{"id":2638,"date":"2025-11-19T15:37:05","date_gmt":"2025-11-19T14:37:05","guid":{"rendered":"https:\/\/human-centric-branding.de\/news\/"},"modified":"2026-03-11T15:35:05","modified_gmt":"2026-03-11T14:35:05","slug":"news","status":"publish","type":"page","link":"https:\/\/human-centric-branding.de\/en\/news\/","title":{"rendered":"News"},"content":{"rendered":"\t\t
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LAB Reports:
Deep Dives & Strategic Foresight<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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#LAB02\n <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Matcha Trend:
Is it relevant for my brand?<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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How food brands can strategically leverage the matcha trend\u2014and which specific manifestation truly aligns with their own brand.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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By Christine Lischka,
Managing Partner - Strategy & Design<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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\u2014as a private label. Oatly, Me\u00dfmer, Kr\u00fcger, and Voelkel have entered the market, and coffee chains like Starbucks and Coffee Fellows are experimenting with flavor variations. <\/p>

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\u2014the trend is already diversifying significantly. <\/p>

But what does this mean for your brand? Matcha is more than just a flavor trend\u2014it is a space of meaning<\/strong> with diverse variations. <\/p>

The challenge: <\/strong>Distinguishing between hype and a genuine opportunity. Which manifestation of matcha fits your brand DNA? Where does the real business potential lie? <\/p>

Our approach with SENSUS\u00ae: We translate diffuse trend signals into a clear go-to-market strategy.<\/p>

    • Identify: <\/strong>Individual trend mapping instead of a one-size-fits-all approach.<\/li>
    • Understand:<\/strong> A deep dive into consumer mindsets and design codes.<\/li>
    • Evaluate: <\/strong>Data-driven validation of your prospects for success.<\/li><\/ul><\/li><\/ul>


      Interested? Request it free of charge<\/strong> in the box on the right. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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      The opportunity areas for matcha\u2014ranging from beauty and health to indulgence. To evaluate the potential for a brand, four perspectives are required: <\/p>

      The socio-cultural context <\/strong>behind every topic must be understood, as it stems directly from society. Consumer mindsets<\/strong>\u2014what value systems lie behind people’s opinions? Which attitudes do new trends encounter? Potential analysis<\/strong>\u2014does the trend reach enough people to make an investment worthwhile? The market<\/strong>\u2014with which design codes is a topic already being communicated? <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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      Looking for a deep dive?<\/b> We have summarized the essence of ISM 2026 and our trend analysis in the “LAB02 Matcha” Report<\/b>\u2014featuring six opportunity areas, design codes, consumer insights, and a clear three-step process for strategic evaluation. Request your free copy here: <\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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