Focus: The Next Great Need State in a Distracted World

June 2024

The eroding attention spans of the modern world have created an opportunity for beverages that provide consumers with the ability to focus on the moment whether working, studying, or in their personal lives. With functionality a major driver of spending even in cost-conscious times, focus-enhancing beverages should be a key area of beverage innovation in the coming years.

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This report comes in PPT.

Key Findings

Eroding modern attention spans are boosting demand for products that increase the ability to focus

The structure of modern life, particularly its reliance on technology, has had a detrimental effect on the ability of many people to focus. This increases demand for products that boost short-term memory, concentration and associated cognitive functions. By no means is this limited to just beverages, but they are poised to play an especially important role.

Three core groups will have special interest in increasing their focus

Though the interest in increasing attention spans is general, three core groups will be most intensely interested - biohackers who are closely tied to online self-optimisation culture, the productivity-obsessed (both in the workforce and in schools) and serious video game players. They will be most willing to take a chance on new products and be the path to more general consumers.

Coffee, tea, energy drinks and waters will be the core categories, with concentrates as a dark horse

Not all beverage categories will make sense for potential focus beverages. The currently caffeinated ones (coffee, tea, energy drinks) will be the most natural fits, with functional waters and concentrates also holding potential because of their generally strong functional positioning.

Caffeine will remain the dominant ingredient stringing the segment together

Across categories and occasions the dominant characteristic of focus beverages is their reliance on the world’s most-used nootropic - caffeine. As virtually every product will have it, it will not be the focus of marketing. Other ingredients will be more discussed because they will be how products distinguish themselves, even while caffeine generally does the actual heavy lifting in creating higher levels of focus.

Scope
Key findings
Our eroding attention spans are creating a new need for focus-enhancing products
Digital dementia and the growing memory concerns of younger people
Focus within the need state framework
Moving consumers out of the supplements aisle is the first step for focus beverages
What’s in a name? Nootropics, focus, flow state and the challenge of definitions
It is not just about solving problems but also about self- optimisation
Where focus becomes “flow state”
What leads a consumer to reach for a focus beverage?
Biohacking the brain to maximum productivity
Working and studying with focus beverages
Esports have yet to find their Gatorade
Social occasions are a blurry area but one that could hold potential
Memory health will blur some lines with focus but represents its own functionality
Focus products will need to deliver value for money in an era of tight budgets
Coffee and tea are still underplaying their role in focus occasions
Energy drinks will become a more fragmented space to deal with the rise of need states
Focus waters will succeed to the extent consumers embrace hydration as a key to focus
Concentrates are an area to watch as their functional positioning explodes
Caffeine is the unifying ingredient holding the focus category together
L-theanine will be the star ingredient that is not caffeine
What other ingredients have potential for promoting focus?
Conclusions

Hot Drinks

This is the aggregation of Coffee, Tea, and Other Hot Drinks.

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