# Caffeinated Calm Coffee-based beverages tout their calming effects. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 18, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/caffeinated-calm ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 13 to Jul 6, 2020 - Published: Feb 18, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Caffeinated Calm trend ### Functional Beverages Functional beverages with added benefits are becoming increasingly popular, as consumers look for ways to enhance their health holistically. ### Adaptogens Consumers are gravitating towards beverages and foods that include adaptogenic ingredients, which help to reduce stress and improve cognitive functions. ### Combining Coffee with Health Benefits Brands are exploring ways to combine coffee with functional ingredients to provide a healthier alternative for consumers. ## What the Caffeinated Calm trend means for industry ### For 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 for Caffeinated Calm Trend score 3.6 out of 10, from popularity 53%, activity 46%, freshness 9%. - Popularity: 53% - Activity: 46% - Freshness: 9% ## Examples of the Caffeinated Calm trend 5 featured examples from Feb 13 to Jul 6, 2020. - [Cold-Brewed Cognitive Beverages](https://www.trendhunter.com/trends/mind-tonics): So Good So You's Mind Tonics Support Calm, Focus & More (Category: Lifestyle) Implication: This growing industry will benefit from the introduction of more cognitive health-focused drinks with functional ingredients. - [Calming Cold Brew Coffees](https://www.trendhunter.com/trends/cbdinfused-cold-brew): The Calm Drinks CBD-Infused Cold Brew Coffee Comes in Two Flavors (Category: Marketing) Implication: Incorporating CBD into mainstream food and beverage applications offers a new product line with potential health benefits. - [Botanically Infused Coffee Blends](https://www.trendhunter.com/trends/infused-coffee-blend): Wildcrafter Botanicals' Coffee Blends Use Adaptogens & Mushrooms (Category: Lifestyle) Implication: Creating botanically infused coffee blends as a way to differentiate and offer functional benefits. - [Adaptogenic Canned Coffees](https://www.trendhunter.com/trends/taika): Taika's Plant-Based Beverages Support Calm, Focus and Clarity (Category: Lifestyle) Implication: With the increasing focus on functional ingredients, beverage companies should explore adding adaptogens into their drink products. - [Instant Mushroom Coffees](https://www.trendhunter.com/trends/instant-mushroom-coffee): Z Natural Foods' Organic Instant Mushroom Coffee is Highly Nutritious (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)