Innovative flavors add sparkle to bottled waters

As shoppers look for healthier alternatives to traditional soft drinks, the U.S. bottled water category is reaching new heights, according to Mintel. New data revealed that sales of bottled water increased 6.4% to more than $15 billion in 2015. Mintel said that it expects sales to continue growing through 2020, with projected sales growth of 34.7% for the category, including an astonishing 75.1% growth estimate for the sparkling/mineral water/seltzer segment.

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Consumer attitudes seem to indicate that innovation in flavor is driving the category’s success, with half (48%) of bottled water drinkers saying they are drinking more flavored waters to replace sugary drinks, according to Mintel.



“Bottled water brands benefit from the overarching consumer trend toward more healthful, better-for-you alternatives to unnatural and high-sugar drinks. This has spurred sales growth of bottled water with even greater projected growth over the next five years,” said Elizabeth Sisel, beverage analyst at Mintel. “In the coming years, consumers will likely put even greater value on no artificial ingredients in bottled water. To capitalize on this trend, brands should emphasize free-from claims on packaging as they release new flavors and functions in order to engage the market’s most active consumers.”



Beverage brands have been racing to keep up with the carbonated water boom. VOSS of Norway has added new flavors to its sparkling water lineup: lemon cucumber and tangerine lemongrass. IZZE now offers three new flavors in its line of sparkling, flavored waters: mandarin lime, raspberry watermelon and blackberry pear. And Coca-Cola’s Smartwater brand expanded its portfolio a few months ago with the release of Smartwater Sparkling. PepsiCo also is experimenting with sparkling water, as the company plans to launch new flavored sparkling Aquafina waters this month.