The Growing Craze of Matcha and The Rise of Global Tea Shortage
Matcha has become a worldwide sensation when you walk into practically any café or grocery shop nowadays. Matcha lattes, smoothies, and even desserts with matcha flavors have proliferated outside of Japan in the last ten years. The global matcha industry was estimated to be worth between $2 and $3 billion a few years ago, and it is expected to increase in the next ten years, according to market analyst estimates. The global matcha industry, for example, was expected to grow from roughly $2.3 billion to $2.9 billion in a few years, according to a Guardian report.
Matcha's high antioxidant content and perceived health benefits (energy without jitters, metabolism boost, etc.) make it particularly appealing to consumers who are becoming more health conscious and looking for "superfoods." Social media is fueling the worldwide matcha obsession, as influencers post recipes, reviews, and brewing advice. There have been tens of millions of views on the "Matcha Tok" hashtag.
Customers can now easily get high-quality matcha directly from Japan or specialty providers thanks to the simplicity of e-commerce. Finding quality matcha powder outside of Japan was difficult ten years ago; today, tins are available on Amazon, online tea boutiques, and even grocery stores. Tencha, or green tea leaves, are used to make it. The leaves are grown for weeks in the shade. The development of the tea's distinctive "umami" flavor—a savory taste that balances its inherent sweetness—requires this procedure. Only 40g (1.4oz) of matcha may be produced every hour by stone mills, which are used to harvest, dry, and grind the leaves into powder.
Domestic tencha production is rapidly increasing, and matcha itself is receiving a lot of attention and expectations due to the popularity of matcha desserts. Tencha production in 11 production centers has nearly tripled from 1,452 tons in 2008 to 4,176 tons in 2023, according to the Japanese Association of Tea Production.
However, record-breaking heatwaves have devastated crops in recent months, making it difficult for growers. Even though demand is high, scorching weather has resulted in low harvests in the Kyoto region, which produces around 25% of Japan's tencha. As the nation's population ages and fewer young people enter the field, there is also a scarcity of farmers. Shops in Uji, a matcha-loving city in Kyoto, frequently have their shelves cleared by tourists as soon as they open.
The majority of Japanese matcha farms are small, family-run businesses, in contrast to the stereotype of massive farms and factories that harvest, process, and package matcha. These farmers value traditional methods and use granite stone mills with restricted production capabilities instead of depending on industrial gear. Because of this, these farmers are finding it difficult to keep up with the increasing demand for matcha, which has been fueled by social media trends.
Over the last 15 years, the number of tea farms has drastically decreased from 46,000 to 20,000. The Ministry of Agriculture, Forestry, and Fisheries developed a strategy in March to incentivize tea growers to convert from sencha to tencha. However, concerns are also raised by the change from sencha to tencha. "The transition will need a lot of time and money. Individuals and small and mid-sized producers would face significant challenges, according to 72-year-old Fumitoshi Fujita, executive director of the Japan Tea Commerce & Industry Cooperative Association. Price competition will inevitably increase if other nations begin to grow tencha. Furthermore, these difficulties are being made worse by climate change, as erratic weather patterns affect the amount and caliber of tea leaves that can be used to produce matcha.
A campaign to encourage more thoughtful consumption has been spurred by the matcha craze. Advocates criticize those they believe are hoarding matcha or taking advantage of its popularity. Since later harvests of matcha are more plentiful and more suited for cooking, the Global Japanese Tea Association is urging people to utilize lower-grade matcha. It adds that premium matcha frequently loses its subtle flavor when added to beverages like lattes. Many merchants have therefore placed restrictions on the quantity that customers may purchase.
As weather plays a vital role in the development of high-quality ceremonial matcha, sustainability becomes an urgent subject. As matcha manufacturing grows outside of Japan, it is crucial to implement sustainable procedures to guarantee a strong supply chain. Waste can be greatly reduced throughout the supply chain by embracing sustainable energy and aggressively lowering emissions. Given the rising demand for matcha worldwide, this strategy is essential. In addition to improving the quality of their matcha, manufacturers may demonstrate to their customers that matcha is a good option for the environment and human health by adopting sustainable practices.
Bibliography
The Rise of Matcha in the Global Beverage Market – Chalait
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