The global yerba mate market is estimated to be worth USD 2.4 billion in 2025. It is projected to reach USD 4.3 billion by 2035, expanding at a CAGR of 5.8% over the assessment period 2025 to 2035.
There is significant growth in the industry due to the amplified consumer commodity interest in the natural, functional, and plant-based beverages category. The yerba mate plant, a typical herbal tea and one of the most common plants in South America is famous for its high anti-bacterial properties and stimulating effect.
The drink is considered a healthier option or substitute for coffee or energy drinks that are artificially produced. Also, the most visible growth is due to the popularity of the clean-label and organic beverage brands.
The sector's growth stems mainly from people learning about the numerous health benefits of drinking its tea, such as faster metabolism, clearer thinking, and stronger immune systems.
Due to recent trends of opting for natural sources of energy, many consumers are adopting its use in their everyday routines, leading to higher sales of both the traditional loose-leaf and ready-to-drink (RTD) products. Consumer demand for plant-based and minimally processed beverages is also one of the trends shaping the scenario.
The growth of the functional beverage segment has also influenced the overall expansion. Because of its natural caffeine and polyphenols, yerba mate is being replaced with wellness drinks, herbal teas, and sports nutrition products. The trend of adaptogenic and botanical infusion drinks is also a factor further promoting the sale of products containing this plant.
Innovations in extraction, processing, and flavoring have been instrumental in overcoming the problems of yerba mate taste, variability, and stability during storage. The replacement of products with flavored and enhanced drinks, including ones that have vitamins, probiotics, and natural sweeteners added, is enlarging the consumer base.
Moreover, the growth of e-commerce and the establishment of direct-to-consumer selling pathways have been particularly successful in making the beverage widely known and converting more people into fans.
Nonetheless, there are challenges, such as the constant change in raw material requirements, the lack of awareness of the products, and the high competition from other herbal teas and functional drinks. Moreover, the approval of local and international authorities, along with the certification of organic and fair-trade practices, may influence the cost of production and, therefore, the entry strategies that are available.
Regardless of these issues, there is a good possibility for further growth. The strong interest in using sustainable and fairly sourced products in conjunction with the increasing desire for RTD herbal drinks has opened fresh scope for development.
Besides, together with the already-established partnerships between different brands and health-focused influencers, they are both effective forces in customer involvement and brand patronage. With the functional beverage industry on the move, the industry is destined for enduring growth in the years ahead.
| Attributes | Description |
|---|---|
| Estimated Size (2025E) | USD 2.4 billion |
| Projected Value (2035F) | USD 4.3 billion |
| Value-based CAGR (2025 to 2035) | 5.8% |
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Globally, the industry is expanding rapidly, fuelled by growing popularity as a natural energy stimulant and antioxidant drink. For centuries, it has been used traditionally in South America. Still, it is increasingly being taken up in North America and Europe, especially as a substitute for coffee and man-made energy drinks.
The largest consumer is the beverage industry, and yerba mate is a functional drink due to its caffeine content and health benefits. The dietary supplements industry has high demand as the plant is said to aid in weight control, increase metabolism, and boost immune function.
In the cosmetics segment, it has applications in skin rejuvenation and anti-aging products, albeit in a somewhat niche segment so far. Secondly, food ingredients use it as a natural flavoring agent and functional products are experiencing modest growth.
From 2020 to 2024, there has been a rapid expansion driven by the rise of functional hybrid beverages that blend with adaptogens, nootropics, and probiotics. These beverages have found favor in North America and Europe as consumers increasingly turn to natural energy sources rather than synthetic drinks.
Furthermore, the transition from loose-leaf traditional consumption to more convenient formats-RTD, single-serve sachets, and cold brew concentrates-is driving growth. Its popularity as a natural nootropic has grown, and companies have been formulating energy-drinking products to appeal to students, professionals, and gamers. Latin American suppliers, in turn, have been meeting increasing worldwide demand by maximizing processing, improving logistics, and negotiating export deals.
From 2025 to 2035, functional hybrids like electrolyte-fortified and botanical-supplemented products will continue to grow and be mass-uptaken.
Convenience-facilitating technologies like intelligent brewing devices and tailor-made pods will serve growing consumer groups. Cognition-enhancing benefits will fuel their inclusion into performance-oriented drinks, with optimized blends containing ginseng, L-theanine, and medicinal mushrooms.
