An increase in health-conscious consumers and the introduction of a sugar tax in the UK in 2018 has led to an increase new product launches with non-alcoholic beverages. Since the soft drinks tax was introduced, there has been a clear rise in the number of sugar-free and low-sugar offerings from beverage brands in the UK. For instance, Stur Drinks liquid water enhancers entered United Kingdom market, along with it The Coca Cola Company launched its Oasis Mighty Drops water ehancer, so as to step in this growing water enhancer market in Europe. 

Moreover in the countries like Germany, France, and Italy and Germany, the preference for natural and healthy drinks are constantly growing since the consumers have become more and more conscious about their buying decisions. This creates huge potential for the Europe water enhancer market market.​

The water enhancer comes with the major customer centric benefits such as convenience and unique package design, a portable, lightweight, plastic bottle with a no-leak, click-to-close cap, moreover the products also have a sensory appeal as consumers are able to personalize their beverages according to their mood or the occasion. Therefore these factors are increasingly being considered and adopted by the customers, which is increasingly driving the demand for water enhancer in Europe.

The online stores platform has established itself as a convenient marketplace in Europe, offering a wide range of non-alcoholic beverages such as water enhancer. The robust growth of the e-commerce in Europe has offered unique opportunities to the manufacturers to import and distribute their products in European countries for instance Wisdom Natural Brands and The Kraft Heinz Company are actively selling their products via online websites in Europe such as Amazon, and Tesco, thereby increasing their presence in the country.