#WaterTok has been exploding on social media, and it has even found its way off the screen and onto store shelves. It is a viral trend dedicated to flavoring water with syrups and powdered ingredients to make water more appealing while staying hydrated. With hundreds of flavored water recipes online, celebrity-owned interpretations hitting the market, and ongoing social media buzz, the trend is worth exploring.
Is there potential for beverage companies to apply certain flavors and techniques to their own products? Is there room for new products inspired by #Watertok creations? Our Northwest Natural’s flavor experts are here to answer your questions!
What is #Watertok?
The viral trend began on TikTok and centers around flavoring water with syrups and powdered ingredients to create fun flavors that encourage hydration. Its unsurprising popularity resulted in hundreds of DIY recipes circulating around social media and catching the attention of influencers, celebrities, and even The New York Times. People have even created “hydration stations” in their kitchens with drawers full of syrups and flavor packets to enhance their water.
Certain combinations have garnered immense popularity, like “Little Mermaid Water,” which is sugar-free raspberry syrup (or any red syrup), sugar-free pineapple coconut syrup, ice, and water. The drink is an attractive purple that tastes fruity and sweet. People also love drinks known as Unicorn Water, The Pink Drink, and the list goes on.
Why is it Trending?
Since the COVID-19 pandemic, the health and wellness industry has soared. Consumers continue spending more on health, fitness, nutrition, appearance, sleep, and mindfulness. An example of its influence is the rise of the mocktail industry. In 2023, the revenue generated in the Non-Alcoholic Drinks market is projected to reach $1.45 trillion and an anticipated annual growth rate of 4.56% between 2023 and 2027 (CAGR 2023-2027). It fits the trend of pursuing healthier alternatives.
The #WaterTok recipes result from the same consumerist shift towards health and wellness. It is seen as a healthier alternative to soda or alcohol with the added fun of the DIY creative process. It is no surprise the trend is getting the attention of this generation.
What Can My Beverage Company Learn from #WaterTok?
The virality of flavored water is a heavy indicator of consumer values, which appear to be healthier alternatives and novelty in taste and aesthetics. #WaterTok videos emphasize zero and low-calorie syrups and great taste towards a functional benefit.
Using juice concentrates is an option that makes applying these consumer values simple and cost-effective regardless of the type of beverage a company specializes in.
Not only do juice concentrates provide a more natural approach (since they are derived from real fruits), but they also come in a wide variety that is customizable and available mostly year-round. A longer shelf-life, reduced waste, and easier storage are additional benefits that might not be directly felt by consumers, but business workflow will.
Northwest Naturals has over 40 years of experience creating juice concentrates that meet business’ flavor goals. Learn more on our website.
Flavored Water Inspiration
Want to take advantage of the trend but need inspiration? See below for flavored water brands that have taken the beverage industry by storm.
Hint Water
Hint is fruit-infused water that wants to make hydration fun. They emphasize not using sugar or diet sweeteners like erythritol or aspartame. Instead, they use fruit essences. Hint offers signature flavors, smashup blends, and exclusive flavors where their team gets even more creative.
Cloud Water
These infused beverages are packed with vitamins and minerals to boost immunity and make you feel your best. With sophisticated flavors like Blackberry+Lemon+Rosemary and Watermelon+Ginger, it has the appeal of unique, memorable flavors that span outside of just fruit.
JUST Water
With still, sparkling, and infused water options, JUST has expanded its product list to appeal to consumers who desire a more engaging water experience. Their Coconut Mint Bubbles and Huckleblueberry Bubbles are just two of their expansive product list.
Water You Waiting For?
Trends like #WaterTok may come and go, but flavored water is riding on a lasting pattern of consumer behavior. The desire for healthier alternatives without sacrificing flavor and creativity is a value businesses must adopt to continue reaching a shifting market.
Using juice concentrates is a cost-effective, sustainable, customizable, and creativity-driven option for businesses experimenting with existing products or wanting to create something new. No matter your goals, know that Northwest Naturals is here to support you and help your products reach the shelves!
Get started on your next crowd-pleaser, and request a free sample today!