Photo: Blank Street.
It's the new 'it' drink, an Instagram feed staple, a beverage obsession for those in their 'clean girl era', with London cafes popping up left right and centre to make sure it's on-menu.
But will there be disadvantages to the quick success of matcha?
Much like the avocado on toast boom, matcha is struggling to stay on top of those Saturday morning, hot girl walk orders, according to tea experts.
Soar Organics have reported that matcha's global supply is struggling, and that following the first harvest, there are planet-wide concerns when it comes to the ability to meet demand, against current costs.
The Managing Director of Sazen Tea, Agnes, has also reported in June 2025 that many tea companies will be hiking their prices - 'Marukyu Koyamaen will go up by around 80%, Hekisuien by nearly 150%, and overall, we expect the price of the new stocks to increase at least twofold'.
So will that increase prices in London? It's hard to say, as these comments are based on auction pricing. The harvest is still being processed, and no major matcha cafes in London have yet commented on whether their main menu prices will be going up. But here's thinking it might be one to keep an eye on?
