戶外（OOH）茶市場－全球產業規模、佔有率、趨勢、機會和預測：按產品類型、最終用戶、銷售管道、地區和競爭格局分類，2021-2031年

全球戶外茶市場，特別是紅茶市場，預計將從 2025 年的 221.6 億美元大幅成長至 2031 年的 384.9 億美元，複合年成長率為 9.64%。

此市場領域涵蓋在餐飲服務業場所（例如特色茶飲店、飯店、餐廳和咖啡館）消費和銷售的預調茶飲。推動這一市場擴張的關鍵因素是消費者對健康和養生的日益關注。這導致草本茶和功能性茶的需求增加，以及體驗式飲品連鎖店的持續擴張。這些結構性因素代表著飯店餐飲業在品質保證和優質化的根本性轉變，使其區別於轉瞬即逝的消費趨勢。

然而，全球供應鏈波動帶來的許多挑戰阻礙了市場擴張，而氣候變遷及其對價格和產量的負面影響更是加劇了這些挑戰。儘管面臨這些波動，食品服務供應商仍被迫維持穩定的採購成本。國際茶葉委員會在其2024年報告中強調了該行業對穩定國際貿易的依賴，指出全球茶葉出口量達到194萬噸，凸顯了非茶葉生產國消費市場對穩定進口茶葉以滿足食品服務需求的高度依賴。

市場促進因素

專門食品茶飲店和咖啡連鎖店的快速擴張是重塑全球食品服務茶飲市場的主要驅動力，將品牌知名度和可及性推向了新的高度。這種成長的特點是特許經營模式的積極擴張，尤其是在水果茶和手搖茶飲領域，使品牌能夠迅速滲透到不同的都市區和區域市場。這些門市正在從傳統的餐飲服務業角色轉變為生活方式中心，透過標準化而又創新的菜單顯著影響著消費者的偏好。例如，四川百茶百道實業有限公司在其2025年3月發布的《截至2024年12月31日會計年度年度財務報告》中披露，其在中國經營8395家門市，這充分展現了這種連鎖經營模式所能實現的龐大實體門市網路。

同時，消費者日益增強的健康意識正在從根本上改變菜單構成和籌資策略。消費者正積極地從高糖碳酸飲料轉向植物來源、無糖或功能性茶飲，這些飲品具有緩解壓力、改善消化等生理益處。這一趨勢迫使企業優先考慮透明的採購流程和高品質的天然原料，以留住注重健康的消費者。為了反映這一變化，伊藤園株式會社在2025年6月發布的「截至2025年4月的會計年度」報告中指出，其銷售額達4727億日元，並解釋說，其業績成長得益於消費者健康意識的提高和對無糖產品的強勁需求。為了支持這一全球消費趨勢，印度茶葉委員會指出，2025會計年度印度紅茶出口量達到2.5788億公斤，確保了國際食品服務市場的穩定供應。

市場挑戰

全球供應鏈的不穩定性，加上氣候變遷及其對作物產量的負面影響，對市場成長構成重大阻礙。食品服務供應商，尤其是高階領域（如豪華酒店和特色酒廊）的供應商，高度依賴特定優質茶葉的穩定供應，以支撐其高價並維持菜單標準。當惡劣天氣擾亂茶葉採摘週期時，優質茶葉就會短缺，迫使企業應對斷貨和不可預測的採購成本。這種不確定性阻礙了庫存計劃，使長期合約談判複雜化，並直接損害了業務擴張所需的營運穩定性。

近期主要產茶區的產量數據證實了供應緊張的嚴峻情況。根據印度茶葉局統計，2024年印度國內茶葉產量較前一年減少1.0888億公斤。產量下降的主要原因是主要產茶區遭受極端天氣事件的侵襲。作為世界主要茶葉產區之一，如此嚴重的產量短缺將導致國際供應趨緊，不可避免地推高批發價格，並擠壓餐飲服務業供應商的利潤空間。因此，無法確保優質原料的穩定供應將阻礙茶葉產業滿足消費者對高階體驗飲品日益成長的需求，最終抑制整體市場成長。

市場趨勢

功能性和適應原保健茶的興起正在顯著改變菜單模式。這是因為消費者越來越追求能夠提供補水以外的特定生理益處的飲品。這一趨勢的特點是，商家積極將適應原、藥用蘑菇和抹茶等高效成分融入標準飲品中，這些產品也從小眾保健食品店走向主流咖啡館。這一轉變也得到了以金額為準的佐證。根據《The Grocer》雜誌2025年9月發布的報告《下一代茶飲愛好者：2025年熱飲趨勢》，抹茶產品的銷量在第一季大幅成長了91%，凸顯了功能性茶飲產品快速的商業性潛力。

