# Athlete-Targeting Water Packaging The New Fiji Water Bottles Feature an Easy Access Design By Michael Hemsworth | Published 2018-03-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fiji-water-bottles References: [foodbev](https://www.foodbev.com/news/fiji-water-releases-flip-top-bottle-to-attract-health-conscious-consumers/) & [fijiwater](http://www.fijiwater.com) There are a growing number of health-conscious consumers who are looking for a streamlined way to [stay hydrated](https://www.trendhunter.com/trends/trevi) between activities, so these new [Fiji Water](https://www.trendhunter.com/trends/play-mode) bottles have been designed with this in mind. Boasting a [flip-top design](https://www.trendhunter.com/trends/secure-flip-sports-cap), the bottles enable consumers to quickly access the product within with ease, while also making it appealing to those who lead active lifestyles. This is thanks to simple design that eliminates users from having to unscrew the cap, which is a small change that promises big results for the water brand. The Fiji Water bottles will be hitting the US market in the coming months and will be released alongside a series of advertising campaigns that cover digital and print media. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 51% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## 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 - **Athlete-targeting Packaging:** The trend towards packaging that appeals to athletes is growing, presenting a disruptive innovation opportunity for water and sports drink companies. - **Streamlined Packaging Design:** Consumers are looking for more convenient and easy-to-use packaging, presenting an opportunity for companies across various industries to improve their packaging design. - **Digital Advertising Campaigns:** As more consumers turn to online shopping, digital advertising campaigns become increasingly important for companies in the beverage industry to reach their audience and promote their products. ### Sectors Adopting This - **Beverage Industry:** The beverage industry can take advantage of the trend towards athlete-targeting packaging to offer more convenient and appealing designs for their products. - **Sporting Goods Industry:** The athletic packaging trend presents an opportunity for the sporting goods industry to collaborate with beverage companies to create integrated solutions for active consumers. - **Marketing Industry:** Digital advertising campaigns are becoming increasingly important for companies in all industries, but especially for beverage brands looking to reach their target audience. ## Related on Trend Hunter - [Lightweight Sports Bottles](https://www.trendhunter.com/trends/the-sports-bottle.md) - [Active Lifestyle Hydration Bottles](https://www.trendhunter.com/trends/air-up-click.md) - [Double-Filtered Drinking Water](https://www.trendhunter.com/trends/floewater.md) - [Gen Z-Focued Water Bottles](https://www.trendhunter.com/trends/colorful-water-bottles.md) - [Kid-Focused Water Brands](https://www.trendhunter.com/trends/wave-kids.md) - [Lifestyle-Adjascent Water Bottles](https://www.trendhunter.com/trends/tira.md) - [Ergonomic Eco-Friendly Drink Packaging](https://www.trendhunter.com/trends/tetra-prisma-aseptic-300-edge.md) - [Sleek Cyclist Water Bottles](https://www.trendhunter.com/trends/cyclist-water-bottle.md) - [Sleek Elevated Flat-Shaped Flasks](https://www.trendhunter.com/trends/watr.md)