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This viral $36 matcha tin just got more expensive. 

Ashley Alexander, a popular YouTube influencer and founder of the matcha brand Nami Matcha, posted a TikTok in late October announcing that Nami would have to raise prices due to the “matcha shortage.”

Her most expensive product, Yame First Harvest Matcha powder, used to cost $36. Now, it costs $42.

Alexander’s TikTok caught the matcha community’s attention, receiving 423.2K views—the most Nami Matcha’s TikToks have ever received. Her comments were flooded with negativity, the top comments reading, “Insane bc ur matcha is alr SO expensive,” and, “More than $40 that’s just insane ur matcha is already expensive enough yeah goodluck!!”

Nami Matcha is just one business affected by the matcha shortage, or the high global demand for matcha, met by its low supply, but what is fueling the matcha shortage? And why can’t suppliers keep up with the demand?

Over the past few years, matcha, a high-quality green tea finely ground into powder form, has gone viral all over the internet. 

This is attributed to several factors, one being its beautiful, vibrant green aesthetic. Green matcha lattes or delicious matcha pancakes, for example, make for eye-catching Instagram posts or TikToks. Matcha recipes, reviews and drinks, in effect, gained millions of views.

The increase in tourism in Japan also increased the popularity of matcha online. As more and more people traveled to Japan to take advantage of the country’s cheap currency, more tourists tried or bought matcha and posted about it.

However, most of all, matcha gained an online presence because of its health benefits, which became prevalent following the pandemic. People were looking to become the healthiest versions of themselves, and matcha is known to be a healthy alternative to coffee. 

Harvard Medical School published a study last year that lists all of matcha’s possible nutritional advantages. 

They noted that catechins, antioxidants found in green tea, help lower blood pressure and cholesterol levels. Polyphenols, a plant-based chemical compound, have anti-inflammatory effects. Most notably, the amino acid L-theanine has been associated with improved concentration and alertness. Coffee, which does not contain L-theanine, may give drinkers the jitters instead. 

All of these factors have fed the social media craze surrounding our favorite green drink, and as a result, demand has increased dramatically. 

Miles Bothwell, a matcha educator for Den’s Tea, said, “The last year has been wildly different. In 2024, from the period of January to July, compared with 2025 January to July, the import [for matcha powder] is roughly a little more than 50% higher, which is a crazy number.” 

Because of this spike in demand, suppliers in Japan are struggling to keep up. 

Farmers are aging, and younger populations are unwilling to take over. 
According to Nio Japanese Green Tea, “In 2000, there were 53,000 tea farmers in Japan, and in the last 25 years that number has shrank 75% down to 12,353. Farmers are retiring quickly, and the younger generations aren’t willing to continue their work.”

To make matters worse, record-breaking heatwaves have led to lower-yielding harvests. Tea plants are highly sensitive to weather conditions. Extreme temperatures, irregular rainfall, and unexpected frost, worsened by climate change, can damage tea leaves or disrupt harvest times. 

Even if enough tea leaves were being cultivated, there are still not enough stone mills to grind the matcha. Each mill spins slowly, producing 40 grams of powder—only enough for 10 to 12 matcha lattes—per hour. This is to ensure that the matcha is not damaged by friction-generated heat. Manufacturers would need many stone mills to produce enough matcha to meet current demand. 

However, stone mills take time to construct as they are carved in a specific way to ensure the matcha is ground finely. There are only a few certified masters who create traditional Japanese stone mills, limiting matcha production. 

The combination of all of these factors is preventing matcha suppliers from meeting the demand. As a result, matcha tins, like Nami’s, are costing people around $40 to $50 to get their hands on the limited supply. 

As shown by Alexander’s TikTok comments, consumers are frustrated, to say the least. They are all of a sudden paying a higher cost for the same product. Several matcha powder retailers have had to increase their prices to stay afloat. 

However, the effects of the matcha shortage are not necessarily all bad. Ryan Ahn, founder and CEO of Sanko Matcha Products and the co-host of the Specialty Matcha Podcast, acknowledges that there are pros. 

“I actually think it’s a good thing for the industry because it’s putting everyone in an exploratory state, where you can search for little pockets of value where you might have never thought to buy matcha from this region, or processed in this way, or from this particular cultivar,” he says. 

