2022
9
US Still and Sparkling Waters Market Report 2022
2022-02-19T03:08:42+00:00
OX1100063
3695
148099
[{"name":"Bottled Water","url":"https:\/\/store.mintel.com\/industries\/drinks\/bottled-water"}]
Report
en_GB
“Packaged water is a growing market within the wider beverage industry stemming from a large base of dedicated bottled water users and increased sales of premium, flavorful, and functional waters.

US Still and Sparkling Waters Market Report 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the Still and Sparkling Waters market including Still and Sparkling Waters market size, sparkling water market share, anticipated market forecast, relevant market segmentation, and industry trends for the Still and Sparkling Waters market in the US.

Current market landscape

The water market is rising off high consumer interest in health and wellness, as consumers replace sugary drinks with still and sparkling water; 58% of consumers agree that sparkling water is a good soda substitute. From premium alkaline water to basic no-frills private label water, nearly all water segments enjoyed strong growth in 2021, as consumers returned to social activities.

Future market trends in still and sparkling waters

Core bottled water consumers largely value bottled water for its taste, safety, and convenience; bottled water market size and  category attrition due to environmental concerns will be gradual rather than a mass category exodus. However, attrition will occur as Gen Z and Millennials (two groups that often use refillable water bottles) come to represent a greater share of the population. Water brands must invest in long-term initiatives that address younger consumers’ environmental concerns.

Functional innovation will drive the water market’s future growth. Brands are building upon waters’ inherit health halo and transforming regular water into the ultimate functional drink, imbuing water with ingredients that support the immune system, promote gut health, and relax stressed-out consumers. Flavor innovation will also keep consumers engaged in the water market. Flavored waters represent the fastest growing segments within the market as unique flavors make water a more exciting and enjoyable beverage.

Read on to discover more about the Still and Sparkling Waters consumer market, read our US Tea and RTD Tea Market Report 2021, or take a look at our other Drinks research reports.

Quickly understand the still and sparkling water market

  • Market performance of still and sparkling water.
  • Use of and interest in powdered and liquid water enhancers.
  • Consumer interest in functional water claims.
  • Consumers’ perception of water packaging formats.

Covered in this report

Brands include: Recess, Hopwtr, Psychedelic Water, Mio, Liquid IV, Crystal Light, Fiji, Evian, Essentia, Dasani, Aquafina, Pure Life, Poland Spring, Deer Park, Ozarka, Ice Mountain, Zephyrhills, Arrowhead, vitaminwater, smartwater, POWERADE, Propel, Splash, hint, LaCroix, Spindrift, Sparkling Ice, bubly, Polar Seltzer, AHA, Topo Chico, San Pellegrino, Karma, BLk, Jove, Voss, Evian+, Rethink, Nixie, Good & Gather, Blossom, Aura Bora, Limited Time Originals, Sanzo, Caliwater, Pricklee.

Expert analysis from a specialist in the field

This report, written by Caleb Bryant, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis in this still and sparkling water market report, to highlight current trends and add expert context to the numbers.

Packaged water is a growing market within the wider beverage industry stemming from a large base of dedicated bottled water users and increased sales of premium, flavorful, and functional waters. Water’s inherit healthfulness makes it an ideal platform for functional innovation; unique functional claims not only allow water brands to stand out in the market but also brings water into new consumption occasions. Regular bottled water sales will increase in the short and medium term, but brands must invest in long-term environmental initiatives to mitigate younger consumers’ bottled water sustainability concerns.
Caleb Bryant, Associate Director of Food and Drink Reports
Caleb Bryant
Associate Director of Food and Drink Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of still and sparkling water, at current prices, 2016-26
      • Figure 2: Total US retail sales and forecast of still and sparkling water, at current prices, 2016-26
      • Figure 3: Total US retail sales and forecast of still and sparkling waters, by segment, at current prices, 2016-26
      • Figure 4: Category outlook, 2022-27
    • Opportunities and challenges
    • Flavor and function innovation will drive future market growth
    • Increased sustainability concerns will lead to slow category attrition
    • Sparkling water can become an alcohol substitute
    • Key consumer insights
    • Develop sustainable, flavorful, and functional water for Gen Z and Millennial consumers
      • Figure 5: Water type consumption, by generation, 2022
    • Go beyond hydration
      • Figure 6: Functional water claim interest, 2022
    • Enhancers transform water into a more exciting beverage
      • Figure 7: Water enhancer use frequency, by age and HHI, 2022
      • Figure 8: Reasons for using water enhancers, by enhancement use frequency, 2022
    • Restaurants can elevate sparkling water
      • Figure 9: Water attitudes, any agree, by food/drink shopper segmentation, 2022
  3. Market Size and Forecast

    • Water rises on increased consumer interest in health and wellness
      • Figure 10: Total US retail sales and forecast of still and sparkling water, at current prices, 2016-26
      • Figure 11: Total US retail sales and forecast of still and sparkling water, at current prices, 2016-26
  4. Segment Performance

    • Unflavored bottled water is the market’s bedrock but flavored still and sparkling drives growth
      • Figure 12: Total US retail sales and forecast of still waters, by segment, at current prices, 2016-26
      • Figure 13: Total US retail sales and forecast of sparkling waters, by segment, at current prices, 2016-26
      • Figure 14: Total US retail sales and forecast of still and sparkling waters, by segment, at current prices, 2016-26
  5. Market Factors

    • Infrastructure investments may increase consumers’ trust in tap water
    • Consumers will adopt a prepper mentality following the rise of extreme climate events
      • Figure 15: Number of billion-dollar weather and climate disasters per year, 1980-2019
    • Sustainability discourse will intensify over time
    • Bottled water market faces a generational cliff
      • Figure 16: Water type consumption, by generation, 2022
      • Figure 17: Bottled water stocking behaviors, among bottled water consumers, by generation, 2020
      • Figure 18: US population by generation, 2016-26
    • Inflation concerns may act as a wet blanket
  6. Market Share

