# Holistic Elixir Drinks designed for healthy consumers combat drinking culture. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jul 25, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/holistic-elixir ## Key Figures - Trend score: 2.7/10 - Evidence articles: 4 ## What is the Holistic Elixir trend? **Holistic Elixir:** As health concerns rise among millennials, beverages that focus on wellness are on the rise. Augmenting drinking culture to include nutritional supplements, these products satiate consumer demand for both lifestyle accommodation and enhancement. ## At a Glance - Evidence: 4 featured examples - Articles from: May 10 to Jul 7, 2014 - Published: Jul 25, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Holistic Elixir trend ### Wellness-focused Beverages As health concerns rise among millennials, beverages that focus on wellness are on the rise. ### Prenatal Drinks Prenatal pills are difficult to swallow, leading to the rise of prenatal drinks like Bump Water. ### Diversified Energy Drinks Energy drinks with a variety of flavors are on the rise as exemplified by SunnyD X, instead of relying solely on one popular flavor. ## What the Holistic Elixir trend means for industry ### For Health and Wellness Industry Beverages that focus on wellness are creating an avenue for the health and wellness industry to provide products that are both functional and palatable. ### For Maternal Health Industry The product offered by Bump Water, which has been OBGYN-recommended, highlights the need to create products targeted to maternal health. ### For Beverage Industry Beverage companies can capitalize on the trend for diversified energy drinks by creating more eclectic flavors. ## Trend signals for Holistic Elixir Trend score 2.7 out of 10, from popularity 44%, activity 31%, freshness 8%. - Popularity: 44% - Activity: 31% - Freshness: 8% ## Examples of the Holistic Elixir trend 4 featured examples from May 10 to Jul 7, 2014. - [Healthy Prenatal Beverages](https://www.trendhunter.com/trends/drink-for-women): Bump Water is a Vitamin and Mineral Drink for Women Who Are Pregnant (Category: Lifestyle) Implication: Opportunity to develop and market functional beverages with targeted nutrition for different demographic groups. - [Relaxing Nighttime Drinks](https://www.trendhunter.com/trends/good-night-drink): The Good Night Drink Naturally Helps You Ease into Sleep (Category: Lifestyle) Implication: The beverage industry can explore the potential of natural relaxing drinks like The Good Night Drink to expand their product offerings and attract health-conscious consumers. - [Purist Wellness Beverages](https://www.trendhunter.com/trends/health-drink): 'Holy' is a Health Drink That Promises Miraculous Fixes for Ailments (Category: Lifestyle) Implication: Opportunity for disruptive innovation in the development of new wellness beverages that cater to health-conscious consumers. - [Energizing Citrus Drinks](https://www.trendhunter.com/trends/sunnyd): The Iconic Orange Juice SunnyD Will Now be Available as an Energy Drink (Category: Lifestyle) Implication: The launch of SunnyD X showcases opportunities for innovation and expansion within the beverage industry, particularly in the energy drink segment. ## 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)