{"id":133166,"date":"2026-06-29T13:37:23","date_gmt":"2026-06-29T13:37:23","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/133166\/"},"modified":"2026-06-29T13:37:23","modified_gmt":"2026-06-29T13:37:23","slug":"kava-uz-nestaci-mladi-chteji-napoje-s-proteinem-cbd-i-slibem-lepsiho-zdravi","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/133166\/","title":{"rendered":"K\u00e1va u\u017e nesta\u010d\u00ed. Mlad\u00ed cht\u011bj\u00ed n\u00e1poje s proteinem, CBD i slibem lep\u0161\u00edho zdrav\u00ed"},"content":{"rendered":"

N\u00e1poj u\u017e nem\u00e1 jen zahnat \u017e\u00edze\u0148 nebo dodat kofein. St\u00e1le \u010dast\u011bji m\u00e1 tak\u00e9 zasytit, uklidnit, podpo\u0159it tr\u00e1ven\u00ed, dodat protein nebo zlep\u0161it soust\u0159ed\u011bn\u00ed. Jak upozornila stanice CNBC<\/a>, n\u00e1pojov\u00e9 zna\u010dky se sna\u017e\u00ed vyd\u011blat na rychle rostouc\u00ed popt\u00e1vce mlad\u0161\u00edch a zdravotn\u011b uv\u011bdom\u011bl\u00fdch z\u00e1kazn\u00edk\u016f po takzvan\u00fdch funk\u010dn\u00edch n\u00e1poj\u00edch. Do nab\u00eddky proto p\u0159ib\u00fdvaj\u00ed proteinov\u00e9 k\u00e1vy, prebiotick\u00e9 limon\u00e1dy nebo n\u00e1poje s CBD, ho\u0159\u010d\u00edkem \u010di adaptogeny.<\/p>\n

Glob\u00e1ln\u00ed trh s funk\u010dn\u00edmi n\u00e1poji m\u00e1 podle CNBC hodnotu kolem 160 miliard dolar\u016f. Do t\u00e9to kategorie spadaj\u00ed v\u00fdrobky, kter\u00e9 neslibuj\u00ed jen chu\u0165 a osv\u011b\u017een\u00ed, ale tak\u00e9 konkr\u00e9tn\u00ed benefit pro zdrav\u00ed nebo \u017eivotn\u00ed styl. \u201eFunk\u010dn\u00ed n\u00e1poje jsou n\u00e1poje, kter\u00e9 maj\u00ed p\u0159in\u00e9st n\u011bjak\u00fd v\u00fdsledek,\u201c \u0159ekla CNBC Sally Lyons Wyattov\u00e1 ze spole\u010dnosti Circana, kter\u00e1 se zab\u00fdv\u00e1 spot\u0159ebitelsk\u00fdmi daty.<\/p>\n

Podle n\u00ed nejde jen o pohodl\u00ed. Spot\u0159ebitel\u00e9 st\u00e1le v\u00edc \u0159e\u0161\u00ed, zda jim produkt m\u016f\u017ee pomoci \u017e\u00edt d\u00e9le nebo zdrav\u011bji. \u201eChcete p\u00edt n\u00e1poj, kter\u00fd tam prost\u011b jen je, nebo chcete, aby pro v\u00e1s pracoval v\u00edc?\u201c popsala zm\u011bnu v chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n

\"Britsk\u00fd<\/a>Britsk\u00fd startup p\u0159i\u0161el na to, jak z oxidu uhli\u010dit\u00e9ho ud\u011blat proteinov\u00fd pr\u00e1\u0161ek<\/a><\/p>\n

Trend t\u00e1hnou hlavn\u011b mlad\u0161\u00ed generace. Podle nejnov\u011bj\u0161\u00edho spot\u0159ebitelsk\u00e9ho pr\u016fzkumu EY mezi v\u00edce ne\u017e 2500 dosp\u011bl\u00fdmi v USA a Braz\u00edlii pije funk\u010dn\u00ed n\u00e1poje zhruba 75 procent mileni\u00e1l\u016f a 80 procent p\u0159\u00edslu\u0161n\u00edk\u016f generace Z. Pat\u0159\u00ed sem energetick\u00e9 n\u00e1poje, probiotick\u00e9 n\u00e1poje i v\u00fdrobky obohacen\u00e9 o vitaminy. V\u00edce ne\u017e polovina respondent\u016f z\u00e1rove\u0148 uvedla, \u017ee je ochotna zaplatit v\u00edc za n\u00e1poj, kter\u00fd podporuje jejich zdravotn\u00ed nebo wellness c\u00edle.<\/p>\n

