# Healthy Concentrate Concentrated syrups that offer nutritious benefits are increasingly common. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 27, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/healthy-concentrate ## Key Figures - Trend score: 3.3/10 - Evidence articles: 6 ## What is the Healthy Concentrate trend? **Healthy Concentrate:** Concentrated syrups that are added to water or other beverages have long been associated with "junk" food, but this narrative is shifting with the creation of concentrated syrups that have nutritional benefits. These products come in a range of options, including kombucha and black tea. ## The consumer insight behind the Healthy Concentrate trend As consumers become more open to the types of food and beverage items they're willing to try, health remains an important consideration for many. Since many flavored CPG beverages tend to lack nutritional ingredients, consumers are drawn to the few that do promise both nutrition and enhanced flavor. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 24, 2019 to Sep 15, 2021 - Published: Jul 27, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Healthy Concentrate trend ### Nut Milk Concentrates The trend of concentrated healthy syrups can be applied to plant-based nut milk alternatives, creating opportunities for concentrate-based nut milk products that are organic, vegan, and free of preservatives or stabilizers. ### DIY Kombucha Syrups The trend of simplifying DIY fermented drinks can be applied to kombucha, creating tastier, healthier and more sustainable concentrate-based products that cut down on costs and packaging. ### Fermented Superdrink Concentrates The trend of healthy concentrated syrups can be applied to superdrinks that are centered around the traditional methods of fermentation, offering consumers with living, beneficial bacteria in the form of functional beverages. ## What the Healthy Concentrate trend means for industry ### For Plant-Based Dairy Alternatives The trend of healthy concentrates highlights the need for more fresh, organic, vegan, and preservative-free nut milk products. ### For Home Brewing & Carbonation The trend of concentrate-based drinks provides opportunities for companies who specialize in home brewing tools and CO2 cartridges, as they can encourage consumers to make their own drinks at home. ### For Functional & Fermented Beverages The trend of healthier, concentrated syrups provides opportunities for companies aiming at the functional and fermented beverages industry, as consumers are increasingly seeking more healthy options in their beverages. ## Workshop question How is your brand catering to the needs of health conscious consumers? ## Trend signals for Healthy Concentrate Trend score 3.3 out of 10, from popularity 48%, activity 41%, freshness 10%. - Popularity: 48% - Activity: 41% - Freshness: 10% ## Examples of the Healthy Concentrate trend 6 featured examples from Jan 24, 2019 to Sep 15, 2021. - [Concentrated Cold Brew Teas](https://www.trendhunter.com/trends/cold-brew-black-tea-concentrate): Trader Joe’s Organic Cold Brew Black Tea Concentrate is Summer-ready (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative products and flavors in the beverage industry to meet the demand for convenient and flavorful beverages like cold brew teas. - [Mushroom-Elderberry Syrups](https://www.trendhunter.com/trends/elderberry-plus-syrup): This Elderberry Plus Syrup Contains Superfood Mushroom Mycelium (Category: Lifestyle) Implication: Incorporate elderberry and superfood mushroom mycelium into health and wellness products for immune support. - [Kombucha Syrup Concentrates](https://www.trendhunter.com/trends/diy-kombucha): Soda Press Co.'s Newest Products Simplify DIY Kombucha (Category: Lifestyle) Implication: Soda Press Co.'s kombucha syrup concentrates could disrupt the health and wellness industry by offering an organic, probiotic and low-sugar beverage alternative to traditional fiz… - [Fermented Superdrink Concentrates](https://www.trendhunter.com/trends/superdrink): JIN JIN is Made with Fruits, Vegetables, Mushrooms & Cultures (Category: Lifestyle) Implication: Fermented superdrinks can disrupt the traditional beverage industry by offering unique and healthful alternatives to mainstream drinks. - [Nut Milk Concentrates](https://www.trendhunter.com/trends/make-nut-milk-at-home): Modest Mylk's Nut Bases Help People Make Nut Milk at Home (Category: Lifestyle) Implication: The food and beverage industry can tap into the trend of plant-based beverages and offer innovative nut milk products. - [Antioxidant-Rich Cherry Concentrates](https://www.trendhunter.com/trends/cherry-concentrate): Cheribundi's Tart Cherry Juice Concentrate Supports Recovery (Category: Lifestyle) Implication: The functional beverage industry can capitalize on the growing demand for post-workout recovery support by innovating and developing products with targeted ingredients, such as ta… ## 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)