The matcha boom: is there a shortage of matcha?

There has been a lot of talk lately that matcha – the finely ground green powder from Japan – is becoming a scarce commodity. Headlines in international media and NRK tell of increased demand, supply challenges and producers struggling to meet demand. For those of you who love matcha, it may sound like a small crisis in the making. But don't despair: Norges Tehus is doing its utmost to ensure that you continue to get high-quality matcha.

The Matcha Boom: From Niche to Global Trend

It wasn’t long ago that matcha was something that had to be explained in detail to most people. Today, the powder of shade-grown green tea has found its way into everything from cappuccinos and ice cream to skincare and baking recipes. In addition to its distinct flavor and beautiful green color, matcha has also received a lot of attention for its health benefits – including its high content of antioxidants and natural caffeine combined with L-theanine, which provides a more balanced energy than coffee.

This explosive interest, especially in the West, has put tremendous pressure on producers in Japan. High-quality matcha is not something that is mass-produced overnight. It takes time, knowledge and precision, from the cultivation of the tea plants to the painstaking stone grinding that makes matcha what it is. With a traditional Japanese stone grinder (ishi-usu), they only grind about 30 grams of matcha per hour! That means that every box you buy has taken an hour to make, in addition to the work of growing the plant.

Why is it starting to get empty?

The main reason for the shortage is simply that demand has outstripped capacity. The best matcha producers in Japan have limited acreage and produce in small batches to ensure quality. At the same time, many countries are now looking to import larger quantities of matcha, especially the US and European markets. The result is that some suppliers are running out of stock, and prices are being pushed up.

In addition, there are challenges such as climate change, which affects crops, and an aging population in Japan's agricultural sector, which makes it difficult to find the next generation of tea farmers.

Norges Tehus keeps quality and delivery reliability in focus

At Norges Tehus, we have been following developments closely. We have worked closely with some of Japan's leading matcha producers for many years, and these relationships are making a big difference right now. When demand increases and supply becomes scarcer, it is often the long-term and trust-based collaborations that are prioritized.

We plan our purchases well in advance and in the right quantities – not too much, so that it loses freshness in stock, but enough to offer our customers a steady supply all year round. This means that – unlike many others – we still have good quality matcha in stock, both for you who use it daily and for cafes and restaurants that serve matcha drinks.

What does this mean for you as a customer?

We do our utmost to ensure that you do not notice much of the turmoil in the market, and we never compromise on quality. We do not buy poor quality just to meet demand . We offer several varieties of matcha – from ceremonial quality for those who want to enjoy matcha in the traditional way, to varieties suitable for cooking and drinking. Although we do our best, unfortunately there may be times when we are sold out.

Thank you for choosing Norway's Tea House

Matcha is more than a trend. It is a centuries-old tradition, a craft process and part of a rich cultural heritage. The fact that the world has opened its eyes to matcha is in itself a fantastic development. But it also means that we, as importers and retailers, have a responsibility to safeguard both the quality and sustainability of what we offer.

Thank you for choosing Norges Tehus – and enjoy your next bowl of matcha, knowing that we are working behind the scenes to ensure that you can do just that.