The 2025 Matcha Shortage
If you’ve noticed matcha powder selling out, prices creeping up, or your favorite café quietly dropping the matcha latte, you’re not imagining it. There is a real, global squeeze on high-quality matcha this year. Below, we’ll break down exactly why supply is tight, what it means for shoppers and cafés, and how to confidently stock up—without getting burned by low-quality substitutes.
Good news first: RW Golden is fully stocked with premium, ceremonial grade matcha and is accepting orders now. If you’re looking for where to buy matcha that’s fresh, vibrant, and whisk-ready, skip the scramble and order from RW Golden today: Shop RW Golden →
Why is there a matcha shortage in 2025?
Short answer: A perfect storm of weather-hit harvests, surging global demand, and price spikes upstream.
- Heat stressed harvests across Asia. Record heat last summer weakened tea bushes, which reduced tencha yields (tencha is the shaded leaf that’s stone-milled into matcha). In the April–May harvest, some farmers reported ~25% lower output. Kyoto’s late-spring tencha auction even set record prices, jumping about 170% year over year. Add it up and you get less premium leaf, at higher cost.
- Demand is exploding worldwide. From coffee bars to home kitchens, matcha lattes and matcha smoothies have gone mainstream. Asia’s green tea export value (including matcha) climbed sharply in 2024, and shipments continue to favor powdered teas thanks to the global latte boom.
- Exports concentrate in the U.S. In 2024, about 78% of Asia’s powdered green tea exports (a category that includes matcha) went to the United States, intensifying stateside supply pressure.
- New matcha fields can’t fix this fast. Even as producers plant more shaded tea, it takes ~5 years before new fields yield quality matcha. That delays relief, which is why price volatility is likely to stick around.
Bottom line: Tight harvests + surging demand + slow capacity growth = a real, near-term matcha shortage at the premium end.
Will prices keep rising?
Upstream prices already spiked. In Kyoto this spring, tencha (matcha’s source leaf) hit record auction levels. Analysts and buyers on the ground expect continued price pressure until supply catches up. Translation: retail prices for ceremonial matcha and barista blends could remain elevated into the next harvest cycle.
There’s also a policy wildcard in the U.S.: Newly announced tariffs on goods from Asia add uncertainty for importers and could nudge retail pricing higher if they remain in effect—prolonging the matcha shortage.
Why demand for matcha is booming (and won’t fade soon)
Even before this year’s squeeze, interest in matcha tea has been climbing for years:
- Health-forward swap: People searching “matcha vs coffee,” “matcha benefits,” and “matcha caffeine” love matcha’s steady energy—caffeine plus L-theanine—without the hard crash.
- Barista-friendly: A matcha latte is easy to dial in at cafés and at home, spawning searches for “how to make matcha,” “best matcha for lattes,” and “matcha whisk.”
- Mainstream adoption: Market researchers peg the matcha market in the multi-billion-dollar range and still growing through 2030—so the latte line isn’t slowing down.
What this means for you (consumer or café)
- Expect uneven availability. High-grade ceremonial matcha is most affected because it relies on the most delicate, shaded leaf and careful milling. Culinary matcha also faces pressure, but substitutes and blends are more common.
- Buy from stocked suppliers now. If matcha is part of your daily ritual (or your café menu), don’t wait for the next squeeze. RW Golden is fully stocked and shipping now →
- Store it right to extend freshness. Keep sealed, refrigerated after opening, and away from light and humidity. Freshness matters: brighter color, silkier texture, sweeter umami.
How RW Golden helps you ride out the shortage
- Consistent, premium sourcing. RW Golden works with trusted partners to ensure you’re getting authentic ceremonial grade matcha powder—not dusty green tea look-alikes.
- Ceremonial & latte-ready options. Whether you’re whisking straight ceremonial grade matcha or making iced matcha lattes, RW Golden’s grinds dissolve cleanly with that signature umami-sweetness.
- In stock—right now. While others post “out of stock,” RW Golden is ready to fulfill orders. Get your matcha from RW Golden →
Quick guide: picking the best matcha for your needs
When you’re comparing matcha tea online, keep these in mind:
- Grade & use case
- Ceremonial grade matcha: Best for traditional whisking with water (hot or iced). Expect vivid green, creamy body, and a sweet-umami finish.
- Culinary grade matcha: Optimized for mixing into milk, smoothies, and baking lower quality items.
- Color & aroma
- Look for a luminous green (not dull olive) and a fresh, sweet-grassy aroma.
- Texture
- True stone-milled matcha is ultra-fine and clump-resistant when sifted.
