At a time when consumers are taking a more proactive approach to health maintenance, they will increasingly seek out products that offer a functional boost. This creates a great opportunity for a product like coffee, which is already a vital part of the daily routine for countless millions of people.
Research conducted over the period Q4 2019 found that across the globe, 69% of consumers said they drank coffee at least once a week, making it a more popular choice than tea (60%). Moreover, while coffee is primarily associated with offering small moments of indulgence, it has the capacity to become a beverage associated with greater potential health benefits.
For instance, 29% of coffee drinkers said they would find probiotic claims within the sector appealing. Meanwhile, 40% said they would find coffee products positioned around being high in vitamins and minerals appealing. This shows consumers want products that offer health benefits beyond basic nutrition and hydration. A total of 55% of coffee drinkers said they deem coffee to be healthy already, which can be attributed to ingredient components such as antioxidants.
To read this article in its entirety, check out A new kind of brew: Innovations in coffee and tea – digital magazine.
Will Cowling is marketing manager at FMCG Gurus.
