2023
9
US Still and Sparkling Waters Market Report 2023
2023-02-11T03:07:19+00:00
OX1157729
3695
160492
[{"name":"Bottled Water","url":"https:\/\/store.mintel.com\/industries\/drinks\/bottled-water"}]
Report
en_GB
"Rising financial uncertainty has not dampened bottled water demand as bottled water remains a core household necessity among engaged category loyalists. Water’s ultimate health halo, along with increased interest in…

US Still and Sparkling Waters Market Report 2023

£ 3,695 (Excl.Tax)

Description

Discover the latest still and sparkling waters trends in the US and how they are impacting the still and sparkling waters market. Our still and sparkling waters Market Report 2023 is packed with valuable insights on consumer attitudes, still and sparkling waters market size, still and sparkling waters market forecast and segmentation, and market trends and consumer behavior. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing.

Current Market Landscape in Bottled Still and Sparkling Water

Packaged water sales are on the rise despite increased economic uncertainty as consumers prioritize their health and wellness and return to pre-pandemic events and activities. 83% of consumers agree that staying hydrated is one of their most important health goals.

Younger consumers’ interest in sustainability along with growing concerns surrounding water conservation and home water filtration innovations may challenge the packaged water category’s future as more consumers opt for home-sourced water. Water product sustainability claims will retain younger category purchasers and represent an area of opportunity given the strong overlap between sustainability and luxury within the bottled water category.

Still and Sparkling Waters Market Trends and Consumer Behavior

  • Still water and sparkling water market share: Sparkling water is still only a quarter of the overall still and sparkling water market.
  • Trends in still and carbonated water: Many consumers feel financially stressed, yet this stress will likely not turn consumers away from bottled water and toward the tap. Rather, consumers may trade down from mid-tier water brands to private label brands.
  • US still and sparkling water industry trends: Premium/luxury water will remain a robust growing segment of the total water market despite increased economic uncertainty. Luxury product sales are booming across categories and consumer interest in small luxurious experiences may translate to increased sales of premium water.

Market Trends and Opportunities

  • Sustainability and luxury overlap among athletes
    Self-identified athletes underindex as bottled water consumers. Yet those who do drink bottled water strongly overindex as purchasers of premium and sustainable bottled water brands. Athletes are also significantly more likely to agree that premium bottled water acts as a status symbol and that it is worth paying more for environmentally friendly bottled water. Collaborations with and sponsorships of athletes therefore represent a key marketing strategy for sustainable premium water brands and also indicate opportunities for functional sustainable premium waters that support athletic performance.
  • Premium sparkling water acts as an alcohol alternative
    Consumers are rethinking their relationship with alcohol, offering new opportunities for sparkling water brands to directly target alcohol consumption occasions. 38% of consumers closely or occasionally follow a sober curious lifestyle and 28% of sober curious consumers drink sparkling water as an alcohol alternative. Sparkling waters that feature unique flavors with premium packaging design act as appealing alternatives to alcoholic beverages. Alkaline water and sports drinks share some occasion similarities reflecting alkaline water’s health halo and signal opportunities for functional alkaline waters designed for athletic recovery.

Read on to discover more about the Tech Trends consumer market, read our Free-from/Ingredients to Avoid – US – 2022 market report, or take a look at our other Drinks research reports.

Quickly Understand Still and Sparkling Water Market Research

  • Impact of rising inflation on the bottled water market.
  • Consumers’ perception of premium bottled water.
  • Consumer interest in sustainable bottled water.
  • Still versus sparkling water occasions.
  • Functional water opportunities.

Covered in this Sparkling and Still Water Report

Leading Brands in the Still and Sparkling Water Market: Liquid Death, Waiakea, ZenWTR, Icelandic Glacial, Dasani, smartwater, Aquafina, Arrowhead, Ozarka, Deer Park, Pure Life.

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 to highlight current trends and add expert context to the numbers.

Rising financial uncertainty has not dampened bottled water demand as bottled water remains a core household necessity among engaged category loyalists. Water’s ultimate health halo, along with increased interest in small personal indulgences, signals new opportunities for premium, functional, sustainable packaged water products that offer consumers a taste of luxury and water products that reflect consumers’ aspirations and personal values.

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
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of still and sparkling water, at current prices, 2017-27
      • Figure 2: Category outlook, 2023-27
    • Opportunities and challenges
    • Support athletes’ holistic health needs
      • Figure 3: Appealing functional water claims, top three rank, any appeal, by fitness segmentation, 2022
    • Bottled water remains resilient in the face of rising economic uncertainty
      • Figure 4: Water consumption, by financial health situation, 2022
      • Figure 5: Water brand type purchases, by financial health situation, 2022
    • Provide consumers a taste of luxury
      • Figure 6: Premium bottled water indicators, among premium water brand purchasers, 2022
    • Water conservation claims are in the spotlight
      • Figure 7: Water attitudes, any agree, by generation, 2022
  3. Market Size and Forecast

    • Bottled water drives the total water market’s growth
      • Figure 8: Total US sales and fan chart forecast of still and sparkling water, at current prices, 2017-27
      • Figure 9: Total US retail sales and forecast of still and sparkling water, at current prices, 2017-27
  4. Segment Performance

