
Published 28 February 2020
As covered in Meet the New Coffee Consumers, health-conscious coffee drinkers are favouring brews that boost wellbeing and offer additional functional benefits. Starbucks is targeting these new cohorts with ready-to-drink and at-home products that offer ‘a little more than the average cup of coffee’.



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The beer category is bursting with creative energy. As brands lean into premiumisation to drive value, they're crafting functional formulations, standout packaging for every lifestyle occasion and boldly inventive flavour profiles to win over adventurous drinkers.