Matcha is no longer limited to tea tins and café lattes. A new group of brands is using the ingredient across ready-to-drink beverages, supplements, confectionery, beauty and personal care, creating more ways for shoppers to encounter matcha throughout the store.
Cohere Commerce retailer intelligence shows that traditional matcha powder movement can vary significantly by location. That makes the expansion into new formats particularly interesting. Instead of competing for another spot in an increasingly busy matcha set, brands are building new occasions around an ingredient shoppers already recognize.
Convenience Is Changing the Matcha Occasion
One of the clearest shifts is toward formats that remove preparation from the equation.
CHUH Matcha packages matcha as a ready-to-drink canned beverage, turning it into a grab-and-go purchase. Retailers interviewed by Cohere Commerce reported steady movement at several locations, including regular reorders and positive customer response.
Motiv Matcha takes a completely different approach with adaptogenic matcha gummies. Rather than positioning matcha primarily as a beverage, the brand brings it into functional wellness and supplement routines.
Both approaches expand the potential audience by making matcha easier to incorporate into everyday habits.
Matcha Is Moving Into Unexpected Categories
Some of the most interesting innovation is happening far outside the traditional tea aisle.
Yoshi brings matcha into spirits through its Matcha Liqueur. Cohere Commerce retailer conversations have shown particularly strong results, with stores reporting steady movement, repeat purchases and strong response to tastings. At some locations, retailers described it as one of their strongest-selling products.
In confectionery, Baris pairs chocolate with a matcha coating, giving shoppers another way to experience the flavor through a familiar snacking format.
The expansion goes beyond food and beverage. Attitude incorporates matcha into personal care products, including deodorants and hair care, while AHYUN uses it in its Matcha Vanilla Glossy Lip Syrup.
Together, these products point toward a broader shift: matcha is becoming an ingredient platform rather than a single beverage category.
What This Means for Retailers
As matcha spreads across departments, merchandising opportunities can expand with it.
Retailers can position products according to the need they serve rather than treating matcha as the category itself. A matcha gummy can compete within functional wellness, a canned matcha can capture a grab-and-go beverage occasion, and matcha personal care can reach shoppers who may never purchase traditional tea powder.
Trial will also matter as formats become less familiar. Cohere Commerce retailer intelligence consistently shows the value of sampling and demos when shoppers need help understanding a newer product or combination. For products such as matcha liqueur, retailer feedback has already shown how tastings can translate into purchases and repeat demand.
Brands Expanding the Matcha Playbook
CHUH Matcha | Ready-to-Drink
Canned matcha turns the ingredient into a convenient beverage occasion, with retailer feedback showing steady sales and repeat ordering at multiple stores.
Motiv Matcha | Functional Wellness
Adaptogenic Matcha Gummies move matcha into supplements and functional wellness, removing the preparation associated with powders.
Yoshi | Spirits
Matcha Liqueur creates an entirely different consumption occasion, with Cohere Commerce retailer feedback showing strong movement and repeat purchases.
Attitude | Personal Care
Matcha appears across personal care products including deodorants and hair care, extending the ingredient into everyday routines outside food and beverage.
Baris | Confectionery
Matcha-dipped chocolate combines a recognizable confectionery format with matcha's distinctive flavor.
AHYUN | Beauty
Matcha Vanilla Glossy Lip Syrup brings matcha into cosmetics, showing how the ingredient's identity can extend into beauty.
The Bigger Opportunity
The next stage of matcha growth may not depend on convincing shoppers to buy more powder.
Instead, the opportunity is to give shoppers more reasons to interact with matcha.
A shopper who does not make matcha at home could still pick up a canned drink. Someone interested in functional wellness could encounter it through gummies. Another shopper might discover it through chocolate, personal care or beauty.
Each format creates a different occasion while benefiting from the familiarity matcha has already built.
The Cohere Commerce Takeaway
Matcha is evolving from a beverage format into a cross-category ingredient.
For brands, the opportunity is not simply to add matcha to another product. The strongest concepts give the ingredient a clear role, whether that is convenience, function, indulgence or beauty.
For retailers, the signal to watch is where matcha starts generating demand outside the tea aisle. As brands translate it into more accessible and unexpected formats, matcha could increasingly become an ingredient shoppers encounter across the store rather than one they seek only when making a latte.
