Global demand for the antioxidant-rich tea-based powder has increased by almost threefold since 2010, according to reports
Matcha lovers beware — there may be a matcha shortage on the horizon.
Increased global demand for the green, tea-based powder adored by many beverage and health enthusiasts. Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) states that matcha production increased from 1,471 tons to 4,176 tons — around a 185% increase — between 2010 and 2023, according to The Japan Times. MAFF also states that more than half of the matcha produced in Japan is now exported internationally, per the outlet.
The Japan Times reports that many industry experts believe that the global matcha surge is twofold: increased awareness of the health benefits of the antioxidant-rich beverage, as well as its increased visibility on social media.
Shiori Yuen, who heads the Overseas Division for an Uji-based tea company, told the outlet that matcha orders have even been surging in relatively new markets in the Middle East and Africa.
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“On their local social media and also Instagram, people started to make matcha lattes or even flavored matcha and other matcha drinks with syrup, so this is one of the reasons the trend in the Middle East keeps growing,” Yuen said.
While speaking to The Guardian, Arthur Tong, co-founder of Sydney tea supplier Tea Craft, said that while the shortage primarily affects the higher-quality matcha used in many cafes, it could also begin to trickle down to lower-grade options.
“The primary shortage lies in organic latte grades but … over time, as people look for alternatives, the upper and lower and non-organic grades may be affected too,” he told the outlet.
However, the Global Japanese Tea Association says that relief is in sight — at least temporarily — with the upcoming matcha harvest.
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The association notes that matcha, which can only be made from tea leaves harvested in spring, is scarce by nature, so the fact that supplies are dwindling after winter isn’t necessarily a new phenomenon. It also notes that, unlike other teas, tencha — which is the type of leaf from which matcha is derived — must be ground into a fine powder, a process that takes time. They say that grinding facilities initially could not keep up with the sudden spike in demand, but this can be remedied.
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The association further says that the Japanese government has announced new subsidies to encourage local tea growers to focus more on growing tencha over other forms of tea, which should help prevent future shortages.
