MATCHA: A PASSING TREND — OR A HABIT IN THE MAKING

iPanel INTAGE Data Context

iPanel INTAGE is INTAGE Vietnam’s shopper panel and consumer behavior data platform, helping teams analyze real purchase behavior, market trends, and category performance in Vietnam. Learn more about iPanel INTAGE.

Lately, matcha has been everywhere — from café menus and bakery displays to takeaway counters across the F&B landscape.
Yet in a market where where trends emerge quickly and fade just as fast, the key question remains:
Is matcha simply “hot” — or is it truly taking root in Vietnamese consumers’ everyday habits❓

Between Q3/2025 and early Q4/2025 (Oct–Nov), iPanel tracked actual consumer behavior from 6,000 individuals across 5 major cities, focusing specifically on transactions at matcha shop, to understand what is really happening behind this so-called “matcha boom.”

📈 Broad-Based Growth Signals Habit Formation
iPanel observed a rare growth pattern in matcha, where all key behavioral indicators moved upward within a short period.
Penetration of consumers visiting matcha shop more than doubled (from 0.27% to 0.57%), while repeat purchasing also strengthened, with frequency rising from 1.63 to 1.77.
Beyond buying more often, consumers were also spending more each time: average basket value increased from 142K to 151K VND, and average spend per buyer rose from 231K to 267K VND.

👉 This combined momentum ultimately expanded the value share of matcha shop from 0.09% to 0.14%—a signal that growth is moving beyond trial-driven hype.

🎯 A Buyer Base That Is Broadening — Not Shifting
Women continue to be the primary consumer group, accounting for over 74% of matcha shop visits. However, a closer look reveals additional shifts beneath the surface.
The share of single consumers visiting matcha shop has increased noticeably, surpassing 46%. This coincides with a strong rise in younger consumers aged 15–19, a demographic that typically overlaps with higher single status. At the same time, matcha has also begun to show clearer traction among older consumers aged 50–59.

👉 Matcha isn’t replacing its audience. It’s adding new layers to how and who consumes it.

At this stage, matcha is entering a noteworthy phase of growth, marked by consistently improving behavioral indicators. Whether this momentum will continue to strengthen — or to differentiate across usage occasions and consumer contexts — remains a key question to watch in the periods ahead.

🚀 Stay tuned for the next Weekly Insight, as iPanel continues decoding the behavioral shifts shaping everyday consumption in Vietnam.

#MatchaTrend #FandBInsights #iPanelInsights
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