Category
Lifestyle
Assisted Choices
Trend cluster
Category
Focused
Beverage
Beverage brands market their products’ ability to enhance focus.
3.4
Trend score
Trend
What is the Focused Beverage trend?
Focused Beverage: Brands within the beverage space are elevating their marketing strategies by promising enhanced focus in the products they offer. This is occurring across different types of beverages including sparkling drinks, juices, and much smaller products that are only used for enhanced cognitive effects.
Insight
The consumer insight behind the Focused Beverage trend
Some professional consumers are looking for products to increase their cognitive performance in order to get a competitive edge in their day to day lives. These consumers are often working long hours, and are expected to be responsive even during leisure time. As a result, consumers believe cognitive enhancements could help them get through their busy schedules.
Trend themes
Themes within the Focused Beverage trend
Three behaviours holding the trend together01
Focus-Enhancing Beverages
Beverage brands are marketing products with enhanced focus capabilities to appeal to professional consumers looking for cognitive performance boosts.
02
Functional Beverages
Sparkling and tonic beverages offer more than hydration, adding ingredients like antioxidants, probiotics, and electrolytes to appeal to the health-conscious consumer.
03
Performance-Boosting Ingredients
Beet juice and other performance-enhancing ingredients are being incorporated into beverage products to appeal to active consumers.
Industry implications
What the Focused Beverage trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can leverage these trends to create functional, performance-boosting products that appeal to young, health-conscious, and professional consumers.
For
Sports Nutrition Industry
Sports nutrition brands can incorporate performance-enhancing ingredients like beet juice into their products to appeal to active consumers looking to improve their stamina and strength.
For
Health and Wellness Industry
The health and wellness industry can capitalize on the appeal of functional and focus-enhancing products by incorporating these trends into their own offerings.
Workshop question
How could your brand prioritize the wellness craze?
Trend signals
Trend signals for Focused Beverage
Trend score 3.4 out of 10, from popularity 60%, activity 33%, freshness 8%.
Popularity60%
Activity33%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Focused Beverage trend
4 featured examples from Apr 11 to Jun 1, 2019CategoryLifestyle
Focus-Boosting Sparkling Beverages
Naturally Caffeinated Pep Talk is Equivalent to a Small Coffee
Disruptive innovation opportunity: Explore new trends and flavors in the beverage industry to cater to changing consumer preferences.
CategoryLifestyle
Functional Sparkling Tonics
UbU Boasts Unique Flavors & Antioxidants, Probiotics & Electrolytes
The beverage industry can capitalize on the trend of functional sparkling tonics by introducing healthier and flavorful alternatives to traditional soda.
CategoryLifestyle
Stress-Relieving Shot Beverages
Nerv Shots are Health-Centric Drinks Designed to be On-The-Go
The Nerv Shots exemplify the growing trend towards functional beverages and create an opportunity for the development of more stress-relieving drink options.
CategoryLifestyle
Performance-Boosting Beet Juices
Juice Performer's Beverages Support Increased Stamina & Strength
Disruption potential in developing specialized beet juice products for athletes.
