Making matcha — green tea that you fully incorporate, instead of steep, into water — can be a finicky practice. It all starts with creating the powder, a process that dates back to 12th-century Japan. (The overall technique of drying, pulverizing, and then mixing whole tea leaves into water to drink dates back even earlier, to tenth-century China.) Today, with their proliferation in countless shops and grocery stores, matcha powders are not necessarily made equal from tin to tin. When I went on a hunt to find the best ones, nearly all the experts I consulted warned that products can vary in flavor and bitterness due to rushed or irregular tea-leaf handling.

One way to ensure you’re setting yourself up for success is to look for brands that import tea from Japan because the processing there is generally more consistent than in other places. And it’s important to make sure the brand itself is trusted. There are a zillion out there, so to land on the best matcha powders, I talked with many experienced matcha drinkers and bakers about their favorites — and though my regular routine consists of drinking coffee, I tested a few varieties out myself, too.

Update on December 3, 2024: Updated prices and checked stock for all products.

Grade: Ceremonial | Flavor profile: Earthy, creamy, umami, robust

The Kyoto-based tea company Ippodo has long been on my radar and was recommended to me by multiple matcha aficionados. I used Golde’s handheld milk frother when I tested Ummon myself to make iced matcha (blend first, then pour over cubes). The powder integrated seamlessly into the water with no residual grainy bits or clumps to be found. And the resulting drink was super refreshing, the earthy notes pronounced even at a cold temperature.

When setting out to write this piece, I remembered when Karina Hoshikaw, a senior writer at Refinery29, told my colleague a while back that the brand makes “the best matcha I’ve ever had.” When I recently checked back in, she told me she’s “still loving it.” Her go-to is “earthy, creamy” Ippodo Ummon Matcha, which she drinks plain, preparing it “the way my obaachan taught me: With the whisk (chasen) and little matcha bowl (chawan).” Though if she’s in a rush, she’ll use “one of those vibrating milk frothers to blend the powder and really get the foamy, airy texture.”

Justin Iso, a confectionery chef and avid matcha drinker since childhood, is a fan of Ippodo and notes the company’s long history, which dates back to the 1700s, and the consistent quality of its product. He likes using Ummon for cooking, finding its “forward flavors” with “more umami and astringency” perfect for foods and desserts.

If you’re just getting into matcha, he says the most popular variety from Ippodo among his beginner, “non-tea-loving friends” is Sayaka, which he describes as “balanced with just a touch of bitterness and medium body.”

Remy Morimoto Park, creator of the wellness blog Veggiekins (and an avid matcha drinker and reviewer), says that Ippodo is a longtime favorite, “because they have the most extensive variety — from powders that are rich and deep with umami to ones that are lighter and grassier.” The price points vary, she says, but she had been pleased with every type she has tried.

Grade: Culinary | Flavor profile: Balanced, moderate sweetness

For a less expensive, highly accessible matcha powder, Ayaka Ando, founder and chef of New York City’s Tadaima, believes Ito En is a solid choice. “It’s easy to buy,” she says, “not only on Amazon but also in supermarkets.” In my testing (again with iced lattes, made in the same way as with the Ippodo powder), I found the bitterness of this variety a bit more pronounced, though it was pleasant, earthy, and unmuddied. Ando says it does have a “little astringency” but also a “moderate sweetness,” which I emphasized by splashing in a small amount of simple syrup. (This suited my tastes, but you may not find you need to add anything. Ito En also makes a sweetened version.) The powder dissolved completely, too. It is, Ando says, good straight but works quite well in smoothies, lattes, and sweets where “it keeps its beautiful bright-green color.”

Grade: Ceremonial | Flavor profile: Light, sweet,

If you’re already an avid matcha drinker and want to expand the types in your pantry, Puyane recommends the higher-end teas from Kettl, which makes “matcha for the matcha connoisseurs,” she says. “When you get to that level, you’re really just comparing tasting notes. Powders from the Fukuoka region might be really floral, while powders from the Uji region — the birthplace of matcha — might have more umami. And every master that blends for Kettl has secrets and techniques to how they prepare their product.” Indeed, Kettl has close relationships with growers, understanding the intricacies of what they do and buying tea directly from them on a weekly basis. The company packages in Japan, too, allowing for the highest-quality powder to be sold in the U.S. at reasonable prices. This variety, which Kettl describes as light and sweet, is just one of many to browse.

