Western brands are using hojicha in healthy and dessert beverages
Trend - Brands are repurposing a traditional Japanese tea style, Hojicha, in drinks and desserts in the west. Hojicha, while commonly a health-focused drink in Japan, has a strong roasted flavor profile that suits desserts and sweet drinks well. The ingredient is gaining popularity in North America.
Insight - Tea drinkers in the west gravitate toward teas with strong flavors and underlying health benefits. Even when seeking dessert-style drinks like bubble tea, these consumers do not always want caffeinated black teas as the base, but rather something lighter and healthier mixed with sweet ingredients. These green teas leave the consumers feeling less bloated, but they often have a bitter flavor profile. This led to brands looking to more traditional teas for alternate flavor palates.
Insight - Tea drinkers in the west gravitate toward teas with strong flavors and underlying health benefits. Even when seeking dessert-style drinks like bubble tea, these consumers do not always want caffeinated black teas as the base, but rather something lighter and healthier mixed with sweet ingredients. These green teas leave the consumers feeling less bloated, but they often have a bitter flavor profile. This led to brands looking to more traditional teas for alternate flavor palates.
Workshop Question - How could your industry benefit from repurposing traditional ingredients for new consumers?
Trend Themes
1. Repurposed Traditional Tea - Brands are using traditional teas in new and creative ways in the west, such as using hojicha for sweet drinks and desserts.
2. Vegetarian Snacks - Brands are answering a consumer demand for vegetarian Japanese Snacks with the creation of offerings like Bokksu's The Vegetarian Snack & Tea Box.
3. Organic Powdered Lattes - Organic powdered lattes are becoming increasingly popular, such as Camellia Sinensis' organic Hojicha Latte made from a powdered version of roasted tea.
Industry Implications
1. Food and Beverage - Brands are innovating in the food and beverage industry by repurposing traditional ingredients and creating new products that meet consumer needs, like vegetarian snacks and organic powdered lattes.
2. Tea - Tea companies are innovating within the tea industry by offering new and unique blends like traditional teas for sweet drinks and organic powdered lattes.
3. Subscription Boxes - Subscription box companies like Bokksu are innovating within the subscription box industry with offerings that cater to specific consumer demands like vegetarian snacks.
