# Matcha To-Go Matcha snack products are packaged for on-the-go consumption. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 31, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/matcha-togo ## Key Figures - Trend score: 2.9/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 12, 2017 to Jan 29, 2019 - Published: Jan 31, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Matcha To-Go trend ### 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. ### 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. ### 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. ## What the Matcha To-Go trend means for industry ### For 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 for Matcha To-Go Trend score 2.9 out of 10, from popularity 46%, activity 31%, freshness 8%. - Popularity: 46% - Activity: 31% - Freshness: 8% ## Examples of the Matcha To-Go trend 5 featured examples from Dec 12, 2017 to Jan 29, 2019. - [Keto-Friendly Snack Bars](https://www.trendhunter.com/trends/fatbar): Dang Foods's New FATBAR Snacks are Made for Those Following the Keto Diet (Category: Lifestyle) Implication: The snack food industry has an opportunity to cater to consumers following the keto diet by creating low-carb and plant-based snack options. - [Egg White Protein Bars](https://www.trendhunter.com/trends/egg-white-protein): Oskri's Paleo Protein Bar Nourishes with Anti-Inflammatory Turmeric (Category: Lifestyle) Implication: 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… - [Brain Food Protein Bars](https://www.trendhunter.com/trends/iq-bar): IQ Bar Offers Snacks that Enhance Cognitive Abilities (Category: Lifestyle) Implication: Disruptive innovation potential in the health food industry by developing functional snacks with cognitive benefits. - [Citrusy Matcha Puffs](https://www.trendhunter.com/trends/organic-puffs): Honest Fields' Organic Puffs are Positioned as a Stress-Relieving Snack (Category: Lifestyle) Implication: Opportunity to innovate within the healthy snacks market by offering functional stress-relieving options. - [Matcha Caramel Popcorn Snacks](https://www.trendhunter.com/trends/caramel-popcorn-snack): Taiwan Smile Food Co. Reinvented a Classic Flavor with Green Tea (Category: Lifestyle) Implication: Food manufacturing companies can innovate by developing green tea-flavored snacks that cater to the growing demand for unique flavors and healthier options. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)