# Focused Beverage Beverage brands market their products’ ability to enhance focus. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 5, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/focused-beverage ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 11 to Jun 1, 2019 - Published: Jun 5, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Focused Beverage trend ### Focus-Enhancing Beverages Beverage brands are marketing products with enhanced focus capabilities to appeal to professional consumers looking for cognitive performance boosts. ### Functional Beverages Sparkling and tonic beverages offer more than hydration, adding ingredients like antioxidants, probiotics, and electrolytes to appeal to the health-conscious consumer. ### Performance-Boosting Ingredients Beet juice and other performance-enhancing ingredients are being incorporated into beverage products to appeal to active consumers. ## What the Focused Beverage trend means for industry ### For 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 for Focused Beverage Trend score 3.4 out of 10, from popularity 60%, activity 33%, freshness 8%. - Popularity: 60% - Activity: 33% - Freshness: 8% ## Examples of the Focused Beverage trend 4 featured examples from Apr 11 to Jun 1, 2019. - [Focus-Boosting Sparkling Beverages](https://www.trendhunter.com/trends/pep-talk): Naturally Caffeinated Pep Talk is Equivalent to a Small Coffee (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore new trends and flavors in the beverage industry to cater to changing consumer preferences. - [Functional Sparkling Tonics](https://www.trendhunter.com/trends/sparkling-tonics): UbU Boasts Unique Flavors & Antioxidants, Probiotics & Electrolytes (Category: Lifestyle) Implication: The beverage industry can capitalize on the trend of functional sparkling tonics by introducing healthier and flavorful alternatives to traditional soda. - [Stress-Relieving Shot Beverages](https://www.trendhunter.com/trends/nerv): Nerv Shots are Health-Centric Drinks Designed to be On-The-Go (Category: Lifestyle) Implication: The Nerv Shots exemplify the growing trend towards functional beverages and create an opportunity for the development of more stress-relieving drink options. - [Performance-Boosting Beet Juices](https://www.trendhunter.com/trends/beet-juices): Juice Performer's Beverages Support Increased Stamina & Strength (Category: Lifestyle) Implication: Disruption potential in developing specialized beet juice products for athletes. ## 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)