Teas are now offered in various non-traditional forms
Trend - Tea brands are looking to distinguish themselves by offering their products in alternative formats, or for alternative uses than those that teas are typically consumed for. These items allow for such brands to stand out in an over-saturated market, while catering to the more niche needs and preferences of consumers.
Insight - Health-conscious consumers today are extremely ingredient-focused, and often on the hunt for the latest and greatest when it comes to the touted benefits of new or rediscovered ingredients. Despite generally being quite well-educated on the specific benefits of popular healthy ingredients, consumers in the health space can be overwhelmed by the sheer amount of choice and information available, and as a result, are drawn to the emphasis of specific ingredients that act as a shorthand for the benefits offered by a given product.
Insight - Health-conscious consumers today are extremely ingredient-focused, and often on the hunt for the latest and greatest when it comes to the touted benefits of new or rediscovered ingredients. Despite generally being quite well-educated on the specific benefits of popular healthy ingredients, consumers in the health space can be overwhelmed by the sheer amount of choice and information available, and as a result, are drawn to the emphasis of specific ingredients that act as a shorthand for the benefits offered by a given product.
Workshop Question - How could your brand offer specialty products/services that appeal to more niche needs?
Trend Themes
1. Alternative Tea Formats - Tea brands are exploring unique product formats, such as CBD-infused cold brews and sugar-free cold infusion teas.
2. Superfood Supplements - Confection-like supplements with pleasing textures, such as Mason Vitamins' matcha and turmeric gummy supplements, are gaining popularity among health-conscious consumers.
3. Herbal CBD Products - Brands like Buddha Teas are reintroducing classic herbal varieties with added water-soluble CBD, creating new opportunities for the CBD market and the herbal tea industry.
Industry Implications
1. Health and Wellness - With consumers becoming increasingly health conscious, there's potential for businesses to focus on unique, beneficial ingredients and explore new product formats like gummies and cold infusion teas.
2. CBD Industry - CBD is showing up in various product formats, including teas and gummies, creating new demands within industries like food and beverage, supplements, and hemp cultivation.
3. Herbal Tea Industry - The addition of CBD is creating new opportunities for the herbal tea industry, as brands like Buddha Teas and traditional brands like Twinings explore innovative product offerings.
