From plain to premium: Adding value in bottled water
While bottled water may fundamentally be the simplest of beverages, the category is evolving with an explosion of flavors, fortification and functionality to offer something more to today’s consumers.
Bottled water sales have now surpassed soda in the US; and the category continues to grow as consumers seek to ditch unhealthy choices and place increased importance on healthy hydration.
And with increased demand, brands are launching new products and line extensions to offer consumers something new, different, and with additional value.
While volume sales of plain bottled water remain important, brands are adding value in myriad ways. From waters with antioxidants and added electrolytes to those with high concentrations of molecular hydrogen, we take a look at how the category is evolving.