# Alternative H2O Packaged water products turn to all-natural flavorings. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Oct 27, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-h2o ## Key Figures - Trend score: 3.0/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 8 to Nov 25, 2015 - Published: Oct 27, 2015 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Alternative H2O trend ### 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. ### 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. ### 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. ## What the Alternative H2O trend means for industry ### For 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 for Alternative H2O Trend score 3.0 out of 10, from popularity 49%, activity 34%, freshness 8%. - Popularity: 49% - Activity: 34% - Freshness: 8% ## Examples of the Alternative H2O trend 5 featured examples from Apr 8 to Nov 25, 2015. - [Olive Water Beverages](https://www.trendhunter.com/trends/olive-water): Olive Water is a Rejuvenating Superdrink That Recently Rebranded (Category: Lifestyle) Implication: 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… - [All-Natural Maple Waters](https://www.trendhunter.com/trends/bettersweet): BetterSweet Bottles Fresh Maple Water for Organic Consumption (Category: Lifestyle) Implication: Incorporating maple water or other natural ingredients into a line of beverages could appeal to health-conscious consumers and differentiate from competitors. - [Healing Artichoke Water](https://www.trendhunter.com/trends/healthy-water): ARTY's Healthy Water is Made from Artichokes (Category: Lifestyle) Implication: Disruptive innovation opportunity for the beverage industry to explore novel ingredients and develop unique drinks to cater to evolving consumer preferences. - [Spiced Coconut Water](https://www.trendhunter.com/trends/raw-coconut-water): This Harmless Harvest Raw Coconut Water is Enhanced with Cinnamon & Clove (Category: Lifestyle) Implication: The beverage industry can explore opportunities to develop innovative products by enhancing coconut water with unique flavors and functional ingredients. - [Prickly Pear Water](https://www.trendhunter.com/trends/cactus-water): Caliwater's 100% Cactus Water Provides Refreshment with a Desert Fruit (Category: Lifestyle) Implication: The beverage industry can capitalize on the trend of plant-based waters and create new and unique flavor profiles to meet consumer demand. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)