# Shelf-Stable Collagen Waters Adashiko Collagen Refresh is Free From Flavoring, Colors and More By Michael Hemsworth | Published 2020-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/adashiko-collagen-refresh References: [foodbev](https://www.foodbev.com/news/joint-venture-releases-collagen-infused-functional-water-in-new-zealand/) & [parkers.kiwi](https://parkers.kiwi) The Adashiko Collagen Refresh beverage is a new offering from the New Zealand-based Adashiko and Parker Beverages company, and is positioned as a functional refreshment option for health-conscious consumers to choose. The [collagen water drink](https://www.trendhunter.com/trends/aura-collagen-protein) features a blend of artesian water and [shelf-stable collagen](https://www.trendhunter.com/trends/naked-collagen-advanced), and is free from preservatives, colors, flavorings and other additives. The drink is reported to have a light, crisp flavor that is free from bitter notes and doesn't require any additional flavors as a finishing touch. Adashiko CEO Luci Firth explained the new Adashiko Collagen Refresh beverage further saying, "The bottled water category in the hospitality industry typically consists of unflavored still and sparkling varieties and has seen little innovation for some time. Many New Zealanders will struggle to pay for bottled water and with so little value added by suppliers, restaurateurs and bar owners are left to compete head-on with tap water, while still having to cover the cost of supplying it. The addition of a [functional water product](https://www.trendhunter.com/trends/protein-water-range) to this category means they will now be able to offer a competing product which they can justify retailing at a premium price point.” ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 33% | Activity: 55% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Functional Refreshment Options:** The rise of functional beverages presents an opportunity for innovative companies to create healthier and more beneficial refreshment options. - **Shelf-stable Collagen Products:** The demand for shelf-stable collagen products opens up possibilities for developing convenient and long-lasting collagen-infused items. - **Innovation in Bottled Water:** The stagnant bottled water industry calls for disruptive innovation to create unique and value-added products that can justify premium pricing. ### Where This Applies - **Beverage Industry:** The beverage industry can capitalize on the trend of functional refreshment options by developing and marketing innovative drinks that cater to health-conscious consumers. - **Beauty and Wellness Industry:** The beauty and wellness industry has an opportunity to explore shelf-stable collagen products as a way to provide convenient and effective solutions for maintaining skin health. - **Hospitality Industry:** The hospitality industry can disrupt the stagnant bottled water market by incorporating functional water products and offering unique value propositions to attract customers and justify higher price points. ## Related on Trend Hunter - [Functional Sparkling Water](https://www.trendhunter.com/trends/sparkling-pick-me-up.md) - [Functional Beverage Collagen Ingredients](https://www.trendhunter.com/trends/morikol-marine-collagen.md) - [Refreshing Collagen Drinks](https://www.trendhunter.com/trends/reneva.md) - [Bubbly Vegan Collagen Beverages](https://www.trendhunter.com/trends/care-bubbles.md) - [Collagen Tea Beverages](https://www.trendhunter.com/trends/pretty-tasty.md) - [Collagen-Enhanced Sparkling Teas](https://www.trendhunter.com/trends/collagen-supplement-beverage.md) - [Collagen-Infused Hemp Beverages](https://www.trendhunter.com/trends/collagen-hemp-beverage.md) - [Muscle-Supporting Collagen Supplements](https://www.trendhunter.com/trends/revive-collagen-1.md) - [Edible Collagen Jelly Sticks](https://www.trendhunter.com/trends/collagen-jelly-stick.md)