Packaged cold brew beverages are formulated with adaptogens
Trend - The popularity of cold brews has resulted in brands in this space elevating these coffee beverages with various ingredients and benefits, which now include adaptogenic ingredients. These stress-relieving ingredients offer relaxing benefits while still promising consumers the mental alertness typically associated with cold brews.
Insight - Health-conscious consumers are frequently looking for ways to add to their daily wellness routines, but without having to inconvenience themselves. The enhancement of products that already exist in their routines but are made healthier is both convenient for these consumers and helps them move towards their personal health goals.
Insight - Health-conscious consumers are frequently looking for ways to add to their daily wellness routines, but without having to inconvenience themselves. The enhancement of products that already exist in their routines but are made healthier is both convenient for these consumers and helps them move towards their personal health goals.
Workshop Question - How could your brand elevate its customers' existing rituals and routines?
Trend Themes
1. Adaptogenic Cold Brew - Brands are elevating coffee beverages with stress-relieving adaptogenic ingredients.
2. Clean-label Coffee Beverages - Brands are using organic and sustainably sourced ingredients in their coffee beverages.
3. Functional Mushroom Cold Brews - Brands are adding functional mushrooms to coffee beverages for immune support and brain-boosting benefits.
Industry Implications
1. Coffee and Tea Industry - Companies in this industry can innovate by using adaptogenic and functional mushroom ingredients in their products.
2. Health and Wellness Industry - Companies in this industry can innovate by creating products that are clean label, organic, non-GMO and sustainably sourced.
3. Functional Beverages Industry - Companies in this industry can innovate by developing products that offer functional benefits like stress-relief, energy, and immune support.
