# Re-Purposed Beverage Beverage brands turn to re-purposed ingredients for heightened sustainability. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 20, 2016 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/repurposed-beveragety ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## What is the Re-Purposed Beverage trend? **Re-Purposed Beverage:** - Seeking to reduce their environmental footprint, beverage brands are taking a step towards being more environmentally conscious through the use of re-purposed ingredients. From processing wastewater to make beer, to utilizing overripe, unsold fruit to make fruit drinks, brands are integrating elements of sustainability right into the production of the item itself. This speaks to the need for brands to not only promote environmental practices on the consumer side, but to adhere to those practices through their operations as well. ## At a Glance - Evidence: 5 featured examples - Articles from: May 28, 2014 to Sep 14, 2016 - Published: Sep 20, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Re-Purposed Beverage trend ### Re-purposed Ingredients Beverage brands are incorporating re-purposed, overstocked, and waste ingredients to improve their environmental sustainability. ### Compostable Packaging Companies are developing eco-friendly packaging made with compostable materials for coffee pods and other food products. ### Unconventional Ingredients Coffee and drink makers are experimenting with integrating unconventional ingredients including hops and volcanic spring water to create unique beverages. ## What the Re-Purposed Beverage trend means for industry ### For Sustainable Food and Beverage Companies in the food and beverage industry can take notes on the use of re-purposed, eco-friendly and compostable ingredients and packaging that promote environmental sustainability. ### For Green Technology and Recycling Business professionals in the technology, recycling, and innovation industries can observe emerging trends in developing compostable packages and eco-friendly pods and other green technology and initiatives. ### For Health and Nutrition Health and wellness organizations can educate consumers on the benefits of natural and unconventional ingredients and how they can benefit their health. ## Workshop question How can your brand accommodate consumer desire for more comprehensive environmentally sound practices? ## Trend signals for Re-Purposed Beverage Trend score 4.7 out of 10, from popularity 73%, activity 60%, freshness 8%. - Popularity: 73% - Activity: 60% - Freshness: 8% ## Examples of the Re-Purposed Beverage trend 5 featured examples from May 28, 2014 to Sep 14, 2016. - [Eco-Friendly Lemonades](https://www.trendhunter.com/trends/icelandic-spring-water): These Refreshing Drinks are Made from Icelandic Spring Water (Category: Eco) Implication: An opportunity for beverage companies to incorporate unique and sustainable ingredients and production methods in order to offer drinks that cater to the health and wellness indus… - [Hop-Infused Coffees](https://www.trendhunter.com/trends/smooth-cold-brew): This Smooth Cold Brew Coffee is Infused with an Unexpected Ingredient (Category: Lifestyle) Implication: Coffee companies can incorporate hops and other unique ingredients to create innovative new offerings and stand apart from competitors. - [Salvaged Smoothies](https://www.trendhunter.com/trends/rejuce): Rejuce Uses Food Surpluses for Eco-Friendly Juices and Soups (Category: Social Good) Implication: Innovative solutions to reduce food waste and create sustainable products. - [Repurposed Fruit Drinks](https://www.trendhunter.com/trends/fruit-drink): 'Rescued Fruit' Beverages are Made from Produce That Would to Go Waste (Category: Eco) Implication: The food and beverage industry has an opportunity to repurpose less-than-perfect fruits and vegetables into new products to reduce food waste. - [Plant-Based Coffee Capsules](https://www.trendhunter.com/trends/made-from-plant-fibers): These Eco-Friendly Pods are Made from Plant Fibers and Starch (Category: Eco) Implication: The coffee industry can embrace the trend of using compostable coffee pods made from plant fibers and starch, providing a more sustainable and environmentally-conscious coffee exp… ## 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 Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)