Sparkling flavoured bottled water continues to draw high levels of interest from consumers as a natural sparkling alternative, with flavoured sparkling varieties demonstrating rapid growth. Sparkling flavoured bottled water is now a much bigger and more dynamic category than still flavoured bottled water in the US, with almost all leading producers marketing a flavoured “seltzer” SKU containing no sweeteners and low/no calories with natural flavouring.
Foodservice has seen a significant improvement in sales after a difficult 2020. However, growth rates have not been strong enough to return the category to 2019’s level of sales.
Functional bottled water was becoming more diverse, fragmented and mainstream in 2021. Key launches in 2021 included Coca-Cola Smartwater +, an extension of the Glaceau Smartwater electrolyte-enhanced water brand, with new SKUs containing ashwagandha, ginseng and dandelion root with functional claims.
Both reduced-sugar flavoured bottled water and still flavoured bottled water will see volume declines over the forecast period. Flavoured water consumers heavily prefer unsweetened sparkling options and varieties that use natural flavours that are calorie free and therefore negate the need to use alternative, artificial zero-calorie sweeteners.
Various bottled water manufacturers faced difficulties meeting increased demand during 2020. Stockpiling led to an increase in purchases and lockdowns complicated normal bottling and distribution efforts.
Bottled water in the US continues to be dominated in packaging terms by PET bottles, particularly for still bottled water, metal beverage cans for sparkling flavoured bottled water and glass bottles within premium carbonated natural mineral and spring water.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.See All of Our Definitions
This report originates from Passport, our Bottled Water research and analysis database.
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