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Non-alcoholic Water Enhancers - US - March 2015

“An abundance of beverage launches and continued category blurring is creating RTD products that cater to every user need requiring less self-customization. Consumers gravitating toward natural trends further harm the category.”

Elizabeth Sisel, Beverage Analyst

 

This report cover the folloiwng areas:

  • Getting lost in the beverage category
  • Is the desire to customize water fading?
  • Are artificial ingredients scaring away new users?

After enormous gains in 2013, liquid water enhancer sales plateaued in 2014 and powdered drink mixes continued their steep decline, driven by heavy launches elsewhere in the beverage category, with enhancers overshadowed by stronger marketing from other beverages. Still, opportunities exist for brands and retailers to target consumers looking for healthy drink alternatives to perceived sugar-laden carbonated sugar drinks (CSDs) and juices, and address artificial ingredient concerns of health-minded consumers.

Current sale declines of the water enhancer category demonstrate the competition the category faces with numerous beverage launches and preferences for natural ingredients. Beverage launches and category blurring is not anticipated to slow, and Mintel expects this category will continue to struggle due to RTD competition.


Opportunities for growth exist beyond flavor extensions, especially when expanding marketing to target users outside Millennial men, such as older consumers and women. Health concerns are driving water enhancer consumption as users look for sugar- and calorie-free alternatives to sweeter beverages and interests in natural ingredients opens additional opportunities.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of water enhancers, at current prices, 2009-19
                    • Leading companies
                      • Figure 2: Market size in MULO sales of water enhancers, by leading companies, 52 weeks ending Dec. 28, 2014
                    • Competition
                      • Figure 3: New beverage launches, by sub-category, rolling year February 2015
                    • Usage
                      • Figure 4: Water enhancer usage, December 2014
                    • Important attributes
                      • Figure 5: Important water enhancer attributes, December 2014
                    • Behaviors
                      • Figure 6: Behaviors toward water enhancers, December 2014
                    • Attitudes toward
                      • Figure 7: Attitudes toward water enhancers, December 2014
                    • What we think
                    • Issues and Insights

                        • Getting lost in the beverage category
                          • The issues
                            • Insight: In store placement to stay top of mind
                              • Is the desire to customize water fading?
                                • The issues
                                  • Insight: Refresh the category with new uses
                                    • Are artificial ingredients scaring away new users?
                                      • The issues
                                        • Insight: Consider natural product extensions
                                        • Trend Application

                                            • Trend: Factory Fear
                                              • Trend: Minimize Me
                                                • Trend: Make It Mine
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Sales and forecast of non-alcoholic beverage enhancers
                                                      • Figure 8: Total US sales and forecast of non-alcoholic beverage enhancers, at current prices, 2009-19
                                                      • Figure 9: Total US sales and forecast of non-alcoholic beverage enhancer market, at inflation-adjusted prices, 2009-19
                                                    • Beverage enhancers projected to remain stagnant through 2019
                                                      • Figure 10: Total US sales and fan chart forecast of water enhancers, at current prices, 2009-19
                                                    • Fan chart forecast
                                                    • Market Drivers

                                                      • Key points
                                                        • Most enhancers rely on bottled water usage
                                                          • Figure 11: Purchase location for water enhancers, December 2014
                                                        • Positioning as a healthy beverage can aid growth
                                                          • Figure 12: Percent of people aged 20 or older who are healthy weight, overweight, or obese, 2009-12
                                                        • Households with children are heavy users, but this group declining
                                                          • Figure 13: Personal water enhancer usage, by presence of children in household, December 2014
                                                          • Figure 14: Households, by presence of own children, 2003-13
                                                          • Figure 15: Households with own children. by race and Hispanic origin of householder, 2013
                                                      • Competitive Context

                                                        • Water enhancers compete with numerous beverage launches
                                                          • Figure 16: New beverage launches, by sub-category, rolling year February 2015
                                                          • Figure 17: New flavored water launches, by top ten claims, rolling year February 2015
                                                        • Water enhancers take back seat to new types of liquid enhancers
                                                        • Segment Performance

