# Performance Brew Tea-based beverages are amplified with extra health benefits. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jan 21, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/performance-brew ## Key Figures - Trend score: 3.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 17, 2015 to Jul 8, 2016 - Published: Jan 21, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Performance Brew trend ### 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. ### 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. ### 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. ## What the Performance Brew trend means for industry ### For 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 for Performance Brew Trend score 3.4 out of 10, from popularity 49%, activity 46%, freshness 8%. - Popularity: 49% - Activity: 46% - Freshness: 8% ## Examples of the Performance Brew trend 5 featured examples from Mar 17, 2015 to Jul 8, 2016. - [Loose Leaf Medicinal Teas](https://www.trendhunter.com/trends/medicinal-tea): The Teatox Company Provides a Detox Program for Leaner, Cleaner Bodies (Category: Lifestyle) Implication: 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. - [Boosting Cognitive Teas](https://www.trendhunter.com/trends/brain-function): The Begutea Blends Antioxidants and Vitality to Increase Brain Function (Category: Lifestyle) Implication: Beverage companies can innovate their product lines by incorporating more natural cognitive-boosting ingredients into their offerings. - [Activity-Encouraging Teas](https://www.trendhunter.com/trends/tea-packets): Nudeytea's Tea Packets Pair Well with Health and Fitness Programs (Category: Lifestyle) Implication: 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. - [Weight Loss Tea Programs](https://www.trendhunter.com/trends/detox-tea): This 100% Natural Detox Tea Range is Designed to Help You Lose Weight (Category: Lifestyle) Implication: 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… - [Hydrating Rooibos Teas](https://www.trendhunter.com/trends/beauty-tea): This Fruity Beauty Tea is Caffeine-Free and Re-Hydrates Your Skin (Category: Lifestyle) Implication: Beauty and skincare companies can capitalize on the trend of hydrating beauty teas by creating their own specialized blends to sell to their customers. ## 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)