The supply chain revolution will continue as Latin American farmers expand cultivation grounds, invest in sustainability programs, and form strategic partnerships to offer stable pricing and consistent global availability.
A Comparative Market Shift Analysis (2020 to 2024 vs. 2025 to 2035)
| 2020 to 2024 Trends | 2025 to 2035 Projections |
|---|---|
| Spiked global demand as a natural energy drink and antioxidant-based drink. | Growing adoption in mainstream wellness channels and functional beverage segments. |
| Expansion into RTD (ready-to-drink) drinks, flavored infusions, and functional blends. | More innovation in hybrid products like energy drinks and adaptogenic blends. |
| Growing demand for organic, fair-trade, and sustainably sourced products. | Regenerative farming practice building and carbon-free manufacturing. |
| Faster development in North America and Europe is driven by the health needs of consumers. | Stronger distribution in Asian and Middle Eastern industries with product variations based on regional environments. |
| Internet-based brands, influencer relationships, and social media promotion capitalizing on brand sales. | Artificial intelligence personalization and subscription services are increasing in popularity. |
Owing to the increasing demand for energy boosters among consumers, the industry is quite popular today, and it goes hand in hand with the increase of functional beverages. Nonetheless, the cultivation of this plant is at risk due to climate change and environmental factors, which in turn will decrease its quality and yield. Companies must implement sustainable farming practices and look for other sourcing regions to reduce supply chain disruptions.
The regulatory issues related to caffeine content, organic certification, and food safety standards are not the same across different international industries. Navigating these convoluted regulations is only possible with continuous adherence by companies, which entails testing and certification and, as a result, higher operating costs for businesses that want to globalize.
The marketplace is getting crowded, with both traditional brands and mainstream companies releasing new items. To remain competitive, companies should concentrate on new developments such as premixed drinks, diverse tastes, and combinations of nutritional substances.
The instability in the raw materials due to changes in production, trade embargoes, and transportation charges may adversely affect the firm's profitability. Long-term supplier contracts, modern processing techniques, and efficient distribution networks will normalize the prices and keep them affordable for the end users.
| Countries | CAGR (2025 to 2035) |
|---|---|
| USA | 6.5% |
| UK | 5.2% |
| France | 4.9% |
| Germany | 7.1% |
| Italy | 4.7% |
| South Korea | 6.3% |
| Japan | 5.8% |
| China | 8.2% |
| Australia | 5.6% |
| New Zealand | 5.0% |
The USA will grow at a CAGR of 6.5% from 2025 to 2035 as consumers become more demanding of functional beverages. Consumers are moving away from conventional energy drinks to natural, antioxidant-based drinks.
Expansion in the distribution of South American brands and domestic innovation in flavored and ready-to-consume products are also driving growth. Increased retail penetration via health shops and websites has increased access for people in the country, increasing uptake levels among young people.
Yerba Mate is emerging as a niche health drink in the UK, with 5.2% CAGR growth. Health trends and vegetable-based beverage demand are the key drivers. However, less knowledgeable than traditional tea and coffee, organic premium brands are gaining popularity among urban consumers. Chains are expanding shelf space, especially in health food stores and online, to facilitate growth.
France is expected to grow at a CAGR of 4.9% during the forecast period. The country's tea culture has paved the way for the introduction of yerba mate as a new product, particularly among young and health-conscious consumers.
Health advantages, mainly its metabolism-boosting and energy-boosting properties, are driving demand. The ease of availability of artisanal and organic offerings is providing space for premium-priced offerings, though mass acceptance is limited.
Germany dominates with a CAGR of 7.1% due to healthy demand for natural energy drinks and sustainable foodstuffs. Functional beverages are very responsive among German consumers, and the increasing perception of yerba mate as a more healthful source of caffeine is driving its consumption.
Regional beverage companies are introducing this plant in energy drinks and infusions, further growing product lines. Increased availability of specialty tea and coffee shops is also propelling growth.
Italy is also expected to grow at a CAGR of 4.7%. Though coffee is the top beverage seller, yerba mate is picking up steam among health enthusiasts. Ready-to-consume beverages available in supermarkets and organic shops are driving the industry forward.
Italian companies are creating fusion beverages that mix yerba mate with Mediterranean herbs, which are becoming increasingly appealing to local consumers. The cultural appeal of espresso-based beverages remains a challenge to mass popularity.
South Korea is expected to grow at a 6.3% CAGR. The country's active functional beverage industry, driven by wellness trends and innovation, is fuelling demand. Its stimulating properties particularly appeal to younger generations, making it a bestseller among wellness and sports enthusiasts.
