TREND
Lately being one with nature, one-upping your neighbor on your sustainable living choices and eating clean, natural food has become mainstream.
The consumer is requesting transparency on the sustainability of the food's origin as well as all the ingredients used in making it. Most importantly however, the health conscious consumer wants to get all the nutrients he needs directly from food and not from artificial dietary supplements.
This has opened a market for startups like Back to the Roots and "ugly foods" platforms like Misfits Market.
The latest trend however - and an easy way to increase your intake of nutrients - have become "superfood" drinks. And although Kombucha is still very much en vogue, trendsetters today drink cactus or maple water.
PRODUCT
Cactus water is a plant-based beverage full of antioxidants and nutrients derived from the fruit of the prickly pear cactus with less than half the sugar content of coconut water. Among others Cali Water and Green Go are popular brands. In Europe, alternative waters are still hard to find in normal supermarkets. Suppliers range from the UK based Water Works to specialty stores like the Swiss Kaia.
Drink Simple focuses solely on superfood waters and especially maple water, which the company claims is packed with nutrients because of a natural process it goes through. “In early spring, maple trees pull water from the ground and filter it through their roots. This water collects nutrients stored in the tree all winter and provides hydration and nourishment that enable the tree’s growth and rejuvenation in the spring renewal season.”
Other types of alternative waters include birchwater, artichoke water, melon water and aloe water.
MARKET
The European market for plant water exceeded $1 billion in 2017 and is expected to grow by more than 19.2% between 2018 and 2024.
Over the period of 2018-2022, the global packaged cactus water market is expected to grow by 25.79%.
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