Experts warn high-street matcha may be fake as demand booms

The surge in matcha lattes on Britain’s high streets is driving a fast-growing market, with chains such as Blank Street, Pret a Manger, Costa Coffee, Starbucks and others embracing the trend. Between April 2024 and April 2025, sales of matcha products in the UK doubled, and global sales are projected to rise from £2.2 billion in 2023 to about £3.9 billion by 2028. The demand has grown not only among consumers seeking a fashionable beverage but also among international buyers attracted to the vibrant green powder used to flavor and color a range of foods and drinks. Yet industry voices warn that the ease of access to cheap or counterfeit powders means some customers may be paying premium prices for low-quality products. Maria Dawson, managing director at Clearspring, a Japanese fine-food brand, told the Daily Mail that as matcha grows more popular, “lots of different qualities are appearing on the market.” She said a person’s first experience with a bitter, poor-quality version could turn them off, while a smooth, authentic Japanese matcha can be a revelation. "But when they try a smooth, silky, authentic Japanese matcha... they’re usually surprised at how different it tastes and how much they enjoy it," she added. The takeaway, she suggested, is that quality and provenance matter greatly even within a trend that seems booming and accessible to many shoppers.

The story is reinforced by tea experts who caution that not every green powder served in cafes is genuine matcha. Keiko Uchida, a tea master based in Notting Hill, London, told The Independent that many customers who purchase matcha lattes at high-street coffee chains are likely being served green tea powder, a cheaper and lower-quality product. Authentic and high-quality matcha is made from the finely ground powder of shade-grown green tea leaves. The powder is traditionally produced in Japan, and experts emphasize that provenance matters as much as processing standards in achieving the beverage’s characteristic flavor and texture.

Matcha’s surge in popularity has also placed tremendous pressure on tea growers in Japan. Heatwaves and irregular harvests have tightened supply just as demand has grown, pushing prices higher and encouraging a proliferation of counterfeit or adulterated products. Regulators have yet to standardize testing or labeling across the global market, which means consumers must be more discerning when shopping for matcha powder to use at home or to order in cafes.

For shoppers seeking to discern real matcha from cheaper substitutes, several indicators have emerged from industry guidance. Color is a primary clue: bright, vibrant green typically signals that the leaves used were young and shade-grown, rich in chlorophyll. If the powder appears dull, greyish or olive, it may be oxidised, compromising both flavor and freshness. Texture matters too; high-quality matcha should feel fine and silky between the fingers. A gritty texture can indicate lower-grade leaf material or added fillers. Some tasters recommend a simple stroke test: place a small amount of powder on white paper and draw a line with a clean thumb—the line should leave a smooth, velvety trail rather than a coarse one. Aroma is another tell, with high-quality matcha emitting a clean, grassy scent and a subtle sweetness, while inferior products can smell flat, dusty or hay-like, signs of degradation or lower-quality leaves.

Preparation quality also reveals much about the product. When whisked with hot water and then milk, good matcha should create a rich, creamy froth; a thin or watery drink can indicate subpar powder or improper preparation. Taste is the ultimate validator: authentic matcha offers a naturally sweet, umami-rich profile with little to no bitterness, whereas harsh or overly bitter notes often point to older leaves or poorer processing.

For consumers who want to prepare matcha at home, experts advise choosing organic where possible and researching sources before buying. Because matcha is made from finely milled whole tea leaves, it can contain higher levels of pesticides and fertilisers if produced conventionally. Organic certification helps reduce exposure to synthetic inputs and aligns with broader environmental considerations. Origin also matters; Japan remains the historic home of matcha, with regions such as Uji in Kyoto noted for producing ceremonial-grade varieties. High-quality matcha is sensitive to light, heat, humidity and oxygen, so storing it properly is essential. Once opened, refrigeration can help preserve freshness and vibrancy, according to experts.

The business takeaway is clear: demand for matcha is expanding rapidly, but consumers should prioritize quality, provenance and proper storage to get the expected flavor and texture from a product that has become both a cultural staple and a growing market segment. As the market evolves, clearer labeling and stronger enforcement of product standards could help separate premium matcha from cheaper substitutes, protecting both brand reputations and consumer trust. The trend shows no sign of slowing, but it also underscores the need for informed shopping as global production and distribution networks adapt to rising demand. In the meantime, shoppers can improve their odds by examining color, texture and aroma, asking questions about sourcing, and opting for certified organic options when available.