Savory waters are adapted with unique ingredients and flavoring
Trend - The rise of savory waters–meant to be consumed on their own or added to dishes to enhance flavor–comes as consumers seek out enhanced versions of the items they're used to consuming. These beverages are infused with everything from bell peppers to smoked oak.
Insight - North American consumers have a growing preference for diverse flavors as their purchasing habits expand to adopt artisan products and services. This focus on quality is reflected not just in the food and beverage space–but in everything from fashion to the purchase journey itself. With the term "wellness" often being associated with higher quality and diversity of experience, consumers are increasingly subscribing to the rituals that qualify under this expanding industry.
Insight - North American consumers have a growing preference for diverse flavors as their purchasing habits expand to adopt artisan products and services. This focus on quality is reflected not just in the food and beverage space–but in everything from fashion to the purchase journey itself. With the term "wellness" often being associated with higher quality and diversity of experience, consumers are increasingly subscribing to the rituals that qualify under this expanding industry.
Workshop Question - How could your brand enhance or modernize one of its more traditional products/services?
Trend Themes
1. Savory Water - The trend of savory waters reflects the preference for diverse flavors and the expansion of the 'wellness' industry, creating opportunities for artisan products and services.
2. Functional Beverages - Consumers are turning to functionally enhanced wellness water products and nutritiously rich alternatives to soda and juice to support their active lifestyles.
3. Alternative Vegetable Water - Alternative vegetable water products provide consumers with enhanced benefits and flavors, giving them appealing alternatives to other types of drinks.
Industry Implications
1. Food and Beverage - The trend towards savory, functional, and alternative vegetable waters creates opportunities for artisan food and beverage products that cater to the consumers' desire for diverse flavors and support their active lifestyles.
2. Health and Wellness - The trend towards functionally enhanced wellness water and the expansion of the 'wellness' industry provide opportunities for innovative and convenient products that cater to health-conscious consumers' needs.
3. Fitness and Recovery - The trend towards functionally enhanced wellness water and the preference for low-carb and keto-friendly beverages create opportunities for products that support active lifestyles and recovery after physical exercise.
