Steeped teas and coffee beverages adopt probiotic enhancements
Trend - Brands within tea and coffee industries are offering enhancements to their products in the form of added probiotic cultures. This shift comes as these brands are now required to compete with the growing kombucha category, and also caters to consumers' desire for multiple benefits to the products they purchase.
Insight - Facing an overwhelming number of choices in the food and beverage market, North Americans are still consuming the items they're accustomed to, but are more frequently seeking out those same products with added benefits. Whether those enhancements are related to health or packaging design, consumers are not necessarily moving away from tradition, but are expecting that brands keep up with their contemporary needs. Priorities like branding and health-based enhancements allow consumers to justify purchase decisions in oversaturated markets.
Insight - Facing an overwhelming number of choices in the food and beverage market, North Americans are still consuming the items they're accustomed to, but are more frequently seeking out those same products with added benefits. Whether those enhancements are related to health or packaging design, consumers are not necessarily moving away from tradition, but are expecting that brands keep up with their contemporary needs. Priorities like branding and health-based enhancements allow consumers to justify purchase decisions in oversaturated markets.
Workshop Question - How could your brand add an additional element to its current product/service?
Trend Themes
1. Enhanced Beverages - Tea and coffee brands are offering added probiotic cultures to their products in order to compete with the growing kombucha category, reflecting consumers' desire for multiple benefits in the products they purchase.
2. Functional Beverages - Brands are offering unique blends of kombucha, coffee, tea, and water that go beyond conventional caffeine shots to include natural health benefits, protein, and vitamins.
3. Probiotic Teas and Coffees - Tea and coffee brands are enriching their products with beneficial bacteria and probiotics to support digestive and immune health, amplifying the inherent health benefits of these hot beverages.
Industry Implications
1. Food and Beverage - These trends are relevant to the food and beverage industry, which must keep up with consumers' contemporary needs and offer enhancements to traditional products.
2. Health and Wellness - These trends reflect consumers' desire for natural health benefits in the products they consume, making them relevant to the health and wellness industry.
3. Packaging Design - Priorities like branding and packaging design allow consumers to justify purchase decisions in oversaturated markets, making them a relevant industry for these trends to consider.