此外，自動化和人工智慧驅動的茶飲沖泡技術的出現，透過減少對技術純熟勞工的依賴和實現品質標準化，正在革新後台運作。各大連鎖店正在部署自動出茶系統和智慧沖泡機械臂，以確保數千家門市提供口味一致的茶飲，這對於加盟店的快速擴張至關重要。各大品牌在業務擴大策略中也明顯依賴此類技術。例如，奈雪控股有限公司在其2025年3月發布的「截至2024年12月31日的會計年度公佈財報」中指出，透過利用其自動化茶飲沖泡設備的先進數位化和自動化功能，該公司在其加盟模式下實現了精準的品管，並成功將其門市網路擴展至1798家。

目錄

第1章概述

第2章：調查方法

第3章執行摘要

第4章：客戶心聲

第5章：全球戶外茶飲市場展望

• 市場規模及預測
  • 按金額
• 市佔率及預測
  • 產品類型（紅茶、綠茶、花草茶、其他）
  • 依最終用戶（餐廳、酒店、酒吧/酒館等）分類
  • 分銷通路（超級市場/大賣場、線上通路、專賣店、其他通路）
  • 按地區
  • 按公司（2025 年）
• 市場地圖

第6章：北美戶外茶市場展望

• 市場規模及預測
• 市佔率及預測
• 北美洲：國別分析
  • 美國
  • 加拿大
  • 墨西哥

第7章：歐洲戶外茶市場展望

• 市場規模及預測
• 市佔率及預測
• 歐洲：國別分析
  • 德國
  • 法國
  • 英國
  • 義大利
  • 西班牙

第8章：亞太地區戶外茶飲市場展望

• 市場規模及預測
• 市佔率及預測
• 亞太地區：國別分析
  • 中國
  • 印度
  • 日本
  • 韓國
  • 澳洲

第9章：中東與非洲戶外茶飲市場展望

• 市場規模及預測
• 市佔率及預測
• 中東與非洲：國別分析
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 南非

第10章：南美戶外茶市場展望

• 市場規模及預測
• 市佔率及預測
• 南美洲：國別分析
  • 巴西
  • 哥倫比亞
  • 阿根廷

第11章 市場動態

• 促進因素
• 任務

第12章 市場趨勢與發展

• 併購
• 產品發布

第13章：全球戶外（OOH）茶市場：SWOT分析

第14章：波特五力分析

• 產業內部競爭
• 新進入者的潛力
• 供應商的議價能力
• 顧客權力
• 替代品的威脅

第15章 競爭格局

• Tata Global Beverages Ltd.
• Nestle SA
• Celestial Seasonings Inc.
• Unilever Plc
• Ito En Ltd
• Barry's Tea
• Associated British Foods
• Dilmah Ceylon Tea Company
• The Republic of Tea
• Bettys and Taylors Group Limited

第16章 策略建議

第17章：關於研究公司及免責聲明

The Global Out of Home Tea Market is projected to expand significantly, growing from USD 22.16 Billion in 2025 to USD 38.49 Billion by 2031, representing a compound annual growth rate of 9.64%. This market sector encompasses prepared tea beverages consumed and sold in foodservice settings, such as specialty tea lounges, hotels, restaurants, and cafes. The primary factors driving this expansion include a growing consumer emphasis on health and wellness, which boosts demand for herbal and functional infusions, alongside the ongoing proliferation of experiential beverage chains. These structural drivers indicate a fundamental transition toward quality assurance and premiumization within the hospitality industry, distinguishing them from temporary consumer fads.

However, market expansion is impeded by significant challenges related to global supply chain volatility, which is intensified by climate change and its adverse effects on pricing and crop yields. Foodservice operators are under pressure to manage consistent procurement costs despite these fluctuations. Highlighting the sector's dependence on stable international trade, the 'International Tea Committee' reported in '2024' that global tea export tonnage reached 1.94 million metric tonnes, underscoring the critical reliance of non-producing consumer markets on consistent import flows to satisfy out-of-home demand.

