At Santé, we believe in full transparency—and that means helping you understand why matcha prices are climbing. In 2025, the prices of tencha (the raw leaf used to make matcha) has surged up to 3× higher, leading to 100–150% cost increases on Premium and Ceremonial blends. This spike is being driven by global trends, supply limitations, and weather changes that affect the entire industry.

Matcha has become a global sensation. Since 2010, Japan’s matcha production has nearly tripled, with over half now being exported. Retailers and cafés worldwide are seeing explosive growth, with some reporting sales up 250% for matcha. But while demand has soared, tencha supply hasn’t kept pace—making matcha more scarce and expensive.

With months of coordination with our suppliers, we have more than enough matcha for our partners for the foreseeable future!

Tencha is only harvested once a year in the Spring—and only 6% of Japan’s tea production is allocated to it. Add to that a shrinking number of skilled farmers (many over age 65), and labor-intensive stone-grinding methods, and you get slow, careful production with tight limits. In 2025, cool Springs and late frosts in key regions like Uji and Kagoshima caused 11% yield losses, driving auction prices up over 200%.

Thanks to our relationships and connections in Japan, Santé is well-stocked, even as others face shortages. While we’re absorbing as much of the cost increase as possible, we must adjust prices to reflect the new market reality. That said, we’re committed to transparency—sharing per-gram pricing, avoiding blanket increases, and passing on savings when the market stabilizes.

• Plan Ahead: If you’re prepping for seasonal menus or larger orders, let us help you forecast and secure volume for the year now.
• Explore All Blends: If Organic is not necessary, now is a great time to explore a Traditional version of your matcha. Organic matcha is being hit the hardest with price increases and availability.
• Tell the Story: The matcha shortage is no secret. Share with your customers what is going on, and how valuable it is that you still have matcha.
• Consider Adjusting Pricing: Many partners are considering increasing their matcha beverages by $0.25 to help mitigate price increase, while still offering the same great quality their customers know and love.