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Market Report Finds That Americans Want Functional Coffee

September 26, 2018: 12:00 AM EST
RTD coffee should be more than a caffeine-delivery vehicle, market researcher Mintel found in a survey of U.S. consumers, it should be functional, providing perhaps antioxidants, probiotics, and brain health benefits. The online survey questioned 613 U.S. Internet users aged 18 and older who drink any ready-to-drink (RTD) coffee products. Respondents said they want options that include antioxidants (47 percent), promote brain health (40 percent), are anti-inflammatory (35 percent), or have added probiotics (30 percent).The findings support the general trend that U.S. consumers want brands and products offering health and functional benefits.
Adi Menayang, "Consumers seek functional benefits even in their cup of joe, Mintel study finds", Beveragedaily.com, September 26, 2018, © William Reed Business Media Ltd
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