Market Driver

The rapid proliferation of specialty tea shops and cafe chains serves as a primary force restructuring the global out-of-home tea market, driving brand visibility and accessibility to new heights. This growth is defined by the aggressive scaling of franchise models, especially within the fruit and bubble tea sectors, allowing brands to quickly penetrate diverse urban and tier-two markets. These establishments are evolving from traditional foodservice roles into lifestyle hubs, significantly influencing consumer preferences through standardized yet innovative menus. For instance, Sichuan Baicha Baidao Industrial Co., Ltd. reported in its 'Annual Results Announcement for the Year Ended 31 December 2024', released in March 2025, that it operates a network of 8,395 stores across China, demonstrating the massive physical footprint achievable through this chained business model.

Simultaneously, increasing consumer awareness regarding health and wellness is fundamentally transforming menu compositions and procurement strategies. Diners are actively shifting away from high-sugar carbonated drinks in favor of plant-based, unsweetened, or functional tea beverages that offer perceived physiological benefits, such as stress reduction or improved digestion. This trend forces operators to prioritize transparent sourcing and high-quality, natural ingredients to retain health-conscious patrons. Reflecting this shift, Ito En, Ltd. reported net sales of 472.7 billion yen in its 'Financial Results for the Fiscal Year Ended April 30, 2025', released in June 2025, attributing the performance to robust demand for its health-oriented and sugar-free portfolio. To support this global consumption, the Tea Board of India noted that tea exports reached 257.88 million kilograms in the 2025 fiscal year, ensuring a consistent supply for international foodservice markets.

Market Challenge

Global supply chain volatility, significantly exacerbated by climate change and its negative impact on crop yields, presents a critical barrier to the market's progression. Foodservice operators, especially those in the premium sector like high-end hotels and specialty lounges, depend heavily on the consistent availability of specific high-quality tea grades to justify premium pricing and maintain menu standards. When adverse weather patterns disrupt harvest cycles, the resulting scarcity of superior leaves forces businesses to deal with potential stockouts and unpredictable procurement costs. This uncertainty hampers inventory planning and complicates long-term contract negotiations, directly undermining the operational stability necessary for expansion.

The severity of this supply constraint is underscored by recent production data from major origin regions. According to the 'Tea Board of India', national tea production in '2024' decreased by 108.88 million kilograms compared to the previous year, a decline primarily attributed to extreme weather events affecting key growing districts. Such a significant deficit from a primary global source tightens international availability, inevitably driving up wholesale prices and compressing margins for out-of-home vendors. Consequently, the inability to secure a reliable volume of quality ingredients hinders the industry's capacity to meet the rising consumer demand for premium experiential beverages, thereby stalling overall market growth.

Market Trends

The proliferation of Functional and Adaptogenic Wellness Teas is dramatically reshaping menu architectures as consumers increasingly seek beverages that provide targeted physiological benefits beyond basic hydration. This trend is defined by the aggressive incorporation of high-potency ingredients, such as adaptogens, medicinal mushrooms, and matcha, into standard service formats, transitioning these items from niche health stores to mainstream cafes. The shift is quantifiable; according to 'The next gen tea drinker: trends in hot beverages 2025' report by The Grocer in September 2025, matcha products saw a massive 91% surge in value sales during the first quarter, highlighting the rapid commercial viability of functional tea variants.

The emergence of Automated and AI-Enabled Tea Brewing Technology is simultaneously revolutionizing back-of-house operations by reducing reliance on skilled labor and standardizing quality. Major chains are deploying automated dispensing systems and smart brewing robotic arms to ensure consistent flavor profiles across thousands of outlets, a capability that is critical for rapid franchising. This technological dependency is evident in the scaling strategies of leading brands; for example, Nayuki Holdings Limited stated in its 'Annual Results Announcement for the Year Ended December 31, 2024', released in March 2025, that the group successfully expanded its network to 1,798 stores by leveraging the sophistication of its digitalization and automation capabilities on automatic tea-making equipment, allowing for precise quality control within its franchise model.

Key Market Players

• Tata Global Beverages Ltd.
• Nestle S.A
• Celestial Seasonings Inc.
• Unilever Plc
• Ito En Ltd
• Barry's Tea
• Associated British Foods
• Dilmah Ceylon Tea Company
• The Republic of Tea
• Bettys and Taylors Group Limited

Report Scope

In this report, the Global Out of Home Tea Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Out of Home Tea Market, By Product Type

• Black Tea
• Green Tea
• Herbal Tea
• Others

Out of Home Tea Market, By End User

• Restaurants
• Hotels
• Bars & Pubs
• Others

Out of Home Tea Market, By Sales Channel

• Supermarket/Hypermarket
• Online
• Specialty Stores
• Others

Out of Home Tea Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Out of Home Tea Market.