Korean beverage companies are incorporating the leaves of this plant into bottled teas and carbonated soft drinks, riding the emerging trend of natural and botanical beverages.
Japan will expand at a CAGR of 5.8%. The nation's rich tea tradition and health-oriented beverage preferences are strong drivers for industry expansion. The leaves of this plant are being increasingly marketed as a functional substitute for green tea, especially among youth and health-conscious consumers.
Food and beverage companies in the domestic industry are launching beverages in convenient packaging types such as cans and bottles to meet Japan's mobile consumption trend.
China will experience the greatest expansion at a CAGR of 8.2%. The demand is fueled by rising middle-class consumers and demand for herbal and functional beverages.
Global health trends are gaining popularity among Chinese consumers, with yerba mate emerging as a natural substitute for tea and coffee. Leading beverage companies are joining the fray, marketing infused teas and energy drinks to benefit from the expanding industry potential.
Australia is expected to expand at a CAGR of 5.6%. Australia's sophisticated health and wellness economy and strong café culture are promoting its adoption. Consumers are looking to buy the drink for its natural, energizing, and antioxidant properties. Importers and local manufacturers are emphasizing sustainability and organic credentials to meet the needs of health-conscious consumers, with supermarkets and online retailers stocking more yerba mate.
New Zealand will most probably see a CAGR of 5.0% over the forecast period. There is tremendous demand in the country for plant and herbal drinks, thereby inducing steady expansion.
Consumers increasingly favor yerba mate with an active lifestyle outdoors and sports enthusiasts who hunt for natural energy boosts. Increased awareness via specialty stores and the internet is making the product more accessible to consumers, with local companies also experimenting with new flavor profiles as they seek to reach more consumers.
| Segment | Value Share (2025) |
|---|---|
| Loose Leaf (By Form) | 52% |
The loose-leaf category is estimated to hold the highest share of 52% by 2025. This guiding principle is embedded in the cultural practices of Argentina, Uruguay, and Paraguay, where drinking yerba mate in loose leaf form has been practiced for centuries.
Regular brewing - steeping dried leaves in hot water - allows for a more customized experience, giving users the ability to control the strength and flavor. By contrast, the loose-leaf segment tends to be the choice of health-conscious consumers worldwide because it is less processed and found to have higher levels of nutrients and antioxidants.
Manufacturers have seized the demand by selling premium and organic loose-leaf varieties directly to buyers, which are often sourced from single-origin farms, making it easier for the quality-conscious buyer. Deliveries of loose-leaf yerba mate are surging as overseas markets warm to this iconic drink.
In addition to traditional consumption, loose-leaf is commonly used in contemporary uses such as cold brew infusions. The ready-to-drink segment is on the rise, but purists and holistic health-oriented drinkers typically favor loose-leaf formats.
The powdered form of the leaves is expected to own about 24% of the global industry share by 2025. This format caters to consumers looking for convenience and versatility because it can simply be added to hot or cold drinks without the use of traditional brewing tools. It preserves most of the beneficial compounds (including antioxidants), and its fine texture is absorbed more quickly to provide a fast energy boost.
Guayakí, for example, sells organic powdered yerba mate. In contrast, Mate Factor sells flavored options, including chai and mocha, widening its reach for more people looking for functional, green, convenient energy alternatives.
| Segment | Value Share (2025) |
|---|---|
| Online Retail (By Sales Channel) | 38% |
Sales channel-wise, the online retail segment accounts for an estimated 38% of the global value in 2025. The ease of use of digital purchasing systems, a broad product offering, and wide access to international brands fuel this change.
Yerba Mate has found success on e-commerce marketplaces and direct-to-consumer websites, as well as through subscription-based services, especially in geographies without traditional distribution.
Guayakí distributes its offerings across several selling channels (including its website, e-commerce marketplaces, etc.) with exclusive product bundles and discounts to entice new consumers. The Taza clientele has translated into loose-leaf and ready-to-drink subscriptions, further compounding customer retention. Trends like influencer collaborations and social media campaigns are also being used in digital marketing techniques to draw the attention of the brands.
Hypermarkets & Supermarkets (2025) projections indicate that 24% of sales worldwide might occur in hypermarkets & supermarkets. These retail locations allow consumers to see products in reality and choose from among a wider array of brands and formats.
