Mintel: Consumers want coffee to be functional!
Consumers buy a bottle of ready-to-drink coffee not just for caffeine consumption - according to a survey by market research firm Mintel, it offers antioxidants, probiotics and product options that promote brain health benefits for many American consumers. Produced an attraction.
This conclusion is based on the results of an online survey conducted by Mintel, which asked 613 American drinkers of the right to drink (RTD) coffee products 18 years of age and older. According to Mintel's US Coffee Market Report, American drinkers of ready-to-drink coffee hope that the optional product contains antioxidants (47%), promotes brain health (40%), has anti-inflammatory effects (35%), or adds beneficial bacteria.
These findings are consistent with the general trend of US consumerism to reward brands and products that advertise health and functionality, and they are now avoiding traditional snacks.
Since Mintel does not have data on consumer interest in coffee functional aid in previous years, it is difficult to determine whether this interest in the functional claims of coffee products is a new phenomenon.
But Mintel has tracked new product developments, and Caleb Bryant, a senior beverage analyst at the company, said the new product launch for functional coffee products "has a significant leap in the past two years."
According to the Mintel Global New Product Database, the following US-issued functional coffee instant coffee products have grown significantly over the past two years:
Strengthen other ingredients to enhance functionality
In the coffee sector, ready-to-drink coffee accounts for only 22.2% of total coffee sales, but its growth is the strongest, with sales up 31% in the past two years. In contrast, roasted coffee, which accounts for 39.2% of the total, has only increased by 0.5% in the past two years.
“Coffee itself offers a variety of health benefits,” Bryant said. There is a large body of scientific literature linking coffee to some health effects – from the potential to fight diabetes to reducing the risk of death.
He believes that coffee companies can promote the product's natural high antioxidant content on the packaging. However, the form of ready-to-drink can be strengthened, and the functional claims of many ready-to-drink coffees are based on product enhancement or addition.
For example, Stok introduced a protein-enhancing ready-to-drink cold coffee containing 16 grams of protein from casein micelles.
According to a Reuters report in March this year, the National Coffee Association said that more than half of Americans (64%) drink coffee every day, and coffee is commonplace for many Americans.
As a result, companies that produce complementary products have been considering combining nutrition with coffee rituals to encourage more Americans to consume the vitamins they produce.
The coffee mate powder field is a common example. Laird Superfoods reinforces a complex marine mineral called Aquamin, produced by the Irish company Marigot. Vital Protein also provides the popular ingredient collagen in coffee mate.
One formed idea is "VitaCup," which provides a single-cup coffee capsule that strengthens vitamins for large companies such as Green Mountain Coffee. The company's founder, Brandon Fishman, said: "I start a new day with coffee every day. When vitamins become part of my daily life, it inspired the concept of VitaCup.
Functional coffee: classification of blurred drinks [foodaily]
In 2018, more than half of Americans, or 150 million people, drink coffee every day. Because of the wide range of consumption, coffee has become the perfect category to introduce new concepts. The emergence of a large number of blended coffees with special nutritional value blurs the definition of beverages, whether it is the addition of fat, protein, probiotics, antioxidants, or marijuana. The nutritional value of these coffees exceeds the range of energy people need.
Let's talk about the current popular mashup coffee.
1, full fat coffee
In South Asia and East Africa, various forms of fat have been added to coffee for centuries. But in the United States, adding butter to coffee has only become popular with the recent rise of bulletproof coffee. The bulletproof coffee combination includes: coffee, butter and coconut oil extract that enhances cognitive function. In recent years, bulletproof coffee and other similar homemade beverages have been highly sought after in the weight loss and fitness population. Just like in the high-pressure environment of Silicon Valley startups, people are actively seeking “biohackers” to improve their brain performance. Immediately following the bulletproof coffee, Grass Fed Coffee recently launched a ready-to-drink drink using fair trade certified cold coffee and German-derived butter rich in healthy fats and vitamins.
2, protein coffee
The constant recognition of the beneficial effects of protein by busy consumers and the growing demand for meal replacement products have driven the emergence of a large number of protein blended coffee products. Nature's Best Javapro protein coffee shake, Hiball Energy's coffee high protein energy drink and Califia Farm's Full Shot plant protein coffee are just a few examples of sports nutrition or sports coffee series. This is very appealing for those who are looking for a feeling of fullness or want to lose weight. These products can be used as meal replacement products or snacks in the early stages of exercise.
3. Probiotic coffee
Although recent studies have found that probiotics have functions that improve mood, nerve function, skin health and immunity, the link between probiotics and digestive health is well known. These ingredients are very attractive to those who seek overall health. Jús by Julie’s recently launched a ready-to-drink espresso coffee with plant probiotics and fiber, which is expected to improve intestinal health and immune system health by reducing abdominal pain and flatulence. In a unique mix at the end of 2015, Banj cold coffee and Golda CommScope tea partner, "Kang Nai tea." Kombucha or fermented tea is an important source of probiotics.
4, antioxidant coffee
Many super fruits contain antioxidants associated with immunity and anti-aging. Super fruit is a huge attraction for consumers who are looking for high nutrient density and unique flavors. KonaRed makes good use of this, they use the antioxidant-rich fruit around the coffee beans to make and produce beverages, which are usually waste in the process of coffee bean extraction. In early 2016, KonaRed combined alternative drinks with coffee to launch a combination of coffee and cold drinks. Consumers will soon be exposed to a large amount of antioxidant-infused coffee products, which also blurs the line between supplements and beverages. CoffVee has introduced coffee containing resveratrol, a plant ingredient derived from the berry epidermis that is widely known for its antioxidant and aging resistance. But in people's traditional impression, people can only consume resveratrol when drinking red wine or taking supplements. CoffVee's target population is those who want to stay healthy and don't want to consume dietary supplements.
As such a mainstream beverage category, coffee has opened up a new way for developers to add functional ingredients, while also providing consumers with more opportunities for easy access to health. As consumers' demand for healthy products continues to increase, we expect to see more combinations of coffee and functional ingredients, especially looking to see more innovations in cold-blown products.