# Exotic Health Beverage brands turn to exotic ingredients for added nutritional value. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 9, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/exotic-health ## Key Figures - Trend score: 3.8/10 - Evidence articles: 6 ## What is the Exotic Health trend? **Exotic Health:** Moving beyond traditional fruit flavors, beverage brands are turning to exotic alternatives to add greater nutritional optics to their products. Integrating ingredients like goji berries, cactus extract and fermented vegetables that not only add a new level of wellness, but more importantly boost a mystique that in most cases, trumps the consumer desire for health benefits. This speaks to the power of strategic branding and novelty. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 5, 2015 to Jun 11, 2016 - Published: Mar 9, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Exotic Health trend ### Exotic Ingredients Beverage brands are using exotic ingredients to add greater nutritional optics to their products. ### Functional Beverages Companies producing functional beverages that promote health and wellness are becoming more popular among health-conscious consumers. ### Drinking Vinegar Drinking vinegars are becoming a popular alternative to soda for consumers interested in reducing their sugar intake. ## What the Exotic Health trend means for industry ### For Beverage Industry The beverage industry is being disrupted by companies producing healthier drinks with exotic ingredients. ### For Functional Foods Industry The functional foods industry is seeing growth as consumers become more interested in products that promote health and well-being. ### For Packaging Industry The packaging industry is being disrupted by the need for more portable and convenient options for drinks like coconut water and drinking vinegars. ## Workshop question How could your brand create a perception of exoticism with regard to your offering? ## Trend signals for Exotic Health Trend score 3.8 out of 10, from popularity 52%, activity 53%, freshness 8%. - Popularity: 52% - Activity: 53% - Freshness: 8% ## Examples of the Exotic Health trend 6 featured examples from Nov 5, 2015 to Jun 11, 2016. - [Exotic Cactus Waters](https://www.trendhunter.com/trends/healthy-beverage): True Nopal's Healthy Beverage is Free From Artificial Additives (Category: Lifestyle) Implication: Beverage manufacturers can capitalize on the growing popularity of cactus water by introducing unique flavors, innovative packaging, and promoting the health benefits of the drink. - [Tropical Goji Beverages](https://www.trendhunter.com/trends/superfood-drinks): Exoticwater's Superfood Drinks Blend Unconventional Fruit Flavors (Category: Lifestyle) Implication: Innovation opportunity for the beverage industry to capitalize on consumers' growing interest in healthier and natural drinks. - [Exotic Digestive Beverages](https://www.trendhunter.com/trends/probiotic-beverage): Farmhouse Culture's Probiotic Beverages Encourage Good Gut Health (Category: Lifestyle) Implication: The probiotic beverage market presents a significant opportunity for beverage industry players to develop and market healthy beverage options. - [Exotic Vinegar Drinks](https://www.trendhunter.com/trends/vinegar-drinks): Pok Pok Som Offers an Unusual Alternative to Soda (Category: Lifestyle) Implication: The beverage industry can explore the disruptive innovation opportunity of creating concentrated vinegar drinks as a healthier alternative to carbonated sodas. - [Exotic Coconut Water](https://www.trendhunter.com/trends/infused-coconut-water): CocoXim Makes Infused Coconut Water with Sour Plum and Lotus Seed (Category: Lifestyle) Implication: The beverage industry can capitalize on the popularity of coconut water by creating new and unique products, such as infused coconut water. - [Exotic Aloe Drinks](https://www.trendhunter.com/trends/aloe-drink): VIVALOE's Beverages Combine Real Aloe Vera with Flavorful Fruit Infusions (Category: Lifestyle) Implication: Incorporating exotic fruit infusions and flavors into beverages can attract consumers seeking unique taste profiles. ## 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)