# Ready-to-Pour Matcha Lattes YOSOY Barista Matcha Avena Meets the Demand for Matcha in Europe By Laura McQuarrie | Published 2025-04-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/yosoy-barista-matcha-avena References: [vegconomist](https://vegconomist.com/food-and-beverage/milk-and-dairy-alternatives/yosoy-taps-matcha-trend-barista-oat-drink-collaboration-matcha-amp-co/) & [yosoyvegetal](https://yosoyvegetal.com/en/)  Catering to the increasing demand for matcha in Europe, Spanish plant-based beverage brand YOSOY teamed up with [Matcha & CO](https://www.trendhunter.com/trends/matcha-latte-oat-drink) to create YOSOY Barista Matcha Avena. This [ready-to-drink beverage](https://www.trendhunter.com/trends/kyoto-matcha-latte) shares the taste of organic matcha sourced from Uji, Kyoto, and YOSOY’s smooth and creamy [barista oat drink](https://www.trendhunter.com/trends/oatly-baristamatic)—which is free from added sugars, additives or gluten. Perfect for enjoying hot or cold, the ready-to-pour matcha latte comes in a generously sized one-liter format, and it makes matcha approachable to newcomers, since traditional matcha can be too grassy or bitter for some. This convenient, quick, great-tasting product that retains the quality matcha from Japan is known for, all while keeping the format accessible for fans and those who are new to it. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 80% | Activity: 83% | Freshness: 38% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Convenient Beverage Formats:** The popularity of ready-to-drink matcha lattes highlights the shift toward convenient beverage solutions that maintain exceptional taste and quality. - **Plant-based Beverage Surge:** The collaboration between YOSOY and Matcha & CO underscores the increasing consumer demand for plant-based drinks that offer both health benefits and enjoyment. - **Cultural Hybridization:** The fusion of Spanish oat drinks with Japanese matcha illustrates the trend of cultural hybridization in beverages, blending international tastes to capture diverse markets. ### Who This Affects Most - **Plant-based Foods:** As consumer interest in health-conscious eating grows, the plant-based foods industry is expanding with innovative products like matcha-infused oat beverages. - **Ready-to-drink Market:** Innovation in the ready-to-drink market is booming, with products like ready-to-pour matcha lattes meeting the demand for convenient yet high-quality options. - **Beverage Co-manufacturing:** Partnerships like YOSOY's with Matcha & CO highlight opportunities within the beverage co-manufacturing sector to create unique, cross-cultural products. ## Related on Trend Hunter - [Ready-to-Drink Matcha Beverages](https://www.trendhunter.com/trends/oat-drink-matcha.md) - [Ready-to-Pour Oat Matcha Lattes](https://www.trendhunter.com/trends/matcha-latte-oat-drink.md) - [Plant-Based Matcha Drinks](https://www.trendhunter.com/trends/alpro-matcha.md) - [Ready-to-Drink Matcha Lattes](https://www.trendhunter.com/trends/ready-to-drink-matcha-latte.md) - [Ready-To-Drink Strawberry Matcha Lattes](https://www.trendhunter.com/trends/new-strawberry-matcha-latte.md) - [Canned Matcha Lattes](https://www.trendhunter.com/trends/chuh.md) - [Canned Ceremonial-Grade Matchas](https://www.trendhunter.com/trends/ceremonial-grade-matcha.md) - [Cafe-Quality RTD Oat Lattes](https://www.trendhunter.com/trends/readytodrink-oat-lattes.md) - [On-The-Go Matcha Lattes](https://www.trendhunter.com/trends/kyoto-matcha.md)