# Hoppy Water Water-based beverages are infused with hops to enhance flavor. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 1, 2022 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hoppy-water ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 31, 2021 to May 19, 2022 - Published: Mar 1, 2022 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hoppy Water trend ### 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. ### 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. ### 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. ## What the Hoppy Water trend means for industry ### For 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 for Hoppy Water Trend score 3.9 out of 10, from popularity 61%, activity 44%, freshness 12%. - Popularity: 61% - Activity: 44% - Freshness: 12% ## Examples of the Hoppy Water trend 5 featured examples from Aug 31, 2021 to May 19, 2022. - [Sparkling Hop Water Rebrands](https://www.trendhunter.com/trends/ipw): Non-Alcoholic Functional Beer Brand H2OPS Rebrands as IPW (Category: Lifestyle) Implication: Innovative product offerings and branding can lead to success in a highly competitive market. - [Citrusy Hopped Waters](https://www.trendhunter.com/trends/hop-wtr-lime): HOP WTR Lime is the Latest Addition to This Non-Alcoholic Lineup (Category: Lifestyle) Implication: Innovative and rapid product development with the use of natural ingredients, and developing stress-reducing, non-alcoholic drinks. - [Non-Alcoholic Nootropic Hop Waters](https://www.trendhunter.com/trends/hop-wtr): HOP WTR Sparkling Hop Water is Calorie and Alcohol-Free (Category: Marketing) Implication: HOP WTR can disrupt the beverage industry by offering a unique and flavorful non-alcoholic alternative to traditional drinks, such as beer and soda. - [Calm-Inducing Hemp-Based Drinks](https://www.trendhunter.com/trends/hemp-hop): Hemp Hop Launches Health-Conscious 'NARDT' Relaxation Beverage (Category: Lifestyle) Implication: Beverage manufacturers can explore the use of hemp, hops and nanotechnology to create new products in the relaxation and stress relief segment. - [IPA-Inspired Sparkling Waters](https://www.trendhunter.com/trends/hop-splash): Hop Splash is a Sparkling, Hop-Infused Water with Zero Alcohol (Category: Lifestyle) Implication: 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… ## 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)