Slideshow: Water is getting more enjoyable, useful, and tasty
Kansas City The goal of beverage manufacturers is to enhance the flavour and utility of water while avoiding adding substances like sugar that some consumers would consider to be unhealthy. Early in July, a number of beverage companies, including Nestle, Tree Top, and recent arrival Treo, released variations aimed at both adults and children in a short period of time.
In 2016, bottled water overtook carbonated soft drinks as the most popular beverage by volume; this trend continued in 2019, as reported by industry trendspotter The Beverage Marketing Corp. (BMC), New York. US customers continue to be drawn to the category’s primary attributes, which are calorie-free, natural, nutritional, and convenient. Retail sales increased by over 5% and volume increased by over 4% during the course of the year.
Value-added water, which is tracked by BMC independently from bottled water, consists of flavoured, alkaline, and essence waters in addition to ordinary and low-calorie enhanced waters. Value-added water volume increased by 8.5% and retail sales by 10.6% between 2018 and 2019, according to the BMC. This was the largest gain in any category, despite the fact that it started from a smaller base than other categories including bottled water, carbonated soft drinks, and ready-to-drink coffee.
Fruity Water, a new product in the category, is marketed under the Pure Life brand by Nestle SA, Vevey, Switzerland. It is made with water, natural flavours, and electrolytes and is meant for young consumers. Fruit+Water is a low-sugar beverage that comes in pouches and is offered by the fruit cooperative Tree Top, located in Yakima, Washington.
According to Brooke Goodrich, senior product manager at Tree Top, “parents trust Tree Top and our quality fruit-based products because they know we’re owned by fruit growers.” With Tree Top Fruit+Water pouches, parents can hydrate well on the go without worrying about consuming too much sugar. Kids will adore the fun package designs in addition to the sweetness of the natural fruit.
Free Rain is a practical sparkling water line that was just created by Colin McCabe, co-founder of Chopt Creative Salad Co. The new collection, which comes in three versions, emphasises the practical advantages of quiet, vitality, and focus.
There is energy Siberian ginseng is an adaptogen with a reputation for boosting vitality and physical endurance. It is combined with lime and cherry to provide a boost without caffeine. Ashwagandha, which is utilised in Focus, helps to maximise Blood orange and warming ginger help to bolster presence and sharpen the mind. The third type, Calm, calms the body and soothes the mind by blending passionflower and blackberry.