3 Food Marketing Trends for Q2 25/26
I love food- maybe a little too much. As most of you may know, I have a day job in FMGC Food Marketing & Ecommerce. Naturally I’m always looking for trending topics in food, and of that there are many.
Here are my top 3 food marketing trends insights that could excel the tail end of your FYQ2 results, whatever they may be.
Matcha
The Matcha trend has been going strong for the over 10 years now (as far as I’v observed it), but it really peaked over 2023 and into 2025 with viral topics and the overall growth of the wellness and health beverage category.
Matcha & Viral Stick
If you’re not familiar with stickiness, here it is. Basically why shit sticks with the collective consciousness, and how something can resonate with such a large audience within the context of the rest of the clusterfuck that is the internet. Here is why matcha a so matcha sticky:
Wellness - pilates, gut health, weight loss, early 2000’s trends are re-emerging faster than you can say low rise jeans. This is no exception for health trends, which seem to move quickly. Matcha is known for it’s powerful health benefits, and aligns perfectly with our (the digital subconscious- we-us) interests and motivations.
Luxury and ritual - Everything about matcha aligns with a luxury product. Matcha’s grading system, supply shortage, exclusivity, and the price itself all inform consumers of its unique qualities, of within a cost of living crisis, a majority can still afford. Food trends are powerful because they allow consumers to enjoy luxuries without the luxury fashion cost.
Japan - Japanese made, and Japanese origin is a cultural powerhouse both physically and digitally. Japan is forever sticky. It’s eccentric perception within the Western world easily wins us all over and has been producing global trends for many years.
Soft Feminism - tradwifing, Nara Smithing, all these aesthetics and the overall attraction to silence, stillness, softness is a subculture that continues to grow. My personal opinion on this aside, it’s given way to the “I’m just a girl'“-isms, getting a treat, sweetness, it’s all there.
Wallet unfriendly Erewhon smoothies walked so matcha could run. And matcha is still running, despite what people may say.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.