Matcha in 2025 – A Guide for Consumers & Industry
Matcha in 2025 – A Guide for Consumers & Industry

The trend for Matcha really began to take off around a decade ago, and since then, it’s exceeded all expectations. In 2023 alone, the industry was valued at a staggering USD 4.3 billion, and projections suggest it will grow by another 8% from 2024 to 2030. That’s a lot of Matcha. But why is it so popular? It’s not just the fantastic flavour—research has shown that it’s packed with antioxidants, and because you’re consuming the whole tea leaf, ground to a fine powder, you’re getting the full benefit of the plant.
Matcha is a complex product, and its production requires a great deal of skill. In our ‘Ultimate Guide to Matcha’, we answer every question we’ve ever been asked, so if you’d like to dive deeper into the world of Matcha, that’s the place to start.
But there’s more to it than just its health benefits and distinctive taste—Matcha is incredibly versatile, making it the perfect ingredient for specialty beverages and innovative foods. New ways to enjoy it are emerging all the time, and there’s no denying its power. Yet, as the demand continues to rise, so too does the pressure on the tea gardens in Japan, and this has a knock-on effect on supply. The result? High-quality Matcha is becoming increasingly scarce.

The Struggles of the Industry
So, how is the industry managing this surge in demand? For many, it’s a case of stretching the Matcha further by adding fillers and sugar. (Did you know that a popular fast beverage chain’s Matcha Latte contains more sugar than a can of Coca-Cola?) For others, it means compromising on quality and sourcing Matcha from regions outside Japan, where it’s not produced to the same standards or with the same tradition. And as for the tea gardens themselves? They’re struggling to keep up.
When we visited Japan in spring 2024, we spoke to many farmers who were converting their Gyokuro and Sencha gardens into Tencha-producing gardens (Tencha being the base ingredient for Matcha). This shift is being made to meet the growing global demand, but it’s a short-term solution. Trends, by their very nature, tend to rise and fall quickly, and if interest in Matcha declines, what happens to the tea gardens that were once dedicated to Gyokuro and Sencha? The centres of production for these varieties are being dismantled, and it’s hard to see what will be left if the demand for Matcha fades. It’s a tricky balancing act, one that needs to be approached thoughtfully to ensure Matcha’s future longevity.

What Can the Industry Do?
Here’s how the industry can help ensure the sustainability of Matcha production:
- Balance Purchases: Start by balancing what we buy. We should invest in the broader health of our producers, not just the Matcha they produce. This could mean purchasing other items from them or committing to bulk orders throughout the year, ensuring a consistent cash flow that helps producers invest in their business, improve infrastructure, and adopt new technology.
- Work Closely with Producers: We can also collaborate closely with producers, sharing knowledge and addressing challenges together. Building stronger relationships will help find long-term, sustainable solutions for all involved.
- Support Emerging Businesses: Consumers can consciously choose who they buy from, providing opportunities to both large and small producers. Diversifying our Matcha offerings also helps relieve pressure on traditional growing regions and supports innovation. For example, sourcing from lesser-known regions can introduce new varieties of Matcha to the market while supporting their growth.
What Can You Do?
There are several ways you can make a difference too:
- Consider Where You Buy From: Look for signs of quality, such as the identification of the cultivar, origin, and producer. Matcha brands that care about sustainability will usually share these details in their marketing, offering complete transparency about where the product comes from.
- Invest in Quality: Try to buy the best Matcha you can afford. It can be tricky to tell just by looking, as style is often visible, but the substance is less so. Do some research, ask your friends, or check with your favourite cafés, hotels, or restaurants to see which brands they trust. Spending a little extra on quality Matcha means a better return all the way up the supply chain to the producer.
- Be Mindful of Your Consumption: We know how delicious Matcha is and incorporating it into your daily routine can be a real treat for your wellbeing. Next time you enjoy a cup, take a moment to appreciate the care and skill that went into producing it. Savour the experience—it’s a special product, after all.
The Matcha industry is growing rapidly, but this comes with its own set of challenges. As consumers, we can help ensure its future by being mindful of the choices we make—whether that’s supporting sustainable practices, investing in quality products, or simply taking a moment to enjoy this remarkable tea. By being more thoughtful about what we buy and who we buy from, we can help ensure that the legacy of Matcha continues for years to come.
The AVANTCHA Matcha Promise
At AVANTCHA, we bring you the purest, most authentic Japanese Matcha, carefully sourced directly from single-origin gardens. Our range celebrates the diversity of Japan’s finest tea cultivars, showcasing the exceptional qualities of the country’s most renowned tea-growing regions.
We focus exclusively on the highest ceremonial grades, hand-picked during the first flush—when the leaves are at their freshest and most vibrant.

Discover AVANTCHA Matcha Ceremonial Grade Yame >
Discover AVANTCHA Organic Matcha Ceremonial Grade Fuji >
We have crafted our Organic Cocktail Grade Kagoshima predominantly from this first flush ceremonial Matcha, with just a touch of second-harvest Matcha added for a deeper, more robust flavour. This blend allows the rich, authentic taste of Matcha to shine, whether in lattes or as a premium culinary ingredient.

Discover AVANTCHA Organic Cocktail Grade Matcha Kagoshima >
Our Matcha is ground to an ultra-fine powder using traditional stone mills, preserving its purity and delivering the smoothest texture.
True to its origins, our Matcha contains no fillers or added sugars—just the natural, unadulterated flavour of the tea leaf itself.
To ensure maximum freshness, we package our Matcha in nitrogen-sealed bags and tins, stored in cold conditions during transit, and kept in a temperature-controlled warehouse. This rigorous process guarantees that every batch reaches you at its peak quality.
Our retail packaging is minimalistic, yet functional, designed to protect your Matcha from air, light, heat, moisture, and odour—preserving its exceptional flavour for longer.

AVANTCHA offers a reliable supply and fast delivery, with constant innovation and ongoing training from our expert team. We strive to stay at the forefront of the Matcha industry, bringing you the latest trends and ensuring that every cup you enjoy is as fresh and authentic as the last.
Dive in to the World of Matcha where you can shop our Matcha, accessories and gift sets as well as learn how to make the perfect cup of Matcha every time.

Want to get creative and try out some of these delicious Matcha recipes? Click below for our full recipes page.

If you’re looking for a Matcha supplier, get in touch here so we can help you with all your Matcha needs.