- Certifications
- If you search for organic matcha, check for recognized organic labels. Authentic organic options do exist, but note that organic fields can yield less—another factor in pricing.
Want the shortcut? Choose a trusted source that vets all of the above. Order RW Golden’s premium matcha here and skip the guesswork.
Is there enough matcha for cafés?
Short-term, cafés may see intermittent shortages or higher wholesale prices, especially on barista/latte blends derived from top-tier tencha. Asia’s export volumes and values have been rising, and many exporters prioritize large buyers first. That said, a reliable specialty supplier can keep you pouring. RW Golden currently has inventory and can support café-level demand while stocks last.
Café owners: If matcha is a menu staple, consider placing a standing order or building a small buffer (within freshness windows) to cover busy weeks. Contact RW Golden to stock up →
The authenticity problem during a matcha shortage
With premiums rising, the market sees more:
- Coarsely ground “green tea powder” sold as matcha.
- Bitter or brownish blends cut with older leaf or stems.
How to protect yourself:
- Buy from a seller that specializes in matcha powder (not a random marketplace listing).
- Confirm grade, and milling method.
RW Golden is focused on matcha (not generic tea blends) and stands behind purity and freshness. If you care about flavor—and real matcha benefits—that matters. Shop confidently at RW Golden →
Frequently asked questions
Is there really a matcha shortage right now?
Yes—particularly for premium, ceremony-level product. Weather hit yields in core regions, auctions set record prices, and growing global demand keeps supply tight.
Why did prices jump so much?
Less premium leaf + more buyers = higher upstream leaf prices. Kyoto’s May auction prices for tencha rose roughly 170% year over year, a sign of how strained supply is.
Will U.S. prices go even higher?
They could, especially if tariffs on Asian goods persist. Importers are navigating both tighter supply and possible tariff costs.
What’s the best matcha for lattes?
Ceremonial Grade matcha is a great option. It should be vibrant, smooth, and strong enough to shine through dairy or alt-milks. RW Golden’s Ceremonial grade matcha options are a safe, delicious pick.
How much caffeine is in matcha?
A standard 2-gram serving generally lands near 60–80 mg caffeine, but this varies by cultivar, shading, and prep. Many people love matcha’s L-theanine synergy for calm, focused energy versus the spike-and-crash some experience with coffee.
How do I make a smooth matcha latte at home?
- Sift 2-3 tsp matcha, 2) add a splash of 160–175°F water, 3) whisk (or use a small frother) until micro-foam forms, 4) top with hot or iced milk (oat, almond, dairy). For sweetness, add up to a table spoon of maple syrup.
How should I store matcha so it stays fresh?
Keep it sealed, in a cool place after opening, and away from light and humidity. Use within 60–90 days of opening for peak color and flavor.
The road ahead
Even though Asia ramped tencha production over the past decade to serve global demand, experts expect lower output this year and continued tightness until new fields mature. The worldwide matcha market isn’t slowing down; if anything, consumer adoption is still rising across coffee chains and home kitchens alike. That means the best matcha—especially ceremonial quality—will stay competitive to source.
Practical takeaway: If matcha is part of your wellness routine or menu, secure a reliable supply now and store it properly. For authentic flavor, strong color, and dependable freshness, buy your matcha from RW Golden while inventory is healthy.
Final call to action
Don’t let the matcha shortage derail your morning ritual. Get authentic, ceremonial grade matcha—shipped fresh and ready to whisk.
Shop RW Golden (in stock, shipping now)
Matcha Shortage 2025: Frequently Asked Questions
Is there really a matcha shortage in 2025?
Yes—especially for premium ceremonial grades. Weather-stressed harvests lowered tencha yields, global demand surged, and supply bottlenecks (including slow stone-milling and export concentration to the U.S.) tightened availability.
Why did matcha prices jump so much?
Less premium leaf plus more buyers drove upstream prices to record levels—Kyoto’s late-spring tencha auction set new highs—so retail prices for ceremonial and barista blends are elevated.
How long will the shortage last?
Relief depends on harvest recovery, expanded milling capacity, and new shaded fields—which take years to mature. Expect intermittent tightness and price volatility at least through upcoming harvest cycles.
How can I avoid low-quality substitutes during the shortage?
Buy from matcha specialists that clearly state grade and milling method. Look for vibrant color, silky texture, and stone-milled matcha—not generic “green tea powder” or brownish, bitter blends.
Where can I still buy high-quality matcha right now?
RW Golden is fully stocked with premium ceremonial matcha and accepting orders. If matcha is part of your daily ritual or café menu, order now to avoid spot shortages.