# Enriched Java Coffee's antioxidant properties are elevated and highlighted. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 12, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/enriched-java ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 1, 2017 to Jun 9, 2018 - Published: Jun 12, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Enriched Java trend ### Antioxidant-rich coffee The trend of offering coffee with natural antioxidant properties or enhancing coffee with added antioxidants is gaining traction. ### Vitamin-enriched beverages Beverages enriched with vitamins and minerals, including coffee and tea, provide consumers with a convenient way to get their daily vitamins. ### 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. ## What the Enriched Java trend means for industry ### For 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 for Enriched Java Trend score 3.8 out of 10, from popularity 54%, activity 51%, freshness 8%. - Popularity: 54% - Activity: 51% - Freshness: 8% ## Examples of the Enriched Java trend 5 featured examples from May 1, 2017 to Jun 9, 2018. - [Coffee-Tea Blends](https://www.trendhunter.com/trends/teagosa-coffee): 'Teagosa' Makes Coffee Blended with Tea Contatining Cognitive Enhancers (Category: Lifestyle) Implication: Teagosa is disrupting traditional coffee and tea consumption patterns by combining the two and offering cognitive-enhancing benefits. - [Antioxidant Iced Coffees](https://www.trendhunter.com/trends/max-iced-coffee): The New Ready-to-Drink Max Iced Coffee is Enriched with Benefits (Category: Lifestyle) Implication: Opportunity for coffee brands to innovate and launch new product lines with functional benefits to cater to consumer preferences. - [Vitamin-Enriched Coffee Pods](https://www.trendhunter.com/trends/vitamin-coffee): VitaCup's Vitamin Coffee Pods Contain Vitamins B, D and Antioxidants (Category: Lifestyle) Implication: Coffee brands can explore the addition of essential vitamins and other health-focused ingredients to their pod-based drinks for a competitive edge. - [Mineral-Rich Coffees](https://www.trendhunter.com/trends/alphamind): AlphaMind Coffee Boasts Nutritious Vitamins and Minerals (Category: Lifestyle) Implication: Coffee companies can infuse their products with vitamins and minerals, creating a new niche within the coffee industry. - [Vitamin-Infused Coffee Products](https://www.trendhunter.com/trends/coffee-with-vitamins): This Brand Offers Nutritious Coffee with Vitamins (Category: Lifestyle) Implication: Disruptive innovation opportunity for beverage manufacturers to create unique vitamin-infused products. ## 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)