My latest obsession is watching the trend cycle of new beverage offerings. Birch water and more! ???Beverages that have some kind of nutritional hook to them are trending hot spots,?? said Tom Vierhile, innovation insights director for the market research firm Canadean, Fairport, N.Y. ???The results showed people paid closer attention to ingredients than health claims, 45% to 37%,?? Mr. Vierhile said. ???I think the reason is it is harder for marketers to use puffery around ingredients. It is either in the product or not in the product.??