# Premium Tap Water Brands Inspired by Iceland Created 'Kranavatn' to Fight Plastic Waste By Laura McQuarrie | Published 2019-06-03 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/kranavatn References: [prnewswire](https://www.prnewswire.com/news-releases/inspired-by-iceland-urges-tourists-to-drink-responsibly-as-it-launches-worlds-first-premium-tap-water-brand-300859831.html) & [inspiredbyiceland](http://www.inspiredbyiceland.com) 'Kranavatn' is the name of a [premium tap water](https://www.trendhunter.com/trends/new-yorks-famous-tap-water-by-nathans) "brand" from Inspired by Iceland that was created with the aim of getting travelers to minimize waste. The unique brand was created in response to a study that found 65% of global travelers consume more plastic bottled water abroad than at home, and just one in four travelers pack a [reusable bottle](https://www.trendhunter.com/trends/evian-and-wimbledon) when they travel. The brand name "Kranavatn," is Icelandic for tap water and is now being promoted as a luxury product by Iceland as a way of discouraging the use of [single-use plastic bottles](https://www.trendhunter.com/trends/wenlock-spring). Environmentally minded travelers are now being encouraged to take the Kranavatn challenge to drink the country's high-quality, pure glacial-filtered tap water when they are on holiday and see why Iceland is known as the home of some of the cleanest, best-tasting tap water in the world. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 90% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Premium Tap Water:** Opportunity for creating high-end tap water brands to encourage sustainable and eco-friendly drinking habits. - **Minimizing Plastic Waste:** Disruptive innovation opportunity in developing strategies and products to reduce the consumption of single-use plastic bottles. - **Promoting Reusable Bottles:** Potential for innovative campaigns and designs to encourage more travelers to pack and use reusable bottles when they travel. ### Sectors Adopting This - **Beverage:** Innovative tap water companies can disrupt the beverage industry by offering premium tap water as a sustainable and healthier alternative to bottled water. - **Hospitality:** Hotels, resorts, and restaurants can embrace the trend of premium tap water brands to enhance their sustainability efforts and attract eco-conscious travelers. - **Reusable Product:** The reusable product industry can capitalize on the opportunity to create and market innovative and stylish reusable bottles to cater to the growing demand from travelers. ## Related on Trend Hunter - [Ready-to-Drink Seawater Cartons](https://www.trendhunter.com/trends/deep-water.md) - [Splashy Canned Water](https://www.trendhunter.com/trends/drink-weird-canned-water.md) - [Melted Iceberg Bottled Waters](https://www.trendhunter.com/trends/berg-iceberg-bottled-water.md) - [Double-Filtered Drinking Water](https://www.trendhunter.com/trends/floewater.md) - [High-End British Bottled Waters](https://www.trendhunter.com/trends/dartmoor-spring.md) - [Recyclable Packaging Sparkling Waters](https://www.trendhunter.com/trends/canned-sparkling-water.md) - [Kid-Focused Water Brands](https://www.trendhunter.com/trends/wave-kids.md) - [Gourmet Water Bars](https://www.trendhunter.com/trends/aqua-water-bar.md) - [Energetic Filtered Water Campaigns](https://www.trendhunter.com/trends/taste-over-everything.md)