The price of matcha has surged, with sales of the powdered tea up by 86% in the US, according to new research.
The green beverage has gone viral on social media thanks to a trend for sweet colourful drinks made from milk, sometimes called “bright lattes”.
As a result, the cost has risen as manufacturers have struggled to keep up with global demand.
Market research firm, NIQ, says retail sales in the US are up 86% from three years ago.
Donald Trump‘s tariffs may also be impacting costs in the US, although it is not clear if matcha will be exempt because it’s a natural product not grown in significant quantities in America.
President Trump previously made an exception for cork from the European Union.
