# Active Additive Consumers embrace edible charcoal as a purifying extra ingredient. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Nov 3, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/charcoal-supplement ## Key Figures - Trend score: 4.7/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 20, 2015 to Apr 26, 2017 - Published: Nov 3, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Active Additive trend ### Activated Ingredients Emerging activated or heat-treated ingredients are being incorporated as health-boosting properties in a variety of beverage products. ### 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. ### 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. ## What the Active Additive trend means for industry ### For 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 for Active Additive Trend score 4.7 out of 10, from popularity 67%, activity 64%, freshness 8%. - Popularity: 67% - Activity: 64% - Freshness: 8% ## Examples of the Active Additive trend 6 featured examples from May 20, 2015 to Apr 26, 2017. - [On-the-Go Superfood Shots](https://www.trendhunter.com/trends/health-shots): KOR Shots' Health Shots Make It Easy to Consume Ginger, Charcoal & More (Category: Lifestyle) Implication: 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. - [Limited-Edition Charcoal Drinks](https://www.trendhunter.com/trends/charcoal-drink): Suja Juice Launched a Creative Campaign to Promote These Juices (Category: Lifestyle) Implication: 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. - [Detoxifying Charcoal Lattes](https://www.trendhunter.com/trends/black-latte): RAWBERRY's Unique Black Latte Cleanses the Liver (Category: Lifestyle) Implication: The beverage industry can leverage the trend of activated charcoal beverages to innovate and offer consumers unique and visually appealing detoxifying drinks. - [Raw Charcoal Juices](https://www.trendhunter.com/trends/charcoal-juice): Detox Delight's Healthy Juice Range Offers Tasty and Nutritious Products (Category: Lifestyle) Implication: 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… - [Detoxing Charcoal Tonics](https://www.trendhunter.com/trends/active-charcoal): The Black Starwater Beverages Contain Active Charcoal to Purify the Body (Category: Lifestyle) Implication: A sector that could benefit greatly from the addition of functional ingredients such as activated charcoal to create products with added health benefits. - [Digestive Charcoal Capsules](https://www.trendhunter.com/trends/charcoal-supplements): Activated Charcoal Supplements Improve Gut Health By Eliminating Gas (Category: Lifestyle) Implication: 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. ## 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)