Over the past decade, matcha has gone from a niche product to a global phenomenon. Today, cafés, restaurants, wellness brands, and retailers around the world proudly feature matcha on their menus and shelves. But recently, businesses have faced a new challenge: a global matcha shortage.
We want to share the reasons behind this shortage, what makes matcha supply so limited, and how this affects wholesale partners like you.
Table of contents
Understanding the Matcha Shortage
1. Global Demand Outpacing Supply
Matcha’s popularity has surged across North America, Europe, and beyond. Customers now expect to find matcha lattes, smoothies, and desserts at their favorite cafés. The demand is higher than ever—but the amount of authentic matcha available each year has natural limits.
2. Geographic and Agricultural Constraints
True matcha comes only from certain Japanese regions, like Uji, Nishio, and Kagoshima. The soil, climate, and traditional farming methods in these areas produce matcha with the flavor, color, and quality that consumers recognize. Unlike other crops, matcha cannot simply be expanded to new regions without sacrificing authenticity.
3. Climate Challenges in Japan
Tea farming is increasingly impacted by unpredictable weather—late frosts, heavy rains, and hotter summers have reduced yields in recent years. Because matcha requires young, tender leaves, even small changes in the environment can affect harvests.
4. Supply Chain Complexities
From shade-growing to stone-grinding, matcha requires unique care. Once produced, it must be stored and transported under specific conditions to retain its flavor and nutrients. With global logistics still under strain, even successful harvests face hurdles in reaching businesses worldwide.
Why Matcha Is Different
The shortage highlights the uniqueness of matcha:
Specialized Farming: Only select leaves are shaded and harvested by hand for ceremonial and premium matcha.
Time-Intensive Process: Stone-grinding the leaves into powder is a slow, careful process to preserve texture and nutrients.
Cultural Value: Beyond being an ingredient, matcha carries centuries of Japanese heritage and ritual.
This makes matcha more than just another tea—it’s a craft product that requires time, care, and expertise, and its supply will always be more limited than mass-produced ingredients.
What Businesses Can Do
Even in times of shortage, there are ways to keep matcha a strong part of your menu or product line:
Educate Customers – Share the story of matcha’s origins, farming, and traditions. Customers appreciate knowing why it’s special.
Highlight Matcha as a Premium Offering – Matcha’s artisanal nature makes it stand out. Position it as a high-value product on your menu or in your store.
Diversify Applications – Use matcha in multiple formats, from drinks to baked goods to seasonal specials, to maximize its impact and appeal.
Focus on Quality Over Quantity – Offering authentic, high-grade matcha builds customer loyalty and reinforces your brand’s commitment to excellence.
Looking Ahead
While supply is tight now, Japanese farmers are adapting and working to ensure matcha production remains sustainable for future generations. By maintaining traditional methods, supporting farming communities, and managing crops carefully, they are preserving the long-term integrity of matcha.
As your wholesale partner, we remain committed to sourcing authentic matcha directly from Japan and keeping you informed about the state of the industry.
Thank You for Your Partnership
We know the matcha shortage can create challenges for your business, but we’re honored to walk alongside you. Your dedication to offering authentic matcha to your customers helps sustain not only our company but also the farmers and communities in Japan who make this extraordinary tea possible.
Is this shortage permanent?
While the cultivation process is long and tedious, the shortage is temporary and will hopefully be changed soon.
Is the shortage affecting all grades of matcha?
Yes. From ceremonial grade to culinary grade, all types of matcha are impacted. Since authentic matcha only comes from Japan and requires specific farming methods, all grades are affected in this shortage.
