Brands are offering coffee drinks made with mushroom ingredients
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can you re-invent your products' formulations to be more cognitively beneficial?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
