- Global matcha demand is exploding (a market estimated at $4.24 billion in 2025).
- Japanese supply is declining: aging producers with no successors, a disrupted climate, and production that's hard to industrialize.
- Consequences in France: stock shortages and prices up more than 180% in 2025.
- To secure quality: choose a reliable, traceable supplier and store your matcha properly.
- Supporting organic farming and responsible sourcing helps sustain the industry.
The matcha shortage in 2025 is hitting matcha lovers hard in France and around the world. Here's why:
- Explosive demand: Popularized by social media, the matcha market is expected to reach $4.24 billion in 2025, but production can't keep up.
- Insufficient production in Japan: Japan, the leading producer, is facing a decline in tea farms (-75% over 20 years) and an agricultural demographic crisis.
- Climate change: Late frosts in 2025 cutting Japan's annual production by nearly 30%.
- Logistics issues and rising prices: Extended delivery times, frequent stock shortages, and soaring prices (+180% in one year).
This shortage is driving a sharp rise in prices, up to +40% for high-quality matcha between 2023 and 2024, confirmed by our producers during this year's harvest. To keep enjoying it, choose reliable suppliers, select a grade that suits your needs (ceremonial, everyday, culinary), and favor committed brands like Kumiko Matcha to preserve this precious resource.
The causes of the matcha shortage
If you're a matcha tea lover, you've probably noticed that its price is climbing and its availability is shrinking. But why are we seeing a matcha shortage? Let's take stock of the causes and consequences of this unprecedented phenomenon.
A booming global demand
One of the key drivers of this shortage is the explosion in international demand. Matcha, prized for its antioxidant properties and its caffeine content higher than other green teas, appeals to an audience looking for healthier options. Social media plays a major role in this popularity, propelling matcha-based recipes into the spotlight. Faced with this growing demand, some distributors have had to limit available quantities to better manage their stock.
Yuki Ishii, founder of Tealife, sums up the situation well:
"I'm practically always out of stock."
Another wholesale matcha supplier reports that demand 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 65, and many are retiring without a successor. The result: a decrease in the number of active farms and, with them, a decline in tencha production, the base 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 new opportunities for remaining producers. Many now focus on tencha, a more profitable crop, and adopt strategies to appeal to foreign markets. Although matcha accounts for only 6% of Japan's tea industry, it has become a key segment. In 2022, Japan produced 5,336 tonnes of tencha, mainly in Kagoshima Prefecture (40%) and the city of Nishio, in Aichi (20%).
The impacts of climate change
The climate is also playing a disruptive role. Japan's traditional tea production cycles are being disrupted by higher temperatures, which cause premature budding and harvest. These changes harm the balance needed to produce quality matcha. At the same time, extreme weather events – torrential rains, typhoons, droughts – cause considerable damage to plantations, affecting both the quantity and quality of tencha leaves.
Christopher Whitebread, tea expert for the Rainforest Alliance, explains:
"While the effects vary from place to place, in many areas climate change is already leading to lower tea yields and quality, which has significant repercussions on the livelihoods of farmers and workers."
Droughts in particular can reduce tea yields by 30%, a significant loss for a sector already under pressure. By 2050, projections indicate that areas optimal for tea cultivation could shrink by 4.7%, further straining supply.
The constraints of artisanal production
Matcha production remains deeply rooted in artisanal methods that are difficult to industrialize. Every step – from shading the crops to grinding the tencha leaves – requires precise expertise and specific conditions. Only the young spring shoots are suitable for making top-grade matcha, which further limits the possibilities of 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, an increase of 170% compared to the previous year. This increase is passed on to the prices consumers pay. Moreover, 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 2025 matcha crisis extends far beyond Japan's borders and is directly impacting the French market. Matcha lovers in France will have to face a very different reality, marked by sharply rising prices, limited availability, and sourcing challenges for retailers. Let's break down the main consequences of this crisis on consumption in France.
Stock shortages and reduced availability
In France, the supply of matcha, especially high-end varieties like ceremonial-grade matcha, will be strongly affected. Hand-harvested Uji tencha production plummeted by 40% between 2024 and 2025, while mechanically harvested first-harvest tencha fell by 18% over the same period. The result: frequent stock shortages at specialty retailers.
Where orders were usually fulfilled within a few days, consumers must now adapt to extended lead times, making stricter purchase planning necessary.
A surge in prices
The Kyoto auctions in May 2025 reached historic highs, with an average price of ¥9,058 per kilogram, an increase of 184.8% compared to 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, recording an increase of 116%.
On the French market, these increases translate into far more expensive access to premium-quality matcha, reserving these products for a narrower circle of consumers.
Challenges for French retailers
These price increases come with logistical difficulties that make things even harder for retailers in France. Global demand, driven by markets like the United Kingdom, the United States, and other European countries, intensifies competition at Japanese auctions. Small importers struggle to compete with large buyers with substantial budgets.
To adapt, specialty shops must now broaden their supplier network and plan their orders several months ahead. Delivery times, meanwhile, are lengthening considerably.
For French consumers, this translates into a completely disrupted shopping experience. Some products temporarily disappear from shelves, and orders may only be partially fulfilled. Faced with this instability, many matcha lovers are turning to alternatives, exploring other grades or adjusting their consumption habits.
