Steeped teas and coffee beverages adopt probiotic enhancements
Trend - Brands within tea and coffee industries are offering enhancements to their products in the form of added probiotic cultures. This shift comes as these brands are now required to compete with the growing kombucha category, and also caters to consumers' desire for multiple benefits to the products they purchase.
Insight - Facing an overwhelming number of choices in the food and beverage market, North Americans are still consuming the items they're accustomed to, but are more frequently seeking out those same products with added benefits. Whether those enhancements are related to health or packaging design, consumers are not necessarily moving away from tradition, but are expecting that brands keep up with their contemporary needs. Priorities like branding and health-based enhancements allow consumers to justify purchase decisions in oversaturated markets.
Insight - Facing an overwhelming number of choices in the food and beverage market, North Americans are still consuming the items they're accustomed to, but are more frequently seeking out those same products with added benefits. Whether those enhancements are related to health or packaging design, consumers are not necessarily moving away from tradition, but are expecting that brands keep up with their contemporary needs. Priorities like branding and health-based enhancements allow consumers to justify purchase decisions in oversaturated markets.
Workshop Question - How could your brand add an additional element to its current product/service?
