We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Germans are increasingly looking for healthy alternatives to traditional beverages–in the form of non-alcoholic beverages or nutritious drinkable meals. Air Up’s unique approach to hydration promises both sustainability and health benefits to a new wave of conscious consumers.

Liquid Death, a canned water company with a decidedly punk aesthetic, has acquired a cult following in the US thanks to its highly stylized products and merchandise. By fusing this impactful image with an emphasis on sustainability, the brand has carved itself out a unique identity in the market.

Flavoured water 'cocktails' are taking over the timelines of millions of TikTok users. With people aiming to bridge the intention-action gap and adopt healthy habits, WaterTok can function as starting point for users to replace unhealthy drinks with water-based beverages.

White Claw is set to roll out a new, non-alcoholic Seltzer in time for Dry January 2024. The drink is looking to cater to the increasingly prominent sober-curious movement, while the electrolyte-enhanced recipes also go some way in appealing to functional drinkers across the US.