Fashion.at

24 January 2025

A Glimpse of Spring's Awakening: Changing Seasons, Changing Habits


In Vienna, the sun is shining, and the air is getting warmer - an early sign that spring is on its way. While the meteorological start of the season is officially on March 1st, the lengthening days and slightly milder temperatures already bring a sense of renewal. Valentine's Day, often considered the unofficial beginning of the romantic season, marks a shift in mood and daily habits as people become more active and spend more time outdoors.

The Seasonal Shift: Lifestyle and Nutrition Changes

With the arrival of spring, many people adjust their diets and routines. The colder months are often associated with heavier, warming foods, while the transition to spring brings a preference for lighter meals, fresh ingredients, and an increased focus on hydration. Staying properly hydrated becomes more important as outdoor activities increase. Health experts recommend drinking between 1.5 and 3 liters of water daily, depending on individual needs, climate, and physical activity levels.

Rethinking Plastic Bottles: A Push for Sustainability


Sustainability is playing an increasingly important role in consumer choices, particularly when it comes to beverages. Finding alternatives to single-use plastic bottles has become a priority, leading to innovative solutions that enhance tap water with flavor and essential nutrients. In Austria, the newly introduced mandatory deposit system for plastic bottles and cans encourages recycling and sustainability. Under this system, consumers pay a deposit when purchasing bottled drinks, which they can reclaim by returning the empty containers to designated collection points. The initiative, which aims to reduce plastic waste and increase recycling rates, makes at the same time alternative sustainable drinking solutions even more attractive.

Seasonal Beverages: Waterdrop's New Microenergy Flavors


In line with changing habits and the shift toward more active lifestyles, companies are adapting their offerings to fit the season. One such example is Austrian beverage innovator waterdrop®, which has introduced new flavors in its Microenergy series. Founded in 2016, waterdrop® specializes in compact, sugar-free cubes that dissolve in water, providing a convenient and environmentally friendly way to stay hydrated. With a presence in over 20,000 stores across Europe, the USA, Japan, and Australia, the company reflects the growing demand for sustainable and functional beverages.

Although mango is not native to Austria, all three fruits, along with cherries and berries, are an integral part of the country's summer cuisine. These familiar flavors play a central role in the latest releases from waterdrop®:

  • Berry Boost: A mix of blackberry and kola nut, offering a refreshing burst of flavor.
  • Cherry Boost: A sweet and tangy blend of cherry and guarana, reminiscent of classic cherry treats.
  • Mango Boost: The tropical combination of mango and guayusa, delivering a light, fruity lift.

A Changing Approach to Hydration

As people seek healthier beverage choices, options that combine natural ingredients with functional benefits are gaining popularity. The new Microenergy flavors are designed to offer a natural caffeine boost without added sugars or artificial ingredients. By incorporating plant-based caffeine sources such as kola nut, guarana, and guayusa, these drinks align with a growing interest in more balanced energy solutions.

At the same time, sustainability remains a central focus. Compared to traditional bottled beverages, waterdrop®'s packaging significantly reduces plastic waste. The company also partners with the Plastic Bank to help remove plastic waste from the environment with each pack sold.

Looking Ahead: Spring and Hydration Habits

As spring approaches, changing habits - whether in diet, activity levels, or beverage choices - reflect the seasonal transition. The increasing awareness of sustainability, combined with the demand for practical and health-conscious hydration solutions, continues to shape the market. With new flavors and evolving preferences, the way people drink water is becoming more diverse, making it easier than ever to stay refreshed and energized for the season ahead.

Image: The waterdrop®'s campaign image for the new flavors of the Microenergy line shows a woman playfully holding a cherry and a cube. She is wearing a red sequined turtleneck top, and is in a brightly lit studio setting with a red-organge background. In the foreground, a glass of a drink with the brand name Waterdrop visible. The overall ambiance is energetic and expressive. Photographer: Max Manavi-Huber. Photo: ©waterdrop®.

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