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), i-Panel 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
i-Panel 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 i-Panel continues decoding the behavioral shifts shaping everyday consumption in Vietnam.

#MatchaTrend #FandBInsights #iPanelInsights
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