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LAB Reports:
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#LAB02
The Matcha Trend:
Is it relevant for my brand?
How food brands can strategically leverage the matcha trend—and which specific manifestation truly aligns with their own brand.
By Christine Lischka,
Managing Partner - Strategy & Design
Matcha (finely ground green tea) has evolved from a Japanese ritual into a global lifestyle trend. What was a trend product requiring explanation just two years ago is now on the shelves at dm, Rossmann, Alnatura, Edeka, and REWE—as a private label. Oatly, Meßmer, Krüger, and Voelkel have entered the market, and coffee chains like Starbucks and Coffee Fellows are experimenting with flavor variations.
The evidence was clear at ISM 2026 in Cologne: instant matcha lattes and ready-to-drink options are the primary drivers. However, matcha is also found as an ingredient in ice cream, chocolate, cookies, and bites. From matcha oats as breakfast cereals to matcha with protein or collagen—the trend is already diversifying significantly.
But what does this mean for your brand? Matcha is more than just a flavor trend—it is a space of meaning with diverse variations.
The challenge: Distinguishing between hype and a genuine opportunity. Which manifestation of matcha fits your brand DNA? Where does the real business potential lie?
Our approach with SENSUS®: We translate diffuse trend signals into a clear go-to-market strategy.
- Identify: Individual trend mapping instead of a one-size-fits-all approach.
- Understand: A deep dive into consumer mindsets and design codes.
- Evaluate: Data-driven validation of your prospects for success.
Interested? Request it free of charge in the box on the right.
The opportunity areas for matcha—ranging from beauty and health to indulgence. To evaluate the potential for a brand, four perspectives are required:
The socio-cultural context behind every topic must be understood, as it stems directly from society. Consumer mindsets—what value systems lie behind people’s opinions? Which attitudes do new trends encounter? Potential analysis—does the trend reach enough people to make an investment worthwhile? The market—with which design codes is a topic already being communicated?
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#LAB01
Health 2026: A Navigation System
for Brands in Transition
From "patient" to "self-optimizer": How to leverage the signals of the health market
for your growth now.
By Christine Lischka,
Managing Partner - Strategy & Design
Health is no longer just a systemic task—it is becoming an individual mission. Insights from the leading European trade fair for the pharmacy market in 2025 confirm a fundamental shift: topics such as longevity, mental health, and the personalization of medicine dominate the agenda.
For brands, this means that those who want to remain relevant must not only know these trends but also decode them culturally.
The challenge: Distinguishing between hype and a genuine opportunity. Which trends fit your brand DNA? Where does the real business potential lie?
Our approach with SENSUS®: We translate diffuse market signals into a clear go-to-market strategy.
- Identify: Individual trend mapping instead of a one-size-fits-all approach.
- Understand: A deep dive into consumer mindsets and design codes.
- Evaluate: Data-driven validation of your prospects for success.
Eight thematic areas that we examine more closely in the LAB01 Trend Report.
Looking for a deep dive? We have summarized the essence of the trade fair and our trend analysis in the “LAB01 Health” Report. Request your free copy here:
* = Required field