Trend Taster: pink matcha edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Gen Z email fatigue
Muji water bottles
Pink matcha
Nespresso Honey
Guinness popularity
Gen Z email fatigue
Gen Z is reshaping workplace communication by bringing a more casual, authentic tone to emails, often including memes, emojis, and slang. This generation, accustomed to real-time messaging, finds traditional email formats too formal and time-consuming. 36% of Gen Z workers have over 1,000 unread emails in their inbox. As a result, some companies are embracing this relaxed style, reflecting a broader shift toward more informal workplace culture.
Muji water bottles
Muji offers free water refills to anyone with a water bottle, not just customers who purchased their bottles. This policy, in place since 2020 when the store first installed refill stations, aims to reduce plastic waste and promote hydration. Although many shoppers are unaware of this, Muji recently reminded the public through their TikTok account, especially in light of the current heat wave in Japan.
Pink matcha
Pink matcha is a variation of matcha made from fruit and vegetable powders like rose petals, beet powder, or dragon fruit, giving it a unique pink colour and a flowery or earthy taste. Unlike traditional green matcha, it is caffeine-free but still rich in antioxidants. Part of the growing trend of colourful matcha, pink matcha joins other variations like red, blue, and orange matcha, as people seek alternatives to the classic green version. Matcha has become increasingly popular on social media, with the #matcha hashtag reaching over 7.6 million posts on Instagram.
Nespresso Honey
Nespresso is branching out beyond coffee with the launch of honey and honey syrup. Made by bees that pollinate coffee plants, this move aligns with the brand's sustainability goals and taps into the growing trend of honey as a coffee sweetener.
Guinness popularity
Guinness is seeing a surge in popularity among young adults in the UK, with social conversations about Guinness increasing by 12.18% over the past year. This trend, especially strong among 18-24 year olds, is driven by a shift towards lower alcohol options, perceived health benefits, and the brand's cultural appeal, boosted by social media. While Guinness is gaining ground, lager still leads the UK beer market.
