Is your favourite drink fuelling global crisis no one’s talking about?

Move over, flat whites—there’s a new green giant in town, and it’s stirring up more than just your morning latte.

That familiar swirl of matcha has become a staple in cafés and kitchens across the globe, thanks to its earthy flavour and supposed health perks.

But now, soaring demand is triggering a supply squeeze that could leave fans feeling more bitter than sweet.


While Australia has long been known for its coffee culture, a quiet revolution has been brewing (pun intended) in our mugs.

Matcha, once reserved for Japanese tea ceremonies and the occasional health food aisle, has exploded in popularity across the country.


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Global demand for matcha, including in Australia, has surged so much that Japanese tea farms are now struggling to keep up, leading to possible shortages and supply chain issues. Credit: Maridav / iStock


Whether you’re sipping a matcha latte at your favourite café or whisking up a cup at home, you’re part of a movement that’s seen matcha production in Japan nearly triple since 2010.

But with great popularity comes great responsibility—and, apparently, a looming shortage. According to Japan’s agricultural ministry, green tea exports (including matcha) jumped by 25 per cent last year alone.

The Japan Times has even warned that a matcha shortage could hit this year, as global demand outpaces what traditional tea farms can supply.


So, what’s behind this green gold rush? Christelle Young, Managing Director of T2, says it’s a perfect storm of health trends, cultural curiosity, and a little help from social media.

'Matcha fits perfectly with Australia’s increasing focus on health, wellness, and mindfulness,' she explained.

Packed with antioxidants and L-theanine (which promotes calm and focus), matcha offers a gentler, more sustained energy boost than coffee, without the dreaded jitters or crash.

Add to that the post-pandemic travel boom—nearly a million Aussies visited Japan last year—and it’s no wonder we’re all craving a taste of the Land of the Rising Sun.

As more Australians immerse themselves in Japanese culture, matcha has become a must-have back home.


And let’s not forget the power of social media. Influencers and wellness bloggers have turned matcha into a viral sensation, sharing recipes for everything from matcha pancakes to matcha-infused cocktails.

If you’ve ever been tempted by a video of a perfectly frothed, emerald-green latte, you’re not alone!

But here’s where things get tricky. It’s not just any matcha we’re after—it’s the good stuff.

Traditionally, ceremonial-grade matcha was reserved for special occasions and tea ceremonies.

Now, everyday drinkers are demanding this premium product for their daily fix.

Producing high-quality matcha is no small feat: leaves are hand-picked, carefully dried, and ground in stone mills that process less than 60 grams per hour. It’s a labour of love, but it means the supply is limited.


As a result, some brands have started rationing their matcha, raising prices, or even suspending sales.

Sydney’s Simply Native, for example, recently limited customers to one item per brand.

Ippodo Tea, a 300-year-old Japanese company, temporarily halted sales of certain products due to overwhelming demand.

Behind the scenes, many Japanese tea farms are small, family-run operations.

While the government encourages more farmers to switch to matcha production, there’s understandable hesitation.

Building new factories and investing in infrastructure is risky, especially when no one knows if the matcha craze will last.


Anna Poain, director of the Global Japanese Tea Association, warns that panic buying and stockpiling are only making things worse.

'The industry is ill-prepared for this sudden surge,' she said.

'Many people say it’s here to stay, but who knows?'

If you’re a regular matcha drinker, you might notice some changes in the coming months.

Prices could rise, and your favourite blend might be harder to find.

Some stores are already prioritising their flagship locations and online outlets, using a 'tiered distribution system' to make sure the most popular products stay in stock.


But don’t panic just yet! Companies like T2 work closely with tea gardens to secure their supply and support growers.

They’re also getting creative, launching new flavours like Strawberry Matcha and White Chocolate Matcha to keep things interesting, even if some variants are temporarily out of stock.

Only time will tell if matcha mania is a passing fad or a permanent fixture in our pantries.

