when one store revived matcha for Gen Z
+ the latest in consumer
happy belated cinco de mayo! i have recently felt a strong liking towards mexican food as i feel like it perfectly encapsulates the carb to protein to fiber ratio. the last three meals i’ve had have all been tangentially related to Mexican cuisine. anywho, this piece breaks down a few Gen Z trends i’ve been seeing lately with a long list of the latest happening in consumer - testing out a new format for this piece to see if it resonates!
what’s up with Gen Z:
matcha is all the rage again
12 Matcha, a new matcha store that opened its flagship location in New York City, immediately proliferated across the internet for its aesthetic and experiential approach to bringing matcha to consumers. Although it is within walking distance of many other matcha stores, 12 Matcha is unique in that it “embraces the ritual, intention, and poetic craftsmanship associated with Japanese tea ceremonies.” Rather than sourcing matcha from large international suppliers, 12 Matcha sources its matcha directly from highly respected tea harvesters in Japan.
12 Matcha is bringing a true form of matcha to consumers, with high-quality ingredients and ritual-bound practices. Gen Z consumers feel more connected to brands with authentic roots, ultimately leading to 12 reviving matcha for all of us.
And yes, that now means waiting 2+ hours in line for matcha now.
tv shows are so back
Severance, White Lotus, Ransom Canyon, Yellowjackets, The Leftovers — these are just a handful of TV shows that have been swirling around my conversations. This tells me one thing. Streaming is so back. There was a lull in television content where the only form of video people were watching was TikTok. However, with the streaming market becoming more fragmented, key players — Netflix, HBO Max, Prime Video, Disney+, Hulu, Peacock — are pushing out more and more content to stay competitive.
However, the lines between streaming and live television are blurred. With advertisements now embedded in movies and shows, and episodes dropping weekly, these streaming platforms have expanded revenue channels at the expense of a higher-quality customer experience.
Yet Gen Z is persistent to stay up-to-date with the latest show (or scandal), showing our willingness to accept a sub-par TV experience if it means we’re socially “in the know”.
our obsession with multi-sensory brand experiences
Out of all the content about Coachella this past month, my favorite videos were about customers exploring different brand activations. Bringing a brand to life has shaped the way consumers feel towards a brand. Extending a once-transactional relationship to a real connection between a customer and a brand is powerful. It builds trust and loyalty, while weaving an emotional thread to preserve our relationship with the brand. One way brands have found a way to do this is through activations. Some of my favorites:
Neutrogena had sunscreen stations to ensure people could reapply SPF throughout the day.
Rhode and 818 collaborated together to create a photo booth experience.
One Size offered setting spray at its booth for people to keep their makeup looking fabulous even after dancing in the hot desert
📰the latest in consumer
food & beverage:
Khloe Kardashian launches Khloud, a high-protein popcorn brand
The New Primal launches a new meat stick line with rotisserie chicken
Eat Just, the brand known for its plant-based egg products, just launched Just One, just launched a plant-based protein powder
health & wellness:
Runna gets acquired by Strava
Gruns hits a $500M valuation
Nourish, an AI-based nutrition service, raises $70M in its latest funding round
August, sustainable menstrual products, joins the Lunr Capital portfolio
beauty & fashion:
Fenty Beauty launches a Fruity Gloss Bomb Collection
Gymshark plans to launch a $13,000 square foot flagship store in New York this summer
SZA launches her beauty brand, Not Beauty, and is starting with a line of lip glosses
retail:
Branch Basics, a $150M all-natural cleaning brand, hits 600 Target shelves.
Walmart tests beauty bars in 40 stores
collaborations:
Gap × DÔEN’s collaboration has launched a second installment of clothing (and most of it has already sold out)
Barry’s x Lululemon partner to launch a line of athletic wear
Jimmy Fallon joins Xochitl as an investor and partner in the company
🛍️things i’ve been loving & trying:
you know you’re a consumer girl when your stress-busting activity is perusing through every aisle in a grocery store, so naturally i picked up many goodies to try:
Tony’s Chocolonely - why has it taken me so long to try this chocolate? it has the perfect density and richness that all i could think about is how good this would taste in a chocolate chip cookie
Smackin Seeds (ranch flavored) - i will say that sunflower seeds are definitely not the most aesthetic snack to be munching on in public, nor do i have the right strategy for this down yet, but they are delicious and founded by UMN alums
Siete’s grain-free cinnamon chips - DIVINE! Nothing more to say
Khloud popcorn - honestly, it takes like regular popcorn, which is good! An easy replacement with higher protein - go Khloe :)
Thanks for reading,
Sanjana