Loved by celebrities and health-conscious consumers alike, matcha is now in short supply. Here’s what that means for your daily ritual.
Once reserved for Japanese tea ceremonies, matcha has become a daily ritual for millions, from Hollywood elites and wellness influencers to the rest of us trying to keep up. Gwyneth Paltrow starts her mornings with matcha lattes. Serena Williams has publicly shared her love of the vibrant green drink for its sustained energy and antioxidant benefits. Bella Hadid, Kylie Jenner, and Jessica Alba have all been photographed with matcha in hand, further fueling its status as the trendiest tea on the planet. But as global demand soars, the industry faces an unexpected crisis: a matcha shortage that could reshape the future of this beloved green tea.
Matcha isn’t just trendy though; it’s been hailed as a superfood. Rich in L-theanine, chlorophyll, and catechins, matcha offers a unique mix of alertness and calm, often touted as a jitter-free alternative to coffee. That wellness profile, amplified by celebrity use and TikTok virality, has helped global matcha sales explode over the last decade.
According to Japan’s Ministry of Agriculture, Forestry and Fisheries, matcha exports tripled between 2010 and 2023, rising from 1,471 tons to 4,176 tons annually. As of 2023, more than half of the country’s matcha is now exported, with highest demand in the United States, China, and across Europe.
Despite rising global interest, matcha production remains constrained by the realities of traditional agriculture. Unlike many other teas, matcha is made from shade-grown tencha leaves, which are harvested only once per year during a short seasonal window in spring. The most prized ceremonial-grade matcha requires careful cultivation, hand-picking, and slow stone grinding. Each step is time- and labor-intensive.
What’s more, the number of skilled tea farmers in Japan is shrinking. According to the Japan Tea Industry Association, the average age of a tea farmer in Japan is now over 65, and few younger generations are entering the profession. As a result, producers are struggling to meet demand, even as matcha becomes increasingly mainstream in Western markets.
“The unique and seasonal nature of matcha production makes it inherently limited,” the Global Japanese Tea Association says on its website. “High-quality matcha can only be made from spring tea leaves.”
What’s at stake
This supply squeeze has been noticeable. Last year, Japanese tea companies began placing purchasing limits on matcha powder, rationing supply to their international customers. Global cafe chains like Starbucks, known for their iced matcha lattes, have reportedly struggled to secure enough matcha for their products.
In the United States, niche matcha brands have reported delays and stockouts. The founder of Los Angeles-based brand Matchaful told Eater that increased demand, compounded by sourcing delays, had created a backlog in orders and left shelves bare in key retail locations.
The tight supply has naturally led to a rise in prices. In Singapore, local cafes raised matcha drink prices by ten to fifteen percent as of late 2024. Some artisanal matcha sellers have added more than $5 per 100 grams of ceremonial-grade powder.
While higher costs may not deter luxury consumers or wellness devotees, experts warn that prolonged shortages and rising prices could push matcha out of reach for more casual drinkers and cafes operating on tight margins.
The matcha shortage isn’t just an economic story; it’s also an environmental one. Climate change is disrupting tea-growing regions across Japan. Warmer winters, unexpected frosts, and shifting rainfall patterns have already affected tea yield and quality in areas like Uji and Shizuoka, two of the country’s major matcha-producing regions.
According to a 2021 study published in Scientific Reports, climate variability in Japan is projected to cause reduced quality and lower catechin levels in matcha leaves, further challenging consistent production.
In response to these pressures, some producers are experimenting with modernizing cultivation. Shaded greenhouse farming, machine harvesting, and AI-supported weather monitoring are being introduced to optimize yield. However, traditionalists argue that the meticulous care used in making ceremonial-grade matcha cannot be replaced by automation without compromising quality.
Internationally, some tea producers outside of Japan are now attempting to grow matcha-style green tea. Companies in China, Taiwan, and even Kenya have begun developing shade-grown green tea for export. However, many experts argue these alternatives do not yet rival the flavor complexity or cultural pedigree of Japanese matcha.
For consumers facing empty shelves, there are some viable alternatives. Gyokuro, another shade-grown Japanese green tea, offers a similar umami-rich flavor. Hojicha, a roasted green tea with low caffeine content, is growing in popularity among wellness circles. Yerba mate and moringa lattes have also seen a boost as cafes look to fill the void left by matcha.
Still, for those who value the ceremonial, earthy depth of real matcha, these substitutions only go so far. The question isn’t just whether Japan can grow enough matcha, but whether it can do so in a way that maintains its centuries-old heritage while adapting to a rapidly changing global market.
“This year will be an interesting one,” Jason Eng of Kametani Tea in Japan, a company that produces matcha for beverage companies around the world, told Japan Times. “We haven’t hit a point yet where we’re going to run out, but it’s going to be really tight this autumn — not just for us but for everybody. The demand is off the charts.”
Meanwhile, as celebrities and influencers continue to popularize matcha in the West, their enthusiasm may be contributing to a boom that current systems can’t sustain. For now, the bright green latte may remain on trend — but increasingly, it comes with a cost.
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