# Compact Hydration Seeking convenience, consumers turn to more adaptable water bottles. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 4, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/compact-hydration ## Key Figures - Trend score: 5.1/10 - Evidence articles: 4 ## What is the Compact Hydration trend? **Compact Hydration:** Moving beyond traditional canteens and plastic bottles, consumers are turning to collapsible water containers for greater adaptability. Integrating abstract shapes that allow for space saving, these products combine compact packaging designs with a need for health-focused products. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 20, 2013 to Sep 3, 2014 - Published: Sep 4, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Compact Hydration trend ### Adaptable Water Bottles Consumers are opting for more flexible and collapsible water containers for greater adaptability. ### Edible Water Bottles The Ooho Water Bottle and their process of making water bottles out of brown algae and calcium chloride illustrates an alternative to the traditional plastic water bottles. ### Slim Design Water Bottles Innovation in design, like the Memobottle which was inspired by paper, is creating a slimmer and more convenient option for everyday use. ## What the Compact Hydration trend means for industry ### For Packaging Industry The increasing demand for adaptable and edible water bottles presents an opportunity to invent biodegradable packaging options that consumers want. ### For Disaster Relief Industry The Water Spider is an example of adaptable water bottles used for disaster relief that can influence a new shift towards packaging designed for disaster scenarios. ### For Food and Beverage Industry With the increase in demand for health-conscious products as seen with adaptable and slim water bottles, an opportunity arises for food and beverage businesses to expand their market in this niche. ## Trend signals for Compact Hydration Trend score 5.1 out of 10, from popularity 70%, activity 76%, freshness 8%. - Popularity: 70% - Activity: 76% - Freshness: 8% ## Examples of the Compact Hydration trend 4 featured examples from Nov 20, 2013 to Sep 3, 2014. - [Paper-Inspired Water Bottles](https://www.trendhunter.com/trends/memobottle): The Super Slim Memobottle is Easy to Pack for Everyday Use (Category: Art & Design) Implication: Opportunity for disruptive innovation in the consumer goods industry to develop slim and sustainable water bottle products. - [Blob-Like Water Containers](https://www.trendhunter.com/trends/ooho-water-bottle): The Ooho Water Bottle is an Edible Alternative to Plastic Versions (Category: Eco) Implication: The Ooho Water Bottle's innovative approach to packaging can disrupt traditional plastic water bottle manufacturers. - [Brewing Water Bottles](https://www.trendhunter.com/trends/ocha-tea-capsule): The O'Cha Tea Capsule Lets You Conveniently Create On-the-Go Infusions (Category: Art & Design) Implication: Beverage companies can innovate by creating portable and efficient solutions to provide consumers with on-the-go infusions. - [Expanding Emergency Canteens](https://www.trendhunter.com/trends/water-spider): The Water Spider Supplies Clean Water to Trapped Earthquake Victims (Category: Art & Design) Implication: The emergency response industry can explore disruptive innovation opportunities by leveraging compact and collapsible emergency canteens, such as the Water Spider, to improve the… ## 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)