July 30, 2020
Soft Drink manufacturers are focusing more by adding flavours to water making it more nutritional and fun to drink. Minimizing sugar into the product seems to be the go as ingredients like sugar and other sweeteners might be seen as unhealthy by some consumers. Within the month of July, beverage makers such as Nestle, Tree Top and new to join Treo introduced varieties of flavours for children and adults alike.
According to The Beverage Marketing Corp. (BMC), New York, a consultancy that tracks beverage industry trends, bottled water has topped the carbonated soft drinks as the No. 1 beverage by volume in 2016 and continued to grow rapidly 2019. The flavoured water’s core characteristics that is convenient, healthy, natural and calorie-free continues to appeal US consumers. Volume enlarged by almost 4% and retail sales advanced by more than 5% during the year 2020.
Value-added water is a segment that is tracked by BMC which is separate of bottled water, includes regular and low-calorie enriched waters, flavored water, alkaline water and essence water. In between the years 2018 and 2019, value-added water volume grew 8.5% and retail sales grew 10.6%, this was observed as the most significant change in any other category of beverages.
New competitors to the beverage category includes Fruity Water, a product from Nestle SA, Vevey, Switzerland, sold under the Pure Life brand and formulated with water, natural flavors and electrolytes made for children. The fruit cooperative Tree Top, Yakima, Wash., introduced Fruit+Water, a low sugar beverage packaged in pouches.
“Knowing we’re owned by fruit growers, parents of children trust Tree Top and our quality fruit-based products,” said Brooke Goodrich, senior product manager at Tree Top. “Tree Top Fruit+Water pouches can give parents peace of mind for healthy hydration on the go without the sugar overload. Kids will love the natural fruit sweetness, not to mention the playful package designs.”
The co-founder of Chopt Creative Salad Co., Colin McCabe, recently launched Free Rain, a purposeful sparkling water line. Available in three varieties ‘Energy’, ‘Focus’ and ‘Calm’.
‘Energy’ variety contains Siberian ginseng, an adaptogen known to lift energy and increase physical stamina. It is paired with cherry and lime to give a caffeine-free boost.
‘Focus’ variety contains Ashwagandha, used to maximize presence and sharpen the mind, along with blood orange and warming ginger.
‘Calm’, the third variety combines passionflower and blackberry to ease the mind and relax the body.