In order to remedy the matcha shortage and thereby drive down prices, experts are actually encouraging consumers to do just as Ahn said, explore other options. 

Matcha is traditionally grown in Japan, but China and Korea are also major producers of matcha tea leaves. Jules Reyes, a cafe matcha educator who led marketing for Jade Leaf, the #1 Matcha Seller in the U.S., is attempting to educate people on alternatives and destigmatize matcha grown in other countries. 

“What people don’t know is that, for example, in Chinese facilities that produce matcha, they are consulting with Japanese tea farmers,” she says. “They are helping them. Tea fields in Korea, planted by Japanese tea farmers.” 

“I think that there’s an opportunity for matcha consumers to broaden our scope and try to appreciate the matcha for what it is. If we want to see the industry thrive, we have to open our minds.”

The Global Pet Nutraceuticals Market is projected to grow at a CAGR of 4.60% during the forecast period 2024-2031. This steady growth is driven by the global rise in pet ownership and humanization, increasing consumer spending on preventative pet healthcare, growing concerns over the aging pet population and associated conditions like osteoarthritis, and the expanding demand for targeted supplements for anxiety, weight, and immune system management.

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North America: Key Industry Developments (Largest Market)

✅ November 2025: Zoetis Inc. announced a strategic expansion of its direct-to-consumer digital platform, integrating AI-driven pet health assessments to recommend personalized nutraceutical regimens (focusing on joint health and cognitive support) for aging dogs and cats, directly linking pet owners with veterinary-prescribed supplements.

✅ October 2025: The U.S. Food and Drug Administration’s Center for Veterinary Medicine (FDA CVM) issued new draft guidance on “Structure/Function Claims for Pet Dietary Supplements,” aiming to provide clearer regulatory pathways for nutraceutical manufacturers to communicate science-backed benefits for mobility, anxiety, and immune support on product labels.

✅ September 2025: Nestlé Purina PetCare Company launched a new line of “Veterinary-Formulated Functional Treats” in the U.S. market. The line combines proven nutraceutical ingredients like glucosamine, chondroitin, and probiotics within palatable treat formats, blurring the lines between supplement and reward for easier owner compliance.

Asia Pacific: Key Industry Developments (Fastest Growing Region)

✅ November 2025: A leading Japanese consumer health company, in partnership with Koninklijke DSM N.V., unveiled a new range of “Senior Cat” specific nutraceuticals at the Japan Pet Fair. The products feature highly bioavailable taurine, renal support blends, and omega-3s, targeting the region’s rapidly aging feline population.

✅ October 2025: The China Animal Health and Food Safety Alliance published its first “White Paper on Quality Standards for Pet Nutritional Supplements,” developed in collaboration with major manufacturers. This industry-led initiative aims to build consumer trust and standardize ingredient purity and labeling in the world’s fastest-growing pet market.

✅ September 2025: An Indian startup specializing in Ayurvedic botanicals for pets secured Series B funding to expand production of its “Calm & Joint” herbal blends for dogs. The products, featuring turmeric (curcumin), ashwagandha, and boswellia, are gaining traction in both domestic and export markets as natural alternatives.

Key Mergers and Acquisitions (2025):

✅ Kemin Industries, Inc. acquires a specialized pet probiotic manufacturer: In October 2025, Kemin Industries expanded its companion animal portfolio by acquiring a European company with patented strains for feline and canine gut-immune axis support. The move strengthens Kemin’s position in the high-growth segment of microbiome-targeted nutraceuticals.

✅ VH Group partners with a digital pet pharmacy platform: In September 2025, VH Group, a key player in animal nutrition, entered an exclusive e-commerce partnership with a subscription-based digital pet pharmacy. The deal facilitates direct access for consumers to VH Group’s premium nutraceutical lines, leveraging data-driven replenishment models.

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Market Segmentation Analysis:

-By Product Type: Vitamins & Minerals Lead with Dominant Share

Vitamins and Minerals accounted for the highest share in the global market. This dominance is directly attributed to pet owners’ strong preference for addressing bone-related issues and supporting overall animal health. The aging pet population and high prevalence of conditions like osteoarthritis drive consistent, preventative use of calcium, vitamin D, glucosamine, and chondroitin supplements.

Proteins & Peptides and Fatty Acids (particularly Omega-3s) represent significant and growing segments, fueled by demand for muscle maintenance, skin/coat health, and anti-inflammatory benefits.

