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US Still and Sparkling Water Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Still and Sparkling Water market, its consumers and the major players who make up the market.

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?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For this report water is segmented as follows:

  • Convenience/PET (polyethylene terephthalate) plastic still bottled water – may be plain, flavored, or enhanced with vitamins, minerals, or other supplements
  • Seltzer/sparkling/mineral bottled water – may be plain, flavored, or enhanced; includes sweetened flavored sparkling waters such as Sparkling Ice
  • Jug/bulk still bottled water – plain water sold in multiserve containers; excludes jug/bulk containers that are filled by the consumer

Excluded: Water sold from bulk dispensers or coolers,water filtration products,coconut water and other plant-based waters.

Expert analysis from a specialist in the field

Written by Caleb Bryant, 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.

Consumer interest in health and wellness paired with innovation occurring in the water market is pushing sales of packaged water to new highs. Sales of packaged water are projected to reach $24.4 billion by 2023, driven by increases from all water segments, especially the fast-growing sparkling segment.Caleb Bryant
Senior Beverage Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US sales and fan chart forecast of packaged still and sparkling water, 2013-23
        • The issues
          • Water brands start facing plastic backlash
            • Refillable water bottles are cheap, convenient, sustainable, and trendy
              • Figure 2: Water statement agreement, by reluctant water buyers, November 2018
            • Consumers are most interested in no-frills, inexpensive water
              • Figure 3: Water brand type purchases, November 2018
            • The opportunities
              • Sales of sparkling water keep bubbling
                • Figure 4: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
              • Packaging innovation tackles environmental concerns
                • Figure 5: Water-packaging opportunity matrix, feasibility, perceived environmental impact, and price premium, November 2018
              • Functional water has appeal across generations
                • Figure 6: Water product interest, by generation, November 2018
              • What it means
              • The Market – What You Need to Know

                • Growing sales across all segments lifts the total water market
                  • Home water becomes cleaner, and refillable bottles become cool
                    • Plastic bottles come under fire, beverage industry strives for changes
                    • Market Size and Forecast

                      • Strong continued growth of packaged water market
                        • Figure 7: Total US sales and fan chart forecast of packaged still and sparkling water, 2013-23
                        • Figure 8: Total US sales of packaged still and sparkling water, 2013-23
                    • Market Breakdown

                      • Double-digit projected growth of sparkling water
                        • Figure 9: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
                        • Figure 10: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
                    • Market Perspective

                      • Water bottles are trendy must-have products
                        • High ownership of home water filtration products
                          • Figure 11: Ownership and interest in water filtration products and systems, July 2018
                        • When everything is “water”
                        • Market Factors

                          • Cities start banning the bottle
                            • Beverage companies work toward sustainability
                              • Micro-plastic, big-problem?
                              • Key Players – What You Need to Know

                                • Private label dominates while brands differentiate
                                  • Big brands are stuck in the middle
                                    • Packaging is an issue and opportunity
                                    • Company and Brand Sales of Packaged Water

                                      • Private label water leads the market
                                        • Figure 12: Multi-outlet sales of still and sparkling water, by leading companies, rolling 52 weeks 2017 and 2018
                                      • Largest water companies see lackluster still water growth
                                        • Figure 13: Multi-outlet sales of convenience/PET still water, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                      • La Croix closes in on segment dominance
                                        • Figure 14: Multi-outlet sales of seltzer/sparkling/mineral water, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Hydration is synonymous with good health
                                        • Sparkling waters and brand profiles
                                          • La Croix, definitely not just for Midwest moms
                                            • The big bubbling threat to sparkling water brands
                                              • Coke goes for authenticity in its sparkling water acquisition
                                                • Original sparkling water brands stays strong
                                                  • Flavor profile delivers Spindrift rapid growth
                                                    • The new dark horses in the sparkling water market
                                                      • Water becomes an aspirational product
                                                        • Get more out of water
                                                          • Making water fun
                                                          • What’s Struggling?

                                                            • Big three brands face rough waters
                                                            • What’s Next?

                                                              • Water wars go beyond the bottle
                                                                • Water’s plastic issue
                                                                  • Sea what’s next in water
                                                                    • Future for canna-fizz water?
                                                                    • The Consumer – What You Need to Know

                                                                      • Waters satisfy a variety of occasions
                                                                        • At-home water consumption is high, yet threatened
                                                                          • Environmentally conscious water buyers are a small but affluent group
                                                                            • Millennials want water with more
                                                                            • Water Consumption

                                                                              • Sparkling water has plenty of room for growth
                                                                                • Figure 15: Beverage consumption, November 2018
                                                                                • Figure 16: Sparkling water consumption, November 2018
                                                                              • Most consumers drink packaged water
                                                                                • Figure 17: Water consumption, November 2018
                                                                              • iGens travel with water bottle in tow
                                                                                • Figure 18: Water consumption, among water drinkers, by generation, November 2018
                                                                            • Consumption Occasions by Water Type

