Findings
Quick-service restaurants (QSRs) are focusing on expanding beverage options to cater to Gen Z and Millennial preferences for caffeinated, specialty drinks like matcha-based beverages. Monin’s Matcha Green Tea Concentrate is gaining popularity by simplifying matcha preparation, ensuring consistency, and providing a convenient, premium product for QSRs to offer as a coffee alternative.
Key Takeaway
Offering convenient, high-quality matcha beverages appeals to younger consumers’ desire for variety, health benefits, and premium experiences, making it a profitable option for QSRs.
Trend
The rise of specialty, tea-based beverages in the QSR industry, driven by demand for unique, health-forward, and easily accessible caffeine options.
Consumer Motivation
Gen Z and Millennials are drawn to caffeine boosts from non-coffee alternatives that offer health benefits, variety, and align with clean-label and organic ingredients.
What is Driving the Trend
Health-conscious behaviors, interest in diverse caffeine sources, and a preference for unique, culturally inspired flavors are driving the trend toward matcha and tea-based beverages in QSRs.
Target Audience
Primarily Gen Z and Millennials, who seek health-focused, premium, and flavorful beverage options beyond traditional coffee.
Description of Product or Service
Monin’s Matcha Green Tea Concentrate is an organic, pre-mixed matcha solution with 40MG of caffeine, enabling QSRs to quickly and consistently serve matcha-based beverages.
Conclusions
Offering matcha beverages provides QSRs a profitable way to diversify their menu, attract younger consumers, and compete with premium coffeehouses by meeting the demand for quality, health-conscious options.
Implications for Brands
Brands in the beverage and QSR sectors can leverage ready-to-use, high-quality ingredients like matcha concentrate to attract health-conscious customers looking for premium, consistent, and convenient drink options.
Implications for Society
As QSRs elevate their beverage offerings, consumers gain wider access to high-quality, health-conscious drink options, promoting a shift towards healthier caffeine alternatives.
Implications for Consumers
Consumers benefit from convenient access to premium, health-forward beverages in quick-service settings, offering a unique alternative to coffee with added nutritional benefits.
Implications for Future
The trend toward specialty, health-conscious beverages will likely continue to grow, with more QSRs incorporating versatile, premium ingredients like matcha into their menus.
Consumer Trend
“Premium Beverage Convenience” – a trend toward accessible, high-quality specialty drinks that align with health and lifestyle preferences.
Consumer Sub Trend
“Tea-Based Caffeine Alternatives” – consumers are seeking diverse caffeine sources that go beyond traditional coffee options, often focusing on teas like matcha.
Big Social Trend
A shift toward health-conscious, premium beverage offerings across the QSR industry.
Local Trend
In the U.S., QSRs are integrating matcha and other specialty drinks to meet consumer demand for diverse, healthy beverage options.
Worldwide Social Trend
Globally, there is an increased focus on premium, tea-based beverages that offer a health-forward appeal and cater to a variety of taste preferences.
Name of the Big Trend
“Health-Driven Beverage Innovation”
Name of Big Social Trend
“Premiumization in Quick-Service Beverages”
Social Drive
A desire for high-quality, health-conscious beverage options that align with lifestyle values and offer convenient, premium experiences.
Learnings for Companies for 2025
Companies should explore adding premium, health-conscious beverages like matcha to their offerings, leveraging easy-to-use concentrates to ensure consistency and meet consumer demand for quality.
Strategy Recommendations for Companies in 2025
Introduce Premium, Health-Conscious Beverages: Add options like matcha concentrate that offer a healthy caffeine alternative and cater to younger consumers.
Emphasize Clean-Label Ingredients: Highlight organic and clean-label aspects to appeal to Gen Z and Millennials who prioritize transparency and quality.
Ensure Consistency with Pre-Mixed Solutions: Use pre-mixed, concentrated forms of ingredients to provide a consistent product across locations.
Offer Unique Flavor Combinations: Experiment with trending flavors like taro, coconut, and yuzu to create unique, culturally inspired beverages that resonate with consumers.
Final Sentence (Key Concept)
As Gen Z and Millennials seek health-conscious, premium alternatives to traditional coffee, QSRs can gain a competitive edge by offering high-quality matcha beverages that deliver convenience and unique flavor experiences.
Recommendations for Brands & Companies in 2025
To capitalize on this trend, brands should incorporate health-focused, tea-based caffeine options like matcha into their beverage menus. By using ready-to-mix solutions, promoting clean-label ingredients, and experimenting with unique flavor combinations, companies can attract younger, health-conscious consumers and boost profits with convenient, premium beverage offerings.
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