Matcha out of stock: we explain everything

At iRASSHAi, we know how much matcha is appreciated; whether for your daily rituals, your baking, or your moments of relaxation. It's a product we select with care, and you may have noticed that it's sometimes hard to come by. Here's why.

Global demand explodes, supply under pressure

In recent months, worldwide demand for matcha has literally exploded, with interest more than tripling, particularly outside Japan. In Europe and France, matcha is everywhere: in coffee shops, pastry shops, cosmetics brands... and in your home, whether you're a Japanese food enthusiast or a matcha latte lover.

However, Japanese production, driven mainly by small family farms, does not have the capacity to keep up with such a pace. As a result, purchase prices from our producers have doubled in the space of a year.

At iRASSHAi, we have always chosen to limit the impact of this increase on our selling prices, by absorbing part of the costs. But in order to continue offering you an exceptional matcha, we are now forced to adjust our prices by a few euros.

Despite our efforts, we only manage to cover around 20% of actual demand, both in stores and online. Supply remains very tight.

A rare product by nature

We offer only the highest quality matcha, cultivated in Japan using traditional methods: farming that respects the seasons, meticulous selection of leaves, long maturation and slow grinding on a stone millstone.

This traditional grinding is what gives matcha its fine texture and balanced taste. But it takes time: around an hour to produce 30 to 40 g of powder. This know-how is difficult to industrialize without compromising quality. On a large scale, faster machines would be used, but this often results in powders that are less fine, more bitter and less well-balanced.

An annual production, and no more

Matcha leaves are harvested only once a year, in spring. After harvesting, the leaves are refined for several weeks before being transformed into powder. Once this production is finished... you have to wait until the following year.

Unlike other teas, which are available all year round, matcha cannot be produced "on demand" or on a continuous basis. Volumes are fixed in advance, and once our growers have sold out, it's simply not possible to buy any more until the next season.

Know-how at risk

The majority of Japanese tea houses are family-run structures, some of them over a hundred years old. Yet Japan is an ageing country. Many operations have no successors, or the younger generations choose other career paths.

This phenomenon undermines not only the transmission of know-how, but also the ability to maintain constant production. In some cases, an entire terroir disappears for want of a new generation.

Booming global demand

Paradoxically, while traditional matcha consumption is declining in Japan, demand is exploding internationally. In Europe and France, matcha is everywhere: in coffee shops, pastry shops, cosmetics brands... and in your home, whether you're a Japanese food enthusiast or a matcha latte lover.

Demand now far outstrips supply, especially for high-quality artisanal matcha. As a result, stocks are going fast, sometimes within hours.

What we do at iRASSHAi

An e-mail alert to let you know when a product is back in stock
Constant follow-up with our producers to ensure regular restocking
Gradual diversification of our partnerships, without compromising quality

Since matcha's popularity peaked, we've added 19 new references to our selection, from 11 different producers, always in line with our strict quality and price criteria.

Good news: our range is constantly expanding, with over thirty matcha references, from the finest vintages to culinary uses, so that everyone can find the matcha that's right for them.

How not to miss your next matcha :

Activate the stock alert on the matcha product page
Subscribe to our newsletter
Follow us on Instagram or TikTok for behind-the-scenes updates and new arrivals.
And above all: don't hesitate to write to us for a personalized recommendation at [email protected]