Are Supplement Companies Missing the Boat on Coffee Craze?
Coffee is the most consumed morning beverage in America, yet it seems like the supplement industry is missing the boat on the coffee craze. One would think that with so many people buying coffee and coming to market with their own prepackaged iced coffee, that at least one supplement company would throw their hat in the ring, right? Or maybe I should have just kept this idea to myself and ran with it?
Brands could use some coffee to wake up
To be honest, I’m bored with products being launched by brands these days — they’re all the same! If one company launches a new product, then you see a dozen others coming out with a copycat product within the next few months. Yet, nothing seems to be innovative. It’s the same family of products! The products seem to be an extension or reformulation of an existing product they already have. So, what about something with coffee? And not just coffee flavor.
I remember back when MET-Rx had their RTD51 Mocha Blast. I literally drank one every single morning for well over a year. It had 51 grams of protein along with 200 milligrams of caffeine. It was amazing. The drink allowed me to not only take in a good amount of protein first thing in the morning, but it also got me caffeinated (which I need every morning).
Convenience stores are looking for a fire extinguisher for the coffee craze
Why? Because the RTD coffee category is on fire! We are in a coffee craze. Man, that was a bad joke. But, at least the facts are accurate. You have iced coffee RTDs from Starbucks, Monster, Dunkin Donuts, Gold Peak, and many other brands. People are pulling these off the shelves faster than they can be restocked. Every brand also has a wide variety of flavors as well to choose from. Are you listening to me supplement companies?
One market analyst mentioned, “Overall, we saw a lot of new innovation in RTD coffee—not surprising given it has been the fastest growing non-alcoholic beverage segment over the past five years. We think the biggest winner will be Coca-Cola, and to a lesser extent Monster Beverages, which has solid innovation, but has lost shelf space/credibility with retailers and many often lose the battle for cooler space to Coca-Cola’s brands distributed by Coke bottlers. We think the clear share loser will be PepsiCo’s Starbucks lines, which has a dominant share, but will likely cede considerable share to Coca-Cola and Monster.”
Why should supplement companies be paying attention?
Statistics have shown that the RTD coffee category has grown double digits every year, starting back in 2011. In 2016 they estimated that the category was worth $2.87 billion and believe when the numbers come in for 2017, that it will exceed $3.25 billion.
If that doesn’t make brand managers eyes light up with dollar signs, someone should go check their pulse. Coffee has been hot for years (no pun intended), yet no one in the supplement industry has taken advantage of it.
Update: Years After I wrote this article, one brand came out with a coffee-flavored pre-workout. Here is the article I wrote about it.
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