Coffee brands amplify health benefits to appeal to health-conscious consumers
Implications - Recent research has unveiled that the health benefits of coffee are plenty, ranging from weight loss to anti-aging. Capitalizing on the good publicity, coffee manufacturers are adding other healing properties, such as probiotics, to the beverage, in hopes of re-positioning it as less of a vice, and more of a benefit in overall wellness. The addition of ingredients and supplements also work to intensify coffee's status as a specialty item.
Workshop Question - How can you rebrand your core product to focus more on the consumer's overall wellbeing?
Trend Themes
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Functional Enhancement — Coffee manufacturers are adding other healing properties, such as probiotics, to the beverage, in hopes of re-positioning it as less of a vice, and more of a benefit in overall wellness.
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Transparency — Clear Coffee is a transparent coffee, developed by a Slovakian entrepreneur, that is designed to appeal to consumers conscious about their dental health.
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Hybridization — UK-based company 'The Protein Works,' has found a clever new way to combine your post-workout smoothie with your daily caffeine boost.
Industry Implications
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Food and Beverage — Functional additives and transparent ingredients are disrupting the coffee manufacturing industry and creating new niche markets.
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Wellness — Coffee as a functional food is tapping into the growing demand for wellness products and developing new health benefits.
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Technology — Transparency and hybridization trends are bringing innovation to coffee production processes and creating smarter and more sustainable systems.
