Core Insights - The beverage industry is experiencing a surge in matcha products, with major brands like Mixue Ice City, Nayuki, and others launching new offerings that cater to the autumn and winter seasons, indicating a shift in consumer preferences towards richer flavors [1][3][5] Group 1: Market Trends - Major brands have introduced a variety of matcha products since September, with notable launches including "Thousand Eye Matcha Cheese Rice Cake" and "Thousand Eye Matcha Coconut Daifuku" by Hu Shang A Yi, which combine matcha with unique ingredients to enhance flavor [1][3] - The trend of matcha products has evolved from a refreshing summer offering to a more robust and rich flavor profile suitable for colder seasons, with brands focusing on creating comforting and hearty beverages [7][8] Group 2: Product Innovations - New matcha products are increasingly incorporating ingredients like rice cakes and cheese, moving away from lighter combinations to more indulgent pairings that enhance the overall taste experience [10][12] - The term "Thousand Eye" has become a standard in new matcha products, indicating a focus on quality and refinement, with brands emphasizing the use of finely milled matcha from Zhejiang Jing Mountain [12][14] Group 3: Consumer Preferences - The versatility of matcha allows it to be paired with various ingredients, including fruits and dairy, making it adaptable to different beverage formats and appealing to a broader consumer base [15][17] - The industry is recognizing that matcha's appeal extends beyond seasonal boundaries, with brands actively developing new products that leverage matcha's rich flavor profile for autumn and winter [19]

Core Insights - The tea beverage industry is experiencing a clear trend towards "richness" in product offerings for the autumn and winter seasons, with major brands launching new "rich" products [1][2][11] Product Innovations - Leading brands like Heytea and Shàngshàng Āyí are introducing new products that emphasize a rich flavor profile, utilizing ingredients such as cheese, butter, and yogurt to enhance the creamy taste [3][5] - The introduction of rich tea bases, such as matcha and Thai tea, is becoming increasingly popular, with brands like Heytea and Starbucks incorporating these flavors into their offerings [7][9] Consumer Preferences - The shift towards richer flavors reflects a change in consumer preferences, moving away from the previously dominant refreshing beverages to more satisfying and indulgent options [13][25] - The current trend emphasizes a balance of flavors, incorporating salty elements to avoid excessive sweetness and enhance the overall taste experience [14][16] Market Trends - The popularity of grain-based beverages, such as corn and rice drinks, is rising, as they provide a natural richness that aligns with consumer desires for satisfying yet not overly sweet options [22][24] - The "richness" trend is also creating opportunities for classic beverages to be reimagined, with brands focusing on high-value, regionally distinct ingredients to enhance product appeal [25] Future Outlook - The industry is expected to continue innovating around the themes of "rich dairy products + health-conscious ingredients + original tea bases + herbal elements," catering to evolving consumer tastes while maintaining a focus on richness [25]