Healthier hydration continues to be the trend for cold beverage consumption as the "adultification" of the soft drink market continues. Flavored waters like the all natural HINT product shown here provide thirst quenching options in a variety of fruit infused flavors. Concerns around sugar and artificial ingredients are driving this trend, and moving consumers away from both carbonation and many sweetened juice drinks. There has also been a boredom with traditional beverage options in addition to the rising "war on sugar", so many of these new product entries are quickly capturing a portion of this market share. The infusion of plant ingredients and even certain spices have helped launch new entrants into this category. Overall, flavored waters, ready-to-drink coffee and energy drinks have all see significant growth in recent years and these trends are expected to continue.