A new trend is emerging in the coffee world, driven by the younger generation's desire for health and wellness. Functional coffee, which combines traditional coffee with supplements like collagen, protein, and adaptogens, is gaining popularity, especially among Gen Z and Millennials. This shift is fueled by social media platforms like TikTok, where trends such as "protein coffee" or "proffee" have gone viral. Consumers are looking for ways to enhance their coffee experience, seeking not just caffeine but added health benefits.
• 30% of supplement users prefer powder formats that blend easily into coffee.
• The global wellness economy is growing rapidly, influencing consumer choices.
• Coffee shops are adapting by offering products like collagen creamers and mushroom-infused coffee.
• Critics caution that many functional products may be more about marketing than real benefits.
This trend is significant as it reflects a broader cultural shift towards health and self-care. Coffee is evolving from a simple drink into a customizable wellness tool, attracting new customers and reshaping the beverage market. While some may question the integrity of traditional coffee, the trend highlights the importance of innovation in keeping the beverage relevant in an increasingly competitive landscape.
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