In recent months, reports of a matcha shortage in Japan have made headlines. Although matcha farmers are bearing the brunt, consumers and retailers are also beginning to feel the pinch, especially in Asia-Pacific, where brands like Starbucks have prioritised the region in launching products such as its Pure Matcha.
New YouGov data, shared exclusively with Campaign Asia-Pacific, looks at the context in which this shortage is playing out across APAC, spilling the tea on both the hot beverage habits of Indonesians, Thais and Singaporeans and, more specifically, their views on matcha.
The overwhelming majority of people across all three markets drink tea, coffee or both. Most adults in these countries prefer to drink both – 74% of Singaporeans, 64% of Indonesians, and 53% of respondents in Thailand.
Game, set, matcha? The scale of tea drinking in APAC
One in five respondents in Thailand (21%), and 17% each in Indonesia and Singapore, drink only tea. The data shows that exclusive coffee drinkers make up a smaller segment in each market, ranging from 6% in Singapore to 14% in Thailand.
Green teas – including matcha – are a firm favourite among tea drinkers across all three markets, ranking as the top choice in Thailand (68%) and Singapore (67%), and second in Indonesia (43%).
Matcha in focus
The rise of matcha in recent years has seen it used in everything from ice creams at McDonald’s, to drinks by brands like Matchaya and Hvala, and even bottled milk tea versions in Pokka’s portfolio.
Despite its ubiquity, familiarity with matcha-based products varies. Around half of Indonesians (53%), Thais (48%), and Singaporeans (45%) say they’re familiar with matcha drinks, desserts, or smoothies.
Among those who consume matcha, it takes many forms. Traditional whisked tea is especially popular in Thailand (49%)—a significantly higher share than in Indonesia and Singapore (both 36%). Meanwhile, matcha lattes have wide appeal, with around half of matcha drinkers in all three countries consuming them.
When it comes to matcha in food—desserts, energy bars, and more—Indonesians (38%) and Singaporeans (39%) lead, with Thailand at 26%. Matcha smoothies and matcha coffees (like matcha espresso) are less common, though Indonesia again shows slightly higher engagement than its neighbours.
Yet even as matcha becomes part of daily life, awareness of the ongoing shortage remains low. Over half of tea drinkers in Indonesia (59%) and Singapore (58%), and nearly half in Thailand (45%), say they are unaware of it.
Ceremonial-grade matcha: Quali-tea
This lack of awareness may be especially relevant for ceremonial-grade matcha (CGM)—the premium, stone-ground variety traditionally used in Japanese tea ceremonies. The data suggests CGM may be the canary in the coalmine when it comes to the impact of the shortage.
Among those who’ve tried CGM, Indonesians (23%) are most likely to say they’re buying it less often, followed by 14% of Thais and 12% of Singaporeans.
Some are adapting. A quarter of Indonesians, 21% of Singaporeans, and 23% of Thais say they’ve switched to a more accessible or lower-grade matcha. Others are stocking up (14% Indonesians; 17% in Singapore and Thailand), or buying other types of matcha instead (29% Indonesians, 18% Singaporeans, 28% Thais).
Still, for many matcha drinkers, quality remains a deciding factor—especially when it comes to CGM. Three in ten Indonesians say they would pay a premium for high-quality CGM if quality and origin are assured. In comparison, 19% of Singaporeans and 27% of Thais say the same. Others are more cautious: their decision would depend on price and brand—58% of Thais, 53% of Indonesians, and 48% of Singaporeans fall into this group.
Price points
Even among those willing to pay a premium, most matcha drinkers lean towards the lower end of the price range. In Indonesia, 54% say they would pay up to USD 3 per serving, with just 12% willing to go beyond USD 5. A third say they’re comfortable with USD 3–5.
Singapore shows the highest price tolerance: 62% are willing to pay up to USD 8, and nearly 10% would go above USD 20. Almost 28% say they’d pay USD 9–19 per serving. Thailand shows a more even spread—37% cap their willingness at USD 3, 43% are open to USD 3–6, and another 16% would go up to USD 12.
Beyond the trend
Matcha’s presence in Southeast Asia has clearly moved beyond trend status. But as preferences evolve and supply tightens, consumer behaviour is telling a deeper story. Whether driven by taste, tradition, or the growing appeal of premium rituals like ceremonial-grade matcha, tea drinking in this region has become a cultural pulse point—one that reflects broader shifts in awareness, aspiration, and access.
Methodology: The study was conducted online by YouGov from May 8 to May 12 May, using a questionnaire developed in-house. It surveyed nationally representative samples of 1,028 adults in Singapore, 2,036 in Indonesia, and 2,057 in Thailand.
Laura Robbie is the APAC CEO of YouGuv.