For now, it’s clear that our thirst for this green super-drink is having a real impact on the global market—and on the farmers who make it all possible.
Key Takeaways

  • Global demand for matcha, including in Australia, has surged so much that Japanese tea farms are now struggling to keep up, leading to possible shortages and supply chain issues.
  • Many Aussies are swapping coffee for matcha due to its health benefits, lower caffeine content, and the calming effects of L-theanine, with social media and increased travel to Japan further fuelling the craze.
  • The demand for premium, ceremonial-grade matcha—once reserved for special occasions—has outstripped supply, as it is labour-intensive to produce and limited in quantity.
  • Some suppliers and retailers have already introduced purchase limits, price hikes, and batch allocations to manage stock, while small, family-run Japanese farms and industry experts remain cautious about expanding rapidly, given the uncertain future of the matcha trend.
Have you jumped on the matcha bandwagon, or do you prefer to stick with your trusty cuppa or coffee? Have you noticed any shortages or price hikes at your local shops? And what’s your favourite way to enjoy matcha—classic latte, smoothie, or something more adventurous?

Share your thoughts, tips, and recipes in the comments below.

Read more: Discover the Secret to Better Sleep for Seniors: A 12-Month Matcha Trial Reveals Surprising Results!
 
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I am still a black coffee girl but wondering whether I should at least try a taste of matcha to see what I think. Will try most things once!
 
I'm a true blue coffee chick, have tried Matcha and found it horrid. I agree with darrellh, you have to try everything once and we all have different taste buds.
 
What a load of rubbish, matcha is powdered green tea , the green leave of the plant before dried and turning to black leave, tea plantations all around the world, Japan , China etc ( there are many) produce green tea, so it’s not going to run out, I might add that we have our own tea plantations here in the alps in Victoria, that produce a great leave, including green, support Australian and give it a try, also not all tea ‘sellers’ like mentioned, buy direct from/support, including smaller plantations , I worked in the industry for a company that was fully Australian owned for over 25 yrs starting in Sydney, I know my tea.
As for flavoured match- that’s a No from me 🤦‍♀️ what’s the point, if your drinking it with flavours and added sugars, where’s the health benefit.
hint : you can buy green leave tea, and grind it in a bean grinder to a powder and make your own matcha if you run out at home, tried and done this myself, tastes the same.
I’m a black tea drinker.
 
What a load of rubbish, matcha is powdered green tea , the green leave of the plant before dried and turning to black leave, tea plantations all around the world, Japan , China etc ( there are many) produce green tea, so it’s not going to run out, I might add that we have our own tea plantations here in the alps in Victoria, that produce a great leave, including green, support Australian and give it a try, also not all tea ‘sellers’ like mentioned, buy direct from/support, including smaller plantations , I worked in the industry for a company that was fully Australian owned for over 25 yrs starting in Sydney, I know my tea.
As for flavoured match- that’s a No from me 🤦‍♀️ what’s the point, if your drinking it with flavours and added sugars, where’s the health benefit.
hint : you can buy green leave tea, and grind it in a bean grinder to a powder and make your own matcha if you run out at home, tried and done this myself, tastes the same.
I’m a black tea drinker.
We also have Tea grown in the Daintree area in Queensland .
 
Green tea tastes horrible
 
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Green tea tastes horrible
@DLHM loves it but I wouldn't have clue what it tastes like.

I don't indulge in hot drinks for reasons of why someone drinks a liquid. Because you are thirsty. Why are you thirsty? Because you are predominately hot.

Why add to your body's heat when you are already hot!
 
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@DLHM loves it but I wouldn't have clue what it tastes like.

I don't indulge in hot drinks for reasons of why someone drinks a liquid. Because you are thirsty. Why are you thirsty? Because you are predominately hot.

Why add to your body's heat when you are already hot!
Because we can 🤣
 
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@DLHM loves it but I wouldn't have clue what it tastes like.

I don't indulge in hot drinks for reasons of why someone drinks a liquid. Because you are thirsty. Why are you thirsty? Because you are predominately hot.

Why add to your body's heat when you are already hot!
Oh Deb l don't know how you can drink it Davids into all sorts of different stuff and said green tea is really good for you l took one sip that was enough
 
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Oh Deb l don't know how you can drink it Davids into all sorts of different stuff and said green tea is really good for you l took one sip that was enough
One of my sister in laws drinks only green tea but she puts 3 of those stevia pkts in it because of the bitterness. Why drink it madness.🌞
 
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