Explore opportunities within the beverage market to design a product experience that supports afternoon wellness, flavor exploration, and community rituals.

The goal was to understand how changing consumer behaviors around caffeine, wellness, and ethical sourcing could create space for a new type of beverage experience.

The U.S. beverage industry is increasingly shifting toward moderation, wellness, and experience-driven consumption. While coffee dominates morning routines, the afternoon beverage moment remains largely underserved. Many consumers are looking for options that feel indulgent yet functional without additional caffeine.

This gap presents an opportunity to reimagine tea as more than a healthy alternative — positioning it instead as a ritualized afternoon treat.

To explore this opportunity, I conducted multiple forms of research:

• secondary research on beverage trends and ethical sourcing

• a survey of approximately 50 participants

• professional interviews with a Starbucks manager, ethical supply chain expert, and tea entrepreneur

• concept testing and feedback sessions with consumers

These methods helped uncover both behavioral patterns and product opportunities within the afternoon beverage space.

Morning coffee dominates daily routines.

• While 87% of respondents drink coffee in the morning, only 22% continue drinking it in the afternoon.

• This reveals a clear opportunity for alternative beverages during the post-lunch energy slump.

Consumers want calming afternoon options

• Over 56% of participants expressed interest in beverages that help them relax or de-stress during the afternoon.

• This suggests that afternoon beverages should prioritize wellness and emotional experience rather than stimulation.

Flavor and visual appeal drive experimentation

• Participants indicated they are more likely to try new drinks when they feature:

  • familiar flavor anchors

  • visually appealing presentation

  • seasonal or mood-based storytelling

• These attributes create stronger emotional engagement than functional messaging alone.

These insights revealed an opportunity to reposition tea as a ritual-driven afternoon experience rather than simply a caffeine alternative.

Instead of competing directly with coffee, tea can offer:

• calming mid-day rituals

• seasonal flavor exploration

• opportunities for social and cultural storytelling

This approach transforms tea from a commodity beverage into a moment of personal reset during the day.