    • Bottled water grows as consumers stock up and go premium
      • Figure 10: Total US retail sales and forecast of still water, by segment, at current prices, 2017-27
      • Figure 11: Total US retail sales and forecast of sparkling water, by segment, at current prices, 2017-27
      • Figure 12: Total US retail sales and forecast of still and sparkling water, by segment, at current prices, 2017-27
      • Figure 13: Total US retail sales of still and sparkling water, market share by segment, at current prices, 2020 and 2022
  5. Market Factors

    • Economic uncertainty spurs trading behaviors but not category attrition
      • Figure 14: Financial situation, December 2021-December 2022
    • Increase in climate disasters spurs interest in emergency preparedness
    • Water filtration brands are rebuilding trust in the tap
    • Fancy refillable water bottles become must-have items
  6. Key Players

    • Value and luxury increasingly define the bottled water category
      • Figure 15: Multi-outlet sales of non-flavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Competition intensifies among sparkling water brands
      • Figure 16: Multi-outlet sales of flavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Luxury boom signals renewed interest in status symbol water
      • Figure 17: Water attitudes, any agree, by age and HHI, 2022
      • Figure 18: Water brand type purchases, by financial health situation, 2022
    • Megadroughts place spotlight on water conservation
    • Sparkling water bubbles on cocktail menus
    • Brands tackle bottled water’s environmental stigma
      • Figure 19: Share of US water launches, environmental claims, 2019-22
    • Functional water supports athletes outside the game
      • Figure 20: Appealing functional water claims, top three rank, any appeal, by fitness segmentation, 2022
  8. The Consumer – Fast Facts

  9. Trended Water Consumption

    • Plain water gives way to premium, functional, flavorful varieties
      • Figure 21: Trended water consumption, 2020 and 2022
    • Asian consumers go green
      • Figure 22: Trended water consumption, by race/ethnicity, 2020-22
    • Bottled water remains a mainstay among financially insecure consumers
      • Figure 23: Water consumption, by financial health situation, 2022
    • Regular bottled water doesn’t cut it for athletes
      • Figure 24: Water consumption, by fitness segmentation, 2022
  10. Water Brand Purchases

    • Premium water is an indulgence regardless of economic situation
      • Figure 25: Water brand type purchases, by financial health situation, 2022
      • Figure 26: Water brand type purchases, cross utilization table, 2022
    • Water reflects consumers’ status, values and aspirations
      • Figure 27: Water brand type purchases, by age and HHI, 2022
      • Figure 28: Water brand type purchases, by race/ethnicity and HHI, 2022
    • Sustainability and luxury overlap among athletes
      • Figure 29: Water brand type purchases, by fitness segmentation, 2022
      • Figure 30: Water attitudes, any agree, by fitness segmentation, 2022
  11. Sustainable Water Indicators

    • Packaging, liquid and action define sustainable water
      • Figure 31: Sustainable bottled water indicators, among sustainable water brand purchasers, 2022
    • Highlight the amount of CO2 needed to produce bottled H2O
      • Figure 32: Sustainable bottled water indicators, by generation, indexed against total, 2022
  12. Premium Water Indicators

    • Luxury water is pure, sustainable, functional and aesthetically appealing
      • Figure 33: Premium bottled water indicators, among premium water brand purchasers, 2022
    • Unique bottle design captures Gen Zs’ attention
      • Figure 34: Premium bottled water indicators, by generation, indexed against total, 2022
    • Natural, purity claims resonate with financially stressed consumers
      • Figure 35: Premium bottled water indicators, by financial health situation, 2022
  13. Water Occasions

    • Premium sparkling water acts as an alcohol alternative
      • Figure 36: Correspondence analysis – Symmetrical map – Beverage occasions, 2023
  14. Appealing Functional Water Claims

    • Build off water’s ultimate health halo
      • Figure 37: Appealing functional water claims, top three rank, most appealing any appeal, 2022
    • Provide younger consumers sustained energy
      • Figure 38: Appealing functional water claims, top three rank, any appeal, by age and gender, 2022
  15. Water Attitudes

    • Bottled water remains a HH staple product
      • Figure 39: Water attitudes, 2022
    • Sustainability as status
      • Figure 40: Water attitudes, sustainability attitudes, any agree, by water brand type purchases, 2022
    • Economic uncertainty is unlikely to deter bottled water purchases
      • Figure 41: Water attitudes, any agree, by financial health situation, 2022
    • Millennials seek plastic bottle alternatives
      • Figure 42: Water attitudes, any agree, by generation, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  17. Appendix – The Market

      • Figure 43: Total US retail sales and forecast of still and sparkling water, at inflation-adjusted prices, 2017-27
      • Figure 44: Total US retail sales and forecast of nonflavored convenience/PET still water, at inflation-adjusted prices, 2017-27
      • Figure 45: Total US retail sales and forecast of flavored convenience/PET still water, at inflation-adjusted prices, 2017-27
      • Figure 46: Total US retail sales and forecast of jug/bulk still water, at inflation-adjusted prices, 2017-27
      • Figure 47: Total US retail sales and forecast of nonflavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2017-27
      • Figure 48: Total US retail sales and forecast of flavored seltzer/sparkling/mineral water, at inflation-adjusted prices, 2017-27
      • Figure 49: Total US retail sales of still and sparkling water, by channel, at current prices, 2017-22
  18. Appendix – Key Players

      • Figure 50: Multi-outlet sales of still and sparkling water, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 51: Multi-outlet sales of flavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 52: Multi-outlet sales of nonflavored jug/bulk still water, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 53: Multi-outlet sales of nonflavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2021 and 2022

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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