Coffee-based beverages tout their calming effects
Trend - Coffee-based beverages in the CPG space are typically assumed to be energizing due to their caffeine content, but some brands in this space are producing coffee drinks that promise both mental alertness and "calming" or "soothing" benefits. These products aim to counter some of the less-wanted side effects of caffeine, like elevated anxiety.
Insight - When it comes to products that have been staples in consumers' lives for as long as they can remember, many tend to remain loyal to a select few brands that they know they can consistently rely on. For consumers to want to switch to new habits or at the very least try something new in these spaces, they require that emerging brands offer them something unexpected. Offering unlikely formulas, benefits, or functions in standard items effectively captures the attention of those who have already established habits and traditions.
Insight - When it comes to products that have been staples in consumers' lives for as long as they can remember, many tend to remain loyal to a select few brands that they know they can consistently rely on. For consumers to want to switch to new habits or at the very least try something new in these spaces, they require that emerging brands offer them something unexpected. Offering unlikely formulas, benefits, or functions in standard items effectively captures the attention of those who have already established habits and traditions.
Workshop Question - How could your brand reformat or reposition one of its products/services in an unlikely way?
Trend Themes
1. Functional Beverages - Functional beverages with added benefits are becoming increasingly popular, as consumers look for ways to enhance their health holistically.
2. Adaptogens - Consumers are gravitating towards beverages and foods that include adaptogenic ingredients, which help to reduce stress and improve cognitive functions.
3. Combining Coffee with Health Benefits - Brands are exploring ways to combine coffee with functional ingredients to provide a healthier alternative for consumers.
Industry Implications
1. Coffee Industry - The coffee industry is incorporating new strategies to meet the demand for healthier coffee products with functional benefits.
2. Functional Beverage Industry - The functional beverage industry is growing as consumers look for new ways to boost their health and wellness.
3. Health and Wellness Industry - The health and wellness industry is incorporating ingredients like mushrooms and adaptogens to provide natural solutions for stress, anxiety, and cognitive functions.
