Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pragmatic
Energy
Gen Z responds to high-performance, low-ritual caffeine.
4.1
Trend score
Trend
What is the Pragmatic Energy trend?
Pragmatic Energy: In the context of consumption, Generation Z's diminishing attention span has manifested in a risen interest in Soylent, snack-like mini-meals, and desire for high-performance, low-ritual energy. Though this is due in part to a need for hyper-convenience, this desire for minimalist consumption also signifies the opposing values of Generation Z to Millennials in a preference for performance over lifestyle.
Trend themes
Themes within the Pragmatic Energy trend
Three behaviours holding the trend together01
Minimalist Consumption
Gen Z's desire for high-performance, low-ritual energy signifies an opposing value to Millennials in a preference for performance over lifestyle.
02
Chewable Energy Supplements
Energy supplements presented in the form of chewable tablets provide a compact option to carry around and enjoy an energy boost on the go.
03
Better-for-You Alternatives
Consumers are seeking out better-for-you alternatives that are made with minimal ingredients, as well as call out the addition of natural ingredients and healthier substitutes for common ingredients.
Industry implications
What the Pragmatic Energy trend means for industry
Where the trend changes the playbookFor
Health and Wellness
Innovations such as oxygenated water shots and chewable energy supplements present disruptive opportunities for companies in the health and wellness industry.
For
Beverage Industry
Disruptive innovations such as organic energy drinks and functional sparkling beverages indicate opportunities in the beverage industry to appeal to consumers seeking healthier alternatives.
For
Convenience Industry
The rise of minimalist consumption and chewable energy supplements provide opportunities for businesses in the convenience industry to offer easy-to-carry and on-the-go options for busy consumers.
Workshop question
How could your brand provide consumers with a "bite-sized" version of your current offering?
Trend signals
Trend signals for Pragmatic Energy
Trend score 4.1 out of 10, from popularity 60%, activity 54%, freshness 8%.
Popularity60%
Activity54%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pragmatic Energy trend
8 featured examples from Jun 20, 2016 to Feb 17, 2018CategoryLifestyle
Functional Sparkling Beverages
GLOW Beverages Now Makes Drinks to Boost Hydration and Energy
Glow Beverages' new functional sparkling drinks could disrupt the functional beverage market, offering low-calorie, natural alternatives to traditional sports drinks, energy drink…
CategoryLifestyle
Organic Energy Drinks
PepsiCo's Expanded Amp Energy Range Introduces Better-for-You Options
The beverage industry can capitalize on the trend towards organic energy drinks by developing new products that cater to health-conscious consumers seeking better-for-you options.
CategoryLifestyle
Oxygenated Water Shots
OXiGEN's Shot Amplifies the Benefits of Drinking Oxygenated Water
The sports and fitness industry can benefit from highly concentrated wellness products like OXiGEN's oxygenated water shots, which offer improved endurance and recovery times.
CategoryLifestyle
Energizing Bottled Water
'Water Joe' is a Zero-Calorie Beverage Infused with Tasteless Caffeine
An industry involved in the production and distribution of natural, zero-calorie refreshments with added health benefits.
CategoryLifestyle
Chewable Coffee Cubes
Each of Go Cubes' Bite-Sized Products Equals Half a Cup of Coffee
Disruptive innovation opportunity: Explore the development of innovative food and beverage products that cater to the needs of busy individuals seeking quick and convenient energy…
CategoryLifestyle
Chewable Energy Supplements
The Glukos Energy Tablets Are Vegan-Friendly and Caffeine-Free
The compact and innovative energy tablets fit into the broader health supplements market, addressing the need for convenient energy sources.
CategoryLifestyle
Caffeinated Chewing Gums
Energy Bombs' New Caffeine Gums are Infused With Essential Vitamins
The caffeine gum's inclusion of essential vitamins aligns with the growing market for health-focused supplements.
CategoryLifestyle
Superlatively Strong Coffee
The 'Ass Kicker' from Viscous Coffee Contains 5 Grams of Caffeine
Specialty coffee shops can capitalize on the demand for high-caffeine beverages by offering unique and potent coffee concoctions to attract caffeine enthusiasts.
