Interest in the plastic problem has fizzled out.

The fever pitch of 2019 is long gone. The Greta Thunberg era of environmentalism has taken a backseat.

I’m not saying people don’t care anymore, but with wars, politics, and financial stress dominating the headlines, there are bigger fires to put out.

That eco-conscious boom did give rise to some great brands—startups that rode the wave of sustainability and capitalised on consumer guilt. But the era of “better for the planet” as a standalone selling point is over.

So, what comes next?

I’m calling it...

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Ditching the dead weight.

The next wave of innovation is less about what’s in the product and more about what’s missing.

Water.

Big FMCG has spent decades shipping inefficient, water-loaded products around the world. The last wave of new startup brands brought in a focus on ingredients, but the format stayed the same.

The next wave is taking a new shape. Waterless or low water-based products. This means lighter products, cheaper shipping, longer shelf life, and a sustainability boost as a side effect.

But here’s the kicker: these changes aren’t just for the planet. They solve real consumer problems. I think part of the lack of interest in eco products is that the benefits are so intangible - ‘feeling good’ is an abstract, hard sell.

I’ve got some examples of this playing out across diverse categories. Once you start to see the pattern, you can see it happening everywhere. Let’s go.

From cartons to convenience

The milk story keeps evolving. First, it was cow’s milk - heavy, perishable, and fridge-dependent. Then came oat, almond, and soy - plant-based alternatives that rebranded milk for a new generation with shelf stable tetra packs.
Now, the next wave is here: powder + water.

Powdered milk alternatives strip out the water, making them lighter, easier to ship, and shelf-stable for months. Consumers get all the convenience - mix it fresh when needed, control the strength, and avoid lugging heavy cartons home. Plus, no refrigeration until use means less waste and more flexibility. It’s milk, minus the inefficiency.

Soda, without the baggage

OK let me be clear - Coca Cola isn’t going anywhere. But the massive explosion of gut-health focused soda might see some retraction. There’s a long tail of brands in the better-for-you soda space and not all of them are going to make it.

But what WILL make it is something new, interesting and different. Enter: Incrediballs! An NZ based startup rewriting the rules of beverages. These waterless sachets are a simple solution tackling a range of problems.

Personalisation - flavour intensity, flavour profiles and fizz level can all be mixed and matched depending on how you like it. And the convenience factor is a win - toss a few sachets in your bag on the go, no heavy bottles, no fridge space needed.

These benefits are all tangible things that make the experience of the product better - not abstract promises about better gut-health or save the world eco promises.

Coffee, compressed

Coffee’s evolution has always been about balancing convenience with quality. First, we had freeze-dried instant - quick, but makes you question the integrity of people who drink this stuff regularly. Then came bottled and canned lattes from Starbucks and the rest - better flavour, but loaded with sugar and stuck in bulky packaging.

Now, we’re in the next phase: Cometeer-style frozen coffee capsules. Brewed at peak quality, flash-frozen to lock in flavour, and ready to melt into hot or cold water in seconds. No machines, no stale grounds, no watered-down instant. Just barista-level coffee, minus the hassle.

These capsules are concentrated at 10x the intensity without losing any flavour. And the simple fact that they don’t require any bench-top appliance means they win out on convenience all day long.

Ice cream, on demand

Ice cream started as a pure indulgence - rich, creamy, and packed with sugar. Then came Halo Top, hacking the category with high-protein, low-calorie tubs that let you eat the whole pint guilt-free. But the format? Still the same - heavy, frozen, and an incredibly expensive supply chain.

Now, the next wave is here: Cold Snap, the SodaStream of ice cream. Shelf-stable pods that transform into fresh, creamy ice cream in minutes. No freezer space required, just premium ice cream, made fresh when you want it. It’s kinda like a McFlurry machine at home.

This one needs a bench-top appliance that costs an eye-watering $3K. But who knows? In a few years, the price could drop, and it might actually shake up the market.

The future will be lighter.

This shift sees brands embrace sustainability as an “ALSO” not an “only” point of difference. Less bulk, more control, longer shelf life, and formats that fit modern life.

This waterless trend is working it’s way across categories - sports drinks, soups, baby food, cleaning, personal care, it’s endless.

The brands winning this next wave aren’t just cutting out water; they’re cutting out inefficiency. This means better margins, better supply chains and better retail relationships.

Have any brands in this space caught your eye recently?

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