Matcha Shortage: Why is green tea becoming scarce?

The matcha shortage in 2025 is hitting enthusiasts in France and around the world hard. Here's why:

• Explosive demand: Popularized by social media, the matcha market is expected to reach $4.24 billion by 2025, but production is not keeping pace.
• Insufficient production in Japan: Japan, the leading producer, is facing a decline in farms (-75% in 20 years) and an agricultural demographic crisis.
• Climate change: Late frosts in 2025 reduce Japan's annual production by nearly 30%.
• Logistical problems and rising prices: Extended delivery times, frequent stock shortages, and soaring prices (+180% in one year).

This shortage is causing a sharp rise in prices, up to +40% for superior quality matcha between 2023 and 2024, as confirmed by our producers during this year's harvest. To continue enjoying matcha, choose reliable suppliers, select a grade that suits your needs (ceremonial grade, everyday grade, culinary grade), and favor committed brands such as Kumiko Matcha to preserve this precious resource. 

The causes of the matcha shortage

If you are an enthusiast of matcha tea, you have probably noticed that its price is rising and its availability is decreasing. But why are we seeing a shortage of matcha? Let's take stock of the causes and consequences of this unprecedented phenomenon.

Booming global demand

One of the key drivers of this shortage is the explosion in international demand. Matcha, prized for its antioxidant properties and higher caffeine content than other green teas, appeals to consumers searching for healthier options. Social media plays a major role in this popularity by promoting matcha-based recipes. Faced with this growing demand, some distributors have had to limit the available quantity in order to better manage their stocks.

Yuki Ishii, founder of Tealife, sums up the situation well:

"I'm almost always out of stock."

Another wholesaler reports that demand for matcha has increased tenfold in one year, with no sign of slowing down.

The decline of tea farms in Japan

In Japan, the demographic crisis is hitting the agricultural sector hard. More than 70% of tea producers are over the age of 65, and many are retiring without a successor. The result is a decline in the number of active farms and, with them, a drop in the production of tencha, the basic ingredient of matcha. Between 2011 and 2016, the area dedicated to tea cultivation fell from 46,200 hectares to 43,100 hectares, a decrease of 7%.

However, the surge in international demand is opening up new opportunities for the remaining producers. Many are now focusing on tencha, a more profitable crop, and adopting strategies to appeal to foreign markets. Although matcha accounts for only 6% of the Japanese tea industry, it has become a key segment. In 2022, Japan produced 5,336 tons of tencha, mainly in Kagoshima Prefecture (40%) and Nishio City, Aichi (20%).

The impacts of climate change

The climate also plays a disruptive role. Traditional tea production cycles in Japan are being disrupted by higher temperatures, which cause premature budding and harvesting. These changes undermine the balance needed to produce high-quality matcha tea. At the same time, extreme weather events—torrential rains, typhoons, droughts—are causing considerable damage to plantations, impacting both the quantity and quality of tencha leaves.

Christopher Whitebread, tea expert for the Rainforest Alliance, explains:

"Although the effects vary from place to place, in many areas climate change is already leading to lower tea yields and quality, which has a significant impact on the livelihoods of farmers and workers."

Droughts, in particular, can reduce tea yields by 30%, a significant loss for an industry already under pressure. By 2050, projections indicate that optimal areas for tea cultivation could decrease by 4.7%, further exacerbating supply tensions.

The constraints of artisanal production

Matcha production remains deeply rooted in artisanal methods that are difficult to industrialize. Each step—from shading the crops to grinding the tencha leaves—requires precise expertise and specific conditions. Only young spring shoots are suitable for producing high-end matcha, which further limits the possibilities for increasing production.

This scarcity has a direct impact on prices. At an auction in Kyoto in May 2024, tencha reached 8,235 yen per kilogram, a 170% increase over the previous year. This increase is reflected in the prices paid by consumers. In addition, the time required to establish a new plantation and master production techniques prevents a rapid response to growing demand. This creates a real bottleneck in the supply chain.