If you’re intrigued by Kettl but want to start with something cheaper, Kader Meroni, co-founder of Atlas Tea Club, says its Soukou Matcha is a “fantastic one that won’t break the bank.” Kettl itself says this particular variety offers “much more than most starter matchas,” working just as well whisked straight into hot water or blended with milk. “It’s very smooth, and I love the notes of hazelnut,” Meroni says.

Grade: Culinary | Flavor profile: Deep umami, bittersweet chocolate, kombu

Puyane’s own company, Chalait, makes several different tiers of ceremonial-grade matcha — Everyday, Top Ceremonial, and Limited-Release. But it most recently added to its lineup this culinary-grade powder, specifically meant for baking and whisking into smoothies and milk-based drinks. Its bolder quality means it will stand up to other flavors instead of getting lost. I’m personally more of a coffee person when it comes to my caffeine intake, but I have used it for baking (after using its Everyday in the past) and thought the end result was delicious. Plus, with 50 grams per tin, it’s more than three times the size of its other offerings so you don’t have to feel precious about wasting any top-of-the-line stuff that would be better appreciated mixed with water.

Grade: Culinary | Flavor profile: Strong, bitter but not too bitter, deeply vegetal

“I’m always experimenting with different types of culinary matcha for baking,” says Amy Ho, creator of Constellation Inspiration. “This one is my favorite right now.” She describes Paragon’s matcha as similar to Chalait’s above: bold enough to stand up to butter, sugar, and other flavors she might add while baking cookies, pound cakes, cheesecakes, or any number of treats. “It’s strong and it’s bitter, but not too bitter,” she says. “It has a really deep vegetal flavor.”

Grade: Culinary | Flavor profile: Earthy, creamy

Though this powder is ceremonial grade, Gloria Chin, owner of Boston’s Bao Bao Bakery, uses it in all the baked goods at her shop. She says the price — $2 less expensive at the regular price than the pick above for 13 more grams of powder — means that you don’t have to feel too precious about whisking it into batters. To Chin, the biggest plus is that the color stays incredibly vibrant through the baking process, whereas “with some others, the cakes and pastries will come out a warmer yellow,” she says. “This one stays green.” She also says the matcha “smells super aromatic coming out of the oven” and the taste, which she describes as “earthy and creamy,” comes through clearly even when paired with butter and sugar. “There’s no bitterness at all,” she says.

Grade: Ceremonial | Flavor profile: Buttery, balanced, smooth

Wenter Shyu, co-owner of the Bay Area’s Third Culture Bakery, has been drinking Blue Willow’s Shohaku matcha powder for nearly a decade. From the moment he tried it at a local tea shop, he started buying it (and has since even visited the centuries-old farm that produces it in Japan). Over the years, he’s found it works well in a number of preparations: straight with water, mixed with milk and a bit of honey in the morning, and stirred with ice and sparkling water for a refreshing drink. “Some matcha powders are a little more stringent, some are more acidic, some have more umami,” he says. “But I find the taste of this one is supersmooth. You still get a little grassiness and bitterness, but it’s really buttery. That’s what makes it so versatile.”

[Editor’s note: This matcha is currently out of stock, but you can sign up to be notified when it comes back.]

Grade: Ceremonial | Flavor profile: Well rounded, sweet, balanced

While this Jade Leaf matcha costs a few dollars more per package than the Blue Willow above, the price per gram is 18 cents less, which is why I’ve designated it a slightly more affordable pick for drinks. Asia Lui Chapa, author of The Home Cafe, has been using it for five or so years — even longer than she’s been developing drink recipes. To this day, it holds up. “It’s sweet, it’s balanced, and it has that vegetal quality,” she says. The balance allows her to use it in many drinks, whether that’s straight with water in its purest form, whisked into lattes, combined with tonic water, added to smoothies, or even in a cocktail. “The matcha is like a replacement for bitters almost,” she says. Fun fact: Brenda Song makes almond-milk matcha lattes using a different variety from Jade Leaf every day.

