Category
Lifestyle
Gentle Diagnostics
Trend cluster
Category
Botanical
Seltzer
Hard and alcohol-free seltzers are adapted with botanical ingredients.
4.2
Trend score
What's Happening
What is the Botanical Seltzer trend?
Botanical Seltzer: With both alcoholic and non-alcoholic seltzers being viewed as healthier alternatives to various beverages, brands in this space are elevating their flavor and benefits by infusing them with botanical ingredients.
Insight
The consumer insight behind the Botanical Seltzer trend
Whether its in food, beverage or alcohol, consumers are constantly seeking healthier alternatives to products they already enjoy. This increased focus on personal "wellness" has resulted in consumers being not necessarily more calorie-conscious, but more ingredient-conscious and aware of that they put into their bodies. Brands that prioritize nutrition or free-from ingredients are more appealing to these consumers.
Trend themes
Themes within the Botanical Seltzer trend
Three behaviours holding the trend together01
Botanical Infusion
Brands infuse seltzers with botanical ingredients to offer healthier beverage options.
02
Blurred Alcohol Categories
Brands are offering low-alcohol seltzers as an alternative to conventional wine and spirits to appeal to younger drinkers.
03
Flavor Exploration
Brands like Vyne offer seltzers with unusual flavors to provide a refreshing alternative to ordinary sparkling water.
Industry implications
What the Botanical Seltzer trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Consumer trends in seltzers reflect the beverage industry's ongoing pursuit of healthy and flavorful drink options.
For
Alcohol Industry
Blurred alcohol categories provide an opportunity for both traditional and non-traditional alcohol brands to innovate and capitalize on evolving consumer preferences.
For
Wellness Industry
Growing consumer trends towards health awareness and personal wellness provide opportunities for brands to offer nutrition-focused or free-from ingredient products.
Workshop question
How could your brand better prioritize or highlight healthy products/ingredients?
Trend signals
Trend signals for Botanical Seltzer
Trend score 4.2 out of 10, from popularity 64%, activity 51%, freshness 10%.
Popularity64%
Activity51%
Freshness10%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Botanical Seltzer trend
4 featured examples from Jun 18, 2020 to May 22, 2021CategoryMarketing
Low-Alcohol Seltzer Cocktails
The Lilo Hard Seltzer Range Includes Two Distinct Flavor Options
The alcoholic beverage industry can capitalize on the trend towards low-alcohol options to attract health-conscious consumers.
CategoryMarketing
Refreshing Wine-Paired Seltzer Cocktails
The Echo Falls Rosé Seltzers Come in Three Flavor Options
The beverage industry can explore the creation of new and interesting blurring alcohol categories.
CategoryLifestyle
Hop-Infused Sparkling Water
Vyne Enhances Seltzers with Unconventional Flavors
The sparkling water industry can benefit from introducing unconventional flavors and bold branding to attract new customers.
CategoryLifestyle
Botanical-Inspired Hard Seltzers
Amass Hard Seltzers Have Complex Flavors from Natural Extracts
The alcoholic beverage industry can take advantage of the botanical and unique flavor trends by creating and marketing new hard seltzer products using creative natural ingredients.
