January 21, 2025 – Flavored and unflavored waters are popular in the US and Canada. Products include flavored bottled mineral water, carbonated water, sparkling water, soda water, club soda, seltzer, and still water. Unflavored mineral water, carbonated water, sparkling water, still water, soda water, club soda, and seltzer fall under the heading of unflavored water. About four in five launches of waters in North America are flavored.
Factors to Consider with Flavored and Unflavored Water Trends
Several factors need to be considered when looking at flavored and unflavored water trends in the US and Canada. These include product innovation, new product development trends analysis, product positioning, and flavor trends, and how these align with Innova Market Insights Top 10 Trends. Widespread positioning claims around convenience, ethical, and allergy are excluded from the analysis.
Ingredients: Taking the Spotlight
The #1 Innova Market Insights Top 10 Trend for 2024 is Ingredients: Taking the Spotlight. This trend emphasizes a product’s ingredients that resonate with consumers. In fact, about one-quarter of North American consumers participating in consumer trends research say that they look for specific ingredients on package labels. Bottled waters that call out their ingredients such as vitamins and minerals, caffeine, collagen, and probiotics meet the needs of health-conscious consumers who want transparency and functionality. Label claims and information about functional ingredients shine the spotlight on key components in flavored and unflavored water.
Nurturing Nature
Innova’s #2 trend for 2024 is Nurturing Nature. This trend captures the need for flavored and unflavored water companies in North America to proactively protect and conserve nature beyond just sustainability. Actions by water brands include protecting key water sources and the environment around them, using circular packaging, bottling water in aluminum bottles, taking action for the climate, and supporting communities.
H2.0: Quenching the Future
H2.0:Quenching the Future, the #9 trend in the Innova Top 10 Trends 2024, focuses on the extra ingredients and innovation in hydration products such as flavored and unflavored water. Flavored and unflavored bottled water launches in the US and Canada that carry a hydration claim are on the rise. Key added ingredients can include electrolytes, minerals, and functional compounds.
US Ranks First in Water Launches
Flavored and unflavored water have increased their share in the North American market. The United States leads Canada in launches of flavored and unflavored water. Within the water category in North America, launches of flavored water outnumber launches of unflavored water. Calorie-related claims are the most prevalent and antioxidant is the fastest growing health claim. Indulgent and premium claims also are growing.
Flavored Water Leads Unflavored
Flavored bottled water is the dominant bottled water in the US and Canada. North American consumers appreciate natural, clean flavors and real ingredients such as fruits, honey, and herbs. They prefer refreshing and wholesome hydration beverages. This meets the demands of North American consumers for products with a clean label and natural hydration. In fact, flavored and unflavored water launches with a hydration claim are growing in the US and Canada. North American consumers also look for flavored and unflavored bottled water products with electrolytes, minerals, and functional ingredients. The future looks positive for flavored bottled water and unflavored bottled water with hydration benefits.
Nearly one-third of consumers in the US and Canada say that flavor influences their purchases of bottled water. In flavors, lime is most prominent and red grape and coconut are fast-growing flavors. Other citrus, plus berry and tropical fruit flavors are appealing to North American consumers. Those who are looking for flavor adventure are drawn to ginger, hibiscus, and basil.
Brand Focus on Sustainability
One US brand with a large share of the market supports the environment by protecting its sources of water and the environment and eco-systems in the areas where it sources its water. The company’s actions, including these plus circular packaging and support of the community, demonstrate its work toward a more sustainable future. This helps meet the needs of North American consumers who say that environment and planet-friendly claims are important to them.
Bottled Water Supports Weight Management
Weight management is a major health concern for US and Canadian consumers. To support weight management, they look for flavored and unflavored water products with reduced calorie, low calorie, and no calorie claims, as well as sugar-free claims. Increased use of natural sweetener options such as added fruits and the sweeteners stevia and monk fruit could appeal to consumers in the US and Canada who are concerned about their health.
Several other claims can be found on bottled flavored and unflavored water launches in North America. GMO-free, gluten-free, and vegan are prominent claims. The fastest growing claims are antioxidant, indulgent and premium, no added sugar, plant-based, and vitamin and mineral fortified.
This article is based on Innova’s Flavored & Unflavored Water in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
