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- Key issues covered in this Report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Water consumption
- Graph 1: types of water consumed in the past three months, 2023-24
- Graph 2: types of water consumed in the past three months, 2023-24
- Graph 3: types of water consumed in the past three months, by generation, 2024
- Graph 4: types of water consumed in the past three months, by area, 2024
- Changes in packaged water consumption
- Graph 5: change in packaged water consumption from last year, 2024
- Graph 6: reasons for increased packaged water consumption from last year, 2024
- Graph 7: change in packaged water consumption from last year, by generation, 2024
- Graph 8: change in packaged water consumption from last year, by race, 2024
- Packaged water choice factors
- Graph 9: appealing packaged water benefits, 2024
- Graph 10: appealing packaged water benefits, by age and income, 2024
- Graph 11: appealing packaged water benefits, by gender, 2024
- Packaged water associations
- Graph 12: characteristics associated with packaged water types, 2024
- Graph 13: characteristics associated with unflavored bottled water, by generation, 2024
- Graph 14: water types associated with “good as an alcohol alternative,” by generation, 2024
- Graph 15: water types associated with “good for social gatherings,” by generation, 2024
- Graph 16: water types associated with “premium,” by household income, 2024
- Attributes of importance in water purchase
- Graph 17: appealing attributes in packaged water purchase, 2024
- Graph 18: appealing attributes in packaged water purchase, by parental status, 2024
- Graph 19: appealing attributes in packaged water purchase, by age and income, 2024
- Water attitudes
- Graph 20: packaged water attitudes, 2024
- Graph 21: “I tend to stick with a single brand of bottled water,” by generation, 2024
- Graph 22: “I consider a brand’s sustainability efforts when purchasing bottled water,” by age and income, 2024
- Graph 23: “I would be willing to pay more for water packaged sustainably,” by age and income, 2024
- Graph 24: “bottled water tastes better than tap water,” by area, 2024
- Graph 25: “bottled water is safer to drink than tap water,” by area, 2024
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Competitive Strategies
- Launch activity and innovation
- Graph 26: launches of still and carbonated water by claim, 2018-23
- Graph 27: consumer perception of Mango Flavored Sparkling Hop Water compared to flavored water. 2017-23
- Graph 28: launches of water with ethical claims, 2019-23
- Graph 29: launch of still and carbonated water by package type, 2018-23
- Graph 30: launch of flavored carbonated water, 2018-23
- Marketing and advertising
- Opportunities
- Graph 31: any interest or adherence to sober curious lifestyles, 2022
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The Market
- Market context
- Market drivers
- Market size and forecast
- Market segmentation
- Graph 32: total retail sales and forecast of still and sparkling water, by segment, at current prices, 2018-28
- Graph 33: market share of still and sparkling waters, by segment, 2023
- Market share/brand share
- Graph 34: market share of flavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2023
- Graph 35: market share of flavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2023
- Graph 36: market share of nonflavored convenience/bottled still water, by leading companies and brands, rolling 52 weeks 2023
- Graph 37: market share of of nonflavored seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2023
- Graph 38: market share of of nonflavored jug/bulk still water, by leading companies and brands, rolling 52 weeks 2023
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Appendix
- The market
Gain critical insight into the US bottled water industry with this report, including a five year forecast to strategize your future success. With consumer insights that inform strategy, you have the potential to drive growth for your business. Explore the key topics covered below and read our handpicked insights from the document itself.
Key Topics Covered
- Effects of inflation on still and sparkling waters and consumer behavior.
- Reported consumption of still and sparkling waters.
- Still and sparkling water purchase reasons and factors.
- Characteristics associated with still and sparkling water types.
- Trends in launch activity for still and sparkling water and opportunities for further innovation.
US Bottled Water Market Overview
Bottled water is a staple for many American households, as over four out of five consumers have poured a glass in the past three months. With bottled water’s growth accelerators being convenience, safety, and health benefits, there is potential for consumer interest to grow as brands continue to capitalize on these benefits. Concerns over tap water safety and the need for emergency supplies are some of the reasons bottled water is poised for success over the next few years.
Bottled Water Consumer Insights
- Gen Z and Millennials are the largest consumer group. With 89% reporting consumption in the past three months, these consumers tend to prefer the taste and perceived safety of bottled water over tap, giving packaged water brands an edge.
- Consumers primarily seek out the inherent benefit of water: hydration. There is varied interest though in other bottled water health benefits. Consumers desire everything from skin health and thought clarity.
- Value-added water benefits may not be worth the extra dollars. As “lowest price” is the main purchase driver for bottled water purchasing, brands are challenged to effectively communicate their unique value propositions to consumers.
Buy this report to see insights like this expanded upon, and more. You can also browse our other drinks market research.
Companies and Products Covered in this Report
Using Mintel’s market intelligence data, our analyst reveals the varying demand for, and current competitive strategies of different brands in the US bottled water market. Brands mentioned include Manalalu, Liquid Death, Boxed Water is Better, Core + Hydration, and more.
Expert Analysis
Leading food & drink analyst Julia Mills delivers expert industry insights with this in-depth report.
Bottled water’s demand persists for its nutrition and convenience. Due to price rises, consumers may trade down, or opt for premium waters as an affordable luxury.
Julia Mills, Food & Drink Analyst
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