Strategies in Enhanced Water-Analysis and case studies from the US

Countries covered: United States Data without interpretation doesn’t help you make decisions. And hence the bare number of a 9% decline in the US enhanced water market doesn’t explain the changing trends and likely future direction of the market. The biggest trend is that low/no-calorie is fast changing the enhanced water landscape. For example, the biggest brand, Coca-Cola-owned Glaceau’s Vitaminwater, experienced a sales plunge of 22%. But Glaceau may have simply cannibalised sales of its own brand with the launch of Vitaminwater10 (since repositioned as a zero-calorie line, Vitaminwater Zero, sweetened with stevia). Another key driver is consumer interest in products that are “natural” or “free-from” preservatives. The success of Glaceau’s minimally enhanced Smartwater brand is a sign of the times. It’s a trend which has also propelled 17% sales growth for PureLife, with its “naturally healthy” positioning. Ingredient and benefits choices are crucial. Putting protein and fibre in water, as Kellogg’s tried to do with its failed Special K20 Protein waters, does not tie in with what most consumers’ image of what water should be. The ingredients and the benefits you intend to offer need to be easy to accept and easy to understand (and the product needs to taste good). Based on industry interviews and supermarket sales data this report analyses recent enhanced water successes and failures in the US, covering, among many other areas: Low/no calorie Protein Weight management Skin and beauty Medicalised functionality Our analysis sets out the critical factors that are vital to consider in formulating an enhanced water strategy. It provides executives in marketing, technical, innovation and NPD roles with real-world insights that can be applied in any setting.

Additional Information

COMPANIES & BRANDS IN THIS REPORT

Aquafina
Borba
Coca-Cola
Dasani
Function Water
Glaceau
Hint Water
Kellogg’s
Nestlé Waters
PepsiCo
Propel
Pure Life
Skin Balance Water
Skinny Water
Smartwater
SoBe LifeWater
Special K Protein Shakes
Special K20 Protein Water
Truvia
Vitaminwater
Vitaminwater 10
Vitaminwater Zero

CONTINENTS & COUNTRIES IN THIS REPORT

North America
USA

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