Rising global demand for matcha tea is expected to lead to shortages continuing into 2025. The tea's popularity has put a strain on Japan's tea industry, with producers rationing supplies and limiting purchases to compensate. While matcha consumption has decreased in Japan, the international popularity of matcha lattes and social media trends have caused a surge in demand worldwide.

Matcha tea, known for its high caffeine and antioxidant content, has various potential health benefits. The global matcha market is projected to reach USD $5 billion by 2028, with an annual growth rate of 10.39 percent. However, the scarcity of matcha farming, unpredictability of food trends, and climate crisis could all impact future tea shortages. The industry may struggle to adjust to matcha's popularity due to the time it takes for new plants to mature and a shortage of tea farmers. Ultimately, it is expected that the sudden spike in international matcha popularity will eventually taper off.