Caffeinated waters are allowing people to ingest caffeine in simpler ways
Trend - Caffeine-infused packaged waters are on the rise as people look for more health-conscious ways to achieve the energy boost that caffeine offers, without the additives that are common in canned coffee and tea beverages.
Insight - Consumers are increasingly seeking out additional benefits to the food and beverages they choose to purchase, so they're able to achieve multiple health benefits from one product. These items allow consumers to maintain their rituals with minimal disruptions, and without too much effort on their part.
Insight - Consumers are increasingly seeking out additional benefits to the food and beverages they choose to purchase, so they're able to achieve multiple health benefits from one product. These items allow consumers to maintain their rituals with minimal disruptions, and without too much effort on their part.
Workshop Question - How could your brand add additional benefits to its product/service?
Trend Themes
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Caffeine-infused Packaged Waters — Consumers seek more health-conscious ways to ingest caffeine.
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Naturally-sourced Caffeine — Brands opt for natural sources of caffeine instead of additives.
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Lightly Sweetened Refreshments — Consumers gravitate towards sugar-free, low-calorie and sodium-free options.
Industry Implications
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Beverage Industry — More products are being created to cater to consumers' desire for health-conscious and better-for-you options.
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Alternative Energy Product Market — Companies are expanding offerings to include new and innovative ways to achieve an energy boost.
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Natural Products Industry — Brands are incorporating organic and clean ingredients to appeal to consumers' preference for healthier options.
