Where Next for Bottled Water? Exploring consumer trends and innovation opportunities in bottled water

Where Next for Bottled Water? Exploring consumer trends and innovation opportunities in bottled water


Health & Wellness is considered to be the most influential factor for consumers when purchasing soft drinks.Indeed, around 60% of consumers globally say that how the product impacts their health and wellbeing always (33%), or often (27%), influences their purchases when choosing a non-alcoholic beverage. Bottled water has a high inherent health appeal, given that water is crucial to staying hydrated and supporting the function of every bodily system, including the brain, heart, and muscles.

Consumers are looking to remove high-sugar beverages, such as carbonates, from their diets and replace them with low-sugar alternatives which they perceive to be healthier, such as bottled water.

Consumers are more willing to experiment with conventional beverages, such as coffee, tea, and bottled water, than they are with functional beverages such as energy or sports drinks. For example, the brand power of large multinational brands in the carbonated, energy, and sports drinks markets inhibits consumer willingness to experiment within these categories as they are likely to already have their favorite brand to which they are loyal customers.

Thereportidentifies five key innovation opportunities within the packaged water space -

  • Functional waters: A proactive approach to health is steering consumers towards enhanced water products that address specific health needs and offer more functional benefits.
  • Outside the bottle: Plastic water bottles are a major contributor to plastic waste, so more sustainable packaging alternatives are needed to combat the growing plastic waste issue.
  • Hybrid waters: Hybrid products such as energy waters, sports waters, and juice-infused waters represent a major opportunity in the soft drink market as they are seen as healthier than conventional soft drink beverages.
  • Alternative waters: The plant water trend has expanded to include maple, cactus, birch, aloe vera, and even honey water, driven by health-conscious consumers seeking beverages that provide natural hydration and other functional health benefits.
  • Premium waters: Premium waters hold potential in the market, leveraging high-quality claims and sustainability credentials to differentiate themselves in the highly competitive bottled water market.
The report Where Next for Bottled Water?, outlines the key consumer trends and innovation opportunities within the bottled water category. Consumers express strong willingness to experiment with bottled water products, driven by a desire for healthier beverages that do not compromise on functionality or flavor, creating strong innovation opportunities. These opportunities include hybrid beverages with added functionality, plant-based alternative waters, premium waters, and sustainable packaging innovation.

Companies mentioned in this report: Reliant Recovery, Kirin, Suja, Giant, Box Water, Just Water, Memobottle, CanO Water, DASH Water, Hint Water, Gatorade, Go Water, Bee's water, Water Works, Green Beverages, Alnatura, Naeve, VOSS, O Pure Water, Life Water, Aquiem, Ecomo, Ooho!

  • Health trends and a willingness to experiment within the category are creating strong innovation opportunities.
  • These opportunities include waters with added functionality, hybrid waters, plant-based alternative waters, premium waters, and sustainable packaging innovation.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. Innovation opportunities
Functional waters
Outside the bottle
Hybrid waters
Alternative waters
Premium waters
3. What next?
4. Appendix

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