                                                          • Liquid enhancers closing gap between powder mix sales
                                                            • Figure 18: Total US retail sales of non-alcoholic beverage enhancers, by segment, at current prices, 2012 and 2014
                                                          • Powdered drink mixes see continued declines, liquid enhancers stall
                                                            • Figure 19: Total US retail sales of water enhancers, by segment, at current prices, 2012 and 2014
                                                          • Sales of liquid beverage enhancers
                                                            • Figure 20: Total US sales of liquid beverage enhancers, at current prices, 2009-14
                                                            • Figure 21: Total US sales of liquid beverage enhancers, at inflation-adjusted prices, 2011-14
                                                          • Sales of powdered drink mixes
                                                            • Figure 22: Total US sales of powdered drink mixes, at current prices, 2009-14
                                                            • Figure 23: Total US sales of powdered drink mixes, at inflation-adjusted prices, 2009-14
                                                        • Retail Channels

                                                          • Key points
                                                            • Drug store sales grow 39%
                                                              • Sales by channel
                                                                • Figure 24: Total US retail sales of water enhancers, by channel, at current prices, 2012 and 2014
                                                              • Channel segment sales and market share
                                                                • Figure 25: Total US retail sales of water enhancers, by channel, at current prices, 2012 and 2014
                                                              • Millennial men buy at convenience stores
                                                                • Some users buy at natural outlets
                                                                  • Figure 26: Purchase location for water enhancers, by gender and age, December 2014
                                                                  • Figure 27: Purchase location for water enhancers, by presence of children in household, December 2014
                                                                • Bottled water, drink enhancers use symbiotic marketing
                                                                • Leading Companies

                                                                  • Key points
                                                                    • Leading companies see 2013-14 sales decline
                                                                      • Kraft takes a hit, launches social media marketing
                                                                        • Private label falters
                                                                          • Manufacturer sales of non-alcoholic beverage enhancers
                                                                            • Figure 28: Market size in MULO sales of water enhancers, by leading companies, 52 weeks ending Dec. 28, 2014
                                                                            • Figure 29: MULO sales of water enhancers, by leading companies, rolling 52 weeks 2013 and 2014
                                                                        • Brand Share – Powdered

                                                                          • Key points
                                                                            • Popular kids’ brands see only powdered mix sales growth
                                                                              • Adult powder drink mixes decline
                                                                                • Manufacturer sales of powdered drink mixes
                                                                                  • Figure 30: MULO sales of powdered drink mixes, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                • Popular powdered drink mix brands
                                                                                  • Figure 31: Powdered soft drinks by brand, by age, August 2013-September 2014
                                                                              • Brand Share – Liquid

                                                                                • Key points
                                                                                  • Leader Kraft loses MULO sales, targets young adult men
                                                                                    • Coca Cola see success with newer launches
                                                                                      • Manufacturer sales of liquid beverage enhancers
                                                                                        • Figure 32: MULO sales of liquid beverage enhancers, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                      • Brands have opportunities to market outside target audiences
                                                                                        • Figure 33: Water enhancer usage by brand, by gender, January 2014-September 2014
                                                                                        • Figure 34: Water enhancer usage by brand, by age, January 2014-September 2014
                                                                                    • Innovations and Innovators

                                                                                      • Beyond liquid and powders
                                                                                        • Natural preferences create new opportunities
                                                                                          • Flavors get sophisticated
                                                                                          • Usage

                                                                                            • Key points
                                                                                              • Liquid enhancer usage stalls, powdered declines
                                                                                                • Young men top consumers
                                                                                                  • Figure 35: Personal water enhancer usage, by gender and age, any use, December 2014
                                                                                                  • Figure 36: Personal water enhancer usage, by gender and age, male usage, December 2014
                                                                                                  • Figure 37: Personal water enhancer usage, by gender and age, any use, female usage, December 2014
                                                                                                • Parents purchase for children
                                                                                                  • Figure 38: Water enhancer usage by children, by presence of children in household, December 2014
                                                                                                  • Figure 39: Water enhancer usage by children, purchasing by gender and age, December 2014
                                                                                                • Users look at FourSquare
                                                                                                  • Figure 40: Personal water enhancer usage, by visits social media websites daily, December 2014
                                                                                              • Reasons for Purchasing