Grade: Ceremonial | Flavor profile: Smooth, balanced, grassy

Strategist–favorite brand Golde makes superfood products accessible — both in terms of price and in terms of how they’re presented (meaning, no high-minded, out-of-reach wellness rhetoric) — and its matcha is no different. The powder comes in the company’s signature bright, bold packaging, but it’s the good stuff — ceremonial grade from Uji. While the brand says you can use the powder in a variety of preparations, the instructions on the site are particularly for making matcha lattes — and that certainly seems to be most people’s favorite use, with plenty of videos of the drink dotting its Instagram and a dedicated frother always used in demonstrations. Food writer and editor Aliza Abarbanel has been turning to Golde’s matcha for a few years as a pick-me-up. “When I’m getting sleepy at 2 p.m. but don’t want to max out on caffeine, this is what I reach for,” she says. “The gently grassy tea is perfect for mixing with oat or coconut milk for an afternoon energy boost.”

Grade: Ceremonial | Flavor profile: Grassy, earthy, creamy

Strategist senior editor Simone Kitchens is a recent convert to CAP Beauty’s matcha powder. After buying a few ceremonial varieties from tea houses that leaned too bitter, as well as some culinary ones from the grocery store she says didn’t taste like anything, this one hit. “I want to note its color: It’s bright green,” she says. “Some can look dull, yellowish green even. I think that brightness extends to its taste.” The texture is very nice too: She whisks together a spoonful with some water to form a paste, then stirs in hot oat milk. “It blends perfectly,” she says. “I now prefer my version to the one at my coffee shop. I have become Kourtney Kardashian-Barker.” And while Kitchens started with the 28-gram tin, she plans to buy the listed 227-gram bag next for refills. Not only will it last longer (especially nice if you go through the stuff quickly), but it’s a lot more bang for your buck.

Grade: Ceremonial | Flavor profile: Floral, honey, cream

While all of the matcha powders on this list (with the exception of Ito En) source their leaves directly from Japan, Matchaful’s process has an “extra level of sustainability,” says Park. The company shades its plants — an essential part of the growing process — with solar panels that generate power for nearby towns in the Shizuoka region. “The founder spent a lot of time learning,” Park explains, “and has a deep relationship with the farmers now.” As for the powder itself, she says it’s very high-quality, creating no lumps when you whisk, with a light and floral taste.

• Aliza Abarbanel, food writer and editor
• Ayaka Ando, founder and chef of New York City’s Tadaima
• Asia Lui Chapa, author of The Home Café
• Gloria Chin, owner of Bao Bao Bakery
• Amy Ho, creator of Constellation Inspiration
• Karina Hoshikawa, beauty and wellness writer at Refinery29
• Justin Iso, confectionery chef
• Simone Kitchens, Strategist senior editor
• Kader Meroni, co-founder of Atlas Tea Club
• Remy Morimoto Park, creator of Veggiekins
• Michelle Puyane, owner of Chalait
• Wenter Shyu, co-owner of Third Culture Bakery
• Molly Young, New York Times book critic

Additional reporting by Leah Muncy.

The Strategist is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Some of our latest conquests include the best acne treatments, rolling luggage, pillows for side sleepers, natural anxiety remedies, and bath towels. We update links when possible, but note that deals can expire and all prices are subject to change.

But first, let’s start with the basics. What is NAD, and why are celebrities (and average social media users) obsessed with the supplement all of a sudden? Does it really help “reverse the aging process,” or is it just another overhyped supplement without scientific evidence to support its benefits?

We spoke with a longevity doctor and dietitian to learn more about NAD, plus whether or not the supplement form is actually worth a try based on evidence-based medical research.

What is NAD?

NAD, short for nicotinamide adenine dinucleotide, is a naturally occurring biomolecule found in all living cells. It’s essential for cellular processes like converting food into energy (a process known as cellular respiration), repairing DNA, and regulating immune system functioning. It’s mainly produced and stored in our cells’ mitochondria—the powerhouse of the cell.

As we get older, our NAD levels naturally decline, which research suggests¹ is one of the driving forces behind age-related muscle loss², cognitive decline, and insulin resistance³. Younger people may experience a drop in NAD levels, too, from things like “overtraining or over-exertion, COVID and long-COVID, various inflammatory conditions and illnesses, or general poor health,” Sajad Zalzala, MD, a longevity and preventive health expert and co-founder and medical director at AgelessRx, tells Well+Good.