How the shortage will affect French consumers

The matcha crisis of 2025 extends far beyond Japan's borders and directly impacts the French market. Matcha enthusiasts in France will face a very different reality, marked by sharply rising prices, limited availability, and supply challenges for retailers. Let's take a look at the main consequences of this crisis on consumption in France.

Out of stock and limited availability

In France, the supply of matcha, particularly high-end varieties such as ceremonial grade matcha, will be severely affected. Production of hand-harvested Uji tencha fell by 40% between 2024 and 2025, while mechanized first harvest tencha fell by 18% over the same period. The result: frequent instances of being out of stock at specialty retailers.

Where orders were usually honoured within a few days, consumers now have to adapt to longer lead times, making it necessary to plan purchases more carefully.

A surge in prices

Kyoto auctions in May 2025 reached historic highs, with an average price of ¥9,058 per kilogram, an increase of 184.8% over the previous year. Overall, matcha prices jumped more than 180% in 2025. For example, Uji Tencha, which cost ¥20,024 per kilogram in 2024, rose to ¥43,330 in 2025, an increase of 116%.

In the French market, these increases translate into much more expensive access to matcha of superior quality, reserving these products for a smaller circle of consumers.

Challenges for French retailers

These price increases are accompanied by logistical difficulties that further complicate the task for retailers in France. Global demand, driven by markets such as the UK, the US, and other European countries, is intensifying competition at Japanese auctions. Small importers are struggling to compete with large buyers with substantial budgets.

To adapt, specialty shops must now expand their network of suppliers and anticipate their orders several months in advance. Delivery times are also getting considerably longer.

For French consumers, this translates into a disrupted shopping experience. Some SKUs temporarily disappear from the shelves, and orders may only be partially honoured. Faced with this instability, many matcha enthusiasts are turning to alternatives, exploring other grades or adjusting their consumption habits.

How to secure high quality matcha

To continue enjoying matcha of superior quality despite the shortage, it is important to follow a few essential principles. Here's what you need to know.

Choose reliable suppliers

Choose suppliers who have their own plantations and control the entire production process, from leaf to matcha powder. This guarantees consistent quality. For example, Kumiko Matcha offers organic ceremonial grade matcha with clear traceability.

Search for certifications such as USDA Organic, EU Organic, or JAS, which guarantee the absence of pesticides and chemical fertilizers. This is particularly crucial, as less than 1% of tea plantations in Japan are certified organic. Ask for proof of the absence of chemical residues, heavy metals, or radioactivity. Transparency about production methods is a good indicator of reliability.

Identifying high-quality matcha

To identify premium matcha, look for its visual and taste features. The powder should be vibrant green in colour and have a fine texture that is lump-free. A dull or yellowish tint is often a sign of inferior quality.

In terms of taste, a good matcha offers a rich and complex umami flavour, accompanied by an aroma reminiscent of freshly cut grass. If you are unsure, ask several suppliers for samples to compare. Once you have made your choice, be sure to store it properly to preserve its qualities.

Proper storage methods

Storing matcha properly is essential, as it is very sensitive to oxidation. Store it in an airtight, opaque container to protect it from air and light. Avoid transparent jars and choose a cool, dark place, such as a cupboard or refrigerator.

If you store matcha in the refrigerator or freezer, allow the container to return to room temperature before opening it to prevent condensation. Use a clean, dry spoon to avoid introducing moisture. Once opened, consume within 60 days.

Supporting better agricultural practices for future supply

With a matcha shortage predicted for 2025, it is becoming imperative to promote responsible agricultural practices in order to ensure a sustainable supply. Consumers in France have a key role to play in this transition. Every choice counts when it comes to building a more environmentally friendly future.

Promote organic farming and fair trade

Organic farming is an essential lever for stabilizing matcha supply chains. It relies on cultivation methods that do not use pesticides, herbicides, or chemical fertilizers, which protects the soil and strengthens the ability of plantations to cope with changing climatic conditions. To support these practices, favor certifications such as JAS (Japan Organic), USDA Organic, or EU-Bio.