Z\u00e1rove\u0148 se m\u011bn\u00ed i role samotn\u00e9ho pit\u00ed. Zpr\u00e1va Circana pro rok 2026 ukazuje, \u017ee t\u00e9m\u011b\u0159 64 procent spot\u0159ebitel\u016f si n\u011bkdy d\u00e1 n\u00e1poj m\u00edsto sva\u010diny. U lid\u00ed ve v\u011bku 25 a\u017e 34 let je to dokonce 70 procent. Pr\u00e1v\u011b proto firmy st\u00e1le \u010dast\u011bji nab\u00edzej\u00ed n\u00e1poje jako rychlou n\u00e1hradu j\u00eddla, zdroj proteinu nebo snadn\u00fd zp\u016fsob, jak do b\u011b\u017en\u00e9ho dne p\u0159idat \u201ezdrav\u011bj\u0161\u00ed\u201c prvek.<\/p>\n

Na trend se sna\u017e\u00ed nasko\u010dit i nejv\u011bt\u0161\u00ed zna\u010dky. Starbucks v posledn\u00edm roce uvedl ve sv\u00fdch kav\u00e1rn\u00e1ch v USA, Kanad\u011b a Evrop\u011b proteinov\u00e9 k\u00e1vy. Nav\u00e1zal t\u00edm na proteinov\u00e9 hotov\u00e9 k\u00e1vy, kter\u00e9 za\u010dal prod\u00e1vat v supermarketech u\u017e d\u0159\u00edve. Podle Sama Hendersona, mana\u017eera v\u00fdvoje n\u00e1poj\u016f Starbucks pro region EMEA, je protein v sou\u010dasnosti jedn\u00edm z nejsiln\u011bj\u0161\u00edch funk\u010dn\u00edch benefit\u016f v n\u00e1pojov\u00e9m segmentu.<\/p>\n

\u201eProtein je pravd\u011bpodobn\u011b l\u00eddrem tohoto trendu,\u201c \u0159ekl Henderson CNBC. Firma podle n\u011bj prod\u00e1v\u00e1 t\u00e9m\u011b\u0159 stejn\u011b proteinov\u00e9 studen\u00e9 p\u011bny jako flat white, tedy jeden z jej\u00edch velmi obl\u00edben\u00fdch k\u00e1vov\u00fdch n\u00e1poj\u016f.<\/p>\n

\"Mlad\u00ed<\/a>Mlad\u00ed pij\u00ed m\u00e9n\u011b. \u010cek\u00e1 \u010cesko kv\u016fli \u201est\u0159\u00edzliv\u011bn\u00ed\u201c postupn\u00fd konec alkoholov\u00e9ho byznysu?<\/a><\/p>\n

Do stejn\u00e9ho prostoru vstupuj\u00ed i dal\u0161\u00ed velc\u00ed hr\u00e1\u010di. Danone ned\u00e1vno koupil v\u00fdrobce proteinov\u00fdch n\u00e1poj\u016f Huel, kter\u00fd nab\u00edz\u00ed nutri\u010dn\u011b kompletn\u00ed n\u00e1poje jako n\u00e1hradu j\u00eddla. Hodnota transakce se podle CNBC m\u011bla pohybovat kolem 1,15 miliardy dolar\u016f. PepsiCo zase koupila prebiotickou limon\u00e1dovou zna\u010dku Poppi za dv\u011b miliardy dolar\u016f a Coca-Cola uvedla na americk\u00fd trh vlastn\u00ed prebiotickou zna\u010dku Simply Pop.<\/p>\n

