# Exclusive Convenience Store Waters The Skýra Icelandic Spring Water Has an Alkaline Profile By Michael Hemsworth | Published 2020-03-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/skra-icelandic-spring-water References: [csnews](https://csnews.com/7-elevens-private-brands-portfolio-expands-include-super-premium-water) & [7-eleven](https://www.7-eleven.com) The Skýra Icelandic spring water is a new [private label product](https://www.trendhunter.com/trends/southland-reserve-cold-brew-tea) created exclusively for [7-Eleven](https://www.trendhunter.com/trends/fusion-energy) that will provide patrons with a refreshment that meets their preferences for high-quality hydration. The water is reported to have a [naturally alkaline profile with electrolytes](https://www.trendhunter.com/trends/powerade-power-water) in the mix, a pH level of 8.8 and a mineral content that's naturally low. The water comes from a government-protected nature preserve where it has filtered through a series of inert lava layers before collecting in the ground where it is harvested. 7-Eleven Senior Vice President of Merchandising and Logistics Jack Stout spoke on the Skýra Icelandic spring water saying, "Every time we develop a 7-Eleven private brand product, our goal is to exceed customers' expectations in both quality and value. With Skýra, 7-Eleven is offering a premium, naturally pH-balanced water at a better value than national brands." ## Trend Insights (Trend Hunter) - Score: 0.4/10 - Popularity: 1% | Activity: 1% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## 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 - **Private Label Premium Water:** Opportunity for retailers to offer exclusive and high-quality hydration options to customers. - **Naturally Alkaline Water:** Growing demand for health-conscious and pH-balanced beverages can lead to innovation in the bottled water industry. - **Government-protected Water Sources:** Exploration of new sustainable water sources and preservation of existing ones can become a focus for environmental impact-driven companies. ### Where This Applies - **Retail:** Retailers can offer private label premium water as a value-added component of their product portfolio. - **Beverage:** Manufacturers can explore innovation in the naturally alkaline and functional water categories. - **Environmental Conservation:** Companies in the environmental sector can focus on protecting and preserving natural water sources for sustainable water management. ## Related on Trend Hunter - [Ionized Alkaline Waters](https://www.trendhunter.com/trends/ionized-alkaline.md) - [Private Label Sparkling Waters](https://www.trendhunter.com/trends/rocky-mountain-sparkling-spring-water.md) - [Vitamin-Infused Alkaline Waters](https://www.trendhunter.com/trends/aqua-nobel.md) - [Premium Alkaline Water Bottles](https://www.trendhunter.com/trends/eternal-water.md) - [Norwegian Mineral Waters](https://www.trendhunter.com/trends/premium-bottled-water.md) - [Convenience Store-Branded Beverage Lines](https://www.trendhunter.com/trends/fusion-energy.md) - [Convenience Brand Sports Drinks](https://www.trendhunter.com/trends/replenish-caffeine-sports-drink.md) - [Artful Alkaline Waters](https://www.trendhunter.com/trends/bored-thirsty.md) - [Summer-Themed Hydration Drinks](https://www.trendhunter.com/trends/electrolit-watermelon-lime.md)