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The Future of Water, Sports & Energy Drinks: 2019

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Bottled water reacts to reusable bottle trend
  • Bottled water is found to contain microplastics
  • Coke tightens its grip on sports and energy drinks

What you need to know

The big stories

Plastic pollution continues to tarnish the reputation of bottled water following the reported discovery of microplastic particles in several leading branded waters. Relating to the plastic problem, water brands have reacted to demand for reusable bottles. BodyArmor should see accelerated growth through its deal with Coca-Cola.

In the next two years

Flavoured water brands will be more transparent about using 'natural' flavours, and waters that promote relaxing benefits will cater to the worldwide consumer interest in de-stressing products. In energy drinks, traditional medicinal ingredients will delight the palates and spiritual interests of mature Western users.

In five years and beyond

Having found success in the beauty industry, healing crystals will emerge in luxury bottled water. In enhanced hydration drinks, heightened awareness of electrolytes will see brands trace functional minerals back to named oceans. Energy drink giants will expand into less developed markets by prioritising sachets over cans.

Expert analysis from a specialist in the field

Written by Alex Beckett, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The reported discovery of microplastic particles in bottled water in early 2018 cast doubt on the pure credentials of some of the category's biggest players. While the study's methodology was disputed, there is no doubt that consumers expect bottled water to be plastic-free. Alex Beckett
Associate Director - Mintel Food & Drink

What you get

What's included

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Table of contents

  1. The Big STories

    • The discovery of microplastics threatens the trusted image of bottled water
    • [Graph] Selected European markets: 'Bottled water should be 100% free of plastic particles (eg microplastics)', 2018
    • Coca-Cola strengthens its focus on sports and energy drinks with BodyArmor and (TBC) Coca-Cola Energy
    • Bottled water commits to recycling targets, as PepsiCo makes reusable bottles a more customisable option

    • Flavoured water brands will be more transparent about ingredients
    • [Graph] Selected European countries: 'The flavour of flavoured water should come from a small amount of natural juice rather than more processed ingredients,' 2018
    • Relaxing benefits will be promised in waters and energy drinks
    • Traditional medicines will inspire energy drink flavours for parents – a frequent user group of energy drinks
  3. in five years and beyond

    • key market data

      • [Graph] Global: sports drinks, retail market volume consumption per capita, 2018 (est)