Functional and fortified waters
Once, water was simply about hydration. Now, functional and fortified beverages are offering hydration and more.
Added vitamins are one method of doing this: Coca-Cola’s glacéau vitaminwater range is available in more than 26 countries in both added sugar and sugar free formats: “a great tasting, nutrient enhanced water beverage with electrolytes and vitamins; providing an excellent source of C and key vitamins.”
Irish brand Vit-Hit, meanwhile, offers drinks that contain 100% of the recommended daily allowance of 8 vitamins; while UK sparkling water brand Get More Vitamins comes in Vitamin A, B, C, D, and multivitamin formats.
Energy is a key concern for today’s busy consumers: and energy waters have spied an opportunity to offer a boost that is a healthier alternative to soda or classic energy drinks.
In July Anheuser-Busch acquired organic energy drinks brand Hiball – a zero calorie, zero sugar line using organic caffeine, guarana and ginseng as its energy source – eying up consumer interest in health and wellness and natural and sustainably-sourced ingredients.
Other energy waters on the market include UK brand POW (which uses natural caffeine from guarana, ginseng root and sparkling water); Virtue Sparkling Energy water (sourcing energy from yerba mata, guarana and ginseng); and Central European brand arctic+ (which uses extracts of guarana, green coffee and niacin).
Similar category blurring can be found with sports drinks: Lucozade launched its Fitwater brand in the UK in August: a functional bottled water containing four key electrolytes - sodium, chloride, magnesium and calcium. In the US, Coca-Cola has extended its vitaminwater line to include vitaminwater active: featuring 'sports drink-level hydration and electrolytes' from coconut water and sea salt.
No longer the sole domain of body-builders, protein has seen increased interest from everyday waters and water brands are innovating in the category as well. Protein2o – a brand of flavored waters infused with electrolytes and 15g of whey protein – reported sales up nearly 300% in the first half of this year.
Probiotic waters have also seen increased attention from consumers: with brands like Suja Juice entering the category. Suja’s Pressed Probiotic Waters include organic fruit, vegetables and 2 billion colony-forming units (CFUs) of vegan probiotics.
Bai Brand’s Antiwater infuses bottled water with antioxidants: delivering ‘hydration with purpose’. The beverage is made up of nano-filtered water with coffeefruit extract and electrolytes.
Meanwhile, hydrogen waters such as HTWO say they can deliver a rich concentration of molecular hydrogen to the body: claiming that benefits include increased endurance and reduced fatigue. A seven pouch pack retails at $28.