Canned beverages are being tailored to help consumers with their sleep cycles
Trend - Brands are expanding the category of functional drinks to include a level of convenience. Beverages that are focused on helping consumers enjoy healthier sleep cycles are being offered in efficient, canned formats. This trend is only accelerated as industry giants are recognizing the interest in functional drinks on-the-go.
Insight - Influenced by the health and wellness movement, contemporary consumers—especially those who live in fast-paced, demanding environments—are looking to optimize their routines. In this space, many are hoping to support their bodies and mental capacities in ways that limit common negative phenomena such as restlessness, anxiety, burnout, and so on. By being proactive in trying to avoid these conditions, consumers are feeling more confident, energized, and productive in their every-day.
Insight - Influenced by the health and wellness movement, contemporary consumers—especially those who live in fast-paced, demanding environments—are looking to optimize their routines. In this space, many are hoping to support their bodies and mental capacities in ways that limit common negative phenomena such as restlessness, anxiety, burnout, and so on. By being proactive in trying to avoid these conditions, consumers are feeling more confident, energized, and productive in their every-day.
Workshop Question - How can your brand support consumers in their day-to-day?
Trend Themes
1. Functional Sleep Beverages - Brands are focusing on helping consumers achieve better sleep cycles by offering functional beverages in canned formats.
2. Adaptogenic Beverages - Beverage brands are leveraging adaptogenic ingredients like mushroom extracts to support physical and emotional health.
3. Functional CBD Drinks - Beverage brands are creating functional wellness drinks that contain CBD and additional ingredients like nootropics and adaptogens.
Industry Implications
1. Health and Wellness - The trend towards functional beverages is indicative of a larger shift towards consumer health and wellness.
2. Beverage - The beverage industry is adapting to meet consumer demand for functional drinks that address specific health concerns.
3. CBD - CBD-infused beverages is an emerging market that caters to consumers looking for a wellness-focused experience.
