Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hoppy
Water
Water-based beverages are infused with hops to enhance flavor.
3.9
Trend score
Trend
What is the Hoppy Water trend?
Hoppy Water: 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
The consumer insight behind the Hoppy Water trend
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.
Trend themes
Themes within the Hoppy Water trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Hoppy Water trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How could your brand take inspiration from adjacent industries?
Trend signals
Trend signals for Hoppy Water
Trend score 3.9 out of 10, from popularity 61%, activity 44%, freshness 12%.
Popularity61%
Activity44%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Hoppy Water trend
5 featured examples from Aug 31, 2021 to May 19, 2022CategoryLifestyle
Sparkling Hop Water Rebrands
Non-Alcoholic Functional Beer Brand H2OPS Rebrands as IPW
Innovative product offerings and branding can lead to success in a highly competitive market.
CategoryLifestyle
Citrusy Hopped Waters
HOP WTR Lime is the Latest Addition to This Non-Alcoholic Lineup
Innovative and rapid product development with the use of natural ingredients, and developing stress-reducing, non-alcoholic drinks.
CategoryMarketing
Non-Alcoholic Nootropic Hop Waters
HOP WTR Sparkling Hop Water is Calorie and Alcohol-Free
HOP WTR can disrupt the beverage industry by offering a unique and flavorful non-alcoholic alternative to traditional drinks, such as beer and soda.
CategoryLifestyle
Calm-Inducing Hemp-Based Drinks
Hemp Hop Launches Health-Conscious 'NARDT' Relaxation Beverage
Beverage manufacturers can explore the use of hemp, hops and nanotechnology to create new products in the relaxation and stress relief segment.
CategoryLifestyle
IPA-Inspired Sparkling Waters
Hop Splash is a Sparkling, Hop-Infused Water with Zero Alcohol
Beverage manufacturers can consider expanding their product lines to include unique non-alcoholic options, like hop-infused sparkling water, in response to shifting consumer prefe…