This recognition has led big retailers, including Carrefour and Walmart, to adapt their lineups and add different varieties ranging from traditional loose-leaf to ready-to-drink products. This growth satisfies both conventional consumers and those new to the product, seeking its health properties.
There is a rapid evolution alongside growing consumer demand for natural, functional, and energizing beverages. The giants in the field, Las Marías, Guayaki, Taragüi, CBSe, and Rosamonte, have created a strong heritage in their brands, premium sources of supply, as well as distribution capabilities on a global scale.
To this end, they have increased investment in organic certifications, innovating flavor infusions, and developing strong, sustainable agroforestry practices with the aim of attracting ethically minded customers and thus differentiating their offerings.
With the acceptance of health-conscious lifestyles and alternative sources of caffeine putting brands into an active position to propagate the product as healthy, yerba mate now competes with other forms of coffee, tea, and energy drinks.
Distribution and penetration will be further enhanced via direct-to-consumer channels (DTCs), e-commerce, and retail partnerships. Brands will capture their portion of the market through engagement via digital marketing and influencer collaborations targeting younger markets. Emerging and startup brands are now offering RTD drinks.
Going Cold, Functional, and Carbon Neutral are some ideas around which some companies are developing niche segments. It is expected that these will continue finding their way into America and Europe, already experiencing consistent growth in the consumption of yerba mate.
All these developments continue to be significant in exciting competition with growing competition among other participants. Thus, it is evident that regulatory compliance, fair-trade certification, and sustainable sourcing practices will greatly define a brand's reputation as well as trust among consumers.
Market leaders who adapt to changing customer values, move into the omnichannel sales approach, and innovate beyond traditional formats will surely emerge as winners in these competitive and ever-expanding frontiers.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| Las Marías | 20-24% |
| Guayakí Yerba Mate | 15-19% |
| Taragüí | 12-16% |
| CBSe | 8-12% |
| Rosamonte | 6-10% |
| Other Companies (Combined) | 30-40% |
| Company Name | Key Offerings & Market Focus |
|---|---|
| Las Marías | A major Argentine producer is known for premium loose-leaf yerba mate and tea blends. |
| Guayakí Yerba Mate | A leading North American brand specializing in organic, fair-trade, and RTD beverages. |
| Taragüí | A traditional Argentine brand with a strong presence in Latin America, offering classic and flavored varieties. |
| CBSe | It focuses on flavored yerba mate and caters to younger demographics and international markets. |
| Rosamonte | Known for its strong yerba mate, it targets traditional consumers in Argentina and beyond. |
Key Company Insights
Las Marías (20-24%)
As one of the largest producers, Las Marías dominates the traditional market with premium-quality loose-leaf yerba mate. It has a well-established brand reputation and extensive distribution in Latin America.
Guayakí Yerba Mate (15-19%)
Guayakí has been instrumental in popularizing the product in North America. The company’s ready-to-drink (RTD) offerings focus on sustainability, and fair-trade sourcing has made it a key player in global markets.
Taragüí (12-16%)
Owned by Las Marías, Taragüí is a leading Argentine brand with a strong presence in Latin America. The brand is expanding into international markets by promoting traditional and flavored varieties.
CBSe (8-12%)
CBSe is known for its flavored yerba mate, targeting younger consumers and those new to the product. It has gained popularity in Argentina and is expanding into international markets.
Rosamonte (6-10%)
A well-established Argentine brand offering full-bodied, traditional yerba mate with a strong presence in South America. The company is expanding into premium organic and specialty segments.
Other Key Players
The industry is slated to reach USD 2.4 billion in 2025.
The industry is predicted to reach a size of USD 4.3 billion by 2035.
Key companies include Las Marías, Guayakí Yerba Mate, Taragüí, CBSe, Rosamonte, Kraus Yerba Mate, Playadito, Baldo, and Establecimiento Las Marías.
China, slated to grow at 8.2% CAGR during the forecast period, is poised for the fastest growth.
The Loose Leaf is among the most widely used.
The segmentation is into Loose Leaf, Powder, Extracts, and Concentrates.
The segmentation is into Business-to-Business (Beverage Processing, Dietary Supplement, Cosmetic, and Personal Care Pharmaceutical) and Business-to-Consumer (Hypermarkets/Supermarkets, Herbalist Shops, Health Food Stores, Online Retail).
The segmentation is into North America, Latin America, Europe, East Asia, South Asia, Oceania, and the Middle East and Africa.
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Yerba Mate Market
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