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市场调查报告书
商品编码
1886975
乌龙奶茶市场规模、占有率、成长及全球产业分析:依类型、应用和地区划分的洞察,以及2024年至2032年的预测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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全球乌龙奶茶市场持续成长,主要受消费者对可客製化、口味丰富且外观诱人的饮品需求不断增长的推动。根据最新的产业评估,预计2024年市场规模将达到4.6363亿美元,2025年将成长至4.9153亿美元,到2032年将达到7.8833亿美元。预计2025年至2032年期间,该市场将以6.98%的复合年增长率高速成长。亚太地区在2024年将占市场主导地位,市场占有率达到43.48%,这主要得益于可支配收入的增加、年轻消费者群体的壮大以及奶茶连锁店的迅速普及。
市场概览
乌龙奶茶,由乌龙茶、牛奶和Q弹的木薯珍珠混合而成,已成为全球奶茶行业增长最快的细分市场之一。其快速成长与其强大的社交媒体影响力、文化渗透力以及提供个人化口味体验的能力密切相关。 Chatime集团、贡茶、老虎堂、快来和Coco Fresh Tea & Juice等品牌持续拓展国际市场,加速了全球市场的普及。
这项成长主要得益于千禧世代和Z世代消费者的青睐,他们偏好时尚、上镜且便利的饮品。口味创新、咖啡馆文化以及即饮(RTD)形式的兴起,都在推动已开发市场和新兴市场对乌龙奶茶的需求。
市场趋势
与名人及艺人的合作正成为塑造乌龙奶茶市场的关键趋势。品牌正与网红和创意设计师合作,推出能引起年轻消费者共鸣的限量版饮品和包装。例如,2025年4月,Orbitel International与四位台湾艺术家合作,在台湾文化艺术珍珠奶茶展上推出了乌龙奶茶系列。这项推广策略不仅提升了品牌知名度,还将珍珠奶茶定位为生活方式饮品。
市场驱动因素
全球特许经营的扩张
全球珍珠奶茶特许经营的扩张是推动市场发展的主要动力。消费者可自订的选项,包括配料、糖度、茶的浓淡和口味组合,正在推动珍珠奶茶在全球的流行。贡茶等国际品牌正在实施快速扩张策略,计画于2023年在北美和南美开设90家门市,并于2024年再开设130家门市。特许经营网络的扩张正在推动全球珍珠奶茶的普及和消费。
生活方式与偏好的改变
消费者,尤其是年轻一代,正转向那些被认为比碳酸饮料更健康的饮品。乌龙茶富含抗氧化剂,且咖啡因含量低于咖啡,这些都具有许多益处。这种对更健康饮品选择的转变,加上人们对亚洲风味的好奇,正在推动乌龙茶市场进一步扩张。
市场限制因子
对即饮咖啡、即饮茶、冰沙和果汁等替代饮品的需求不断增长,预计将在一定程度上抑制市场成长。美国有67%的成年人每天饮用咖啡,这使得乌龙茶麵临其他成熟饮品类别的激烈竞争。即饮咖啡的创新不断增加,尤其是在追求便利和熟悉感的成年人群体中,可能会导致消费者逐渐放弃珍珠奶茶产品。
市场机会
全球对更健康、功能性饮料的需求不断增长,为乌龙奶茶市场创造了新的机会。消费者对无麸质、无糖、低卡路里和添加水果的乌龙奶茶的需求日益增长。各大品牌正在投资研发创新配方,以满足不断变化的消费者期望。 2024年7月,英国Truedan公司推出了即饮荔枝乌龙茶,凸显了消费者对口味丰富且更健康的即饮乌龙茶日益增长的需求。
依口味划分
2024年,水果口味的乌龙奶茶引领市场。芒果、草莓、荔枝和混合莓果等热门口味凭藉其鲜艳的口感和吸睛的颜值吸引了许多年轻消费者。巧克力口味的乌龙奶茶也因其浓郁的甜点风味和广泛的受欢迎程度而备受关注。
依应用领域划分
受咖啡馆文化的普及、连锁店扩张和购物中心消费的推动,商业领域将在2024年占最大的市场占有率。家用市场虽然规模较小,但由于即饮乌龙奶茶产品在电商平台上的受欢迎程度,预计将成为成长最快的市场。
亚太地区(市场规模:2024年达2.0569亿美元)
亚太地区凭藉其深厚的文化底蕴、不断增长的可支配收入以及各大品牌广泛的促销策略,保持着全球领先地位。中国市场在该地区处于领先地位,这主要得益于消费者日益增强的健康意识和持续的产品创新。
北美
在美国,消费者正逐渐从含糖碳酸饮料转向茶饮。本地采购和木薯粉(波霸)的创新正在增强当地需求。
欧洲
年轻消费者的流行趋势、对亚洲美食的接受度以及对视觉吸引力强的饮品的偏好,正在推动德国、法国、义大利和英国等国家的成长。
南美洲、中东和非洲
旅游业的成长、餐饮服务业的扩张以及对全球风味的接触,正在推动巴西、阿联酋和南非的消费成长。
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