# Sparkling Energy Water POW Makes Fruit-Flavored, Carbonated Water for Energy By Laura McQuarrie | Published 2015-08-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/water-for-energy References: [thedrum](http://www.thedrum.com/news/2015/08/06/time-pow-can-low-calorie-low-sugar-sparkling-water-establish-itself-healthier-energy) & [powerfulwater](http://www.powerfulwater.co.uk/) Most people gravitate towards water as a beverage for hydration, rather than looking to water for energy. But with its unique formula, the Powerful Water Company (POW) is positioning its products as beverages more flavorful than tasteless water and better for consumers than a [sugar-laden energy drink](https://www.trendhunter.com/trends/functional-energy-drinks). POW's three fruity flavors include Coconut & Lime, Citrus & Zest, as well as Cranberry and Apple. These drinks begin with a base of sparkling water, which is combined with natural extracts from fruit, as well as [natural caffeine](https://www.trendhunter.com/trends/energy-multiplier-sugarfree) from the guarana plant and the ginseng root. Finally, B vitamins and minerals are added to make the drink even more helpful in the rehydration process. As a result, POW's [sparkling water beverages](https://www.trendhunter.com/trends/cawston-press-sparkling-water) are low-calorie, low-sugar, energizing and full of flavor. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 66% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Flavorful Energy Beverages:** The trend of creating carbonated beverages with natural fruit flavors and energizing ingredients is disrupting the traditional energy drink market by offering a healthier alternative. - **Low-calorie Hydration:** The trend of incorporating vitamins, minerals, and natural extracts into sparkling water to create low-calorie, rehydrating beverages is disrupting the traditional hydration market by providing a more flavorful and nutrient-rich option. - **Functional Water:** The trend of enhancing water with functional ingredients like natural caffeine and B vitamins is disrupting the beverage industry by offering beverages that provide both hydration and an energy boost. ### Sectors Adopting This - **Beverage:** The beverage industry has an opportunity to innovate by developing fruit-flavored, carbonated energy drinks that are low in calories and sugar. - **Health and Wellness:** The health and wellness industry has an opportunity to capitalize on the demand for healthier energy drink alternatives by promoting the benefits of low-calorie, nutrient-rich sparkling water beverages. - **Functional Food:** The functional food industry has an opportunity to expand into the beverage market by creating products like sparkling water beverages that combine hydration and functional ingredients for an added boost of energy. ## Related on Trend Hunter - [Energy-Boosting Spring Waters](https://www.trendhunter.com/trends/caffeinated-spring-water.md) - [Naturally Caffeinated Sparkling Water](https://www.trendhunter.com/trends/como-no.md) - [Electrolyte-Enhanced Flavored Waters](https://www.trendhunter.com/trends/powerade-power-water.md) - [Energy-Balancing Sparkling Beverages](https://www.trendhunter.com/trends/good-idea-sparkling-water.md) - [Sparkling Coconut Waters](https://www.trendhunter.com/trends/strange-water.md) - [Effervescent Protein-Enhanced Waters](https://www.trendhunter.com/trends/applied-nutrition-sparkling-protein-water.md) - [Energizing Hydration Boosters](https://www.trendhunter.com/trends/microenergy.md) - [Energy-Boosting Water Enhancers](https://www.trendhunter.com/trends/amata-water-enhancers.md) - [Complete Hydration Powders](https://www.trendhunter.com/trends/drywater-features.md)