Category
Lifestyle
Assisted Choices
Trend cluster
Category
Healthy
Instant
Instant coffee brands are highlighting the health benefits in their products.
3.0
Trend score
Trend
What is the Healthy Instant trend?
Healthy Instant: Brands are elevating the instant coffee experience to serve not only convenience and efficiency but also nutrition. These health-focused product ranges are supplemented by special ingredients like CBD, mushrooms, and more.
Insight
The consumer insight behind the Healthy Instant trend
Consumers with busy lifestyles understand the importance of keeping healthy, both physically and mentally, and their awareness is sharpened by the ongoing wellness movement that emphasizes the importance of self-care. Since convenience is incredibly important to this demographic, individuals are prioritizing healthier choices in products that enable them to save time. This allows consumers to feel better supported, without adding any more stress—pertaining to preparation or cleaning—to their day-to-day.
Trend themes
Themes within the Healthy Instant trend
Three behaviours holding the trend together01
Health-focused Instant Coffees
Instant coffee brands are emphasizing the healthy benefits in their products by offering special ingredients such as CBD and mushrooms.
02
Functional Instant Coffees
Instant coffee brands are adding functional ingredients to improve overall well-being of consumers.
03
Instant Mushroom Coffee Blends
Instant coffee brands are offering mushroom-infused coffee blends to provide a healthier alternative for consumers.
Industry implications
What the Healthy Instant trend means for industry
Where the trend changes the playbookFor
Coffee Industry
By incorporating new ingredients and promoting instant coffee as a healthy alternative, coffee companies can meet the demands of health-conscious consumers.
For
Wellness Industry
Coffee companies can take advantage of the ongoing wellness trend by offering health-focused and functional products.
For
Fast-moving consumer goods (FMCG) Industry
Adding healthier options to the instant coffee sector can cater to time-poor consumers looking for convenience without sacrificing their health.
Workshop question
How might your brand combine convenience with health and wellness?
Trend signals
Trend signals for Healthy Instant
Trend score 3.0 out of 10, from popularity 48%, activity 35%, freshness 9%.
Popularity48%
Activity35%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Healthy Instant trend
4 featured examples from Apr 8 to Sep 13, 2020CategoryLifestyle
Instant Mushroom Coffee Blends
Sayan's Mushroom Coffee Blend is for Energy, Clarity, and Wellness
Opportunity for coffee manufacturers to explore the mushroom coffee blend trend and incorporate functional ingredients to develop innovative instant coffee products that cater to…
CategoryMarketing
CBD-Enriched Instant Coffees
The CBD Living Instant Coffee Comes in Three Varieties
By adding CBD to coffee the industry can tap into the rising health and wellness trends to potentially increase sales and become more innovative.
CategoryMarketing
Functional Instant Coffees
The Phenolaeis Instant Coffee Has the Palm Fruit Bioactive Complex
The coffee industry can tap into the trend by developing and marketing functional instant coffee products that cater to consumers' wellness needs.
CategoryLifestyle
Instant Mushroom Coffees
Z Natural Foods' Organic Instant Mushroom Coffee is Highly Nutritious
The health and wellness industry can tap into the trend of functional superfood beverages, like Z Natural Foods' Organic Instant Mushroom Coffee, by developing and marketing innov…
