Category
Lifestyle
Assisted Choices
Trend cluster
Category
Brewed
Alternative
Teas are now offered in various non-traditional forms.
4.4
Trend score
Trend
What is the Brewed Alternative trend?
Brewed Alternative: 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
The consumer insight behind the Brewed Alternative trend
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.
Trend themes
Themes within the Brewed Alternative trend
Three behaviours holding the trend together01
Alternative Tea Formats
Tea brands are exploring unique product formats, such as CBD-infused cold brews and sugar-free cold infusion teas.
02
Superfood Supplements
Confection-like supplements with pleasing textures, such as Mason Vitamins' matcha and turmeric gummy supplements, are gaining popularity among health-conscious consumers.
03
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
What the Brewed Alternative trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How could your brand offer specialty products/services that appeal to more niche needs?
Trend signals
Trend signals for Brewed Alternative
Trend score 4.4 out of 10, from popularity 65%, activity 59%, freshness 8%.
Popularity65%
Activity59%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Brewed Alternative trend
4 featured examples from Apr 25 to Nov 15, 2018CategoryLifestyle
CBD Cold Brew Teas
Kickback Cold Brew's 'Just Peachy' is Infused with Hemp Extract
The food and beverage industry can explore the use of CBD-infused beverages to cater to health-conscious consumers seeking alternative relaxation options.
CategoryLifestyle
Herbal CBD Teas
Buddha Teas' Line of Cannabidiol-Infused Teas Contains Water-Soluble CBD
By incorporating CBD into their products, companies in the herbal tea industry can offer a unique value proposition in a crowded market.
CategoryLifestyle
Superfood Vitamin Gummies
Mason Vitamins Launched Matcha and Turmeric Gummy Supplements
The health and wellness supplement industry can capitalize on the trend of superfood gummy supplements by developing new products that feature popular antioxidant-rich and anti-in…
CategoryLifestyle
Sugar-Free Cold Infusion Teas
Twinings' Cold In’fuse Teas are Specially Designed for Cold Water
This trend presents disruptive innovation opportunities for the beverage industry to create new, healthier beverage options with natural ingredients and lower sugar content.
