Tea-based beverages are amplified with extra health benefits
Implications - Beyond championing the perceived benefits of tea in comparison to coffee, manufacturers are amplifying the drink itself to act as a super, performance-enhanced beverage, rather than one of calm and relaxation. This progression speaks to the evolution of the modern consumer into someone who prefers conscious consumption to passive enjoyment.
Workshop Question - How can you improve the way consumers see your product to be more beneficial as part of their lives and/or daily routine?
Trend Themes
1. Performance-enhanced Beverages - Manufacturers are amplifying tea to act as a super, performance-enhanced beverage, rather than one of calm and relaxation, providing valuable health benefits for consumers with an active lifestyle.
2. Detox Tea Programs - Tea companies are providing 100% natural loose leaf medicinal tea blends that aid in a person's detoxification plan, ideal for people who are health conscious and who prefer conscious consumption to passive enjoyment.
3. Boosting Cognitive Function - Breweries are focusing on tea blends that enhance cognitive function and alertness, providing a more wholesome alternative to stimulating the mind and body compared to energy drinks or capsules.
Industry Implications
1. Wellness & Health - Consumers are gravitating towards tea over coffee due to an increased focus on conscious consumption for optimal health, leading to disruptive innovation opportunities for performance-enhanced beverages and detox programs.
2. Beauty & Cosmetics - Beauty beverages are emerging that contain hydrating properties, such as tea-based products that hydrate drinkers from the inside out, creating opportunities for cosmetic brands to further expand their product lines with such wellness-focused offerings.
3. Fitness & Sports Nutrition - There is opportunity for tea companies to create products that pair well with health and fitness plans, such as tea packets with herbs and antioxidants that boost cognitive function, offering a natural alternative to energy drinks or capsules.
