Discover the future trends in the global water, sports and energy drinks market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global hydration market over the next five years.
The most important upcoming trends in the water and energy drinks market are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in the global facial care market. Understanding the future of the drinks industry has never been so easy.
Future of Water, Sports and Energy Drinks – Trends to watch out for
In the next two years: Enhanced hydration is reaching its peak
With electrolytes featuring in a record number of global drinks launches, saturation point is close. Consumer understanding of healthy hydration is set to stay, but brands should explore where it can go next.
Five years and beyond: Embrace the prepper mindset
Bulk-sized bottled water, in long shelf-life packaging, will offer reassurance amidst geopolitical and climate challenges ahead. There is already consumer demand for flavour and functional tablets to offer purification qualities, and this will grow amid concerns about tap water.
To discover more about the global bottled water market, read Mintel’s A Year of Innovation in Bottled Water, for the global energy drinks market, read Mintel’s A Year of Innovation in Sports and Energy Drinks.
Meet The Expert
This report is written by Alex Beckett, Director – Mintel Food & Drink. Alex regularly presents consumer and innovation insights to the world’s biggest soft drink companies. He writes about cutting-edge opportunities within waters, sports & energy drinks and also provides input for the annual food & drink trends.
The electrolyte boom peaks, and Celsius ushers in a more mature phase for energy drinks. Prime offers lessons about celebrities, and AI takes our precious water.
Alex Beckett
Director – Mintel Food & Drink
Collapse All
-
WHAT YOU NEED TO KNOW
- Where we are now
- In the next two years
- In five years and beyond
-
where we are now
- Where we are now: bottled water
- Where we are now: subtly flavoured water is demanded by young bottled water users
- Graph 1: agreement with ‘I would like to see more flavoured bottled water with only subtle flavours (eg citrus, herbs),’ by age, 2024
- Where we are now: energy drinks
- Where we are now: sports drinks
-
IN THE NEXT TWO YEARS
- Mintel’s perspective
- With electrolytes everywhere, there are signs that enhanced hydration is reaching its peak
- Enhanced hydration is a thriving trend, but the saturation point is in sight
- Sodium intake may hasten the end of the electrolyte boom
- Many Europeans doubt the efficacy of electrolytes
- Graph 2: any agreement ‘Bottled water fortified with electrolytes is a good way to enhance hydration,’ 2024
- Three opportunities that can sustain the enhanced hydration trend
- Energy drinks will continue to diversify to retain their diverse audience
- The expansion of Celsius and Reign Storm will inspire locally made me-too rivals
- New brand ‘characters’ and new flavours help to boost energy drink usage among women
- Graph 3: drinking more energy drinks than the previous year, by select group, 2024
- Less sweet but exotic fruit like kiwi, yuzu and starfruit have potential as energy drink flavours
- Graph 4: agreement with ‘I haven’t tried this NAB flavour/ingredient, but I would like to try it, ‘ by gender, 2024
- Mainstream energy drinks embrace medicinal mushrooms
- Three energy drink brand personalities consumers want to see in the late 2020s
- Faithful brand communities will be built via satirical stances and immersive gaming
- Celebrity brands grab attention but satire can inspire a deeper connection with a fanbase
- Brands take different approaches to building a fanbase
- Not Beer founder Dillon Dandurand tells Mintel why 2024 – not 2004 – is the perfect time to launch Not Beer
- Potion-filled gaming worlds will create brand communities for wellness drinks
-
five years and beyond
- Mintel’s perspective
- Sports drinks will diverge between simple hydration and AI-supported rapid rehydration
- The ‘energy+’ boom risks creating choice overload for tired consumers, inspiring a minimalist reset
- Caffeine’s divisive reputation is confirmed by social media
- Infegy Atlas – coverage and full list of search terms used
- The prepper mindset will intensify, driving demand for bottled water and purification tablets
- Hydration and sustainable water sourcing will reach new levels of importance among LATAM consumers
- Developments in water security that should be on the radar of bottled water producers
- Hydration will have a starring role in the lucrative pet industry
What is a 'Future of' Report?
Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.
How Mintel Builds a Picture of the Future
Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.
Expert Insights from Category Analysts
Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.
Powered by Robust Data
Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.
Designed for Forward-Thinking Strategy
Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come. For a closer look at what’s included in our ‘Future of’ reports take a look at the sample below.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF and Powerpoint version of the report straight to your inbox. An interactive version of the report is also available on our online platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
