Beverages: ‘Skyrocketing’ demand for matcha raises fears of shortage in Japan
- InsightTrendsWorld
- Apr 5
- 7 min read
Why the Topic is Trending:
Global Demand for Matcha: Matcha has experienced a meteoric rise in global popularity, fueled by its health benefits, versatility in recipes, and social media influence, particularly on platforms like TikTok and Instagram.
Cultural and Aesthetic Appeal: Beyond just taste, matcha has become a cultural experience. In Japan, tourists flock to Uji for hands-on matcha-making experiences, which are often shared on social media, increasing the drink’s visibility and global appeal.
Supply Chain Strain: As international demand skyrockets, Japan is facing challenges in meeting production needs, leading to concerns over potential shortages of matcha. This shortage is driving further interest in the product, as it becomes even more desirable.
Overview:
Matcha, a traditional Japanese powdered green tea, has become a global sensation, particularly in the West, with applications ranging from lattes to desserts. Despite Japan's deep-rooted history with matcha, its soaring popularity worldwide is outstripping production, leading to warnings of a potential shortage. Social media, particularly platforms like TikTok, has played a significant role in fueling interest. Japan’s production of matcha is increasing, but the demand, particularly from Europe, the U.S., and Australia, continues to grow rapidly. The situation has led to concerns over sustainability and the future supply of matcha.
Detailed Findings:
Surge in Matcha Popularity:
Global Appeal: Matcha’s global popularity has surged, particularly in the U.S., Europe, and Australia. This is fueled by the growing interest in health benefits, such as antioxidants and a lower caffeine content than coffee, making it a preferred alternative.
Social Media Impact: Platforms like TikTok have made matcha trendy, with videos highlighting its benefits and aesthetic appeal. The popularity of matcha lattes, desserts, and wellness products has exploded, helping to fuel the current matcha boom.
Impact of Tourism in Japan:
Uji's Role in Matcha Production: Uji, a town in Japan with deep ties to the matcha trade, has seen significant tourism growth, with visitors flocking to experience matcha-making workshops and sample matcha-infused culinary creations. Around 90% of workshop participants are from overseas.
Matcha as a Must-Experience: Many tourists visiting Kyoto view matcha as an essential part of their travel experience, which has further accelerated global demand.
Concerns Over Matcha Shortages:
Supply and Demand Imbalance: Reports of matcha shortages first emerged in 2024, prompting tea companies in Japan to place restrictions on purchases. The rise in global consumption, especially in non-Japanese markets, has led to an unprecedented strain on production.
Production Increase and Challenges: Japan has increased matcha production, with 4,176 tonnes produced in 2023—almost three times the quantity in 2010. However, the surge in demand still outpaces supply, leading to warnings of future shortages.
Economic and Cultural Significance:
Economic Impact on Uji: Uji businesses are seeing a financial boon, with local tea shops and cafes thriving thanks to matcha’s global popularity. The Japanese government is also stepping in to encourage more production of tencha (the tea leaves used to make matcha) through subsidies.
Cultural Relevance: Matcha continues to be associated with Japan’s tea ceremony culture, offering tourists not just a taste, but an immersive experience into Japanese traditions. Its growing influence in the culinary world is also noteworthy, as it’s incorporated into everything from ice cream to ramen.
Key Takeaway:
The explosive demand for matcha, fueled by global interest and social media, is driving a potential shortage, especially as production struggles to meet the ever-increasing appetite. Matcha has transcended its traditional roots, becoming a versatile ingredient in a variety of global cuisines. Despite the shortage concerns, Japan’s deep cultural and historical ties to matcha continue to make it a central part of the country’s identity and economy.
Main Trend:
Globalization of Matcha
Description: The growing global demand for matcha, from trendy lattes to culinary infusions, is reshaping its consumption beyond Japan. Social media, health trends, and an increasing focus on wellness have made matcha a sought-after ingredient worldwide.
Description of the Trend:
Matcha’s Global Surge: Matcha is no longer confined to Japan or its traditional use in tea ceremonies. With its health benefits, aesthetic appeal, and versatility, it has become a global phenomenon. From cafés to kitchens worldwide, matcha is reshaping global drinking and dining habits.
Consumer Motivation:
Health and Wellness: Consumers are motivated by matcha’s health benefits, particularly its antioxidants, lower caffeine content, and its association with wellness trends.
Social Media Influence: Platforms like Instagram and TikTok amplify interest in matcha, making it a trendy and must-try ingredient.
Cultural and Aesthetic Appeal: The cultural significance and visual appeal of matcha, particularly in the form of vibrant green lattes or desserts, drive its popularity among younger consumers.
What is Driving the Trend?
Social Media: The explosion of matcha content on platforms like TikTok has contributed significantly to its global popularity, showcasing its health benefits, versatility, and aesthetic qualities.
Health Consciousness: Consumers increasingly seek alternatives to coffee, opting for beverages that provide a smoother caffeine boost with added health benefits.
Cultural Influence: As more people experience matcha while traveling to Japan or through culinary channels, its cultural and traditional significance adds to its allure.
