Why Matcha Is So Hard to Find Right Now (And What to Expect)
Matcha has gone from niche to everywhere. What once was a specialty Japanese tea steeped in centuries of tradition is now a global staple, from Instagrammable lattes to smoothies, sweets, and wellness drinks. But this surge in popularity has outpaced the world’s ability to produce it. Here’s the story behind the shortage and what it means for you.
A Global Boom in Matcha Demand
Matcha’s rise has been nothing short of meteoric. Social media platforms like TikTok have helped fuel excitement around matcha drinks, while health influencers tout its antioxidant power and unique flavor profile. Matcha is now a global obsession, appearing on café menus not just in Japan but across North America, Europe, and beyond.
Matcha Production Has Natural Limits
Unlike coffee beans, which can be harvested multiple times a year in different climates, premium matcha production is inherently limited:
Seasonal Harvest - Matcha leaves are harvested only once per year in spring, using the youngest, shade-grown leaves (called tencha).
Small Yield - Only a tiny fraction of green tea leaf becomes matcha. Most tea harvested in Japan is processed into other teas like sencha.
Slow Grinding Process - Traditional stone mills, which many producers prefer for quality, produce matcha at rates measured in grams per hour, not kilograms, making scaling extremely difficult. (Ooika (覆い香))
These production realities mean there’s only so much authentic matcha that can be made in any given year, no matter how much the world wants it.
Weather and Farming Challenges
Climate change and erratic weather patterns are making matcha farming even tougher:
Heat stress and extreme weather have reduced yields in key tea-growing regions like Kyoto, weakening tea plants and lowering harvest volumes. (RealiTea)
An aging farming population and a shortage of younger workers willing to take on this labor-intensive cultivation slow efforts to expand production. (AKI MATCHA)
These factors have combined to reduce the overall supply of matcha just when demand is peaking.
Limited Supply + Soaring Demand = Higher Prices
With buyers from around the world competing for limited matcha stock, prices have climbed dramatically. Some traditional Japanese producers have instituted purchase limits or prioritized long-standing clients. Export value has soared as international demand pulls more matcha out of Japan, leaving less for local markets. (抹茶タイムズ｜抹茶の"今"を伝えるWebメディア)
This price pressure is being felt not just at wholesale levels but also at cafés and shops that serve matcha drinks daily.
What This Means for You
Short-term expectations:
Intermittent availability: Some matcha grades—especially premium ceremonial types—may be out of stock or available only in limited quantities.
Price fluctuations: Expect cost increases as suppliers pass on higher raw material prices.
Longer-term trends:
New production takes time: Even if new tea fields are planted today, decades-old trees and traditional craftsmanship are part of what makes matcha special, so increases in production won’t happen overnight. (AKI MATCHA)
Diversified sourcing: You may see more matcha coming from outside Japan (e.g., China or Vietnam) for certain uses, though purists will still prize Japanese matcha.
A Shortage, But Not the End of Matcha
Matcha isn’t disappearing, but its rapid rise to global fame has revealed the limits of its production. By understanding the real pressures behind the shortage, from seasonal crop cycles to climate issues and exploding demand from you and your customers can approach matcha with appreciation and patience.
And as we continue to support responsible sourcing and high standards, there’s every reason to believe matcha will remain a cherished beverage. It is just one that’s worth waiting for.
