Global matcha consumption keeps growing rapidly in 2026, driven by the spread of specialty cafes across the United States, the United Kingdom, Australia and Asia, where the green tea powder has become a standard menu item used in lattes, cold drinks and wellness products.
The boom has put serious pressure on supply. In Japan, first-harvest tencha auctions in Kyoto have recorded average prices roughly 169% higher than the previous year, while exports have hit record levels. Authorities in Tokyo have announced support for expanding cultivated acreage, while traders warn that the shortage of ceremonial-grade matcha could persist.
Analysts expect high prices to encourage new plantings, as well as more blends that combine matcha with other green teas.
Source: Forbes