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How to secure high-quality matcha
To keep enjoying premium-quality matcha despite the shortage, it's important to follow a few essential principles. Here's what you need to know.
Choosing reliable suppliers
Opt for suppliers who own their own plantations and control the entire production process, from leaf to powder. This guarantees consistent quality. For example, Kumiko Matcha offers organic ceremonial-grade matcha with clear traceability.
Look 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 regarding the absence of chemical residues, heavy metals, or radioactivity. Transparency about production methods is a good indicator of reliability.
Identifying quality matcha
To spot premium matcha, rely on its visual and taste characteristics. The powder should have a vibrant green color and a fine texture, without clumps. A dull or yellowish tint is often a sign of lower quality.
In terms of taste, good matcha offers a rich and complex umami flavor, accompanied by an aroma reminiscent of freshly cut grass. If you're unsure, ask several suppliers for samples to compare. Once you've made your choice, be sure to store it properly to preserve its qualities.
Proper storage methods
Proper matcha storage is essential, as it is highly 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, let the container come back to room temperature before opening it to avoid condensation. Use a clean, dry spoon to avoid introducing moisture. Once opened, ideally consume it within 60 days.
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Supporting better farming practices for future supply
With the matcha shortage expected in 2025, promoting responsible farming practices becomes imperative to ensure a sustainable supply. Consumers in France play a key role in this transition. Every choice counts in building a more environmentally friendly future.
Promoting organic farming and fair trade
Organic farming is an essential lever for stabilizing matcha supply chains. It relies on cultivation methods that avoid pesticides, herbicides, or chemical fertilizers, which protects soils and strengthens plantations' ability to cope with changing climate conditions. To support these practices, favor certifications such as JAS (Japan Organic), USDA Organic, or EU Organic.
Fair trade, for its part, guarantees decent incomes for producers. These incomes allow them to invest in more sustainable farming practices while improving their quality of life. By choosing certified fair-trade products, you support farming communities while encouraging consumption that respects natural resources.
Brands' commitment to responsible sourcing
Some brands, like Kumiko Matcha, stand out for their commitment to ethical sourcing. By building direct relationships with Japanese producers, they ensure not only the quality of the matcha but also the long-term viability 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 reach 80% sourcing from sustainable production areas by 2030. This transparency in supply chains doesn't just guarantee a quality product; it also helps support local communities and encourage new generations of farmers.
Preserving tea-growing regions
Japan's matcha-producing regions are particularly vulnerable to climate change. In 2024, the country experienced its hottest year, severely affecting the 2025 spring harvest in key areas like Kyoto. In Uji, a sixth-generation tea producer reported a 25% drop in production, while the hand-picked tencha harvest fell by 40% compared to the previous year.
To protect these regions, consumers can make eco-responsible choices. Opting for recyclable or biodegradable packaging, supporting brands reducing their carbon footprint, or buying matcha in bulk are all meaningful gestures. For example, tea production generates 31.5 kg of CO2 per kilogram, 53% of which comes from packaging. Some companies have already taken action by relocating their production to factories powered 100% by wind energy and supplemented by solar installations covering 17% of their energy needs.
Finally, adopting regenerative farming techniques, such as using straw or organic matter to enrich soils, improves water retention and strengthens resilience against floods or drought. These methods not only help preserve farmland 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 announced for 2025 represents a major challenge, but it is possible to prepare for it. By identifying the main causes, such as the increase in global demand and the effects of climate change on Japanese plantations, French consumers can adjust their habits today to better manage this situation.
Planning ahead is essential. Favor reliable suppliers, choose an authentic quality matcha and learn to store it correctly. Elliott Graham, owner of Superbolt Tea, sums up this idea well:
"Not having to go for the highest grade of matcha is, I think, a more sustainable way to enjoy matcha. That way, there's no pressure on all these old family farms in Japan."
By diversifying your choices, you reduce the pressure on small farms while keeping your spending under control.
Commit to responsible practices. Support brands that value organic and fair-trade certifications, and adopt environmentally friendly shopping habits. These gestures directly contribute to preserving this ancestral tradition.
The future of matcha relies on cooperation between consumers, producers, and brands. By adapting now, you help maintain the richness of this iconic tea while respecting the communities that have cultivated it for generations.
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What are the main causes of the matcha shortage expected in 2025?
The matcha shortage expected in 2025 is mainly due to a rise in global demand, the effects of climate change on harvests in Japan, as well as logistics issues and a shortage of agricultural labor. Combined, these factors could limit access to quality matcha and drive prices up.
How can consumers in France find and preserve quality matcha in the face of the shortage announced for 2025?
French consumers can preserve the quality of their matcha despite the shortage by choosing renowned Japanese brands from famous regions like 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, in an airtight container. Finally, supporting producers committed to sustainable farming helps protect this precious resource in the long term.
How can you support sustainable farming practices to ensure a future supply of matcha?
To ensure a sustainable supply of matcha, support environmentally friendly farming practices such as agroforestry, organic farming, crop rotation, and biodiversity protection. These methods preserve soils, reduce pesticide use, and promote the natural balance of ecosystems.
When will things return to normal?
If measures to support production and adapt to climate change are implemented effectively, the market could gradually return to balance within two to three years. In the short term, however, consumers should remain vigilant and informed.
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