This is why NAD is offered and sold in supplement form—as a way to boost NAD levels and offset the aging process where it begins: inside the cells.

NAD supplements come in several different forms, including pills, patches, powders, or intravenously (aka through an IV drip). There are also several subtypes of NAD, including NAD+ and NAD precursors such as nicotinic acid (NA), nicotinamide adenine dinucleotide hydrogen⁴ (NADH), niacinamide⁵ (NAM), niacinamide mononucleotide⁶ (NMN), and nicotinamide ribose⁷ (NR). The difference between each subtype is mostly bioavailability, i.e., the ability for a substance to be absorbed by your body.

Research has found that NR and NMN appear to be most effective at raising NAD+ levels⁸; however, whether that translates into meaningful anti-aging effects remains to be seen.

Does it work for anti-aging?

“Research shows⁹ [NAD supplements] may support energy metabolism, reduce inflammation, enhance mitochondrial function, and promote healthy aging at the cellular level,” Vandana Sheth, a registered dietitian nutritionist specializing in plant-based diets and diabetes, tells Well+Good.

However, the research in question is relatively new and limited. Most of the studies on NAD supplements so far have been conducted on animals rather than humans and include very few participants. Ultimately, we need more robust human studies to confirm the supposed anti-aging benefits of NAD.

Here is what early research has to say:

1. May help protect skin

Niacinamide⁵ (also known as nicotinamide or vitamin B3) is a component of NAD that’s commonly used as an anti-aging ingredient in skincare products. Preliminary studies¹¹ suggest topical and oral niacinamide may help protect against UV damage and reduce inflammation, which contributes to skin aging. But early human studies suggest that only topical niacinamide¹² may help enhance skin elasticity, reduce wrinkling, and protect against skin dehydration.

Keep in mind: Oral niacinamide has not been widely investigated in humans for skin aging.

2. Might help prevent muscle loss

NAD decline has been proposed as one of the culprits for muscle loss, which begins in our 30s and accelerates in our 60s. Several studies have looked into the effects of NAD+ supplements on indicators of muscle health¹³, such as gait speed, grip strength¹⁴, the six-minute walking test, and the frequency of the 30-second chair-stand test. While most of these studies have yielded positive results, it’s worth noting that the sample and effect sizes are small.

This means taking NAD supplements resulted in small improvements in muscle function, but it didn’t necessarily increase mobility or independence into older adulthood. FWIW though, moderate exercise¹⁵ has also been shown to boost NAD+ levels and offset age-related muscle loss.

4. Can help support heart health

Early research¹⁸ indicates that taking supplements known as NAD+ precursors (i.e., NA, NMN, NAM, NR) can have a positive effect on risk factors for heart disease, including total cholesterol, triglycerides, LDL (“bad”) cholesterol, and HDL (“good”) cholesterol. (For context, high total and LDL cholesterol and high triglycerides lead to stiffness and a buildup of plaque on artery walls, while HDL cholesterol has the opposite effect on arteries.)

Because total cholesterol, LDL cholesterol, and triglycerides all tend to increase with age, NAD+ is thought to offset the rise in these numbers. But keep in mind: These findings are still new and need to be further studied to prove effective.

Other possible benefits of NAD supplements

Beyond the anti-aging properties and claims, there are a few other purported benefits of NAD supplements worth noting. Here is what the research has to say:

1. These supplements may help regulate blood sugar

NAD+ supplements have shown promise for blood sugar control in animal models¹⁹, but only a handful of small trials have investigated this in humans. One trial showed that NMN supplementation improves insulin sensitivity²⁰ in post-menopausal people living with obesity. However, there’s not enough evidence to show that these results apply to other groups of people. Therefore, additional robust research is still needed to confirm these claims.

2. Some evidence suggests they can reduce COPD symptoms

A randomized, placebo-controlled trial found that NR supplementation may help reduce interleukin-8²¹—an element found in the blood that, when elevated, serves as a marker of chronic inflammation and chronic obstructive pulmonary disease (COPD) severity. COPD is a group of respiratory conditions that make it difficult to breathe, including emphysema and chronic bronchitis. The World Health Organization says it’s the fourth leading cause of death worldwide and is characterized by shortness of breath, wheezing, ongoing cough, and/or mucus production.

