Category
Lifestyle
Assisted Choices
Trend cluster
Category
Functional
Caffeine
Ready to drink coffee goes premium with the inclusion of new ingredients.
3.5
Trend score
Trend
What is the Functional Caffeine trend?
Functional Caffeine: Though it is a small segment, ready-to-drink coffee is steadily growing amongst coffee drinkers. Moving away from the bottled frappuccino format, consumers are gravitating towards premium, better-for-you products, that guarantee not only energy, but also added health benefits addressing fatigue, immunity and digestion. The inclusion of upleveled ingredients is what communicates these added benefits, suggesting that consumers are not only attune to buzz words and phrases, but also pay attention to specific and ingredients as they emerge.
Trend themes
Themes within the Functional Caffeine trend
Three behaviours holding the trend together01
Functional Ingredients
Consumers are gravitating towards premium, better-for-you products, that guarantee not only energy, but also added health benefits addressing fatigue, immunity and digestion, communicating these added benefits through upleveled ingredients.
02
Cold Brew Varieties
The demand for craft cold brew in new and innovative flavor options is growing, leading to companies like KonaRed capitalizing on the popularity of cold brew in enticing flavors and varieties.
03
Prepackaged QSR Coffees
The Dunkin' Donuts Bottled Iced Coffee Beverages demonstrate the trend towards high-quality, convenient prepackaged coffee beverages that cater to different consumer demographics.
Industry implications
What the Functional Caffeine trend means for industry
Where the trend changes the playbookFor
Health Food and Beverages
Companies can innovate by incorporating functional ingredients in their food and beverage products, appealing to health-conscious consumers.
For
Coffee and Tea
The cold brew trend is shaping growth opportunities for coffee and tea companies to expand their product line and respond to consumer demand for unique, flavorful options.
For
Packaged Foods and Beverages
The trend towards prepackaged QSR coffee beverages opens opportunities for companies to develop and distribute high-quality coffee beverages that cater to different consumer demographics.
Workshop question
Consumers are looking to get added benefits from all aspects of their lifestyle. How can your brand incorporate an additional boost that promotes health and wellness for consumers?
Trend signals
Trend signals for Functional Caffeine
Trend score 3.5 out of 10, from popularity 47%, activity 50%, freshness 8%.
Popularity47%
Activity50%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Functional Caffeine trend
6 featured examples from Jan 22, 2016 to Feb 10, 2017CategoryLifestyle
Probiotic Coffee Beverages
This 'Jus by Julie' Drink Combines Coffee and Probiotics
The coffee industry can explore disruptive innovations by incorporating probiotics into their product offerings.
CategoryLifestyle
Caffeinated Coconut Water
Harmless Harvest's Coffee Water is Equivalent to Half an Espresso Shot
The beverage industry has the opportunity to capitalize on the demand for flavored, caffeinated water alternatives and create innovative and appealing products for health-consciou…
CategoryLifestyle
Prepackaged QSR Coffees
The Dunkin' Donuts Bottled Iced Coffee Beverages are High-Quality
The ready-to-drink coffee trend presents an opportunity for companies in the beverage industry to offer new and innovative coffee products to meet the demand for convenience.
CategoryLifestyle
Hawaiian Cold Brew Brands
KonaRed Makes Flavored Cold Brew from Hawaiian Coffee Beans
The expansion of flavor options in KonaRed's cold brew products highlights the disruptive innovation opportunities for coffee companies looking to tap into the growing demand for…
CategoryLifestyle
Mango Coffee Beverages
28 COFFEE Makes an Exotic Mango-Toffee Flavor That's Served Cold
Innovative flavors and benefits like lactose-free and convenient grab-and-go packaging can stand out in a crowded industry.
CategoryLifestyle
Latte-Inspired Protein Shakes
This Slim Secrets Drink is Branded as a 'Protein Indulgence Shake'
This trend presents opportunities for nutrition, supplement and health-focused companies.
