Enhanced Water Sales Heat Up

Enhanced Water Sales Heat Up

July 2021   minute read

One packaged beverage subcategory that has experienced high growth in recent months is enhanced water. This subcategory outpaced all nonalcoholic packaged beverage subcategories in sales growth across March (40.4%) and April 2021 (106.4%) on a year-over-year basis. Low calories, an enhanced mouthfeel, higher level of purity and improved hydration qualities are factors drawing consumers to enhanced water offerings.

Although the enhanced beverage subcategory is nuanced in nature, a few specific types have separated themselves from the pack. Nutrient enhanced and distilled water had the highest sales volume and growth percentage increase between February and April 2021. Perfect/balanced pH and ionized alkaline distilled water product sales also increased substantially during this time frame. Among the top 30 selling enhanced water brands from February to April 2021, the following three had the highest increase in sales growth:

  • 62% - Core Perfect pH Water With Electrolytes (23.9 ounces)
  • 56% - Glacéau Smartwater Perfectly Balanced pH With Electrolytes (23.7 ounces)
  • 55% - Lifewater pH Balanced With Electrolytes for Taste (23.7 ounces)

Growth in enhanced water has not been lost on the largest packaged beverage providers. Nestlé’s March 2021 purchase of enhanced water producer Essentia follows Keurig Dr Pepper’s acquisition of water bottler Bai in 2016 and Coca-Cola’s purchase of Vitamin Water in 2007. Emerging provider The Alkaline Water Company established partnerships with convenience retailers Yesway and CEFCO in February and April 2021, respectively, further boosting enhanced water’s position in the $230 billion global bottled water market.

Source: NielsenIQ
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