Explore the latest innovation in bottled water in 2024 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
This report is written by Mintel’s Innovation Analyst, Mikolaj Kaczorowski. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Better-for-you and clean-label recipes continue to be key themes in water innovation, along with a shift away from plastic packaging.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: functional benefits are a growing feature in flavoured water launches
- Better-for-you waters can help consumers manage the challenges of modern life
- Plus and functional claims are featuring in a growing share of flavoured water launches
- Flavoured water brands showcase their functional advantages
- Europe: flavoured water is on the rise in Europe
- Younger demographics are keen flavoured water consumers
- Flavoured waters are gaining a larger portion of bottled packaged launches
- Graph 1: water launches, by share of sub-category, 2019-24
- Bold and innovative flavour combinations help these water launches stand out
- The Middle East & Africa (MEA)
- Water brands keep consumers engaged with better-for-you attributes, limited-edition packaging and charity support
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Asia Pacific (APAC)
- Asia: flavoured water producers reduce additive and preservative content
- Consumers are concerned about the additives in flavoured waters
- Flavoured water brands highlight additive- and preservative-free recipes
- Graph 2: flavoured water launches, by share of select natural claims, 2019-24
- Brands are highlighting additive-free recipes
- Asia: plastic packaging is in the spotlight
- Consumer are increasingly scrutinising their reliance on plastic packaging
- Flavoured water brands are increasingly turning to the canned format, though bottles remain dominant
- Graph 3: flavoured and unflavoured water launches, by share of can pack type, 2019-24
- New water launches in aluminium cans
- Australia & New Zealand
- Water brands in Australia couple distinctive packaging design with local flavours and BFY ingredients
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the americas
- North America: water brands flag up better-for-you recipes
- Consumers remain keen to drink enhanced water
- Vitamins and minerals are a popular addition to water launches
- Graph 4: water launches, by top five plus and functional claims, 2023-24
- Bottled water launches offer a variety of functional wellness benefits
- North America: innovative flavours help bolster the appeal of flavoured waters
- Consumers are drawn to new and alternative bottled water flavours
- Flavoured water launches are in decline in North America
- Graph 5: water launches, by sub-category, 2019-24
- Flavoured water brands turn to limited editions and brand recognition to bolster appeal
- Latin America
- Carbonated unflavoured water has seen a recent uptick in launches
- Graph 6: unflavoured water launches, by share of texture, 2019-24
- New canned sparkling water launches
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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