Category
Lifestyle
Assisted Choices
Trend cluster
Category
Enriched
Java
Coffee's antioxidant properties are elevated and highlighted.
3.8
Trend score
Trend
What is the Enriched Java trend?
Enriched Java: 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.
Trend themes
Themes within the Enriched Java trend
Three behaviours holding the trend together01
Antioxidant-rich coffee
The trend of offering coffee with natural antioxidant properties or enhancing coffee with added antioxidants is gaining traction.
02
Vitamin-enriched beverages
Beverages enriched with vitamins and minerals, including coffee and tea, provide consumers with a convenient way to get their daily vitamins.
03
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
What the Enriched Java trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How could your brand cater to emerging consumer preferences within its area of expertise?
Trend signals
Trend signals for Enriched Java
Trend score 3.8 out of 10, from popularity 54%, activity 51%, freshness 8%.
Popularity54%
Activity51%
Freshness8%
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 Enriched Java trend
5 featured examples from May 1, 2017 to Jun 9, 2018CategoryLifestyle
Coffee-Tea Blends
'Teagosa' Makes Coffee Blended with Tea Contatining Cognitive Enhancers
Teagosa is disrupting traditional coffee and tea consumption patterns by combining the two and offering cognitive-enhancing benefits.
CategoryLifestyle
Antioxidant Iced Coffees
The New Ready-to-Drink Max Iced Coffee is Enriched with Benefits
Opportunity for coffee brands to innovate and launch new product lines with functional benefits to cater to consumer preferences.
CategoryLifestyle
Vitamin-Enriched Coffee Pods
VitaCup's Vitamin Coffee Pods Contain Vitamins B, D and Antioxidants
Coffee brands can explore the addition of essential vitamins and other health-focused ingredients to their pod-based drinks for a competitive edge.
CategoryLifestyle
Mineral-Rich Coffees
AlphaMind Coffee Boasts Nutritious Vitamins and Minerals
Coffee companies can infuse their products with vitamins and minerals, creating a new niche within the coffee industry.
CategoryLifestyle
Vitamin-Infused Coffee Products
This Brand Offers Nutritious Coffee with Vitamins
Disruptive innovation opportunity for beverage manufacturers to create unique vitamin-infused products.
