# Pouch Obsession Portability is pushed to new levels with pouches for adult use. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published May 11, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pouch-obsession ## Key Figures - Trend score: 4.7/10 - Evidence articles: 6 ## What is the Pouch Obsession trend? **Pouch Obsession:** As consumers' lives become increasingly hectic, a bigger desire for portability is observed. At the same time, a desire for slow-made artisan goods is seen on a mass level, calling for something to satisfy these two opposing needs. Pouches communicate a sense of humility and (sometimes literal) transparency. ## At a Glance - Evidence: 6 featured examples - Articles from: Dec 16, 2014 to Mar 9, 2016 - Published: May 11, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Themes within the Pouch Obsession trend ### Portability The rise of products packaged in portable pouches speaks to consumers' hectic lifestyles and a desire to be able to take products on the go. ### Artisanal Aesthetic Brands across industries are incorporating a handmade or rustic aesthetic into their packaging designs to add a sense of authenticity and quality to their products. ### Enriched Water New water products are adding ingredients such as hydrogen and natural flavors to create health and wellness benefits beyond pure hydration. ## What the Pouch Obsession trend means for industry ### For Food and Beverage Packaging Opportunities exist to develop packaging designs that are both portable and aesthetically pleasing for food and beverage products. ### For Health and Wellness Products The enriched water trend presents an opportunity to create new products that offer additional health and wellness benefits beyond standard hydration. ### For Consumer Goods By incorporating an artisanal or handmade aesthetic into packaging designs, consumer goods brands can add a sense of authenticity and quality to their products. ## Workshop question How does your brand's offerings line up with consumers desires for convenience and quality? ## Trend signals for Pouch Obsession Trend score 4.7 out of 10, from popularity 67%, activity 65%, freshness 8%. - Popularity: 67% - Activity: 65% - Freshness: 8% ## Examples of the Pouch Obsession trend 6 featured examples from Dec 16, 2014 to Mar 9, 2016. - [Party Cocktail Pouches](https://www.trendhunter.com/trends/fun-cocktail-drinks): These Fun Cocktail Drinks Are Packaged Like Freezies (Category: Lifestyle) Implication: Alcohol companies can focus on developing more innovative packaging for their products, as well as exploring new delivery channels for greater convenience. - [Secret Garden Branding](https://www.trendhunter.com/trends/organic-cafe-branding): This Organic Cafe Branding Channels Images of an Idyllic Forest (Category: Lifestyle) Implication: Companies could use organic branding and hybrid imagery to enhance their products and differentiate themselves in the competitive food and beverage industry. - [Enriched Hydrogen Water](https://www.trendhunter.com/trends/hydrogen-water): HFACTOR Water is Rich in Antioxidant and Therapeutic Benefits (Category: Lifestyle) Implication: The beverage industry can capitalize on the trend of enriched water formulas to offer a variety of flavored and fortified water products to health-conscious consumers. - [Salad Dressing Pouch Packaging](https://www.trendhunter.com/trends/kraft-dressings): The New Package Design for Kraft Dressings is Highly Portable (Category: Lifestyle) Implication: The portable pouch packaging trend presents opportunities for companies in the food packaging industry to develop innovative and convenient solutions. - [Gold Leaf Espresso Branding](https://www.trendhunter.com/trends/espresso-branding): Waterkant is a German Coffee Brand with a Sleek Visual Identity (Category: Lifestyle) Implication: Waterkant's sleek and unique coffee packaging design presents an opportunity for disruptive innovation in the coffee packaging industry. - [Artisanal Java Branding](https://www.trendhunter.com/trends/salvador-coffee): This Salvador Coffee Packaging is Rustic and Sustainable (Category: Marketing) Implication: Food and beverage brands can incorporate rustic and sustainable packaging to enhance their products' visual appeal and convey eco-friendly values. ## 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)