Packaged water products turn to all-natural flavorings
Implications - As consumer purchases continue to be influenced by the wellness movement, brands are widening their offerings to include unconventionally flavored waters that border on experimental. Using naturally sweet, organic flavors, such offerings provide an alternative to tap, sparkling and even coconut waters that are nourishing and restorative, which speaks to the growing industry of preventative health and the interest in all-natural sugar alternatives.
Workshop Question - What is the standard of your industry, and how could your brand position itself as the alternative?
Trend Themes
1. Flavored Plant-based Waters - As consumers seek out more natural and alternative flavored waters, brands are experimenting with plant-based alternatives such as artichokes, prickly pear cactus, and olive water.
2. Low-calorie, Natural Beverages - Brands are promoting and offering low-calorie, all-natural beverages as healthy alternatives to traditional sugar-laden sodas and juice cocktails.
3. Spiced Coconut Water - Brands are enhancing the taste and health benefits of coconut water by adding seasonal ingredients like cinnamon and clove to create year-round appeal.
Industry Implications
1. Beverage Industry - As flavored waters continue to gain in popularity, the beverage industry can explore plant-based and low-calorie offerings to meet customer demand.
2. Health and Wellness Industry - The growing interest in all-natural and preventative health can be tapped into by promoting the health benefits of low-calorie, natural beverages, such as those made from plant-based ingredients.
3. Spice Industry - As the trend for adding spices to coconut water gains momentum, the spice industry can collaborate with beverage brands to create new flavored water products.
