World's thirst for matcha dries up global supplies

The rising demand for the popular eastern drink is depleting resources

The skyrocketing popularity of the green tea powder has led to a significant increase in demand. Countries that are major producers of matcha, like Japan, are struggling to keep up with the unprecedented levels of consumption. This surge coincides with a growing interest in herbal and sustainable beverages and reflects a societal shift in drinking habits.

What does this mean for the industry?

This skyrocketing demand may be great for exporters, but it spells trouble for tea-producing regions. Many now face the challenge of maintaining adequate supplies to meet local demand, exacerbated by climate change and drought. It underscores the delicate balance between export revenues and local consumption.

Sustainable solutions

Efforts to address this imbalance include encouraging local cultivation and alternatives to popular varieties. Yet, exporters face the dilemma of preserving ancient ethical practices and ensuring long-term sustainability versus exploiting the current trend for maximum profit.

The solution lies in mindful consumption and sustainable practices across the entire supply chain, from farmers to sellers.