Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cold Brew
Cognitive
Cold brew-based beverages are infused with cognitively beneficial ingredients.
3.7
Trend score
Trend
What is the Cold Brew Cognitive trend?
Cold Brew Cognitive: 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
The consumer insight behind the Cold Brew Cognitive trend
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.
Trend themes
Themes within the Cold Brew Cognitive trend
Three behaviours holding the trend together01
Hybrid Health Functions
Combining cognitive benefits with coffee culture, cold brew beverages that offer cognitive functions give consumers multiple benefits.
02
Functional Beverages
Coffee manufacturers are offering functional ingredients to their drinks to engage health-conscious consumers in on-the-go supplement consumption.
03
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
What the Cold Brew Cognitive trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How is your brand enriching the lifestyle of its customers?
Trend signals
Trend signals for Cold Brew Cognitive
Trend score 3.7 out of 10, from popularity 56%, activity 44%, freshness 10%.
Popularity56%
Activity44%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Cold Brew Cognitive trend
5 featured examples from Mar 23, 2019 to Aug 11, 2021CategoryLifestyle
Cold-Brewed Cognitive Beverages
So Good So You's Mind Tonics Support Calm, Focus & More
This growing industry will benefit from the introduction of more cognitive health-focused drinks with functional ingredients.
CategoryLifestyle
Functional Cold Brew Shots
These Supplements Take the Form of a Shot of Cold Brew
The food and beverage industry can explore the development of functional supplements that can be consumed alone or added to various drinks.
CategoryLifestyle
Boosted Plant-Powered Cold Brews
REBBL Stacked Coffee Enhances Fair Trade Coffee with Benefits
REBBL's Stacked Coffee sets an example for the food and beverage industry to create plant-based, functional, and indulgent products that promote health and wellness.
CategoryLifestyle
Focus-Boosting Cold Brews
Peak State is Introducing a Ready-to-Drink “Functional Coffee”
The beverage industry can explore the development of functional coffee beverages, catering to consumers' increasing demand for health-focused beverages.
CategoryLifestyle
Functional Cold Brew Coffees
FitBru's Black Coffee Boasts Detoxifying Activated Charcoal
Disruptive innovation opportunity for the beverage industry to create functional coffee beverages with added benefits.
