Cold brew-based beverages are infused with cognitively beneficial ingredients
Trend - Cold brew beverages are increasingly popular as coffee culture continues its dominance in North America, and now these beverages are offered in to-go forms that offer cognitive benefits. Whether prioritizing mental calmness or enhanced performance, these beverages offer hybrid health functions.
Insight - In North America, city-based professionals don’t often have too much time to “unplug.” Whether they’re at work or outside of it, constant connectivity has made it so that working isn’t just limited to in-office hours. This stress, on top of other daily responsibilities, pushes these individuals to make the most of their time—which includes the food and beverages they buy. Hybrid products that offer multiple benefits, including mental clarity, empower these individuals to balance their lives in convenient ways.
Insight - In North America, city-based professionals don’t often have too much time to “unplug.” Whether they’re at work or outside of it, constant connectivity has made it so that working isn’t just limited to in-office hours. This stress, on top of other daily responsibilities, pushes these individuals to make the most of their time—which includes the food and beverages they buy. Hybrid products that offer multiple benefits, including mental clarity, empower these individuals to balance their lives in convenient ways.
Workshop Question - How is your brand enriching the lifestyle of its customers?
Trend Themes
1. Hybrid Health Functions - Combining cognitive benefits with coffee culture, cold brew beverages that offer cognitive functions give consumers multiple benefits.
2. Functional Beverages - Coffee manufacturers are offering functional ingredients to their drinks to engage health-conscious consumers in on-the-go supplement consumption.
3. Functional Coffee - Coffee is being reimagined as less of an upper or downer and more of a functional beverage with new functional mushrooms and ingredients added to the blends.
Industry Implications
1. Functional Foods and Beverages - Manufacturers and suppliers of functional ingredients and supplements should pay attention to the growing market for coffee blends that are made with other functional superfoods and that make specific health claims, delivering health & wellness benefits rather than just taste.
2. Health Supplements - The increasing appeal of convenient and to-go functional drinks presents opportunities for manufacturers within the health supplement market to target those who prioritize performance and functionality in their packaged beverages and supplements.
3. Consumer Packaged Goods - With greater attention being paid to better nutrition and healthier options, the rules of consumer packaged goods are changing rapidly, allowing for innovation in packaging, quality of ingredients and nutritional values, especially for beverages now formulated with unique health and wellness ingredients.
