Rather than simply offering flavored waters, seltzers incorporate real juice
Trend - The fusion of seltzer water and real juice is on the rise, with brands now recognizing that artificially flavoring their seltzers limits the range of potential customers that would purchase them. By using real juice, these brands are able to tout these products as healthier.
Insight - With the increasing focus on wellness, consumers place greater emphasis on product nutrition in order to feel healthier and energized. In light of this, many strive away from artificial ingredients/additives where they can and tend to opt-in for more natural alternatives. This allows consumers to have peace of mind as they bridge the gap between an appetizing indulgence and a health-focused recipe.
Insight - With the increasing focus on wellness, consumers place greater emphasis on product nutrition in order to feel healthier and energized. In light of this, many strive away from artificial ingredients/additives where they can and tend to opt-in for more natural alternatives. This allows consumers to have peace of mind as they bridge the gap between an appetizing indulgence and a health-focused recipe.
Workshop Question - What element could your brand add to broaden the range of consumers your product/service appeals to?
Trend Themes
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Real Juice Infusion — The seltzer water trend is now making use of real juice infusion, providing health-conscious customers with nutritious and flavorful drinks.
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Fiber-infused Beverages — Fiber-infused water is gaining popularity as a hydrating alternative that comes with added nutritional benefits.
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Natural Hard Seltzers — Consumers are seeking refreshing and low-alcoholic beverages, making natural hard seltzers a popular choice for summer drinking.
Industry Implications
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Beverage Industry — Businesses in the beverage industry can explore the trend of real juice infusion to create healthier products that cater to wellness-seeking customers.
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Health and Wellness Industry — The fiber-infused water trend can be leveraged by businesses in the health and wellness industry to promote products with added nutritional benefits.
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Alcoholic Beverage Industry — The rising demand for natural hard seltzers presents a disruptive innovation opportunity for businesses in the alcoholic beverage industry to explore and meet the changing drinking preferences of consumers.
