New research from Westrock Coffee Company indicates that a “surprising number of U.S. consumers are interested in exploring beverages with functional ingredients that provide health and wellness benefits,” according to The Blend, a quarterly report by experts at Westrock Coffee that focuses on consumer, retail and restaurant trends in beverage categories.

According to the report, nearly one third of U.S. coffee drinkers expressed interest in beverages that deliver targeted health benefits, such as functional ingredients like adaptogens for cognitive enhancement or probiotics for improved gut health. Cold brew coffee drinkers are “particularly receptive” to beverages that improve cognitive enhancement, while tea drinkers prioritize relaxation and boosting immunity.

"Consumer interest in healthier coffee and tea has never been greater—but health and wellness goals are increasingly diverse and evolving," said Melissa Mackay, senior vice president of marketing and insight at Westrock Coffee. "Meeting this demand has become the driving force in new product innovation for many brands."

The Blend report for Q1 2025 focuses on health and wellness trends that are driving innovation and shaping consumer habits in coffee and tea categories, including:

• Evolving definition of healthy: consumers are looking for more out of "healthier" coffee and tea than just reducing sugar, fat or calories.
• The rise of personalized wellness: insights on why consumers want products that can be personalized to their health needs.
• Functional ingredients: an overview of which ingredients consumers are seeking to improve gut health, mental clarity, cognitive enhancement, energy and more.
• Convenience in coffee and tea: a look at how ready-to-drink (RTD) formats are catering to the demand for healthier coffee and tea and driving delivery models.

Curious how coffee performed in 2024 in c-stores? Join your colleagues at the 2025 NACS State of the Industry Summit April 8-10 in Dallas to learn convenience insights from the last year.