Pro firmy je v\u00fdhodn\u00e9, \u017ee funk\u010dn\u00ed n\u00e1poje lze prod\u00e1vat s v\u00fdraznou p\u0159ir\u00e1\u017ekou. Proteinov\u00e9 k\u00e1vy Starbucks stoj\u00ed v americk\u00fdch kav\u00e1rn\u00e1ch p\u0159ibli\u017en\u011b 5,75 a\u017e 6,75 dolaru. Proteinov\u00e9 ml\u00e9ko nebo proteinov\u00e1 studen\u00e1 p\u011bna se nav\u00edc p\u0159id\u00e1vaj\u00ed za p\u0159\u00edplatek. \u201eJsou to jednozna\u010dn\u011b pr\u00e9miov\u00e9 produkty,\u201c p\u0159ipustil Henderson.<\/p>\n

Podobn\u011b mluv\u00ed i startupy. Britsk\u00e1 zna\u010dka TRIP, zalo\u017een\u00e1 v roce 2019, prod\u00e1v\u00e1 n\u00e1poje s adaptogeny, CBD \u010di ho\u0159\u010d\u00edkem. Jeden n\u00e1poj stoj\u00ed p\u0159es dv\u011b libry a zna\u010dka je dostupn\u00e1 v britsk\u00fdch supermarketech i u n\u011bkter\u00fdch americk\u00fdch prodejc\u016f.<\/p>\n

\u201eTRIP je pr\u00e9miov\u00fd produkt. Nen\u00ed vystaven\u00fd vedle b\u011b\u017en\u00fdch limon\u00e1d,\u201c uvedla pro CNBC spoluzakladatelka firmy Olivia Ferdiov\u00e1. Podle n\u00ed se z funk\u010dn\u00edch n\u00e1poj\u016f b\u011bhem n\u011bkolika let stala spot\u0159ebitelsk\u00e1 samoz\u0159ejmost. Z\u00e1kazn\u00edci podle n\u00ed neplat\u00ed jen za osv\u011b\u017een\u00ed, ale za konkr\u00e9tn\u00ed benefit, kter\u00fd m\u00e1 podpo\u0159it jejich ka\u017edodenn\u00ed fungov\u00e1n\u00ed.<\/p>\n

\"To\u010den\u00e9<\/a>To\u010den\u00e9 pivo za dvacet p\u011bt korun v Praze? Obl\u00edben\u00fd supermarket ho nab\u00edz\u00ed na nov\u00e9 letn\u00ed terase<\/a><\/p>\n

Pr\u00e1v\u011b zdravotn\u00ed sliby jsou ale z\u00e1rove\u0148 nejcitliv\u011bj\u0161\u00edm m\u00edstem cel\u00e9ho trendu. Odborn\u00edci a v\u00fd\u017eivov\u00ed specialist\u00e9 upozor\u0148uj\u00ed, \u017ee \u00fa\u010dinky n\u011bkter\u00fdch dopl\u0148k\u016f, nap\u0159\u00edklad ho\u0159\u010d\u00edku nebo kolagenu v n\u00e1poj\u00edch, nemusej\u00ed b\u00fdt tak jednozna\u010dn\u00e9, jak nazna\u010duje marketing. V USA nav\u00edc dopl\u0148ky stravy nepodl\u00e9haj\u00ed tak p\u0159\u00edsn\u00e9 regulaci ze strany \u00da\u0159adu pro kontrolu potravin a l\u00e9\u010div jako l\u00e9ky. Spot\u0159ebitel\u00e9 by se proto podle expert\u016f nem\u011bli spol\u00e9hat na to, \u017ee jim n\u00e1poj nahrad\u00ed pestrou stravu.<\/p>\n

