Instant coffee brands are highlighting the health benefits in their products
Trend - Brands are elevating the instant coffee experience to serve not only convenience and efficiency but also nutrition. These health-focused product ranges are supplemented by special ingredients like CBD, mushrooms, and more.
Insight - Consumers with busy lifestyles understand the importance of keeping healthy, both physically and mentally, and their awareness is sharpened by the ongoing wellness movement that emphasizes the importance of self-care. Since convenience is incredibly important to this demographic, individuals are prioritizing healthier choices in products that enable them to save time. This allows consumers to feel better supported, without adding any more stress—pertaining to preparation or cleaning—to their day-to-day.
Insight - Consumers with busy lifestyles understand the importance of keeping healthy, both physically and mentally, and their awareness is sharpened by the ongoing wellness movement that emphasizes the importance of self-care. Since convenience is incredibly important to this demographic, individuals are prioritizing healthier choices in products that enable them to save time. This allows consumers to feel better supported, without adding any more stress—pertaining to preparation or cleaning—to their day-to-day.
Workshop Question - How might your brand combine convenience with health and wellness?
Trend Themes
1. Health-focused Instant Coffees - Instant coffee brands are emphasizing the healthy benefits in their products by offering special ingredients such as CBD and mushrooms.
2. Functional Instant Coffees - Instant coffee brands are adding functional ingredients to improve overall well-being of consumers.
3. Instant Mushroom Coffee Blends - Instant coffee brands are offering mushroom-infused coffee blends to provide a healthier alternative for consumers.
Industry Implications
1. Coffee Industry - By incorporating new ingredients and promoting instant coffee as a healthy alternative, coffee companies can meet the demands of health-conscious consumers.
2. Wellness Industry - Coffee companies can take advantage of the ongoing wellness trend by offering health-focused and functional products.
3. Fast-moving Consumer Goods (FMCG) Industry - Adding healthier options to the instant coffee sector can cater to time-poor consumers looking for convenience without sacrificing their health.