-By Application: Weight, Immune, and Pain Management Command Focus

Weight Management is a critical application area, as pet obesity rates climb globally. Nutraceuticals like L-carnitine, fiber blends, and specialized probiotics are increasingly incorporated into weight control programs.

Pain Management (primarily for joint health) and Immune Management are foundational drivers. Supplements that support mobility and natural defenses align with the pet humanization trend, where owners seek to improve quality of life and reduce reliance on pharmaceuticals.

-By Pet Type: Dogs and Cats Top with Strong Demand

Dogs represent the largest segment due to their high global ownership rates, susceptibility to joint issues, and the wide variety of breed- and size-specific formulations available.

Cats are a high-growth segment, with increasing owner awareness of feline-specific needs such as urinary tract health, kidney support, and stress/anxiety management driving demand for tailored nutraceuticals.

Growth Drivers:

1. Rising Pet Ownership and Humanization (“Pet Parents”): Pets are increasingly considered family members, leading to greater discretionary spending on their health, wellness, and longevity, with nutraceuticals seen as a proactive component of care.

2. Growing Aging Pet Population and Associated Health Concerns: As pets live longer, age-related conditions like arthritis, cognitive decline, and renal issues become more common, creating sustained demand for supportive nutraceuticals to maintain quality of life.

3. Increasing Veterinary Healthcare Costs: The high cost of advanced veterinary treatments and surgeries motivates owners to invest in preventative care through supplements to potentially avoid or delay more expensive medical interventions.

4. Expansion of Product Formats and Distribution Channels: The availability of nutraceuticals in convenient formats (soft chews, functional treats, flavored liquids) and their sale through online retailers, pet specialty stores, and veterinary clinics has dramatically improved accessibility and consumer adoption.

5. Scientific Advancements and Evidence-Based Formulations: Growing investment in clinical research to validate the efficacy of specific ingredients (e.g., green-lipped mussel for joints, probiotics for anxiety) is building veterinary and consumer confidence, moving the market beyond anecdotal claims.

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Regional Insights:

North America holds the largest market share, driven by high pet ownership rates, significant per-pet spending, strong consumer awareness of pet health, and the presence of leading global manufacturers and brands. The U.S. is the epicenter of innovation and premiumization in this market.

Asia-Pacific is the fastest-growing region, fueled by rapid economic development, a burgeoning middle class, rising pet adoption (especially in China and India), and increasing awareness of pet healthcare. The market is evolving from basic nutrition to premium preventative supplements.

Key Players:

Nestlé Purina PetCare Company | Zoetis Inc. | VH Group | Kemin Industries, Inc. | Koninklijke DSM N.V. | Virbac | Hill’s Pet Nutrition, Inc. | Bayer AG | Ceva Santé Animale | Dechra Pharmaceuticals PLC

Key Highlights (Top 5 Key Players) for Pet Nutraceuticals Market:

1. Nestlé Purina PetCare Company is a global powerhouse in pet nutrition, leveraging its massive scale, scientific research (Purina Institute), and omnichannel distribution. Its strength lies in integrating nutraceuticals across its entire portfolio, from over-the-counter wellness brands to veterinary-exclusive therapeutic lines.

2. Zoetis Inc., as the world’s leading animal health company, possesses unparalleled veterinary channel strength and scientific credibility. Its nutraceutical portfolio, including brands like Recovery and Anxiety, is often recommended and dispensed by veterinarians, commanding a premium position in the market.

3. Hill’s Pet Nutrition, Inc. (a Colgate-Palmolive company) dominates the veterinary-prescribed diet market. Its deep scientific expertise in clinical nutrition is seamlessly extended to its nutraceutical offerings, creating strong synergies and trust among veterinary professionals for managing specific health conditions.

4. Koninklijke DSM N.V. (now part of DSM-Firmenich) is a leading science-based supplier of essential nutritional ingredients like vitamins, omega-3 fatty acids, and palatants. It drives the market from the ingredient level, supplying high-quality, traceable raw materials to pet food and supplement manufacturers worldwide.

5. Virbac is a dedicated animal health company with a strong focus on dermatology and dental care. It differentiates by offering vet-dispensed nutraceuticals that are closely aligned with pharmaceutical solutions, providing integrated therapeutic protocols for conditions like osteoarthritis and skin allergies.

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