Matcha is no longer a trend to watch. It is a category in motion.
Beverage Industry Magazine recently explored what is driving matcha’s rapid expansion across foodservice menus and consumer packaged goods, and Vibrant Ingredients CMO Jillian Hermanowicz contributed her perspective on where the ingredient stands today and where it is headed.
Her read: matcha is still in the adoption phase, but the momentum is strong. It is now served at more than 350 chains across the U.S., with the bulk of that adoption concentrated among smaller regional operators. That signals real runway for broader scale.
What makes matcha compelling for brands is its ability to span multiple consumer motivations at once. It delivers functional benefits like sustained energy and focus. It carries a wellness halo. And it translates easily into indulgent, experience-driven formats that resonate with today’s consumers.
Flavor innovation is accelerating that appeal. Pairings with strawberry, lavender, and other fruit-forward and floral profiles are expanding matcha’s reach beyond its core audience and into mainstream consumption.
For CPG brands, the opportunity is clear. Foodservice is doing the awareness-building work. Consumers who encounter matcha in cafes are already primed to look for it on retail shelves, in RTD formats, and in functional wellness products.
natural ingredients.