Category
Lifestyle
Assisted Choices
Trend cluster
Category
Water
Pouches
Infused waters are being sold in portable pouch packaging.
3.6
Trend score
Trend
What is the Water Pouches trend?
Water Pouches: The popularity of infused waters is making brands expand their collections with these waters offered in pouches rather than boxes or bottles. Pouch packaging makes for easily portable consumption for both children and adults.
Insight
The consumer insight behind the Water Pouches trend
When considering what to purchase, convenience is often a large motivator for consumers. Portability and space-saving functions are appealing to consumers who live busy or active lifestyles--ensuring that products add value to their lives without being obstructive.
Trend themes
Themes within the Water Pouches trend
Three behaviours holding the trend together01
Portability
Convenience and portability are important motivators for busy consumers. Brands are packaging infused waters and functional drinks in pouches to appeal to the on-the-go lifestyle.
02
Reducing Sugar
Reducing sugar in drinks is a growing trend among health-conscious consumers. Brands are launching half-juice, half-water drinks with natural flavors for parents who want less sugar for their children.
03
Functional Beverages
Functional beverages like vitamin-boosted waters tap into consumers' desire for wellness. Brands are launching kid-friendly versions with added nutrients like vitamin D.
Industry implications
What the Water Pouches trend means for industry
Where the trend changes the playbookFor
Beverage Packaging
Innovative packaging that improves portability, sustainability or convenience can create differentiated branding opportunities for flavored water and health drinks.
For
Functional Beverages
Growing awareness of health and wellness is driving demand for functional beverages with added vitamins and minerals to meet specific nutritional needs in both kids and adults.
For
Healthy Snacks
Pouched flavored waters and reduced-sugar kids' drinks can promote better snacking choices. Brands can explore cross-promotion opportunities in the healthy snacks industry to increase product sales.
Workshop question
How is your brand prioritizing convenience in its product design?
Trend signals
Trend signals for Water Pouches
Trend score 3.6 out of 10, from popularity 52%, activity 45%, freshness 12%.
Popularity52%
Activity45%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Water Pouches trend
6 featured examples from Aug 29, 2019 to Aug 24, 2022CategoryLifestyle
Vitamin D-Infused Water Pouches
ShineWater Pouches are Now Available at 600+ Walmarts in the US
By pivoting to a younger audience with a focus on health, companies in the beverage industry can promote healthier drinking habits and attract a new, health-conscious demographic.
CategoryLifestyle
Kid-Friendly Vitamin Pouches
ShineWater Pouches Launches Vitamin D Drink Pouches for Kids
A sector consisting of beverages crafted for children that quench thirst, provide nutrition and appeal to young tastebuds.
CategoryLifestyle
Fruit-Infused Water Pouches
Gerber's On-the-Go Beverages Hydrate Toddlers
The baby and toddler beverage industry has the opportunity to disrupt the market by offering healthier beverage options that use real fruit, natural flavors, and encourage hydrati…
CategoryLifestyle
Calcium-Enriched Water Pouches
Millennium Nc Beverages Launched Elkiee, a Pouched Artesian Water
The beverage industry can explore innovative water packaging solutions like pouched artesian water to cater to consumer preferences for convenience and health benefits.
CategoryLifestyle
Energy Boosting Water Pouches
The New Susosu Water Pouch Boasts Antioxidant Properties
Innovation in the bottled water industry has opened up opportunities for new players to differentiate their water products with unique health benefits and packaging.
CategoryMarketing
Reduced Sugar Juice Pouches
The Tree Top Fruit+Water Pouches Boast Less Sugar
Reduced-sugar juice products like Tree Top's Fruit+Water Pouches offer an innovative solution for juice and beverage manufacturers who want to satisfy consumer preferences for hea…
