Category
Lifestyle
Assisted Choices
Trend cluster
Category
Adaptogenic
Brew
Brands are offering coffee drinks made with mushroom ingredients.
3.0
Trend score
Trend
What is the Adaptogenic Brew trend?
Adaptogenic Brew: Brands are continuously finding ways to enhance products using plant-based ingredients to offer natural wellness practices. This includes coffee with more natural recipes including chaga, lion's mane, reishi, and ashwagandha.
Insight
The consumer insight behind the Adaptogenic Brew trend
As consumers become more focused on their health and wellness, they are simultaneously looking for products and services that enhance this lifestyle. They seek out ways to improve their health without disrupting their routines, since it's easier to maintain consistency with easily-integrated lifestyle changes. As a result, they turn to healthier alternative versions of products that are already part of their routines, without the guilt of indulgence.
Trend themes
Themes within the Adaptogenic Brew trend
Three behaviours holding the trend together01
Adaptogenic ingredients
Brands are continuously using adaptogenic ingredients to enhance products for natural wellness practices, including coffee with more natural recipes including chaga, lion's mane, reishi, and ashwagandha.
02
Focus on Health and Wellness
As consumers focus more on their health and wellness, they seek out healthier alternative versions of products without disrupting their routines, presenting opportunities for businesses to integrate wellness into their products and services.
03
Functional additives
Ready-to-drink canned coffee beverages and instant mushroom coffees with added functional benefits, such as collagen, MCT oil, or functional superfood mushrooms, are in line with consumer demand for caffeine-added, zero-sugar products with additional health benefits.
Industry implications
What the Adaptogenic Brew trend means for industry
Where the trend changes the playbookFor
Coffee and Beverages Industry
The coffee and beverages industry can leverage natural and functional ingredients to meet consumer demands for healthier and more functional beverage options.
For
Health and Wellness Industry
The health and wellness industry can partner with the coffee and beverages industry to integrate wellness into their products and services, offering consumers additional health benefits beyond traditional coffee beverages.
For
Instant Beverage Industry
The instant beverage industry can leverage the benefits of adaptogenic ingredients and functional additives to meet consumer demand for quick and easy functional superfood beverage options.
Workshop question
How can you re-invent your products' formulations to be more cognitively beneficial?
Trend signals
Trend signals for Adaptogenic Brew
Trend score 3.0 out of 10, from popularity 42%, activity 38%, freshness 9%.
Popularity42%
Activity38%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Adaptogenic Brew trend
5 featured examples from Oct 25, 2019 to May 1, 2020CategoryLifestyle
Mood-Boosting Coffee Alternatives
MUD\WTR is an Alternative to Coffee Made with Chai & Mushrooms
The beverage industry can explore the coffee alternatives trend by developing innovative products that cater to consumers looking for healthier and more sustainable options.
CategoryLifestyle
Collagen-Enhanced Coffee Beverages
Iconic Protein Makes Mocha, Dark Roast & Salted Caramel Flavors
Opportunity for established and new beverage companies to cater to the expanding market for functional, ready-to-drink coffee products with added collagen and other functional ing…
CategoryLifestyle
Focus-Boosting Cold Brews
Peak State is Introducing a Ready-to-Drink “Functional Coffee”
The beverage industry can explore the development of functional coffee beverages, catering to consumers' increasing demand for health-focused beverages.
CategoryLifestyle
Instant Mushroom Coffees
Z Natural Foods' Organic Instant Mushroom Coffee is Highly Nutritious
The health and wellness industry can tap into the trend of functional superfood beverages, like Z Natural Foods' Organic Instant Mushroom Coffee, by developing and marketing innov…
CategoryLifestyle
Keto Cold Brew Mixes
Ancient Nutrition's Keto Cold Brew Energizes & Amplifies Clarity
Opportunity for disruption by incorporating keto-friendly and health-enhancing ingredients into cold brew products, tapping into the growing demand for alternative coffee options.