                                                                              • Bottle battles
                                                                                • Figure 19: Correspondence analysis, consumption occasions by water type, November 2018
                                                                                • Figure 20: Correspondence analysis, consumption occasions by water type, November 2018
                                                                              • Packaged water is often consumed at home
                                                                                • Figure 21: Consumption occasions, net any packaged water, November 2018
                                                                              • Sparkling water can act as an alcoholic beverage substitute
                                                                                • Figure 22: Consumption occasions, sparkling water, November 2018
                                                                            • Reasons for Drinking Packaged Water at Home

                                                                              • Water bottles represent major threat to home packaged water consumption
                                                                                • Figure 23: Reasons for drinking packaged water at home, November 2018
                                                                              • Convenience is key for young consumers
                                                                                • Figure 24: Reasons for drinking packaged water at home, by generation, November 2018
                                                                              • Risk of rural consumers dropping out of packaged water market
                                                                                • Figure 25: Reasons for drinking packaged water at home, by area, November 2018
                                                                            • Water Brand Type Purchases

                                                                              • Most water buyers are brand agnostic
                                                                                • Figure 26: Water brand type purchases, November 2018
                                                                              • Environmentally conscious consumers are a desirable group
                                                                                  • Figure 27: Water brand type buyers demographic profile, indexed against all packaged water drinkers, November 2018
                                                                                  • Figure 28: Water brand type purchases, by food and drink shopper segmentation, November 2018
                                                                                • Reluctant water buyers go cheap or go environmental
                                                                                  • Figure 29: Water brand type purchases, by reluctant water buyers, November 2018
                                                                                • Opportunity for functional waters in environmentally friendly packaging
                                                                                  • Figure 30: Water brand type purchases, by health-first water buyers, November 2018
                                                                              • Water Packaging: Purchase Intelligence Deep Dive

                                                                                • The right ethical cues are key
                                                                                  • Figure 31: Purchase intent of water by packaging type
                                                                                  • Figure 32: Water product perception by water-packaging type
                                                                              • Water Packaging: Price Premium

                                                                                • Mass market consumers won’t pay a packaging price premium
                                                                                  • Figure 33: Water packaging price premium, November 2018
                                                                                  • Figure 34: Water packaging price premium, by water brand type buyers, November 2018
                                                                                • Entice reluctant water buyers with sustainable packaging
                                                                                  • Figure 35: Water packaging price premium, by water brand type buyers, November 2018
                                                                                • Connect with young buyers through packaging
                                                                                  • Figure 36: Water packaging price premium, by water brand type buyers, November 2018
                                                                              • Water Packaging: Perceived Environmental Impact

                                                                                • Confusion likely exists around packaging sustainability
                                                                                  • Figure 37: Water packaging perceived environmental impact, November 2018
                                                                                • PET plastic bottles can still appeal to environmentally conscious consumers
                                                                                  • Figure 38: Water packaging perceived environmental impact, by environment-first water buyers, November 2018
                                                                              • Water Packaging: Opportunity Matrices

                                                                                • Focus on current and future packaging opportunities
                                                                                  • Figure 39: Water-packaging opportunity matrix, price premium and perceived environmental impact, November 2018
                                                                                  • Figure 40: Water-packaging opportunity matrix, feasibility, perceived environmental impact, and price premium, November 2018
                                                                              • Packaged Water Attitudes

                                                                                • Strong positive perception of water bottles
                                                                                    • Figure 41: Water statement agreement, by reluctant water buyers, November 2018
                                                                                  • Keep healthful consumers hydrated
                                                                                    • Figure 42: Water statement agreement, by reluctant water buyers, November 2018
                                                                                  • Younger women are water watchers
                                                                                    • Figure 43: Water statement agreement, by reluctant water buyers, November 2018
                                                                                • Water Product Interest

                                                                                  • Opportunity for further product differentiation in the water market
                                                                                    • Figure 44: Water product interest, November 2018
                                                                                  • Retailers must offer the correct variety of waters
                                                                                    • Figure 45: TURF water product interest, November 2018
                                                                                  • Don’t neglect Gen X in functional water marketing
                                                                                    • Figure 46: Water product interest, by generation, November 2018
                                                                                    • Figure 47: Water product interest, by gender and age, November 2018
                                                                                  • Reluctant water buyers express interest in B-Corp. brands
                                                                                    • Figure 48: Water product interest, by water attitudes, November 2018
                                                                                  • Healthy water drinkers want it all
                                                                                    • Figure 49: Water product interest, by water brand type buyers, November 2018
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Purchase Intelligence
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                              • Appendix – The Market

                                                                                                  • Figure 50: Total US sales of packaged still and sparkling water, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 51: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 52: Total US retail sales and forecast of jug/bulk still water, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 53: Total US retail sales and forecast of seltzer/sparkling/mineral water, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 54: Total US retail sales of still and sparkling water, by channel, at current prices, 2013-18
                                                                                              • Appendix – Key Players

                                                                                                  • Figure 55: Multi-outlet sales of jug/bulk still water, by leading companies and brands, rolling 52 weeks 2017 and 2018