Ready to drink coffee goes premium with the inclusion of new ingredients
Implications - Though it is a small segment, ready-to-drink coffee is steadily growing amongst coffee drinkers. Moving away from the bottled frappuccino format, consumers are gravitating towards premium, better-for-you products, that guarantee not only energy, but also added health benefits addressing fatigue, immunity and digestion. The inclusion of upleveled ingredients is what communicates these added benefits, suggesting that consumers are not only attune to buzz words and phrases, but also pay attention to specific and ingredients as they emerge.
Workshop Question - Consumers are looking to get added benefits from all aspects of their lifestyle. How can your brand incorporate an additional boost that promotes health and wellness for consumers?
Trend Themes
1. Functional Ingredients - Consumers are gravitating towards premium, better-for-you products, that guarantee not only energy, but also added health benefits addressing fatigue, immunity and digestion, communicating these added benefits through upleveled ingredients.
2. Cold Brew Varieties - The demand for craft cold brew in new and innovative flavor options is growing, leading to companies like KonaRed capitalizing on the popularity of cold brew in enticing flavors and varieties.
3. Prepackaged QSR Coffees - The Dunkin' Donuts Bottled Iced Coffee Beverages demonstrate the trend towards high-quality, convenient prepackaged coffee beverages that cater to different consumer demographics.
Industry Implications
1. Health Food and Beverages - Companies can innovate by incorporating functional ingredients in their food and beverage products, appealing to health-conscious consumers.
2. Coffee and Tea - The cold brew trend is shaping growth opportunities for coffee and tea companies to expand their product line and respond to consumer demand for unique, flavorful options.
3. Packaged Foods and Beverages - The trend towards prepackaged QSR coffee beverages opens opportunities for companies to develop and distribute high-quality coffee beverages that cater to different consumer demographics.