Available Customizations:

Global Out of Home 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:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Out of Home Tea Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type (Black Tea, Green Tea, Herbal Tea, Others)
  • 5.2.2. By End User (Restaurants, Hotels, Bars & Pubs, Others)
  • 5.2.3. By Sales Channel (Supermarket/Hypermarket, Online, Specialty Stores, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2025)
• 5.3. Market Map

6. North America Out of Home Tea Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type
  • 6.2.2. By End User
  • 6.2.3. By Sales Channel
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Out of Home Tea Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type
      • 6.3.1.2.2. By End User
      • 6.3.1.2.3. By Sales Channel
  • 6.3.2. Canada Out of Home Tea Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type
      • 6.3.2.2.2. By End User
      • 6.3.2.2.3. By Sales Channel
  • 6.3.3. Mexico Out of Home Tea Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type
      • 6.3.3.2.2. By End User
      • 6.3.3.2.3. By Sales Channel

7. Europe Out of Home Tea Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type
  • 7.2.2. By End User
  • 7.2.3. By Sales Channel
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Out of Home Tea Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type
      • 7.3.1.2.2. By End User
      • 7.3.1.2.3. By Sales Channel
  • 7.3.2. France Out of Home Tea Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type
      • 7.3.2.2.2. By End User
      • 7.3.2.2.3. By Sales Channel
  • 7.3.3. United Kingdom Out of Home Tea Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type
      • 7.3.3.2.2. By End User
      • 7.3.3.2.3. By Sales Channel
  • 7.3.4. Italy Out of Home Tea Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type
      • 7.3.4.2.2. By End User
      • 7.3.4.2.3. By Sales Channel
  • 7.3.5. Spain Out of Home Tea Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type
      • 7.3.5.2.2. By End User
      • 7.3.5.2.3. By Sales Channel

8. Asia Pacific Out of Home Tea Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type
  • 8.2.2. By End User
  • 8.2.3. By Sales Channel
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Out of Home Tea Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type
      • 8.3.1.2.2. By End User
      • 8.3.1.2.3. By Sales Channel
  • 8.3.2. India Out of Home Tea Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type
      • 8.3.2.2.2. By End User
      • 8.3.2.2.3. By Sales Channel
  • 8.3.3. Japan Out of Home Tea Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type
      • 8.3.3.2.2. By End User
      • 8.3.3.2.3. By Sales Channel
  • 8.3.4. South Korea Out of Home Tea Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type
      • 8.3.4.2.2. By End User
      • 8.3.4.2.3. By Sales Channel
  • 8.3.5. Australia Out of Home Tea Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product Type
      • 8.3.5.2.2. By End User
      • 8.3.5.2.3. By Sales Channel

9. Middle East & Africa Out of Home Tea Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type
  • 9.2.2. By End User
  • 9.2.3. By Sales Channel
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Out of Home Tea Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type
      • 9.3.1.2.2. By End User
      • 9.3.1.2.3. By Sales Channel
  • 9.3.2. UAE Out of Home Tea Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type
      • 9.3.2.2.2. By End User
      • 9.3.2.2.3. By Sales Channel
  • 9.3.3. South Africa Out of Home Tea Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type
      • 9.3.3.2.2. By End User
      • 9.3.3.2.3. By Sales Channel

10. South America Out of Home Tea Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product Type
  • 10.2.2. By End User
  • 10.2.3. By Sales Channel
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Out of Home Tea Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product Type
      • 10.3.1.2.2. By End User
      • 10.3.1.2.3. By Sales Channel
  • 10.3.2. Colombia Out of Home Tea Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product Type
      • 10.3.2.2.2. By End User
      • 10.3.2.2.3. By Sales Channel
  • 10.3.3. Argentina Out of Home Tea Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product Type
      • 10.3.3.2.2. By End User
      • 10.3.3.2.3. By Sales Channel

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Out of Home Tea Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. Tata Global Beverages Ltd.
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Nestle S.A
• 15.3. Celestial Seasonings Inc.
• 15.4. Unilever Plc
• 15.5. Ito En Ltd
• 15.6. Barry's Tea
• 15.7. Associated British Foods
• 15.8. Dilmah Ceylon Tea Company
• 15.9. The Republic of Tea
• 15.10. Bettys and Taylors Group Limited

16. Strategic Recommendations

17. About Us & Disclaimer