Flashy hydration is trending. Hydration trends have evolved from Louis XIV’s spring water to today’s edgy canned water brands mimicking beer and energy drinks. Now, water brands are part of an aspirational lifestyle for Gen Z. Liquid Death, a market leader, uses provocative and radical marketing, along with environmentally friendly messaging, to stand out. Meanwhile, other brands like Not Beer and Drip offer similar lifestyle-oriented, zero-alcohol options. The growing single-serve water market in the U.S. is now worth over $34B and this shift is part of a larger trend towards alcohol-free drinks, with products like hop water (sparkling mineral waters flavored with hops) trending with their beer-like flavors. Ultimately, Gen Z consumers are ok with blurring the lines and are “comfortable with definitions in general being much more fluid.” (Financial Times)
📊 YPulse data: 77% of 21-39-year-olds agree, “I don’t need alcohol to have a good time”
