Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sensationalized
Seltzer
Brands reinvent digestive aids for a broader audience appeal.
3.6
Trend score
Trend
What is the Sensationalized Seltzer trend?
Sensationalized Seltzer: Traditional seltzers used to treat upset stomachs and aid digestion have been recreated to appeal to modern consumers, using shifts in flavor and branding to do so. Beverage brands are creating these new seltzer drinks while promoting the benefits of overall health.
Insight
The consumer insight behind the Sensationalized Seltzer trend
Because of the contemporary movement for health and wellness, consumers looking to indulge are in search of minimalist offerings that are also beneficial to some capacity. As a result, this creates a demand for products that balance both taste and a healthier experience, allowing consumers the opportunity of treating themselves without guilt as they are able to maintain their health-conscious diet.
Trend themes
Themes within the Sensationalized Seltzer trend
Three behaviours holding the trend together01
Fruit infusion
Beverage brands are infusing seltzers with fruit juice to add flavor without artificial flavors or preservatives, catering to consumers looking for a healthier and organic experience.
02
Free-From Movement
Seltzer brands are offering low-carb, low-calorie, and sugar-free options to cater to health-conscious consumers, creating a wave of growth and change in the alcohol beverage industry.
03
Sensationalized Flavors
Beverage brands are using shifts in flavor and branding to create new seltzer drinks with popular and gourmet flavors to appeal to modern consumers, which is creating a demand for products that balance both taste and a healthier experience.
Industry implications
What the Sensationalized Seltzer trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can benefit from the fruit infusion and sensationalized flavors trends to offer healthier and organic options or novelty flavors to cater to consumers looking for guilt-free indulgence.
For
Alcohol Beverage
The alcohol beverage industry can benefit from the free-from movement trend by offering low-carb, low-calorie, and sugar-free options to cater to health-conscious consumers and differentiate from traditional options.
For
Retail
The retail industry can benefit from the fruit infusion trend by offering organic and fruit-infused seltzers that align with consumers' health and wellness values and preferences.
Workshop question
How can your brand take a traditional product or characteristic and recreate a something new, to appeal to your core consumer?
Trend signals
Trend signals for Sensationalized Seltzer
Trend score 3.6 out of 10, from popularity 57%, activity 42%, freshness 8%.
Popularity57%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Sensationalized Seltzer trend
5 featured examples from Mar 23 to Dec 27, 2018CategoryLifestyle
Artisan Water Seltzer Cocktails
The Vive Hard Seltzer Contains 100 Calories and Two Grams of Carbs
Beverage companies can innovate by creating new hard seltzer products with unique, artisanal flavors and low calorie profiles.
CategoryLifestyle
Botanically Infused Canned Cocktails
The Svedka Spiked Seltzers Contain 100 Calories Per Can
Disruptive Innovation Opportunity: Incorporate technology and artificial intelligence to streamline production and enhance packaging for canned cocktail beverages.
CategoryLifestyle
Millennial Pink Seltzers
Nauti Seltzer is Now Selling a Sparkling Rosé in a Pretty Pink Hue
The introduction of unique malt beverages can disrupt the alcoholic beverage industry by offering consumers new flavor options.
CategoryLifestyle
Free-From Spiked Seltzers
Briggs Hard Seltzers are Made with 100% Real Fruit
More companies can develop innovative products that cater to changing consumer interests, such as hard seltzers made with real fruit.
CategoryLifestyle
Juice-Infused Seltzer Drinks
Trader Joe's Seltzer Water Features Sweet, Organic Fruit Juice
Companies in the beverage manufacturing industry can leverage the demand for health-conscious beverages by developing new, flavorful and low-calorie options.
