# Pragmatic Energy Gen Z responds to high-performance, low-ritual caffeine. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Nov 7, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pragmatic-energy ## Key Figures - Trend score: 4.1/10 - Evidence articles: 8 ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Jun 20, 2016 to Feb 17, 2018 - Published: Nov 7, 2016 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Pragmatic Energy trend ### 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. ### 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. ### 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. ## What the Pragmatic Energy trend means for industry ### For 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 for Pragmatic Energy Trend score 4.1 out of 10, from popularity 60%, activity 54%, freshness 8%. - Popularity: 60% - Activity: 54% - Freshness: 8% ## Examples of the Pragmatic Energy trend 8 featured examples from Jun 20, 2016 to Feb 17, 2018. - [Functional Sparkling Beverages](https://www.trendhunter.com/trends/glow-beverages): GLOW Beverages Now Makes Drinks to Boost Hydration and Energy (Category: Lifestyle) Implication: Glow Beverages' new functional sparkling drinks could disrupt the functional beverage market, offering low-calorie, natural alternatives to traditional sports drinks, energy drink… - [Organic Energy Drinks](https://www.trendhunter.com/trends/amp-energy): PepsiCo's Expanded Amp Energy Range Introduces Better-for-You Options (Category: Lifestyle) Implication: 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. - [Oxygenated Water Shots](https://www.trendhunter.com/trends/oxigen): OXiGEN's Shot Amplifies the Benefits of Drinking Oxygenated Water (Category: Lifestyle) Implication: 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. - [Energizing Bottled Water](https://www.trendhunter.com/trends/water-joe): 'Water Joe' is a Zero-Calorie Beverage Infused with Tasteless Caffeine (Category: Lifestyle) Implication: An industry involved in the production and distribution of natural, zero-calorie refreshments with added health benefits. - [Chewable Coffee Cubes](https://www.trendhunter.com/trends/chewable-coffee): Each of Go Cubes' Bite-Sized Products Equals Half a Cup of Coffee (Category: Lifestyle) Implication: 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… - [Chewable Energy Supplements](https://www.trendhunter.com/trends/chewable-energy-supplement): The Glukos Energy Tablets Are Vegan-Friendly and Caffeine-Free (Category: Lifestyle) Implication: The compact and innovative energy tablets fit into the broader health supplements market, addressing the need for convenient energy sources. - [Caffeinated Chewing Gums](https://www.trendhunter.com/trends/caffeine-gum): Energy Bombs' New Caffeine Gums are Infused With Essential Vitamins (Category: Lifestyle) Implication: The caffeine gum's inclusion of essential vitamins aligns with the growing market for health-focused supplements. - [Superlatively Strong Coffee](https://www.trendhunter.com/trends/ass-kicker): The 'Ass Kicker' from Viscous Coffee Contains 5 Grams of Caffeine (Category: Lifestyle) Implication: Specialty coffee shops can capitalize on the demand for high-caffeine beverages by offering unique and potent coffee concoctions to attract caffeine enthusiasts. ## 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)