    • Basic no-frills bottled water remains a growing sector of the beverage industry
      • Figure 19: Multi-outlet sales of nonflavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Flavor innovation and functionality drives sales of flavored still water
      • Figure 20: Multi-outlet sales of flavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Competition intensifies among smaller flavored sparkling water brands
      • Figure 21: Multi-outlet sales of flavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Supply chain issues hampers mineral water sales
      • Figure 22: Multi-outlet sales of nonflavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2020 and 2021
  7. Competitive Strategies and Market Opportunities

    • Water becomes the ultimate functional beverage
    • Unique flavor innovation keeps water interesting
      • Figure 23: Water flavor launches, flavor component groups, 2018-21
    • Cactus waters look to succeed where coconut water stumbled
    • Concentrate on the opportunities for concentrates and enchantments
    • Water brands can tackle rising childhood obesity levels
      • Figure 24: Youth obesity rate, 1999-2018
    • Sparkling water can satisfy alcohol occasions
    • Drink on, tune in, drop out
    • Bubble bonanza
    • World of waters
  8. The Consumer: Fast Facts

  9. Water Type Consumption

    • Keep younger consumers engaged in the water market through flavor and function innovation
      • Figure 25: Water type consumption, 2022
      • Figure 26: Water type consumption, by generation, 2022
    • Adventure Eaters set water market trends
      • Figure 27: Water type consumption, by food and drink shopper segmentation, 2022
  10. Reasons for Consuming Alkaline Water

    • Alkaline water benefits from hydration claims and premium positioning
      • Figure 28: Reasons for consuming alkaline water, among alkaline water consumers, by age, 2022
  11. Water Enhancer Use Frequency

    • Water enhancers enjoy habitual use among category consumers
      • Figure 29: Water enhancer use frequency, among total consumers and water enhancer users, 2022
    • Water enhancer users skew high income and environmentally conscious
      • Figure 30: Water enhancer use frequency, by age and HHI, 2022
      • Figure 31: Water enhancer use frequency, by sustainable shopping segmentation, 2022
  12. Reasons for Using Water Enhancers

    • Powdered/liquid enhancers makes water more exciting
      • Figure 32: Reasons for using water enhancers, by enhancement use frequency, 2022
    • Women use enhancers to increase their water consumption
      • Figure 33: Reasons for using water enhancers, by gender, 2022
      • Figure 34: Reasons for using water enhancers, among water enhancer consumers and enhancement use frequency, 2022
  13. Water Enhancer Purchase Motivators

    • Develop new lines of functional water enhancers
      • Figure 35: Water enhancer purchase motivators, by water enhancement usage, 2022
      • Figure 36: Water enhancer purchase motivators, by water enhancement use frequency, 2022
    • Provide Gen Z consumers a unique flavor experience
      • Figure 37: Water enhancer purchase motivators, by generation, 2022
    • Hispanic consumers are interested in highly hydrating H2O
      • Figure 38: Water enhancer purchase motivators, by race/ethnicity, 2022
  14. Functional Water Claim Interest

    • Build off water’s health halo
      • Figure 39: Functional water claim interest, 2022
    • Energy is a key opportunity in the water enhancer category
      • Figure 40: Functional water claim interest, by water enhancer usage, 2022
    • Functional benefits can take sparkling water to the next level
      • Figure 41: Functional water claim interest, by water type consumers, 2022
    • Water can chill stressed Gen Z consumers
      • Figure 42: Functional water claim interest, by generation, 2022
      • Figure 43: Functional water claim interest, by gender and age, 2022
  15. Water Attitudes

    • Packaged water garners high praise despite its environmental reputation
      • Figure 44: Water attitudes, any agree, 2022
      • Figure 45: Water attitudes, sustainability attitudes, any agree, 2022
    • Sparkling water brands can expand within the foodservice industry
      • Figure 46: Water attitudes, sparkling water attitudes, any agree, 2022
    • Adventure Eaters are engaged sparkling water consumers
      • Figure 47: Water attitudes, any agree, by food/drink shopper segmentation, 2022
  16. Perception of Water Packaging

    • The most sustainable packaging is none at all
      • Figure 48: Perception of water packaging, top rank and any rank, 2022
  17. Caffeinated Sparkling Water Occasions

    • Sparking caffeinated water not restricted by occasions
      • Figure 49: Beverage occasions, among consumers of each beverage, 2022
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Food and drink shopper segmentation
  19. Appendix – The Market

      • Figure 50: Total US retail sales and forecast of still and sparkling waters, at inflation-adjusted prices, 2016-26
      • Figure 51: Total US retail sales and forecast of nonflavored convenience/pet still water, at inflation-adjusted prices, 2016-26
      • Figure 52: Total US retail sales and forecast of flavored convenience/pet still water, at inflation-adjusted prices, 2016-26
      • Figure 53: Total US retail sales and forecast of nonflavored jug/bulk still water, at inflation-adjusted prices, 2016-26
      • Figure 54: Total US retail sales and forecast of nonflavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2016-26
      • Figure 55: Total US retail sales and forecast of flavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2016-26
      • Figure 56: Total US retail sales of still and sparkling waters, by channel, at current prices, 2016-21
  20. Appendix – Companies and Brands

      • Figure 57: Multi-outlet sales of still and sparkling water, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 58: Multi-outlet sales of nonflavored jug/bulk still water, by leading companies and brands, rolling 52 weeks 2020 and 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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