Category
Lifestyle
Assisted Choices
Trend cluster
Category
Caffeinated
Calm
Coffee-based beverages tout their calming effects.
3.6
Trend score
Trend
What is the Caffeinated Calm trend?
Caffeinated Calm: Coffee-based beverages in the CPG space are typically assumed to be energizing due to their caffeine content, but some brands in this space are producing coffee drinks that promise both mental alertness and "calming" or "soothing" benefits. These products aim to counter some of the less-wanted side effects of caffeine, like elevated anxiety.
Insight
The consumer insight behind the Caffeinated Calm trend
When it comes to products that have been staples in consumers' lives for as long as they can remember, many tend to remain loyal to a select few brands that they know they can consistently rely on. For consumers to want to switch to new habits or at the very least try something new in these spaces, they require that emerging brands offer them something unexpected. Offering unlikely formulas, benefits, or functions in standard items effectively captures the attention of those who have already established habits and traditions.
Trend themes
Themes within the Caffeinated Calm trend
Three behaviours holding the trend together01
Functional Beverages
Functional beverages with added benefits are becoming increasingly popular, as consumers look for ways to enhance their health holistically.
02
Adaptogens
Consumers are gravitating towards beverages and foods that include adaptogenic ingredients, which help to reduce stress and improve cognitive functions.
03
Combining Coffee with Health Benefits
Brands are exploring ways to combine coffee with functional ingredients to provide a healthier alternative for consumers.
Industry implications
What the Caffeinated Calm trend means for industry
Where the trend changes the playbookFor
Coffee Industry
The coffee industry is incorporating new strategies to meet the demand for healthier coffee products with functional benefits.
For
Functional Beverage Industry
The functional beverage industry is growing as consumers look for new ways to boost their health and wellness.
For
Health and Wellness Industry
The health and wellness industry is incorporating ingredients like mushrooms and adaptogens to provide natural solutions for stress, anxiety, and cognitive functions.
Workshop question
How could your brand reformat or reposition one of its products/services in an unlikely way?
Trend signals
Trend signals for Caffeinated Calm
Trend score 3.6 out of 10, from popularity 53%, activity 46%, freshness 9%.
Popularity53%
Activity46%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Caffeinated Calm trend
5 featured examples from Feb 13 to Jul 6, 2020CategoryLifestyle
Cold-Brewed Cognitive Beverages
So Good So You's Mind Tonics Support Calm, Focus & More
This growing industry will benefit from the introduction of more cognitive health-focused drinks with functional ingredients.
CategoryMarketing
Calming Cold Brew Coffees
The Calm Drinks CBD-Infused Cold Brew Coffee Comes in Two Flavors
Incorporating CBD into mainstream food and beverage applications offers a new product line with potential health benefits.
CategoryLifestyle
Botanically Infused Coffee Blends
Wildcrafter Botanicals' Coffee Blends Use Adaptogens & Mushrooms
Creating botanically infused coffee blends as a way to differentiate and offer functional benefits.
CategoryLifestyle
Adaptogenic Canned Coffees
Taika's Plant-Based Beverages Support Calm, Focus and Clarity
With the increasing focus on functional ingredients, beverage companies should explore adding adaptogens into their drink products.
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…
