Water-based beverages are infused with hops to enhance flavor
Trend - Enhanced waters continue to be popular, and brands in this space are now releasing these refreshing beverages flavored with hops. Common in beer, hoppy flavors in beverages add a bitter floral or citrus flavor that elevate these items.
Insight - With the food and beverage industry being increasingly saturated, it's taking more for brands to be able to stand out amongst competitors in this space. Catering to consumers who are accustomed to certain ingredients, and using those familiar ingredients in another product (or even category), is more likely to pique consumer interest.
Insight - With the food and beverage industry being increasingly saturated, it's taking more for brands to be able to stand out amongst competitors in this space. Catering to consumers who are accustomed to certain ingredients, and using those familiar ingredients in another product (or even category), is more likely to pique consumer interest.
Workshop Question - How could your brand take inspiration from adjacent industries?
Trend Themes
1. Hoppy Enhanced Waters - The trend of using hops to enhance the flavor of waters and non-alcoholic beverages can be capitalized on by introducing new flavors and products that cater to consumers seeking enhanced refreshment.
2. Functional Beverages - The infusion of nootropics, adaptogens, and CBD into enhanced waters and non-alcoholic beverages can tap into a growing market of health-conscious consumers seeking functional refreshments.
3. Rebranding and Diversification - By rebranding and diversifying product offerings with new flavors and product lines, companies can increase brand recognition and attract new segments of consumers looking for non-alcoholic, functional beverages.
Industry Implications
1. Food and Beverage Industry - The hoppy enhanced waters and functional beverages trends present opportunities for companies in the food and beverage industry to introduce new products that cater to consumers seeking flavorful refreshment, health benefits, and alternatives to traditional alcoholic beverages.
2. CBD and Cannabis Industry - The incorporation of CBD and cannabis extracts in functional and hoppy infused beverages presents an opportunity for businesses in the CBD and cannabis industry to expand into the non-alcoholic functional beverage market.
3. Craft Beer Industry - The introduction of hop-infused non-alcoholic sparkling waters can disrupt the craft beer industry by offering a healthier alternative to traditional beer, while still maintaining the flavor and aroma of hops that beer drinkers love.
