Global demand has surged by over 500% in the past five years, yet supply simply can’t keep up. Climate extremes, an ageing farming population, and the slow, meticulous craft of cultivation and stone-milling make authentic matcha increasingly scarce.
Rapidly increasing popularity and bulk buying from large overseas companies is leaving smaller growers under pressure.
Why supply is struggling
New tea fields take years to mature, production is labour-intensive, climate-sensitive, and traditional stone milling techniques are very slow – each stone mill only grinds ~30g of tencha per hour.
Tea farms are working at full capacity to meet demand. Big overseas companies are buying out matcha in bulk, leading to shortages for smaller growers who are overwhelmed with inquiries.
The demographic of matcha tea farmers in Japan is ageing, with fewer young people entering the industry. This makes each harvest even more precious and highlights the importance of preserving traditional matcha cultivation.
Positive Takeaways
- Awareness & Appreciation
More people are learning how matcha is grown, harvest, and milled, deepening respect for the craft and the ritual of each cup
- Recognition
High deman is brining fairer recognition and pay for tea farmers.
- Understanding of Quality
Authentic matcha requires time, care and tradition. While immitation matcha can be produced elsewhere, true ceremonial-grade matcha comes from skilled farmers and careful cultivation.
Where to From Here
Looking ahead, the future of matcha depends on both innovation and preservation. Supporting sustainable practices, investing in next-generation farmers, and respecting the careful rhythms of traditional cultivation will be key. Small-scale growers need continued demand from conscious buyers who value quality over quantity, ensuring that their craft remains viable.
For consumers, this means making intentional choices: seeking out ethically sourced matcha, understanding the story behind each harvest, and appreciating the skill and patience that goes into every cup. By prioritising quality and sustainability, we can help safeguard the tradition of Japanese matcha while allowing the industry to adapt to modern challenges.