A Year of Innovation in the Bottled Water Market 2023
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Bottled water innovation continues to pivot around consumers' functional and flavour demands. Also, inflation is bringing new relevance to value-focused options. Amrin Walji, Senior Innovation Analyst…

A Year of Innovation in the Bottled Water Market 2023

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Explore the latest global innovations across the bottled water industry in 2023. Our global bottled water market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Innovation in Bottled Water – EMEA

In Europe, flavoured waters have seen a large increase in launch activity over the past year, accounting for 49% of all bottled water launches in the year to May 2023. In times of economic difficulty, consumers want nutritious food and drink products at affordable prices. Adding value to bottled water products in the form of vitamin/mineral fortification enables brands to trade up consumers’ purchase decisions.

Innovation in Bottled Water – APAC

As part of wider sustainability efforts, plastic reduction has become a major focus for retailers and food and drink manufacturers over recent years. Asian consumers are willing to try new bottled water products based on the packaging’s recyclability. While still niche, canned formats have begun to increase their share among non-flavoured water product launches.

  • In Asia, canned water products saw a 3% increase in launch activity.

Innovation in Bottled Water – Americas

In North America, sustainability and health are leading purchase drivers. As a result, planet-friendly packaging claims are on the increase, and brands are fortifying water to enhance its healthy image. From collagen-infused water that promotes skin health to water with immune-boosting ingredients, bottled water is arguably better positioned than most other beverage sectors to help consumers achieve their personal health goals.

  • 42% of US consumers cite ‘superior hydration’ as the most appealing functional benefit they seek in a bottled water product.

Expert Analysis from an Industry Specialist

This report, written by Amrin Walji, a leading innovation analyst, delivers in-depth commentary and analysis to highlight global trends and innovation in bottled water and add expert context to the numbers.

Bottled water innovation continues to pivot around consumers’ functional and flavour demands. Also, inflation is bringing new relevance to value-focused options.

Amrin WaljiAmrin Walji
Senior Innovation Analyst

Table of Contents


    • Europe: flavoured water innovation targets value-conscious consumers
    • Graph 1: bottled water launches, by share of sub-category, 2019-23
    • Europe: private label bottled water launches record a rise in activity
    • Graph 2: bottled water launches, by share of private label, 2019-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: water launches in bottles record a lower level of activity as cans continue to grow in share
    • Graph 3: non-flavoured bottled water launches, by share of package type, 2019-23
    • India: added-value attributes take centre stage in product innovation
    • Australia & New Zealand
  3. the americas

    • North America: sustainable claims record an increased share of launch activity in bottled water
    • Graph 4: bottled water launches, by share of select ethical claims, 2019-23
    • North America: brands fortify water to enhance its healthy image
    • Graph 5: bottled water launches, by share of vitamins/mineral fortified claims, 2019-23
    • Latin America: sugar-free claims are growing among flavoured bottled water launches
    • Graph 6: flavoured bottled water launches, by share of sugar-free claims, 2019-23

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Year of Innovation Sample Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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