# Anti-Energy Drinks This Beverage and Its Packaging Encourage Slow Life Culture and Mindfulness By Amelia Roblin | Published 2017-05-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/antienergy-drink References: [dezeen](https://www.dezeen.com/2017/05/22/opus-b-hourglass-packaging-anti-energy-drink-slow-design-products/) & [opusb.pl](http://opusb.pl/branddesign/en/slowdown) There's no doubt that caffeinated drinks do well on the market, but that leaves a pretty lucrative niche for the anti-energy drink too. The creators of slow.down recognize that an entire consumer base already exists for this sort of product, so they set out to make the ultimate antithetical beverage to your Red Bull or your [Rockstar](https://www.trendhunter.com/trends/rockstar-energy-rebranding). With the help of Opus B, the soothing and healthy drink was packaged in a bottle resembling an hourglass, to really underscore this theme of the passage of time. The consumer can discern the word "slow." in minimalist black text on the container. Split the package apart to open the decaffeinated slow.down, and you have two servings to empty very gradually into a glass. Further text reveals itself, throughout a calming process of unhurriedly pouring and enjoying this anti-energy drink. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 97% | Activity: 99% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Slow-down Movement:** The rise of anti-energy drinks like slow.down encourages the slow-down movement and mindfulness as a trend for the food and beverage industry. - **Anti-caffeine Alternatives:** As consumers seek healthier drink options, the creation of anti-caffeine alternatives presents a trend for the beverage industry to offer more options beyond traditional energy drinks. - **Minimalist Packaging:** The use of minimalist packaging, like slow.down's hourglass design, presents a trend for the packaging industry to offer an aesthetically pleasing and unique option for the growing anti-energy drink market. ### Sectors Adopting This - **Beverage:** The beverage industry has an opportunity to tap into the growing market for anti-energy drinks by offering more healthy, alternative options like slow.down. - **Food:** As the slow-down movement gains popularity, the food industry has an opportunity to offer more mindful and calming food options that align with the values of these consumers. - **Packaging:** The rise in demand for anti-energy drinks presents a disruptive innovation opportunity for the packaging industry to create unique and minimalist designs that reflect the values of the slow-down movement and appeal to consumers seeking alternative beverage options. ## Related on Trend Hunter - [Cold Brew Coffee Rebrands](https://www.trendhunter.com/trends/here-and-now.md) - [Free-From Energy Drinks](https://www.trendhunter.com/trends/virtue-clean-energy-drink.md) - [Supercharged Canned Cold Brews](https://www.trendhunter.com/trends/unconform.md) - [Organic Zero-Sugar Energy Drinks](https://www.trendhunter.com/trends/machu-picchu-energy.md) - [Relaxing Nootropic Refreshments](https://www.trendhunter.com/trends/peak-mood-drinks-unwind.md) - [Sleep Drink Rebrands](https://www.trendhunter.com/trends/sleepy-coffee-vanilla-latte.md) - [Artful Energy Drinks](https://www.trendhunter.com/trends/el-jefe-energy.md) - [Pastel-Hued Energy Drink Packaging](https://www.trendhunter.com/trends/rockstar-energy-rebranding.md) - [Handcrafted Energy Drinks](https://www.trendhunter.com/trends/handcrafted-energy-drinks.md)