Category
Lifestyle
Assisted Choices
Trend cluster
Category
Alternative
H2O
Packaged water products turn to all-natural flavorings.
3.0
Trend score
Trend
What is the Alternative H2O trend?
Alternative H2O: As consumer purchases continue to be influenced by the wellness movement, brands are widening their offerings to include unconventionally flavored waters that border on experimental. Using naturally sweet, organic flavors, such offerings provide an alternative to tap, sparkling and even coconut waters that are nourishing and restorative, which speaks to the growing industry of preventative health and the interest in all-natural sugar alternatives.
Trend themes
Themes within the Alternative H2O trend
Three behaviours holding the trend together01
Flavored Plant-Based Waters
As consumers seek out more natural and alternative flavored waters, brands are experimenting with plant-based alternatives such as artichokes, prickly pear cactus, and olive water.
02
Low-Calorie, Natural Beverages
Brands are promoting and offering low-calorie, all-natural beverages as healthy alternatives to traditional sugar-laden sodas and juice cocktails.
03
Spiced Coconut Water
Brands are enhancing the taste and health benefits of coconut water by adding seasonal ingredients like cinnamon and clove to create year-round appeal.
Industry implications
What the Alternative H2O trend means for industry
Where the trend changes the playbookFor
Beverage Industry
As flavored waters continue to gain in popularity, the beverage industry can explore plant-based and low-calorie offerings to meet customer demand.
For
Health and Wellness Industry
The growing interest in all-natural and preventative health can be tapped into by promoting the health benefits of low-calorie, natural beverages, such as those made from plant-based ingredients.
For
Spice Industry
As the trend for adding spices to coconut water gains momentum, the spice industry can collaborate with beverage brands to create new flavored water products.
Workshop question
What is the standard of your industry, and how could your brand position itself as the alternative?
Trend signals
Trend signals for Alternative H2O
Trend score 3.0 out of 10, from popularity 49%, activity 34%, freshness 8%.
Popularity49%
Activity34%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Alternative H2O trend
5 featured examples from Apr 8 to Nov 25, 2015CategoryLifestyle
Olive Water Beverages
Olive Water is a Rejuvenating Superdrink That Recently Rebranded
The success of Olive Water and similar flavored water alternatives suggest a disruptive innovation opportunity for beverage companies to create new products that emphasize unique…
CategoryLifestyle
All-Natural Maple Waters
BetterSweet Bottles Fresh Maple Water for Organic Consumption
Incorporating maple water or other natural ingredients into a line of beverages could appeal to health-conscious consumers and differentiate from competitors.
CategoryLifestyle
Healing Artichoke Water
ARTY's Healthy Water is Made from Artichokes
Disruptive innovation opportunity for the beverage industry to explore novel ingredients and develop unique drinks to cater to evolving consumer preferences.
CategoryLifestyle
Spiced Coconut Water
This Harmless Harvest Raw Coconut Water is Enhanced with Cinnamon & Clove
The beverage industry can explore opportunities to develop innovative products by enhancing coconut water with unique flavors and functional ingredients.
CategoryLifestyle
Prickly Pear Water
Caliwater's 100% Cactus Water Provides Refreshment with a Desert Fruit
The beverage industry can capitalize on the trend of plant-based waters and create new and unique flavor profiles to meet consumer demand.
