Canned teas are formulated to promote relaxation and induce sleep
Trend - Brands are subverting the idea that evening nightcaps can only be hot drinks or alcoholic with canned teas formulated with calming ingredients. The natural ingredients in these teas offer a healthier alternative to alcohol-based nightcaps, and a more convenient alternative to steeped teas.
Insight - With North American consumers' continued interest in the wellness industry, they're consuming less alcohol and other beverages they consider unhealthy. This has resulted in a growing interest for small or artisanal brands that are adapting faster to their desire for healthy ingredients, transparent labelling practices and functional benefits. As consumers' day-to-day rituals change, they're seeking out brands that align with their desire for health and convenience simultaneously.
Insight - With North American consumers' continued interest in the wellness industry, they're consuming less alcohol and other beverages they consider unhealthy. This has resulted in a growing interest for small or artisanal brands that are adapting faster to their desire for healthy ingredients, transparent labelling practices and functional benefits. As consumers' day-to-day rituals change, they're seeking out brands that align with their desire for health and convenience simultaneously.
Workshop Question - How could your brand better prioritize both health and convenience in new products?
Trend Themes
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Canned Teas with Calming Ingredients — Brands are subverting the idea that evening nightcaps can only be hot drinks or alcoholic with canned teas formulated with calming ingredients.
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Interest in Healthier Ingredients — Consumers' desire for healthy ingredients, transparent labeling practices, and functional benefits is driving a growing interest in small or artisanal brands.
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Convenience and Wellness — Consumers are seeking out brands that align with their desire for health and convenience simultaneously.
Industry Implications
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Functional Beverages — Brands in the functional beverages industry can explore the use of calming ingredients to offer healthier alternatives to traditional nightcaps.
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Wellness and Self-care — Wellness brands can cater to consumers' interest in healthier ingredients and functional benefits by offering convenient and calming products.
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Artisanal and Small Brands — Small or artisanal brands that prioritize transparency and healthy ingredients can capitalize on consumers' desire for healthier and more convenient nightly rituals.