Na riziko p\u0159ehnan\u00fdch tvrzen\u00ed narazila i samotn\u00e1 zna\u010dka TRIP. Britsk\u00fd \u00fa\u0159ad pro reklamn\u00ed standardy ASA loni zak\u00e1zal jej\u00ed reklamu na n\u00e1poj Cucumber Mint Mindful Blend. Podle regul\u00e1tora reklama vytv\u00e1\u0159ela zav\u00e1d\u011bj\u00edc\u00ed dojem, \u017ee n\u00e1poj m\u016f\u017ee sni\u017eovat stres a \u00fazkost, a obsahovala nepovolen\u00e1 v\u00fd\u017eivov\u00e1 a zdravotn\u00ed tvrzen\u00ed. TRIP se k samotn\u00e9mu rozhodnut\u00ed podle CNBC nevyj\u00e1d\u0159il, Ferdiov\u00e1 ale uvedla, \u017ee firma p\u0159i v\u00fdvoji produkt\u016f spolupracuje s odborn\u00edky na v\u00fd\u017eivu, potravin\u00e1\u0159stv\u00ed, regulaci i v\u00fdrobu.<\/p>\n

D\u016fle\u017eitou roli v r\u016fstu funk\u010dn\u00edch n\u00e1poj\u016f hraj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b. TRIP se podle CNBC stal v lednu 2025 nejprod\u00e1van\u011bj\u0161\u00ed n\u00e1pojovou zna\u010dkou na britsk\u00e9m TikTok Shopu. Ferdiov\u00e1 tvrd\u00ed, \u017ee soci\u00e1ln\u00ed s\u00edt\u011b pomohly prom\u011bnit funk\u010dn\u00ed n\u00e1poje v nov\u00fd statusov\u00fd symbol. \u201eNa TikToku a Instagramu se z v\u00fdb\u011bru n\u00e1poje, kter\u00fd podporuje va\u0161i du\u0161evn\u00ed rovnov\u00e1hu, stal \u017eivotn\u00ed styl,\u201c \u0159ekla.<\/p>\n

Podle dat analytick\u00e9 spole\u010dnosti Datassentials, kter\u00e1 CNBC citovala, sleduje 72 procent p\u0159\u00edslu\u0161n\u00edk\u016f generace Z wellness trendy v j\u00eddle a pit\u00ed pr\u00e1v\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch. Pro v\u00fdrobce je to z\u00e1sadn\u00ed. Mlad\u00ed z\u00e1kazn\u00edci se postupn\u011b dost\u00e1vaj\u00ed do v\u011bku, kdy budou m\u00edt vy\u0161\u0161\u00ed p\u0159\u00edjmy a v\u011bt\u0161\u00ed kupn\u00ed s\u00edlu. Pokud maj\u00ed za n\u011bco zaplatit v\u00edc, o\u010dek\u00e1vaj\u00ed, \u017ee jim produkt nab\u00eddne v\u00edc ne\u017e tradi\u010dn\u00ed alternativa.<\/p>\n

Pro n\u00e1pojov\u00fd pr\u016fmysl je tak funk\u010dn\u00ed segment jednou z cest k dal\u0161\u00edmu r\u016fstu. Z\u00e1kazn\u00edci cht\u011bj\u00ed pohodl\u00ed, ale z\u00e1rove\u0148 pocit, \u017ee d\u011blaj\u00ed n\u011bco pro sv\u00e9 zdrav\u00ed. Velk\u00e9 zna\u010dky i startupy jim proto m\u00edsto oby\u010dejn\u00e9 k\u00e1vy, limon\u00e1dy nebo energy drinku prod\u00e1vaj\u00ed n\u00e1poj s p\u0159\u00edb\u011bhem, benefitem a vy\u0161\u0161\u00ed cenovkou.<\/p>\n","protected":false},"excerpt":{"rendered":"N\u00e1poj u\u017e nem\u00e1 jen zahnat \u017e\u00edze\u0148 nebo dodat kofein. St\u00e1le \u010dast\u011bji m\u00e1 tak\u00e9 zasytit, uklidnit, podpo\u0159it tr\u00e1ven\u00ed, dodat…\n","protected":false},"author":2,"featured_media":133167,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[12],"tags":[36002,67,68,17651,6601,24185,36003,28326,16738,113,597],"class_list":["post-133166","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys","tag-bilkovina","tag-business","tag-byznys","tag-cnbc","tag-kava","tag-napoj","tag-sam-henderson","tag-starbucks","tag-trend","tag-usa","tag-zdravi"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116833671333605262","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/133166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=133166"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/133166\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/133167"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=133166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=133166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=133166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}