Category
Lifestyle
Assisted Choices
Trend cluster
Category
Performance
Brew
Tea-based beverages are amplified with extra health benefits.
3.4
Trend score
Trend
What is the Performance Brew trend?
Performance Brew: Beyond championing the perceived benefits of tea in comparison to coffee, manufacturers are amplifying the drink itself to act as a super, performance-enhanced beverage, rather than one of calm and relaxation. This progression speaks to the evolution of the modern consumer into someone who prefers conscious consumption to passive enjoyment.
Trend themes
Themes within the Performance Brew trend
Three behaviours holding the trend together01
Performance-Enhanced Beverages
Manufacturers are amplifying tea to act as a super, performance-enhanced beverage, rather than one of calm and relaxation, providing valuable health benefits for consumers with an active lifestyle.
02
Detox Tea Programs
Tea companies are providing 100% natural loose leaf medicinal tea blends that aid in a person's detoxification plan, ideal for people who are health conscious and who prefer conscious consumption to passive enjoyment.
03
Boosting Cognitive Function
Breweries are focusing on tea blends that enhance cognitive function and alertness, providing a more wholesome alternative to stimulating the mind and body compared to energy drinks or capsules.
Industry implications
What the Performance Brew trend means for industry
Where the trend changes the playbookFor
Wellness & Health
Consumers are gravitating towards tea over coffee due to an increased focus on conscious consumption for optimal health, leading to disruptive innovation opportunities for performance-enhanced beverages and detox programs.
For
Beauty & Cosmetics
Beauty beverages are emerging that contain hydrating properties, such as tea-based products that hydrate drinkers from the inside out, creating opportunities for cosmetic brands to further expand their product lines with such wellness-focused offerings.
For
Fitness & Sports Nutrition
There is opportunity for tea companies to create products that pair well with health and fitness plans, such as tea packets with herbs and antioxidants that boost cognitive function, offering a natural alternative to energy drinks or capsules.
Workshop question
How can you improve the way consumers see your product to be more beneficial as part of their lives and/or daily routine?
Trend signals
Trend signals for Performance Brew
Trend score 3.4 out of 10, from popularity 49%, activity 46%, freshness 8%.
Popularity49%
Activity46%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Performance Brew trend
5 featured examples from Mar 17, 2015 to Jul 8, 2016CategoryLifestyle
Loose Leaf Medicinal Teas
The Teatox Company Provides a Detox Program for Leaner, Cleaner Bodies
The Teatox Company's loose leaf medicinal teas cater to the growing demand for natural and holistic detox solutions within the health and wellness industry.
CategoryLifestyle
Boosting Cognitive Teas
The Begutea Blends Antioxidants and Vitality to Increase Brain Function
Beverage companies can innovate their product lines by incorporating more natural cognitive-boosting ingredients into their offerings.
CategoryLifestyle
Activity-Encouraging Teas
Nudeytea's Tea Packets Pair Well with Health and Fitness Programs
The tea industry can capitalize on the growing trend of health and wellness by creating detox tea blends that are tailored to specific demographics and fitness goals.
CategoryLifestyle
Weight Loss Tea Programs
This 100% Natural Detox Tea Range is Designed to Help You Lose Weight
The tea industry can explore the trend of detox tea programs for weight loss and leverage natural ingredients and customization to innovate and differentiate their product offerin…
CategoryLifestyle
Hydrating Rooibos Teas
This Fruity Beauty Tea is Caffeine-Free and Re-Hydrates Your Skin
Beauty and skincare companies can capitalize on the trend of hydrating beauty teas by creating their own specialized blends to sell to their customers.