                                                                                                • Key points
                                                                                                  • Water enhancers ease consumers’ transition to healthier beverages
                                                                                                    • Figure 41: Reasons for purchasing water enhancers, by generations, December 2014
                                                                                                    • Figure 42: Reasons for purchasing water enhancers, by generations, December 2014
                                                                                                  • Women appreciate flavor, while men want enhancement
                                                                                                      • Figure 43: Reasons for purchasing water enhancers, by gender, December 2014
                                                                                                  • Important Attributes

                                                                                                    • Key points
                                                                                                      • Consumers want calorie-free, sugar-free beverages
                                                                                                        • Most consumers want limited calorie beverages
                                                                                                            • Figure 44: Important water enhancer product attributes, by generations, December 2014
                                                                                                            • Figure 45: Important water enhancer health attributes, by generations, December 2014
                                                                                                        • Behaviors

                                                                                                          • Key points
                                                                                                            • Expanding usage can increase sales
                                                                                                                • Figure 46: Behaviors toward personal water enhancer usage, by generations, December 2014
                                                                                                            • Attitudes

                                                                                                              • Key points
                                                                                                                • Women, older consumers show interest in natural ingredients
                                                                                                                  • Figure 47: Male attitudes toward water enhancers, by age, December 2014
                                                                                                                  • Figure 48: Female attitudes toward water enhancers, by age, December 2014
                                                                                                                • Clear enhancers keep water looking like water
                                                                                                                • Race and Hispanic Origin

                                                                                                                  • Key points
                                                                                                                    • Hispanics dominate consumption – Versus all races
                                                                                                                      • Figure 49: Water enhancer usage, by race and Hispanic origin, December 2014
                                                                                                                    • Hispanics use enhancers beyond adding to water
                                                                                                                      • Figure 50: Behaviors toward water enhancers, by race and Hispanic origin, December 2014
                                                                                                                    • Asians/Pacific Islanders look for natural ingredients
                                                                                                                      • Figure 51: Attitudes toward water enhancers, by race and Hispanic origin, December 2014
                                                                                                                  • Appendix – Consumer Tables – Water Enhancer Usage

                                                                                                                      • Figure 52: Water enhancer usage, by gender and age, December 2014
                                                                                                                      • Figure 53: Water enhancer usage, by gender and age, December 2014 (continued)
                                                                                                                      • Figure 54: Water enhancer usage, by presence of children in household, December 2014
                                                                                                                      • Figure 55: Water enhancer usage, by presence of children in household, December 2014 (continued)
                                                                                                                      • Figure 56: Water enhancer usage, by visits websites daily, December 2014
                                                                                                                      • Figure 57: Water enhancer usage, by visits websites daily, December 2014 (continued)
                                                                                                                      • Figure 58: Water enhancer usage, by visits social media websites daily, December 2014
                                                                                                                      • Figure 59: Water enhancer usage, by visits social media websites daily, December 2014 (continued)
                                                                                                                      • Figure 60: Water enhancer usage, by generations, December 2014
                                                                                                                      • Figure 61: Water enhancer usage, by generations, December 2014 (continued)
                                                                                                                      • Figure 62: Water enhancer usage, by race and Hispanic origin, December 2014
                                                                                                                  • Appendix – Consumer Tables – Reasons For Purchasing Water Enhancers

                                                                                                                      • Figure 63: Reasons for purchasing water enhancers, by gender, December 2014
                                                                                                                      • Figure 64: Reasons for purchasing water enhancers, by age, December 2014
                                                                                                                      • Figure 65: Reasons for purchasing water enhancers, by generations, December 2014
                                                                                                                      • Figure 66: Reasons for purchasing water enhancers, by race and Hispanic origin, December 2014
                                                                                                                      • Figure 67: Water enhancer usage, by reasons for purchasing water enhancers, December 2014
                                                                                                                      • Figure 68: Water enhancer usage, by reasons for purchasing water enhancers, December 2014 (continued)
                                                                                                                  • Appendix – Consumer Tables – Purchase Location