Motivation Beyond the Trend:
Sustainability and Authenticity: As matcha becomes more mainstream, there is a growing emphasis on sourcing authentic, high-quality matcha. Consumers are also becoming more aware of sustainability issues surrounding matcha cultivation and production.
Description of Consumers the Article is Referring To:
Age: Primarily younger consumers aged 18-40, who are health-conscious and influenced by social media trends.
Gender: Both male and female, with a focus on young adults and millennials.
Income: Middle to upper-middle-class consumers who are willing to pay a premium for health-conscious, trendy beverages.
Lifestyle: Health-conscious, social media-savvy, and driven by trends in wellness and aesthetics.
Conclusions:
Matcha’s global rise reflects a broader shift toward health-conscious, aesthetically pleasing, and trend-driven foods and beverages. Despite its traditional roots, matcha has successfully integrated into global culinary and drinking cultures, though its growing popularity has raised concerns about sustainability and future supply.
Implications for Brands:
Cater to Health and Aesthetics: Brands should continue to capitalize on matcha’s health benefits and aesthetic appeal in their marketing and product offerings.
Sustainability Focus: As matcha production faces strain, brands should focus on sustainable sourcing and transparent practices to appeal to increasingly eco-conscious consumers.
Diversify Product Lines: As demand continues to rise, offering diverse matcha-based products (from beverages to snacks) will be key to capturing the growing market.
Implications for Society:
Cultural Exchange: The rise of matcha reflects a broader trend of cultural exchange through food and beverage, as global consumers embrace traditional ingredients in new contexts.
Sustainability Awareness: The matcha shortage highlights the need for sustainable farming practices and a more responsible approach to global food production.
Implications for Consumers:
Increased Accessibility: Consumers will likely have access to more matcha-based products, but may face higher prices due to the supply shortage.
Informed Choices: As awareness of sustainability issues grows, consumers may choose to support brands that promote responsible sourcing and fair-trade practices.
Implication for Future:
Continued Growth of Matcha’s Popularity: As demand for matcha continues to rise, it will likely influence other global markets, leading to new culinary innovations and potentially larger-scale production practices.
Consumer Trend:
Name: Globalization of Matcha
Detailed Description: Matcha’s rise as a global trend is reshaping how consumers engage with food and beverages, driven by health trends, cultural influences, and social media.
Consumer Sub Trend:
Name: Health-Conscious Tea Consumption
Detailed Description: The increasing preference for health-conscious beverages, like matcha, reflects broader wellness trends, with matcha seen as a healthier alternative to coffee.
Big Social Trend:
Name: Cultural Food Fusion
Detailed Description: As matcha integrates into global cuisines, it symbolizes the ongoing fusion of cultures through food, where traditional ingredients are reinvented in new, innovative ways.
Worldwide Social Trend:
Name: Social Media-Driven Food Trends
Detailed Description: Platforms like Instagram and TikTok are playing a pivotal role in popularizing foods like matcha, driving global trends and influencing consumer preferences.
Social Drive:
Name: Aesthetic and Health Trends
Detailed Description: Consumers are increasingly driven by food aesthetics and health benefits, fueling the rise of visually striking and nutrient-packed foods like matcha.
Learnings for Brands to Use in 2025:
Sustainability in Sourcing: Brands should ensure matcha is sourced sustainably, addressing potential future shortages and appealing to eco-conscious consumers.
Health and Aesthetic Appeal: Brands should emphasize the health benefits and aesthetic appeal of matcha in their marketing strategies.
Strategy Recommendations for Brands to Follow in 2025:
Create Matcha-Based Product Lines: Expand offerings with diverse matcha products, from beverages to baked goods, catering to growing consumer interest.
Leverage Social Media: Continue to engage with social media trends to enhance brand visibility and attract younger consumers.
Final Sentence:
Matcha’s global boom is transforming it into a mainstream ingredient, driven by social media and wellness trends, but the challenges of meeting demand and ensuring sustainability will shape its future.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Expand Matcha Offerings: Brands should develop a wide range of matcha-based products to meet the increasing demand.
Focus on Sustainability: Ensure responsible sourcing and transparency in the supply chain to address the growing awareness of sustainability issues.
Final Note: Core Trend
Core Trend: Globalization of Matcha
Detailed Description: Matcha’s rise as a global phenomenon is transforming it from a traditional Japanese ingredient into a must-have product in global food and beverage markets.
Core Strategy
Core Strategy: Diversify and Localize Matcha Offerings
Detailed Description: Develop diverse matcha-based products that cater to global tastes and dietary needs while ensuring responsible sourcing.
Core Industry Trend
Core Industry Trend: Health-Conscious and Trend-Driven Consumption
Detailed Description: The rise of health-conscious, trend-driven consumption reflects growing demand for ingredients like matcha that offer health benefits and aesthetic appeal.
Core Consumer Motivation
Core Consumer Motivation: Health and Aesthetics
Detailed Description: Consumers are increasingly motivated by the health benefits and visual appeal of matcha, fueling its global popularity and incorporation into various cuisines.
Final Conclusion:
Matcha’s explosive global rise, fueled by wellness trends and social media, represents a larger shift toward health-conscious, aesthetically pleasing foods and beverages. However, challenges such as sustainability and supply constraints will be critical factors in shaping its future.
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