This Market Dynamics report features market data extracted from Mintel’s US Still and Sparkling Waters Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US bottled water market. The full US report is available to purchase here.
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MARKET DYNAMICS
- Market drivers
- Consumers are increasingly ‘getting by’
- Graph 1: trended household confidence – financial health, 2020-24
- The balancing act of accessibility and premiumization as over half still feel impacts of food/drink inflation
- Graph 2: consumer reports of being affected by certain issues – increases in food and drink prices, February 2023-December 2024
- Hydration prioritization spans across financial situations
- Graph 3: change in beverage behaviors, by financial situation, 2024
- Current use, previous use or interest in GLP-1 use show stronger impacts on beverage behaviors
- Graph 4: change in beverage behaviors, by GLP-1 use, 2024
- Take action in the midst of consumer concerns of climate change and water supply
- Market size and forecast
- Water market returns to more ‘charted waters’
- Retail sales and forecast of still and sparkling waters
- Retail sales and forecast of still and sparkling waters, 2019-29
- Market segmentation
- Greater growth expected for smaller market segments
- Graph 5: total retail sales estimate of still and sparkling waters, by segment, at current prices, 2024
- Retail sales of still and sparkling waters, by segment
- Market share/brand share
- Private label and other brands grab share from market leaders
- Sales of still and sparkling water, by company
- Bai’s It’s Wonderwater and private label make waves in flavored still water
- Flavored convenience/bottled still water
- Flavored carbonation competition
- Flavored seltzer/sparkling mineral
- BlueTriton and store brands hold on to modest nonflavored bottled still water segment growth
- Nonflavored convenience/bottled still water
- Nonflavored jug/bulk still water resonates within the nonflavored still water space, especially under store brands
- Nonflavored jug/bulk still water
- Plenty of space to play in the versatile nonflavored seltzer/sparkling/mineral segment
- Nonflavored seltzer/sparkling mineral
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CONSUMER INSIGHTS
- Trended water consumption
- Small shifts towards sparkling
- Graph 6: trended water consumption, 2023-25
- Packaged water repertoire sweet spot sees alignment across generations
- Graph 7: repertoire of water types consumed, by generation, 2025
- Graph 8: repertoire of water types consumed, 2025
- Unlocking packaged water’s appeal at home
- Graph 9: repertoire of water types consumed, by work from home status, 2025
- Changes in beverage habits
- 4 in 10 consumers are focusing more on hydration
- Trended water attributes sought
- Younger generations redefine value
- Graph 10: attributes of importance in water purchases, by generation, 2024
- Packaged water innovation interests
- Younger generations open to a mix of water bells and whistles
- Graph 11: interest in bottled water concepts, by generation, 2024
- Adventurous water users pay attention to ingredients
- Graph 12: interest in bottled water concepts, by repertoire of water types consumed, 2024
- Packaged water occasions by specific types of water
- Water behaviors
- Younger shoppers make waves within water purchasing
- Graph 13: water behaviors, by generation, 2024
- Water attitudes
- It’s water’s time to shine in hydration’s spotlight
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Water to satisfy a sweet tooth?
- Marketing and advertising
- New year, new (hydrated) me
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APPENDIX
- Market definition
- Market size methodology
- US: total retail sales and forecast of still and sparkling waters, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of nonflavored convenience/bottled still water, at current prices, 2019-29
- US: total retail sales and forecast of nonflavored convenience/bottled still water, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of flavored convenience/bottled still water, at current prices, 2019-29
- US: total retail sales and forecast of flavored convenience/bottled still water, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of nonflavored jug/bulk still water, at current prices, 2019-29
- US: total retail sales and forecast of nonflavored jug/bulk still water, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of nonflavored seltzer/sparkling/mineral water, at current prices, 2019-29
- US: total retail sales and forecast of nonflavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of flavored seltzer/sparkling/mineral water, at current prices, 2019-29
- US: total retail sales and forecast of flavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2019-29
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
- Gain immediate strategic clarity with quality market data and forecasts.
- Understand the ‘why’ behind industry trends with world-class human insight.
- Plot your next move with analysis of the competitive landscape and product launch activity.
- Uncover opportunities and unlock your growth potential with analyst recommendations.
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