An alloy material for an R-T-B system rare earth permanent magnet having a high orientation rate and high coercivity (Hcj), and a method for producing an R-T-B system rare earth permanent magnet using the alloy material. The alloy material includes a plurality of R-T-B system alloys having different compositions and a metal powder. The respective R-T-B system alloys are formed of R which is composed of two or more kinds selected from rare earth elements, T which is composed of a transition metal essentially containing Fe, B, and unavoidable impurities. A first alloy having the greatest Dy content contains 17 mass % or greater of Dy, and a Dy concentration difference between the first alloy and a second alloy having the smallest Dy concentration difference with respect to the first alloy among the plurality of R-T-B system alloys is 5 mass % or greater.