstream staple, directly hampering broader commercial growth.
Market Trends
The market is being transformed by the emergence of Ready-to-Drink (RTD) and sparkling pandan tea variants, which address the demand for convenient, effervescent wellness beverages featuring unique regional flavors. Manufacturers are increasingly carbonating pandan infusions to offer refreshing, non-alcoholic alternatives to traditional sodas, leveraging the ingredient's natural sweetness for clean-label formulations. This trend aligns with a wider consumer shift toward healthier hydration, particularly in the beverage sector where low-sugar options are outperforming sugary competitors. As noted by China Daily in May 2025, sales of low-sugar tea drinks grew by 41 percent year-on-year in 2024, signaling a robust appetite for the functional tea categories that pandan is poised to capture.
Simultaneously, the adoption of pandan tea in premium mixology and craft mocktails is elevating the ingredient from a niche botanical to a staple in sophisticated beverage programs. Bartenders and mixologists are utilizing pandan's complex, grassy, and vanilla-like profile-often dubbed "Asian Vanilla"-to add depth to cocktails and nostalgia-driven non-alcoholic drinks without relying on artificial syrups. This application capitalizes on rising visual and flavor-focused trends in social media culture. According to the 'Pinterest Predicts 2025' report from December 2024, search interest for 'cream soda aesthetic' increased by 105 percent, a trend that directly benefits pandan-based beverages which naturally mimic these creamy, aromatic notes in high-end, photogenic serves.
Report Scope
In this report, the Global Pandan 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 Pandan Tea Market.
Global Pandan 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: