Water-based energy becomes attractive to consumers who wish to cut back
Implications - Sugary drinks and carbonated beverages continue to forfeit shelf space to bottled water and drinks that promise nutrients and wellness as consumers search for healthier forms of refreshment. Energizing waters and water-based energy drinks are the new frontier of natural vitality, because they promise low sugar and low calories along with hydration. Perhaps paradoxically, consumers are looking for simplicity and reduction when it comes to both the energy drink formula and messaging, indicating a "less-is-more" approach to health that aligns with the clean eating movement.
Workshop Question - How could you leverage a "less-is-more" approach to your products or services?
Trend Themes
1. Water-based Energy Drinks - Consumers are searching for low-sugar, low-calorie beverages that promise nutrients and wellness as alternatives to sugary carbonated drinks
2. Functional Beverages - More consumers are seeking natural, functional beverages that offer targeted benefits such as energy boost and mental balance
3. Premium Bottled Water - Brands are providing consumers with unique, high-quality bottled water focused on the story behind the product
Industry Implications
1. Beverage - Opportunities for more natural and functional beverages that offer targeted health benefits and premium quality, with minimal ingredients and low sugar
2. Packaging - Business professionals can find opportunities in providing unique and eco-friendly packaging solutions for water-based drinks
3. Health and Wellness - As more consumers prioritize wellness, business professionals in health and wellness can find a market in offering products with functional benefits like energy and immunity boost