Just note that this study only involved 40 people, and again, more research is needed to prove its findings.

3. Early research shows some improvements in endurance

A small trial on 48 young and middle-aged runners who trained for 40 to 60 minutes, five to six times per week, showed that NMN supplementation improved aerobic capacity and endurance²². In the study, NMN supplementation increased oxygen uptake and improved endurance as the exercise intensity increased. But again, this study is small and preliminary; more studies are needed to confirm its results across different age groups and athletes.

Another thing to note: NAD supplements are also currently being explored as an adjunct therapy²³ for Alzheimer’s disease, Parkinson’s disease, obesity, chronic fatigue syndrome, non-alcoholic fatty liver disease, and ovarian aging and infertility, with several trials underway.

Risks and side effects of NAD

While the early results of NAD clinical trials are encouraging, there’s still a lot we don’t know about how these supplements affect the body, including their long-term side effects and risks. For this reason, it’s best to talk to your healthcare provider before trying NAD to weigh out the benefits and risks.

NAD supplements are generally safe and well-tolerated in the short term, but there are some possible side effects. Oral NAD²⁴ supplements may cause bloating, muscle pain, itching, sweating, changes in bowel habits, dizziness, and headaches. Topical NAD can also cause side effects, including itching, burning, and redness.

“Not everyone will benefit from boosting NAD+ levels. Young people who are in very good health likely have plenty of NAD already, and adding more is likely to be of little benefit,” says Dr. Zalzala.

NAD is not heavily regulated by the FDA

It’s important to keep in mind that supplements (like NAD) are not regulated in the same way drugs are by the U.S. Food and Drug Administration (FDA). While supplements are loosely regulated by the FDA, they still cannot claim to treat, cure, or prevent any disease. Ultimately, it is up to the manufacturers to uphold these guidelines, but sometimes, this means the claims and ingredient amounts printed on supplement labels do not accurately reflect what’s inside the product itself. This is why it’s best to purchase supplements that have been third-party tested by reputable companies like The United States Pharmacopeial Convention or NSF.

Because of this discrepancy, NMN is currently banned by the FDA from being sold as a supplement because it’s being investigated as a drug. NMN is currently in the murky space between drug and supplement and cannot be sold as either for the time being.

The bottom line

While early human clinical trials of NAD supplements have been encouraging, there is still not enough research to confidently say NAD supplements will “reverse aging.” It’s also unclear whether NAD supplements can have a significant positive effect on your overall health.

So, do you need them? Likely, no (despite what celebs and TikTokers may tell you). But if you’re still curious to try them, talk to your healthcare provider to determine the right dose, form, and type of NAD supplement that are best suited for your needs.

Matcha — a finely ground green tea powder made from tea leaves — has become the darling of Instagram feeds and health-conscious influencers.

From lattes and cakes to vibrant, green-dipped croissants, it has become a must-have ingredient — but supply can’t seem to keep up.

Its popularity has led to an unexpected problem: a shortage of the trendy tea, according to some cafe owners and suppliers.

A boom in demand

So, what’s behind this scarcity? A poor harvest? Pests ravaging tea plants? Nope.

The culprit is an unprecedented surge in demand.

“There is only limited production, and we did not expect demand to grow this much,” said Yugo Enomoto of Osada Tea, a matcha supplier from Shizuoka prefecture south of Tokyo.

Matcha’s bright Kermit-green hue, smooth texture and rarity have propelled it to superfood stardom.

However, its scarcity is due to the painstaking process of cultivation.

The roots of matcha

The origins of matcha in Japan trace back to Buddhist monks who introduced it from China.

By the 12th century, Japanese monks had popularised whisking powdered tea into hot water — a practice tied to Zen meditation.

Matcha is made from the same plant as most tea, Camellia sinensis.

But the leaves undergo a unique process before harvest.

To produce tencha — the raw leaves that are ground to make matcha — tea bushes are shaded for about 20 days before harvest, increasing chlorophyll levels and enhancing the vibrant green colour while reducing bitterness.

For the highest-quality matcha, only the top three buds of the plant are hand-plucked in spring, steamed immediately to halt oxidation, and ground slowly using stone mills.

This labour-intensive process is why matcha is among the world’s most expensive teas.

