Category
Lifestyle
Assisted Choices
Trend cluster
Category
Active
Additive
Consumers embrace edible charcoal as a purifying extra ingredient.
4.7
Trend score
Trend
What is the Active Additive trend?
Active Additive: Emerging as skincare secret weapons, activated or heat-treated ingredients are being incorporated as health-boosting properties in a variety of beverage products. Activated ingredients such as charcoal are able to better absorb organic toxins, causing the unexpected ingredient to gain popularity outside of Asia as a healthful addition to drinks such as cold-pressed juices and lattes. This progression speaks to the experimental nature of consumer appetites in the pursuit of health.
Trend themes
Themes within the Active Additive trend
Three behaviours holding the trend together01
Activated Ingredients
Emerging activated or heat-treated ingredients are being incorporated as health-boosting properties in a variety of beverage products.
02
Innovative Juice Cleanse Flavors
As juice cleanses become increasingly popular within the diet industry unconventional flavors like activated charcoal are emerging in this booming market.
03
Concentrated Health Shots
The idea of taking ultra-concentrated health shots is not new, but a newfound consumer interest in health has inspired the creation of many new superfood products.
Industry implications
What the Active Additive trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Innovating new product variations and embracing activated ingredients offers opportunity for beverage companies to differentiate in a crowded market of wellness drinks and juice cleanses.
For
Nutrition Supplements
Activated charcoal is an increasingly popular digestive aid and incorporating similar natural remedies into digestive supplements could be a major opportunity in the market.
For
Marketing Campaigns
Unusual and photogenic products like activated charcoal drinks can be utilized in creative and distinct campaigns to garner free advertising within a crowded market.
Workshop question
What are you doing to challenge your customer's perception of your industry's standards?
Trend signals
Trend signals for Active Additive
Trend score 4.7 out of 10, from popularity 67%, activity 64%, freshness 8%.
Popularity67%
Activity64%
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 Active Additive trend
6 featured examples from May 20, 2015 to Apr 26, 2017CategoryLifestyle
On-the-Go Superfood Shots
KOR Shots' Health Shots Make It Easy to Consume Ginger, Charcoal & More
The health and wellness industry can benefit from the current trend towards concentrated superfood shots, by developing new products that cater to a growing consumer interest.
CategoryLifestyle
Limited-Edition Charcoal Drinks
Suja Juice Launched a Creative Campaign to Promote These Juices
The beverage industry can explore the use of activated charcoal as a unique ingredient to create limited-edition drinks that attract attention and generate sales.
CategoryLifestyle
Detoxifying Charcoal Lattes
RAWBERRY's Unique Black Latte Cleanses the Liver
The beverage industry can leverage the trend of activated charcoal beverages to innovate and offer consumers unique and visually appealing detoxifying drinks.
CategoryLifestyle
Raw Charcoal Juices
Detox Delight's Healthy Juice Range Offers Tasty and Nutritious Products
The market for innovative and functional juices presents an opportunity for entrepreneurs to create products with unique ingredients and flavor profiles utilizing production and d…
CategoryLifestyle
Detoxing Charcoal Tonics
The Black Starwater Beverages Contain Active Charcoal to Purify the Body
A sector that could benefit greatly from the addition of functional ingredients such as activated charcoal to create products with added health benefits.
CategoryLifestyle
Digestive Charcoal Capsules
Activated Charcoal Supplements Improve Gut Health By Eliminating Gas
The vitamin supplement industry can benefit from incorporating activated charcoal supplements into their product lines to cater to the growing demand for natural digestive aids.
