# Cold Brew Cognitive Cold brew-based beverages are infused with cognitively beneficial ingredients. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 19, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cold-brew-cognitive ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 23, 2019 to Aug 11, 2021 - Published: Mar 19, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Cold Brew Cognitive trend ### Hybrid Health Functions Combining cognitive benefits with coffee culture, cold brew beverages that offer cognitive functions give consumers multiple benefits. ### Functional Beverages Coffee manufacturers are offering functional ingredients to their drinks to engage health-conscious consumers in on-the-go supplement consumption. ### 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. ## What the Cold Brew Cognitive trend means for industry ### For 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 for Cold Brew Cognitive Trend score 3.7 out of 10, from popularity 56%, activity 44%, freshness 10%. - Popularity: 56% - Activity: 44% - Freshness: 10% ## Examples of the Cold Brew Cognitive trend 5 featured examples from Mar 23, 2019 to Aug 11, 2021. - [Cold-Brewed Cognitive Beverages](https://www.trendhunter.com/trends/mind-tonics): So Good So You's Mind Tonics Support Calm, Focus & More (Category: Lifestyle) Implication: This growing industry will benefit from the introduction of more cognitive health-focused drinks with functional ingredients. - [Functional Cold Brew Shots](https://www.trendhunter.com/trends/shot-of-cold-brew): These Supplements Take the Form of a Shot of Cold Brew (Category: Lifestyle) Implication: The food and beverage industry can explore the development of functional supplements that can be consumed alone or added to various drinks. - [Boosted Plant-Powered Cold Brews](https://www.trendhunter.com/trends/stacked-coffee): REBBL Stacked Coffee Enhances Fair Trade Coffee with Benefits (Category: Lifestyle) Implication: 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. - [Focus-Boosting Cold Brews](https://www.trendhunter.com/trends/peak-state): Peak State is Introducing a Ready-to-Drink “Functional Coffee” (Category: Lifestyle) Implication: The beverage industry can explore the development of functional coffee beverages, catering to consumers' increasing demand for health-focused beverages. - [Functional Cold Brew Coffees](https://www.trendhunter.com/trends/functional-coffee): FitBru's Black Coffee Boasts Detoxifying Activated Charcoal (Category: Lifestyle) Implication: Disruptive innovation opportunity for the beverage industry to create functional coffee beverages with added benefits. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)