“At Imbibe, we often talk about little luxuries and indulgence… and how these concepts shift based on context and individual preferences.

“When it comes to ready-to-drink (RTD) coffee, one person’s idea of indulgence might be the rich taste of whole milk and real sugar, while another may view luxury as the convenience, portion control, and functionality that these beverages offer on the go.

“What’s especially interesting from a formulation perspective is the nuance between ingredients often lumped together. Take whole milk and added sugar for example. While both contribute to the sensory experience, they’re not created equal. Whole milk contains naturally occurring lactose, a sugar our bodies metabolize differently from the sucrose found in added sugars like cane sugar. Understanding these differences is key when formulating beverages that balance indulgence with wellness cues.”

Like Mackay of Westrock, Matthew Bae sees an increasing number of brands making big efforts to meet consumers’ health and wellness goals. “We closely monitor innovation across the RTD coffee category and have seen growing consumer interest in options that offer a health halo without sacrificing flavor.

Brands like Super Coffee (80 calories, 10g protein, <1g sugar, sweetened with monk fruit and sucralose),  La Colombe (with dairy or oat milk, providing fiber from chicory root), and Califia Farms (a dairy-free option at just 15 calories), and Pop & Bottle (dairy free, adaptogens, lion’s mane) are examples of how brands are catering to evolving consumer preferences.”

Keep reading for more on this growing category Food Navigator USA