                                                                                                                      • Figure 69: Purchase location for water enhancers, December 2014
                                                                                                                      • Figure 70: Purchase location for water enhancers, by gender and age, December 2014
                                                                                                                      • Figure 71: Purchase location for water enhancers, by presence of children in household, December 2014
                                                                                                                      • Figure 72: Water enhancer usage, by purchase location for water enhancers, December 2014
                                                                                                                      • Figure 72: Water enhancer usage, by purchase location for water enhancers, December 2014 (continued)
                                                                                                                  • Appendix – Consumer Tables – Important Water Enhancer Attributes

                                                                                                                      • Figure 73: Important water enhancer attributes, by gender, December 2014
                                                                                                                      • Figure 74: Important water enhancer attributes, by age, December 2014
                                                                                                                      • Figure 75: Important water enhancer attributes, by generations, December 2014
                                                                                                                      • Figure 76: Important water enhancer attributes, by race and Hispanic origin, December 2014
                                                                                                                      • Figure 77: Water enhancer usage, by important water enhancer attributes, December 2014
                                                                                                                      • Figure 78: Water enhancer usage, by important water enhancer attributes, December 2014
                                                                                                                  • Appendix – Consumer Tables – Behaviors toward Water Enhancers

                                                                                                                      • Figure 79: Behaviors toward water enhancers, by gender, December 2014 (continued)
                                                                                                                      • Figure 80: Behaviors toward water enhancers, by age, December 2014
                                                                                                                      • Figure 81: Behaviors toward water enhancers, by generations, December 2014
                                                                                                                      • Figure 82: Behaviors toward water enhancers, by race and Hispanic origin, December 2014
                                                                                                                      • Figure 83: Water enhancer usage, by behaviors toward water enhancers, December 2014
                                                                                                                      • Figure 84: Water enhancer usage, by behaviors toward water enhancers, December 2014
                                                                                                                  • Appendix – Consumer Tables – Attitudes toward Water Enhancers

                                                                                                                      • Figure 85: Attitudes toward water enhancers, by gender and age, December 2014 (continued)
                                                                                                                      • Figure 86: Attitudes toward water enhancers, by race and Hispanic origin, December 2014
                                                                                                                  • Appendix – Experian Marketing Simmons Tables – Adult

                                                                                                                      • Figure 87: Powdered soft drinks by brand, August 2013-September 2014
                                                                                                                      • Figure 88: Powdered soft drinks by brand, by gender, August 2013-September 2014
                                                                                                                      • Figure 89: Powdered soft drinks by brand, by age, August 2013-September 2014
                                                                                                                      • Figure 90: Amount of powdered soft drinks, by gender, August 2013-September 2014
                                                                                                                      • Figure 91: Amount of powdered soft drinks, by age, August 2013-September 2014
                                                                                                                      • Figure 92: instant iced tea mix by type, August 2013-September 2014
                                                                                                                      • Figure 93: Instant iced tea mix by brand, by gender, August 2013-September 2014
                                                                                                                      • Figure 94: Instant iced tea mix by brand, by age, August 2013-September 2014
                                                                                                                      • Figure 95: Amount of instant iced tea mix, by gender, August 2013-September 2014
                                                                                                                      • Figure 96: Amount of instant iced tea mix, by age, August 2013-September 2014
                                                                                                                  • Appendix – Experian Marketing Simmons Tables – Adult

                                                                                                                      • Figure 97: Water enhancer usage by brand, by gender, January 2014-September 2014
                                                                                                                      • Figure 98: Water enhancer usage by brand, by age, January 2014-September 2014
                                                                                                                      • Figure 99: Water enhancer usage by brand, by gender, January 2014-September 2014
                                                                                                                      • Figure 100: Water enhancer usage by brand, by age, January 2014-September 2014
                                                                                                                  • Appendix – Experian Marketing Simmons Tables – Kids

                                                                                                                      • Figure 101: Amount of powdered soft drinks, by gender and age, April 2013-June 2014
                                                                                                                  • Appendix – Trade Associations

                                                                                                                      • American Beverage Association
                                                                                                                        • International Bottled Water Association (IBWA)
                                                                                                                          • International Society of Beverage Technologists
                                                                                                                            • National Association for PET Container Resources
                                                                                                                              • Sustainable Packaging Coalition (SPC)

                                                                                                                              Companies Covered

                                                                                                                              • Walmart Stores (USA)

                                                                                                                              Non-alcoholic Water Enhancers - US - March 2015

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