The world’s growing fondness for matcha is set to be severely tested by impending price increases. Global demand for the powdered green tea has soared, driven by consumer interest in its purported health benefits and the ubiquitous bright green lattes dominating social media. In the US alone, retail sales of matcha have surged by 86 per cent over the last three years, according to market research firm NIQ.
However, the matcha market is currently facing significant turbulence. Japan, one of the primary producers, saw this year’s harvest diminished by poor weather conditions. While China, another major supplier, has ample matcha, it is grappling with labour shortages and high demand, which have also pushed prices upwards.
