Iced energy beverages address consumer concerns for extra vitality
Implications - With a world moving at hyper-speed, the energy found in a traditional cup of coffee is no longer enough to satiate many consumers. Instead of drinking more coffee, these consumers are switching to iced coffee fortified with natural, energy-boosting ingredients for long-term results. Hybrid beverages will continue to succeed within this cult of convenience, as consumers increasingly gravitate toward single products that satisfy multiple needs.
Workshop Question - What could your brand do to appeal to consumers' desire for a quick energy fix?
Trend Themes
1. Fortified Energy Beverages - As concern about caffeine intake grows, consumers are looking for alternative drinks fortified with natural ingredients to boost energy.
2. Hybrid Beverages - Consumers are gravitating towards single products that satisfy multiple needs, which has created a demand for innovative hybrid drinks.
3. Clean Energy Drinks - With growing emphasis on health and wellness, consumers are seeking healthier, organic, and fair-trade energy drinks to satisfy their needs.
Industry Implications
1. Health Food Industry - Trend toward added natural ingredients and organic, fair-trade ingredients to energy drinks creates disruptive innovation opportunity in the health food industry.
2. Beverage Industry - Growing interest in hybrid beverages presents an opportunity for innovation in the beverage industry to create unique and functional blends.
3. Athletic Product Industry - Development of clean energy drinks targeted at athletes and busy professionals creates opportunity for innovation in the athletic product industry.
