Market Trends of Water Enhancer Industry
Rising Demand for Non-carbonated Drinks
- Customers' increasing preference for flavored beverages over carbonated beverages high in sugars and additives propels the market growth. Consumers prefer flavored ones over non-flavored ones owing to the variety and enhanced taste with multiple health benefits. The demand for fortified beverages with essential nutrients such as amino acids, protein, vitamins, and minerals has increased.
- Moreover, enhanced water is primarily consumed by people who live hectic lifestyles, are engaged in high-intensity workouts, and would like to prefer on-the-go products. They are available in portable packaging, which makes them easy to carry anywhere. The primary factors driving the growth of this market are rising concerns about digestive health due to lifestyle changes and increasing demand for healthy energy drinks or non-alcoholic beverages.
- In addition, manufacturers are offering their products with the claim of energizing or refreshing functionality through a blend of vitamins, minerals, and herbal additives, leading to the growing consumption of water enhancers. They may help meet the nutritional gap in consumers' diets without needing vitamin pills or mixing the powder in water.
- The wide range of flavor options has also promoted the consumption of water enhancers in the global market. For instance, in April 2022, Robinsons, a brand of Britvic PLC, launched new water enhancer benefit drops with added vitamins in four different flavors. Benefit drops are available in portable format for consumers on the go as they deliver great taste and additional vitamins in their water consumption.
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North America Dominates the Global Market
- The market for water enhancers has been increasing significantly, especially in developed or established markets like the United States, where consumers are well aware of product differentiation and have easy accessibility to growing product categories. Additionally, consumers have been looking for convenient products to stay hydrated and healthy during their regular chores.
- People opt for mini-bottles of water drops, concentrated flavor enhancers that instantly transform plain water into a value-added drink, as these drops claim to contain health-based ingredients. Moreover, the shift in consumer preference for nutrient-enabled functional beverages from soft drinks (SD) increases the potential demand for water enhancers.
- Additionally, rising consumer preferences for functional ingredients have led to increasing consumption of water enhancers among people seeking healthy drinking options. Consumer inclination toward herbal, natural, and plant-based or botanical extracted beverages has bolstered the growth of the water enhancer market. The rising demand for personalized beverage options is also shaping the market in the North American region.
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