The standard sparkling water beverage is adapted with nutritious ingredients
Trend - As the sparkling water category grows–brands within this space are elevating the nutrition of their products with added benefits. This shift moves sparkling water away from simply being a "neutral" alternative to soda, and one that is actively healthy that can cater to fitness and wellness-minded consumers.
Insight - Consumer already tapped into a wellness mindset are focusing even more on healthy living as diet and nutrition become a more prominent focus in mainstream media. As such, consumers are looking for, and thus are expecting, "added" nutritional ingredients from everyday products they're accustomed to.
Insight - Consumer already tapped into a wellness mindset are focusing even more on healthy living as diet and nutrition become a more prominent focus in mainstream media. As such, consumers are looking for, and thus are expecting, "added" nutritional ingredients from everyday products they're accustomed to.
Workshop Question - Consider how your brand could add additional benefits to its product/service in order to cater to a broader range of consumers.
Trend Themes
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Nutritious Sparkling Water — Brands are elevating the nutrition of sparkling water with added benefits to cater to fitness and wellness-minded consumers.
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Functional Beverages — Consumers are seeking 'added' nutritional ingredients from their everyday products to support their specific lifestyle and diet.
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Cbd-infused Beverages — There is a trend for all-natural, zero-calorie sparkling water beverages infused with CBD from broad-spectrum hemp extract that empowers consumers to lead healthy lifestyles and relieve anxiety and stress.
Industry Implications
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Beverage Industry — Incorporating nutritious ingredients and CBD into beverages is disrupting the traditional beverage industry, catering to wellness-minded and health-focused consumers.
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Wellness Industry — Consumers who tap into a wellness mindset are looking for healthy and functional drinks that aid specific concerns like skin care and vision care.
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Fitness Industry — Functional and nutritious beverages can also be marketed towards fitness enthusiasts as pre-workout and post-workout drinks.
