If you buy matcha for a café, a food brand or a wholesale line, you've probably seen your quotes creep up. It isn't your imagination. Demand, boosted by social media, has pushed raw material prices in Japan sharply higher.
What's behind the spike
Tight tencha supply. Tencha is the shade-grown leaf that becomes matcha, and when it's scarce, everything downstream costs more. 2025 closed with one of the tightest tencha supplies in recent memory, and the resulting auction-price pressure is now reaching retail shelves.
Steep increases. One major importer reported paying 75 percent more for the highest-grade 2025 crop, with lower grades expected to cost 30 to 50 percent more.
More buyers chasing the same leaf. Japan's green tea exports rose 42 percent in fiscal 2025, with powdered tea making up roughly 70 percent of the total.
A shifting production map. Kagoshima continues to gain share against Shizuoka, which changes where supply and pricing leverage sit.
Strain across the whole tea sector. Officials in Kagoshima have linked higher sencha prices to lost customers, as supermarket shoppers switch to barley tea and other drinks.
Why bulk buyers feel it most
When you buy by the kilo, a 30 to 75 percent jump in raw costs can wipe out the margin on a matcha latte. Switching to the cheapest supplier isn't a safe fix either. High raw material costs have made adulteration a real risk, and cheap matcha that isn't what it claims to be ends up costing more in lost quality and customer trust.
How Shizutea helps you buy smarter
We can't change the market, but we can help you get more from every kilo.
1. Match the grade to the use. Not every product needs ceremonial grade. For lattes, smoothies and baking, a well-chosen café or culinary grade delivers the flavor and color your customers expect at a much lower price per kilogram. We start with how you'll use the matcha (lattes, desserts, ceremonial service) and recommend the most cost-effective grade that still delivers the taste and color you need.
2. Direct sourcing. We buy straight from farms in Japan, which removes intermediary margins and lets you know exactly where your matcha comes from.
3. Verified quality. Our matcha is produced in FSSC 22000 or JFS-B certified factories, and we offer JAS organic options. Certified food safety standards and traceable sourcing mean you know what you're buying, which isn't true of bargain lots.
The bottom line
Prices are unlikely to fall back quickly. The businesses that come through this well will plan volume early, match grade to use, and work with a supplier who knows the source.
Buying matcha in bulk? Request a quote and tell us about your menu. We'll recommend the right grade for each use.
