Category
Lifestyle
Assisted Choices
Trend cluster
Category
Matcha
To-Go
Matcha snack products are packaged for on-the-go consumption.
2.9
Trend score
Trend
What is the Matcha To-Go trend?
Matcha To-Go: With matcha's popularity still going strong, brands have created packaged snacks that allow people to consume the ingredient on-the-go. Sometimes using the ingredient to create options that cater to nutritional preferences like a ketogenic diet, these products are designed specifically for health-minded consumers.
Insight
The consumer insight behind the Matcha To-Go trend
Many consumers, particularly millennials, put a great deal of value on services and products that are perceived to be in support of their wellness, motivated by their tendency to focus on self-improvement as a means of feeling in control. At the same time, there's a sometimes competing desire for products that are easy to travel with during the course of a busy daily life, creating a need for products that bring these two elements together.
Trend themes
Themes within the Matcha To-Go trend
Three behaviours holding the trend together01
On-the-go functional snacks
With matcha's popularity still going strong, brands have created packaged snacks that cater to nutritional preferences for a quick and healthy boost, aligning with a trend for busy consumers looking for easy ways to stay healthy on the go.
02
Functional snacking for targeted benefits
Snack bars are being developed to cater to specific wellness needs such as cognitive functions, anti-inflammatory support or keto diets, creating vested interest and new opportunities within the health and wellness industry.
03
Colorful, globally inspired snacking
As health-conscious consumers turn to better-for-you snacks, flavorful and naturally colored, globally-inspired products that introduce new perspectives on well-being from different parts of the world are becoming popular, creating opportunities for cross-cultural snacking innovation.
Industry implications
What the Matcha To-Go trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry can explore new, healthy, and tasty ways to cater to consumer demands for nutritious snacks that meet specific health goals.
For
Wellness Industry
The wellness industry can expand its offerings by targeting time-crunch consumers who want convenient but healthy snacks that cater to specific needs, such as ketogenic, anti-inflammatory, and mood-boosting diets.
For
Cultural Industries
The cultural industries can participate in new markets, developing snack products that are colorful, globally inspired, and introduce new perspectives on well-being from different parts of the world, appealing to consumers interested in cross-cultural snacking experiences.
Workshop question
How could your brand better prioritize convenience for its customer?
Trend signals
Trend signals for Matcha To-Go
Trend score 2.9 out of 10, from popularity 46%, activity 31%, freshness 8%.
Popularity46%
Activity31%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Matcha To-Go trend
5 featured examples from Dec 12, 2017 to Jan 29, 2019CategoryLifestyle
Keto-Friendly Snack Bars
Dang Foods's New FATBAR Snacks are Made for Those Following the Keto Diet
The snack food industry has an opportunity to cater to consumers following the keto diet by creating low-carb and plant-based snack options.
CategoryLifestyle
Egg White Protein Bars
Oskri's Paleo Protein Bar Nourishes with Anti-Inflammatory Turmeric
The nutrition and fitness industry can capitalize on the egg white protein bar trend by developing innovative protein bar options that cater to diverse dietary needs and preferenc…
CategoryLifestyle
Brain Food Protein Bars
IQ Bar Offers Snacks that Enhance Cognitive Abilities
Disruptive innovation potential in the health food industry by developing functional snacks with cognitive benefits.
CategoryLifestyle
Citrusy Matcha Puffs
Honest Fields' Organic Puffs are Positioned as a Stress-Relieving Snack
Opportunity to innovate within the healthy snacks market by offering functional stress-relieving options.
CategoryLifestyle
Matcha Caramel Popcorn Snacks
Taiwan Smile Food Co. Reinvented a Classic Flavor with Green Tea
Food manufacturing companies can innovate by developing green tea-flavored snacks that cater to the growing demand for unique flavors and healthier options.
