Coffee's antioxidant properties are elevated and highlighted
Implications - Brands that offer coffee are highlighting the natural antioxidant properties of the beverages, or are actually enhancing them by infusing them with extra antioxidants. Where once coffee was perceived as being unhealthy because of the sugary and calorie-rich additives that consumers became accustomed to, the rise of craft coffee culture has extended to include this deliberate shift in marketing that appeals to consumers' nutrition-related preferences.
Workshop Question - How could your brand cater to emerging consumer preferences within its area of expertise?
Trend Themes
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Antioxidant-rich Coffee — The trend of offering coffee with natural antioxidant properties or enhancing coffee with added antioxidants is gaining traction.
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Vitamin-enriched Beverages — Beverages enriched with vitamins and minerals, including coffee and tea, provide consumers with a convenient way to get their daily vitamins.
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Functional Coffee Products — The launch of coffee products with added functional benefits, such as cognitive enhancers, caffeine and vitamins, is a new trend in the coffee industry.
Industry Implications
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Food and Beverage — These trends will influence the food and beverage industry, packaging companies and flavoring companies that cater to the growing demand for functional, nutritious coffee and tea products. Companies in the food and beverage sector can leverage these trends to create innovative products with functional benefits or enhance existing products.
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Health and Wellness — The increasing demand for vitamin-enriched and antioxidant-rich coffee and tea products is an opportunity for companies in the health and wellness sector to expand their offerings. These products can cater to consumers looking for convenient ways to consume their daily vitamins and minerals.
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Retail and Packaging — Retailers can benefit from these trends by marketing or stocking functional coffee and tea products. Packaging companies can create innovative packaging solutions that help preserve the vitamins and nutrients in these products.
