The present invention provides a friction material and a brake pad having excellent wear resistance while exhibiting a high friction coefficient under high-temperature and high-speed conditions. A friction material containing: 40 mass % or more and 80 mass % or less of a matrix containing at least one kind selected from the group consisting of Ni and Fe; 10 mass % or more and 30 mass % or less of inorganic particles containing zircon particles, titania particles, and mullite particles; and 10 mass % or more and 30 mass % or less of a lubricant containing at least one kind selected from the group consisting of graphite, molybdenum disulfide, boron nitride and calcium fluoride, wherein a content of the zircon particles is 30 vol % or more and 36 vol % or less, a content of the titania particles is 30 vol % or more and 36 vol % or less, and a content of the mullite particles is 30 vol % or more and 36 vol % or less with respect to a total content of 100 vol % of the zircon particles, the titania particles, and the mullite particles.