Matcha and green ingredients emerge as major food lifestyle trends

Green ingredients have evolved from simple health indicators into significant lifestyle statements within the food market. According to trend researcher Karin Tischer, founder of the research and development institute ‘food & more’ in Kaarst, Germany, the color green has become a major culinary trend.

Tischer identifies a ‘green lifestyle trio’ consisting of pistachio, avocado, and matcha. While some food crazes, such as ‘Dubai chocolate’, are viewed as passing fads, matcha is considered a sustained and enduring trend. The finely ground green tea, which has deep traditional roots in Japan, is being integrated into a wide variety of products, including desserts, pancakes, tiramisu, donuts, and coffee specialties like the ‘Dirty Matcha Latte’.

These trends are highlighted through the FoodZoom trend analysis, which Tischer develops for the Internorga trade fair.