“To preserve the rich aroma, it must be ground in a machine slowly to avoid warming,” said fourth-generation Shizuoka prefecture tea farmer Yoshiaki Hattori.

Mr Hattori told the ABC they could not keep up with the demand for matcha this year and hoped to convert more production facilities producing sencha (green tea leaves) to tencha for matcha.

Matcha’s rise to fame

Matcha’s vivid colour and health benefits have made it a hit on social media.

High in antioxidants, matcha is marketed as a “superfood”, fuelling its appeal among health-conscious consumers.

Matcha influencer Tara Zaw, who goes by Melb Matcha Girlies, posts daily on Instagram about where to find matcha drinks across Melbourne.

“I think it’s become so popular because with milk it’s smooth and umami tasting,” she said.

“There has been some matcha shortages in cafes, but those are from mass suppliers.”

Matcha now accounts for 80 per cent of sales at Melbourne cafe Ima Pantry, according to owner Ako Miuro.

“I hope people also appreciate matcha’s cultural origins,” Ms Miura told the ABC, explaining that a few years ago matcha accounted for less than half of her sales.

David Lyons, from the Australian Tea Cultural Society, said the popularity of matcha in Australia had surged, evolving from a niche product to a mainstream staple, largely driven by “what’s in fashion” in cafe culture.

He noted that much of the current demand stemmed from trends amplified during COVID-19 and innovations such as iced matcha lattes, which made the beverage more accessible to younger people.

Despite reports of shortages, he emphasised “there’s more matcha today in the world than there ever has been” attributing perceived scarcity to logistical challenges and marketing strategies rather than actual supply issues.

A supply chain under strain

The matcha shortage has been felt across Australia’s cafe scene.

Lily Nguyen of Melbourne’s Naau Cafe said they have had to increase their weekly order of 1.5 kilograms of matcha from suppliers to about 6-7kg in recent months to meet demand.

Even then, they still sometimes run out.

“We had some days where we couldn’t get any more matcha at all,” Naau barista Tina Ly said.

Other cafes report delays in supply.

Mark Free, owner of Everyday Coffee in the Melbourne suburb of Collingwood, told the ABC he was waiting for a matcha order he made weeks ago.

“It went on back order and the ETA keeps getting pushed back,” he said.

One challenge is that the highest-grade matcha is harvested only once a year in spring, meaning production cannot simply be scaled up.

Middle-grade “latte matcha” — the most popular variety — has faced the most significant shortages as cafes and consumers use it for everything from lattes to baked goods.

Arthur Tong, from tea wholesaler Tea Craft, said that middle-grade matcha was driving the shortage.

Another supplier, Erin Linwall from Matchayutea, agrees.

“We’ve experienced around a 300 per cent increase in demand for matcha this year and a rise in demand for organic matcha,” she told the ABC.

To meet demand, some suppliers had blended ceremonial-grade matcha into latte blends without compromising quality, he added.

Big matcha tea companies such as Marukyu Koyamaen and Ippodo Tea have started limiting customers to one item per customer on their website.

“Production has been unable to keep pace with the recent surge in demand for matcha, leading to a shortage of supply,” Ippodo Tea says in a notice on its website.

“As a result, we regret to inform you that we will temporarily suspend the sales of certain products until the beginning of 2025.”

Planning for the future

In response to matcha’s rising popularity, production in Japan is expanding.

According to Japan’s Ministry of Agriculture, Forestry and Fisheries, tencha production rose from 1,430 tonnes in 2012 to 4,176 tonnes in 2023.

Global Japanese Tea Association president Simona Suzuki acknowledges the strain on traditional regions such as Kyoto and Aichi.

Non-traditional regions such as Kagoshima, Shizuoka, and Fukuoka are now stepping in to bolster supply.

Ms Suzuki attributes part of the matcha shortage to a rise in tourism in Japan, with visitors buying matcha directly from farms as gifts.

Japan’s tourism sector is booming, with authorities reporting a record 3.3 million international arrivals during October 2024.

“But this year, a combination of factors — post-COVID global demand and increased tourism — created a sudden surge that overwhelmed the supply chain.”

Some cafe owners such as Ms Miura worry about the long-term implications of the matcha boom.

For now, the matcha craze shows no signs of slowing down, leaving suppliers and farmers racing to meet the world’s appetite for this green gold.