Printed on a colored background and topped with a crown, “Keep Calm and Carry On” is a slogan that is popping up on everything, including T-shirts, coffee mugs, throw pillows and tea canisters. Originally printed on motivational posters produced by the British government in 1939 in preparation for World War II, this message of reassurance has become a modern day, pop culture fixture. Yet, more than 75 years later, beverage companies increasingly are entering this booming niche market to aid in consumers’ quest for stress relief, sleep promotion and relaxation beverages, experts say.
In its April report titled “Relaxation Drink Production in the US,” Los Angeles-based IBISWorld highlights that the industry rapidly gained momentum during the five-year period to 2016, as many producers introduced products to the market during this timeframe, it states. Additionally, the industry, in which the market research firm excludes ready-to-drink tea, dairy-based drinks and carbonated beverages, generated $218 million in sales, a 24.7 percent annual growth rate between 2011-2016, it says.