Fair trade, meanwhile, guarantees decent incomes for producers. These incomes allow them to invest in more sustainable agricultural practices while improving their quality of life. By choosing certified fair trade products, you are supporting farming communities while encouraging consumption that respects natural resources.

Brand commitment to responsible sourcing

Some brands, such as Kumiko Matcha, stand out for their commitment to ethical sourcing. By establishing direct relationships with Japanese producers, they ensure not only the quality of the matcha, but also the sustainability of the farms. This commitment is crucial at a time when the number of tea farmers in Japan has fallen from 53,000 in 2000 to just 12,353 in 2020.

In addition, ambitious initiatives aim to achieve 80% sourcing from sustainable production areas by 2030. This transparency in supply chains is not limited to ensuring a quality product; it also helps support local communities and encourage new generations of farmers.

Preserving tea producers

Matcha producers in Japan are particularly vulnerable to climate change. In 2024, the country experienced its hottest year on record, which severely affected the spring 2025 harvest in key areas such as Kyoto. In Uji, a sixth-generation tea producer reported a 25% drop in production, while the harvest of hand-picked tencha fell by 40% compared to the previous year.

To protect these regions, consumers can make eco-friendly choices. Opting for recyclable or biodegradable packaging, supporting brands that are reducing their carbon footprint, or buying matcha tea in bulk are all actions that count. For example, tea production generates 31.5 kg of CO2 per kilo, 53% of which comes from packaging. Some companies have already taken steps by relocating their production to factories powered 100% by wind energy and supplemented by solar installations covering 17% of their energy needs.

Finally, the adoption of regenerative agricultural techniques, such as the use of straw or organic matter to enrich the soil, improves water retention and increases resilience to flooding or drought. These methods not only help preserve agricultural land, but also restore the ecosystems where tea grows, ensuring the sustainability of this precious crop.

Conclusion: Preparing for the future of matcha

The matcha shortage predicted for 2025 represents a significant challenge, but it is possible to prepare for it. By identifying the main causes, such as increased global demand and the effects of climate change on Japanese plantations, French consumers can adjust their habits today to better manage this situation.

Anticipation is key. Choose reliable suppliers, select authentic, high-quality matcha, and learn how to store it properly. Elliott Graham, owner of Superbolt Tea, sums up this idea well:

"Not having to opt for the best matcha is a more sustainable way, I think, to enjoy matcha. That way, there's no pressure on all those old family farms in Japan."

By diversifying your choices, you reduce the pressure on small farms while controlling your expenses.

Commit to responsible practices. Support brands that value organic and fair trade certifications, and adopt environmentally friendly purchasing behaviors. These actions directly contribute to the preservation of this ancestral culture.

The future of matcha depends on cooperation between consumers, producers, and brands. By adapting now, you are helping to preserve the richness of this iconic matcha tea while respecting the communities that have been cultivating it for generations.

FAQs

What are the main causes of the matcha shortage predicted for 2025?

The matcha shortage predicted for 2025 is mainly due to a global increase in demand, the effects of climate change on crops in Japan, as well as logistical problems and a shortage of agricultural labor. These factors combined could limit access to quality matcha and increase prices.

How can consumers in France find and preserve high-quality matcha in the face of the shortage predicted for 2025?

French consumers can preserve the quality of their matcha despite the shortage by choosing recognized Japanese brands from renowned regions such as Uji, Kagoshima, or Nishio, and by favoring ceremonial or premium grades. To preserve its properties, store matcha in a cool, dry place, away from light, and in an airtight container. Finally, supporting producers committed to sustainable agriculture helps protect this precious resource in the long term.

How can we support sustainable agricultural practices to ensure a future supply of matcha?

To ensure a sustainable supply of matcha, support environmentally friendly agricultural practices such as agroforestry, organic farming, crop rotation, and biodiversity protection. These methods preserve the soil, reduce pesticide use, and promote the balanced natural balance of ecosystems.

When will things return to normal?

If measures to support production and adapt to climate change are effectively implemented, the market could gradually return to a balanced state within two to three years. However, in the short term, consumers must remain vigilant and informed.

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