# Functional Caffeine Ready to drink coffee goes premium with the inclusion of new ingredients. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 1, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/functional-caffeine ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 22, 2016 to Feb 10, 2017 - Published: Mar 1, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Functional Caffeine trend ### 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. ### 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. ### 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. ## What the Functional Caffeine trend means for industry ### For 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 for Functional Caffeine Trend score 3.5 out of 10, from popularity 47%, activity 50%, freshness 8%. - Popularity: 47% - Activity: 50% - Freshness: 8% ## Examples of the Functional Caffeine trend 6 featured examples from Jan 22, 2016 to Feb 10, 2017. - [Probiotic Coffee Beverages](https://www.trendhunter.com/trends/coffee-and-probiotics): This 'Jus by Julie' Drink Combines Coffee and Probiotics (Category: Lifestyle) Implication: The coffee industry can explore disruptive innovations by incorporating probiotics into their product offerings. - [Caffeinated Coconut Water](https://www.trendhunter.com/trends/coffee-water): Harmless Harvest's Coffee Water is Equivalent to Half an Espresso Shot (Category: Lifestyle) Implication: 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… - [Prepackaged QSR Coffees](https://www.trendhunter.com/trends/iced-coffee-beverages): The Dunkin' Donuts Bottled Iced Coffee Beverages are High-Quality (Category: Lifestyle) Implication: 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. - [Hawaiian Cold Brew Brands](https://www.trendhunter.com/trends/konared): KonaRed Makes Flavored Cold Brew from Hawaiian Coffee Beans (Category: Lifestyle) Implication: 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… - [Mango Coffee Beverages](https://www.trendhunter.com/trends/mango-coffee): 28 COFFEE Makes an Exotic Mango-Toffee Flavor That's Served Cold (Category: Lifestyle) Implication: Innovative flavors and benefits like lactose-free and convenient grab-and-go packaging can stand out in a crowded industry. - [Latte-Inspired Protein Shakes](https://www.trendhunter.com/trends/slim-secrets): This Slim Secrets Drink is Branded as a 'Protein Indulgence Shake' (Category: Lifestyle) Implication: This trend presents opportunities for nutrition, supplement and health-focused companies. ## 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)