Category
Lifestyle
Assisted Choices
Trend cluster
Category
H2O
Resurgence
Health-conscious families are opting for flavored water as guilt-free refreshment.
4.0
Trend score
Trend
What is the H2O Resurgence trend?
H2O Resurgence: As parents become wary of the effects of sugar-loaded beverages on their children’s minds and bodies, astute brands are expanding their product lines to appeal to health-concerned families with flavored water options that still promise to delight youthful palates. Familiar fruit flavors and brightly colored packaging entice youngsters who crave something delicious while overprotective parents are won over by the simple, nature-based ingredients and healthy hydration that comes from the purity of water.
Trend themes
Themes within the H2O Resurgence trend
Three behaviours holding the trend together01
Flavored Water for Kids
Health-conscious families are opting for flavored water as guilt-free refreshment for children.
02
Hydrating Functional Drinks
Consumers are seeking out functional drinks that offer hydration and added nutrients.
03
Unsweetened Sparkling Water
Sparkling water is increasingly popular as a healthy and flavorful alternative to sugary sodas.
Industry implications
What the H2O Resurgence trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can innovate by creating more healthy and functional drink options that appeal to health-conscious consumers.
For
Child-Focused Products
Brands can create child-focused products by providing healthy alternatives to sugary drinks that still appeal to youthful palates.
For
Functional Food and Drink Industry
The functional food and drink industry can focus on creating hydrating and nutrient-rich beverages that provide specific health benefits to consumers.
Workshop question
How does your brand work to appease parental concerns regarding kid's health?
Trend signals
Trend signals for H2O Resurgence
Trend score 4.0 out of 10, from popularity 59%, activity 54%, freshness 8%.
Popularity59%
Activity54%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the H2O Resurgence trend
5 featured examples from Feb 26 to Jul 29, 2016CategoryLifestyle
Antioxidant-Rich Watermelon Waters
The 'What a Melon' Line Provides a Healthy Alternative to Juice
As consumers seek healthier beverage options, companies in the beverage industry can capitalize on the rising trend of functional and nutritious drinks like What a Melon.
CategoryLifestyle
Zesty Mineral Water
Mattoni's Mineral Water Drinks Come in Lemon, Orange and Grapefruit Flavors
Beverage manufacturers can capitalize on the trend towards healthy refreshment by developing flavored water drinks that are low in calories, nutritious and flavorful like Mattoni'…
CategoryLifestyle
Kid-Friendly Sparkling Water
This Sparkling Drink is Branded as 'Tickle Water' for Kids
The beverage industry has an opportunity to create innovative, healthy products for kids, tapping into an untapped consumer base.
CategoryLifestyle
Kid-Friendly Fruit Waters
The Capri-Sun Flavored Beverages Encourages Children to Drink More Water
Opportunity for beverage companies to innovate and expand their product offerings by developing kid-friendly and healthy drinks.
CategoryLife-Stages
Kid-Friendly Sparkling Waters
The Giggle Line from Soul Fizz Serves as an Alternative to Soda
The beverage industry can capitalize on the growing demand for healthier, low calorie drink options by developing new products targeted towards children and health-conscious consu…
