# Repurposed Hojicha Western brands are using hojicha in healthy and dessert beverages. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Feb 23, 2023 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/repurposed-hojicha ## Key Figures - Trend score: 4.4/10 - Evidence articles: 8 ## What is the Repurposed Hojicha trend? **Repurposed Hojicha:** Brands are repurposing a traditional Japanese tea style, Hojicha, in drinks and desserts in the west. Hojicha, while commonly a health-focused drink in Japan, has a strong roasted flavor profile that suits desserts and sweet drinks well. The ingredient is gaining popularity in North America. ## The consumer insight behind the Repurposed Hojicha trend Tea drinkers in the west gravitate toward teas with strong flavors and underlying health benefits. Even when seeking dessert-style drinks like bubble tea, these consumers do not always want caffeinated black teas as the base, but rather something lighter and healthier mixed with sweet ingredients. These green teas leave the consumers feeling less bloated, but they often have a bitter flavor profile. This led to brands looking to more traditional teas for alternate flavor palates. ## At a Glance - Evidence: 8 featured examples - Articles from: Dec 28, 2021 to Sep 26, 2023 - Published: Feb 23, 2023 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Examples of the Repurposed Hojicha trend 8 featured examples from Dec 28, 2021 to Sep 26, 2023. - [Sushi-Inspired 3D-Printed Confections](https://www.trendhunter.com/trends/3dprinted-confections): Sugar Lab Has Launched the Stunning Sushi Roll Bonbons (Category: Lifestyle) Implication: Traditional bakeries face disruption from the rise of 3D-printed confections that offer unique designs and flavors. - [Vegetarian Japanese Snack Boxes](https://www.trendhunter.com/trends/vegetarian-japanese-snack): Bokksu's the Vegetarian Snack & Tea Box Answers a Consumer Demand (Category: Lifestyle) Implication: Companies that offer food subscription boxes with authentic, international cuisine, can capitalize on the growing demand from consumers who want to experience new cultures and lif… - [Convenience Store Matcha Lattes](https://www.trendhunter.com/trends/starbucks-matcha-latte): The Starbucks Matcha Latte with Honnori Hojicha is Easy to Enjoy (Category: Lifestyle) Implication: Disruptive Innovation Opportunity: Collaborate with convenience store chains to revolutionize the retail experience by introducing unique and exclusive beverages. - [Organic Powdered Hojicha Lattes](https://www.trendhunter.com/trends/organic-hojicha-latte): Camellia Sinensis Debuted a 40G Tin of Powdered Hojicha Latte (Category: Business) Implication: The popularity of Camellia Sinensis' organic Hojicha latte is disrupting the tea industry, creating a demand for more organic and unique tea offerings. - [Peanut Butter-Flavored Hojicha](https://www.trendhunter.com/trends/hojicha-powder): DAVIDsTEA Boasts the Peanut Butter Chocolate Hojicha Powder (Category: Lifestyle) Implication: The introduction of flavored hojicha powder demonstrates the potential for innovation and product differentiation within the tea industry. - [Green Tea Caramel Drinks](https://www.trendhunter.com/trends/hojicha-meets-caramel-cream): Starbucks' Hojicha Meets Caramel Cream Drinks Fuse the East & West (Category: Lifestyle) Implication: The food and beverage industry can incorporate East-West fusion flavors and limited-time offerings to differentiate themselves in the market. - [Architecturally Inspired Teas](https://www.trendhunter.com/trends/frank-lloyd-wright-collection): Tea Forté's Frank Lloyd Wright Collection Honors a Design Genius (Category: Lifestyle) Implication: The architecturally-inspired tea collection from Tea Forté presents a disruptive opportunity for the tea industry to attract design-minded consumers. - [Roasted Small-Batch Teas](https://www.trendhunter.com/trends/roasted-japanese-green-tea): The Numi Organic Tea Roasted Japanese Green Tea Comes in Four Flavors (Category: Lifestyle) Implication: The tea industry can explore small-batch and traditional flavored teas to cater to the growing demand of consumers for unique and wholesome products. **Workshop question:** How could your industry benefit from repurposing traditional ingredients for new consumers? ## Themes within the Repurposed Hojicha trend ### Repurposed Traditional Tea Brands are using traditional teas in new and creative ways in the west, such as using hojicha for sweet drinks and desserts. ### Vegetarian Snacks Brands are answering a consumer demand for vegetarian Japanese Snacks with the creation of offerings like Bokksu's The Vegetarian Snack & Tea Box. ### Organic Powdered Lattes Organic powdered lattes are becoming increasingly popular, such as Camellia Sinensis' organic Hojicha Latte made from a powdered version of roasted tea. ## What the Repurposed Hojicha trend means for industry ### For Food and Beverage Brands are innovating in the food and beverage industry by repurposing traditional ingredients and creating new products that meet consumer needs, like vegetarian snacks and organic powdered lattes. ### For Tea Tea companies are innovating within the tea industry by offering new and unique blends like traditional teas for sweet drinks and organic powdered lattes. ### For Subscription Boxes Subscription box companies like Bokksu are innovating within the subscription box industry with offerings that cater to specific consumer demands like vegetarian snacks. ## Trend signals for Repurposed Hojicha Trend score 4.4 out of 10, from popularity 58%, activity 58%, freshness 17%. - Popularity: 58% - Activity: 58% - Freshness: 17% ## Recent trend clusters - [Choice Scaffolding](https://www.trendhunter.com/protrends/ai-shopping-tools) (Business) - [Ritual Retail](https://www.trendhunter.com/protrends/beauty-service-retail) (Business) - [Seasonal Convergence](https://www.trendhunter.com/protrends/seasonal-capsule-collections) (Fashion) - [Zone Migration](https://www.trendhunter.com/protrends/clinical-skin-routine) (Fashion) ## Trending in Business - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Spice Discovery Calendars](https://www.trendhunter.com/trends/flavor-countdown-calendars) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) All articles: [Business](https://www.trendhunter.com/business)