From e-cigarettes to Coke Zero, people see ‘light’ alternatives as healthier – based not on the ingredients, but on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

When people think of ice tea, sugary cans of Lipton often come to mind. But a new brand called Virtue is looking to shake up the iced tea category with a low-calorie drink it claims will generate £1 million within two years and rival coconut water with a more mainstream taste.

Over 80% of UK adults agree that looking after their health is important and almost 50% will pay more for a low calorie drink. But we are a contradictory nation; sugary cola represents over half of all pop drunk. When and why are people choosing to drink healthy over swigging down a sugar hit?

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

The Brink in Liverpool actively markets itself as “Britain's first dry bar”. Given the spate of anti-drink messaging in the media, this represents a wider market opportunity for brands aimed at health-conscious Brits.

From the gym-goer swigging her mineral water to the Diet-Coke-a-day ritual, Brits love their soft drinks. Choice is ever increasing and the market is valued at £15.6 billion. As people become more health-obsessed, Carlsberg hopes to reposition non-alcoholic beer as a credible premium alternative to ice tea and soda. But will it work?

While Gen Y binge drink their way through their 20s, Gen X are quietly knocking back the chardonnays. From stressed out city workers to busy mums, alcohol helps us all wind down. But where is the line between enjoying a glass of two of wine and alcohol dependency?

Diet versions of our favourite snacks and drinks are a staple on supermarket shelves. But a low-calorie treat that isn’t pumped with sweeteners? Not so easy to find. US brand Enlightened saw this gap in the market too. Now, it's filling it with low-calorie, super-healthy ice cream.