Matcha just became one of the toughest categories to source — and one of the fastest to sell.
The US matcha market hit $965.8 million in 2025, with North America's matcha segment growing at roughly 8.6% CAGR through 2033. Cafés have turned matcha lattes into a permanent menu item, not a seasonal trend.
Here's the catch: the supply side isn't keeping up. Japan's green tea exports jumped 42% by volume in fiscal 2025, but the opening tencha lot at Kyoto's spring auction went from about $35.6/kg in 2024 to roughly $97.2/kg in 2025 — premium Uji lots cleared far higher than that. Farmland takes about five years to come online, so this isn't a one-season spike.
What this means if you're bringing a matcha product into the US:
We look at exactly this kind of demand-vs-supply gap in Radar market-entry reports — pricing, import rules and channel data in one place.
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