Brands are creating RTD and ready-to-mix coffees infused with electrolytes
Trend - Coffee brands are infusing their convenience-focused coffee products with electrolytes. These drinks are positioned as healthier alternatives to regular coffees while being served in a time-saving format. The infusion of electrolytes has been shown to improve hydration and reduce jitters.
Insight - Athletic consumers often adhere to specific diets and lifestyles, and find it difficult to incorporate their favorite products without betraying their diet or busy lifestyle. For example, many of these consumers still prefer to wake up with a coffee or tea, despite the lack of functional ingredients and prevalence of sugar in typical products in this space. Brands in this space are acknowledging these desires and are crafting convenient products that address both dietary and time constraints.
Insight - Athletic consumers often adhere to specific diets and lifestyles, and find it difficult to incorporate their favorite products without betraying their diet or busy lifestyle. For example, many of these consumers still prefer to wake up with a coffee or tea, despite the lack of functional ingredients and prevalence of sugar in typical products in this space. Brands in this space are acknowledging these desires and are crafting convenient products that address both dietary and time constraints.
Workshop Question - How could your brand expand its consumer base with alternative versions of its products or services?
Trend Themes
1. Electrolyte-infused Coffees - Brands are infusing convenience-focused coffee products with electrolytes to provide a healthier alternative to regular coffees while saving time.
2. Hydrating Coffee-based Lattes - Brands are creating hydrating lattes fortified with essential electrolytes, catering to a dehydrated population and offering convenient options for coffee lovers.
3. Hydrating Electrolyte Coffees - Brands are offering coconut water cold brews infused with electrolytes, combining caffeine and hydration in a ready-to-drink format.
Industry Implications
1. Functional Coffee Industry - This trend intersects with the functional coffee industry, where brands are innovating to offer coffee infused with electrolytes for health-conscious consumers.
2. Hydration Industry - This trend aligns with the hydration industry, as coffee brands are incorporating electrolytes to provide hydrating options for consumers on-the-go.
3. Ready-to-drink Beverage Industry - This trend relates to the ready-to-drink beverage industry, where coffee brands are creating convenient, electrolyte-infused coffee products to cater to busy lifestyles and health-conscious consumers.
