Explore the latest innovation in bottled water in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes, and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the bottled water market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global water market. Understanding innovation in bottled water has never been so easy.
To discover more about the global bottled water market, read Mintel’s The Future of Water, Sports and Energy Drinks or take a look at Mintel’s extensive drinks market research.
Meet the Expert Behind the Analysis
This report was written by Benedict Lai. Benedict joined the Food & Drink team in March 2025, bringing with him over three years’ experience as a CN-EN translator within the localisation team. Currently, he researches and writes Year of Innovation reports.
Innovation in bottled water continues to focus on sugar-related messaging, while private labels are attracting increasing attention.
Benedict Lai
Associate Analyst (Innovation)
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Bottled Water: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sodium content takes spotlight in unflavoured water launches
- Sodium claims appeal to health-conscious consumers
- Sodium-related claims gain momentum in unflavoured water launches
- Brands showcase low-sodium claims to attract health-conscious consumers
- Europe: brands ramp up sugar-free positioning in flavoured water
- Consumers seek low/no sugar alternatives
- Flavoured water brands step up focus on sugar-free claims
- Graph 1: flavoured water launches, by share of low/no/reduced sugar claims, 2020-25
- Flavoured water brands push no sugar messaging amid ongoing sugar concerns
- The Middle East & Africa (MEA)
- Flavoured water brands highlight sugar-related claims in the better-for-you race
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ASIA PACIFIC (APAC)
- Asia: minus claims gain traction in flavoured water
- Consumers prioritise health in packaged product choices
- Flavoured water brands shift focus towards minus claims
- Graph 2: flavoured water launches, by minus, plus and functional claim categories, 2020-25
- Flavoured water brands double down on minus claims
- Asia: sour profiles remain dominant in flavoured water
- Asian consumers show interest in tart, refreshing beverages
- Lemon remains the leading flavour as salted joins the top five
- Graph 3: flavoured water launches, by top five flavour components, 2024-25
- Flavoured water features citrus and salty profiles
- Australia & New Zealand
- Bottled water brands adopt minimalist design and sugar-free formulations
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THE AMERICAS
- North America: branded flavoured water sees decline as private label rises
- Consumers turn to private label products for quality and savings
- Branded flavoured water launches lose share to private label
- Graph 4: flavoured water launches, by share of branded vs private label, 2020-25
- Private label brands add value with standout flavours
- North America: flavoured water brands lean into no added sugar messaging
- Sugar content top of mind for food and drink shoppers
- No added sugar claims rise as sugar-free claims decline
- Graph 5: flavoured water launches, by share of low/no/reduced sugar claims, 2020-25
- Sugar-related claims take centre stage in flavoured water launches
- Latin America
- Bottled water brands tap into demand for eco-friendly packaging
- Graph 6: bottled water launches, by share of select ethical and environmental claims, 2020-25
- Bottled water brands embrace planet-friendly packaging
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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