The global RTD beverages market was valued at $2.2 trillion in 2023, and the global RTD coffee market was valued at $27.5bn in the same year and is predicted to grow even faster.
Market size and growth for RTD coffee are testaments to several different factors, but one of the most significant is wellness.
Businesses that produce high-quality, convenient RTD beverages with added functional and health benefits are set to succeed in the coming years as younger Gen Z purchasers grow to represent a bigger proportion of the market.
By sourcing healthy white label cold brew coffee for your business, you will be well-positioned to capitalise on the critical motivators behind younger generations’ purchases and build a compelling and trustworthy brand story.
We spoke with Marco Bellinato, founder and managing director of MB Coffee Consultancy in Dubai, to learn more about the importance of producing healthy white label cold brew coffee and how to source it for your business.
Why are younger demographics so interested in health and wellness?
According to a 2024 report by Lifesum, Gen Z and Millennial consumers are actively turning towards more healthy, functional foods to satisfy their health and wellness goals. The same report identified that 71% of younger consumers consume these foods for increased energy, 61% for better mental well-being, and 40% for better sleep.
This consumer shift coincides with a general increase in awareness of the adverse effects of high-sugar consumption. Traditionally, RTD beverages – including sodas and energy drinks – have been some of the most common examples of overly sugary products.
“Market trends show that customers are keen to go back to basic, healthier products with less added flavourings and sugar,” says Marco.
The concept of a ‘healthier beverage’ is broad but generally refers to products that are natural, functional, and/or low in calories and sugar. People are also looking to adopt whole foods diets with fewer additives on the whole.
Similar health and wellness trends are also driving alcohol moderation among younger consumers – Gen Z and Millenials are increasingly seeking low and no-alcohol drinking options.
Alongside alcohol and sugar, the rise of plant-based RTD options is further evidence of businesses trying to appeal to consumer health and wellness trends. More and more people are adopting either flexitarian or entirely plant-based diets, with health awareness a crucial driver for this, too.
Earlier this year, Starbucks launched two new oat milk RTD coffee beverages, and UK brand Costa launched its own oat latte RTD in November of 2023, citing its understanding that “consumers today seek not only great taste but also products that align with their lifestyle or dietary requirements”.
Super Coffee, an American functional coffee RTD manufacturer and now the third largest in the US behind high street giants Starbucks and Dunkin’, focuses heavily on functionality in its appeal to consumers and has been highly successful.
Global coffee markets are sending the same message: products, like healthy white label cold brew coffee, that incorporate functional or wellness-related claims will perform well.
How to make healthy RTD cold brew coffee products
Luckily for RTD coffee brands, cold brew coffee ticks key health parameters for modern consumers: It is low in calories and sugar while also being completely natural. It has just two ingredients, coffee and water, and is naturally high in antioxidants, functional vitamins, and caffeine.
Recent cold brew trends confirm the beverage’s popularity with modern consumers. According to the National Coffee Association, cold brew popularity increased by 300% between 2016 and 2023.
The same report states that, since 2019, regular consumption of cold brew has increased by 60%, occasional consumption by 71%, and home brewing by 32%, while the number of people who said they were unaware of cold brew has decreased by over 60%.
This means that cold brew presents a compelling opportunity for coffee businesses to capture a part of a dynamic, growing market while satisfying consumers’ overall health and wellness concerns.
For example, Starbucks offers an RTD nitro cold brew, prepared by adding a dose of liquid nitrogen before sealing. This creates a smoother, creamier texture and more indulgent experience without the need for added sugars or flavourings.
American specialty coffee pioneer Intelligentsia introduced a vegan and gluten-free line of RTDs, including an oat latte, using Oatly oat milk in a bid to appeal to the growing alt-milk category.
Rokit Health, a British RTD and coffee capsule specialist, offers a range of functional-focussed canned cold brew products, including a protein coffee latte, an immunity boost cold brew with oat milk and added B-vitamins, and an energy uplift RTD enriched with caffeine-loaded guarana and taurine.
Bringing your own line of healthy RTD white label cold brew coffee to life
“In the US, RTD is booming because success is related to past customer behaviour – canned drinks have always been there,” says Marco.
However, for aspiring RTD brands, entering and competing in the space has practical challenges.
The production of safe, high-quality cold brew products at scale requires specialist facilities, equipment and technology – not necessarily achievable for smaller businesses or those with limited resources and experience.
White label cold brew coffee manufacturers offer coffee brands the ability to create their own products under their brands when they do not have access to the required resources.
Nevertheless, many such manufacturers set high minimum order quantities to protect their own profitability, most commonly between 20,000 and 30,000 units, though sometimes ranging up to 100,000+. These quantities are generally impractical for a smaller business, given the upfront financing required and lack of brand awareness.
Today, several manufacturers, including Hardtank, offer their clients lower MOQs (less than 3,000 units per SKU) and faster lead times of less than six weeks, specifically to help businesses get to market faster and capitalise on key trends.
Offer customers the variety they crave
Another crucial point is the variety of products offered by a potential white label cold brew coffee partner, especially when creating a health-focused RTD cold brew line. A great partner should offer their clients excellent quality coffee, different flavour combinations, plant-based compatibility, and enhanced technology like nitro-infusion.
At Hardtank, we offer our clients a wide range of RTD variants, including;
- Nitro Cold Brew Classic
- Tonic Cold Brew
- Super Focus Nitro Coffee
- Vegan Caramel Latte
- Craft Ice Tea
Every RTD we produce is held to the highest safety standards via our BRC-certified facility. A sample of each batch is retained for independent laboratory testing and then stored for the duration of its shelf life for enhanced transparency.
In summary, when bringing your own line of healthy RTD white label cold brew coffee to life, you should look for a manufacturing partner that has realistic MOQs with the capacity to scale alongside you as you grow, fast lead times to ensure you meet demand and keep momentum, and a diverse product portfolio to match your brand innovation and keep your customers engaged.
Partnering with Hardtank for healthy RTD white label cold brew coffee
At Hardtank, we’re channelling twenty years of experience and passion for the coffee industry into manufacturing the best white label RTD products on the market.
This means offering our clients a wide variety of options, from canned nitro coffee to RTD iced tea and tonic cold brew, with different characteristics and health and wellness benefits so you can appeal to more consumers.
We offer our customers the best resources available, the shortest lead times possible, low and accessible MOQs, and the commitment to scale with them as they grow their businesses.
To learn more about creating your own line of healthy white label cold brew coffee, visit our website or contact us directly.
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