Your beloved iced matcha latte could be in jeopardy, and it's all thanks to its skyrocketing popularity. The vibrant green powder, a favourite among health influencers and trendy TikTokers , is now in short supply due to overwhelming demand. Last year, several leading Japanese tea manufacturers revealed they were having difficulty meeting the global demand for matcha.
As a result, they've had to cut back on the amount of matcha powder they export, leaving many shelves bare. Starbucks' recipe for a 'refreshing' iced latte with an 'elevated twist' Judge orders Starbucks to pay $50M after man burns himself with hot tea So, what's causing this disruption? For those unfamiliar, matcha is a type of tea cultivated in Japan. While it has traditionally been used in tea ceremonies, it has gained significant popularity in the West over the past decade.
In fact, the matcha industry is expected to reach an astonishing $4 billion value by 2028. However, Japanese suppliers are finding it hard to keep pace with the demand. Social media has played a major role in driving this trend.
On TikTok alone, there are over 42 million posts featuring recipes that incorporate matcha in some form, popularised by influencers like Emma Chamberlain. Some of the most popular creations include matcha breakfast bowls, matcha lattes, and baked goods infused with matcha. Internet in hysterics over AI drive-thru but customers are not happy with change Doctor's warning to all microwave users over 'substantial' dem.