Description

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.
  • 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.

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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, Analyst for US Food and Drink Reports

 


Julia Mills, Food & Drink Analyst

Table of Contents

  1. Key issues covered in this Report

    • Overview
  2. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  3. Consumer Insights

    • Consumer Fast Facts
  4. 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
    • Metropolitan consumers trust the safety and taste of bottled water
  5. Changes in packaged water consumption

    • – Graph 5: change in packaged water consumption from last year, 2024
    • Perceived health benefits are at the core of elevated bottled water consumption
    • – 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
  6. Packaged water choice factors

    • Multi-functional water engages health-conscious consumers
    • – Graph 9: appealing packaged water benefits, 2024
    • – Graph 10: appealing packaged water benefits, by age and income, 2024
    • Mintel Trend: Trading Up
    • – Graph 11: appealing packaged water benefits, by gender, 2024
    •  Support women’s health through targeted nutritional waters
  7. Packaged water associations Attributes of importance in water purchase

    • – 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
    • Waters for celebration sans the inebriation
    • – Graph 16: water types associated with “premium,” by household income, 2024
  8. 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
    • Tap into a a budding market for packaged water: children
    • – Graph 19: appealing attributes in packaged water purchase, by age and income, 2024
  9. 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
  10. Launch activity and innovation

    • – Graph 26: launches of still and carbonated water by claim, 2018-23
    • Ensure benefits shine through in functional drinks
    • – 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
    • Hesitancy towards alternative packaging stunts growth
    • Meet the on-the-go lifestyle with resealable packaging solutions
    • – Graph 29: launch of still and carbonated water by package type, 2018-23
    • Water gets a groovy refresh with fruity flavor boosts
    • Go simple with flavors and formulations in flavored water
    • – Graph 30: launch of flavored carbonated water, 2018-23
  11. Marketing and advertising

    • Liquid Death; making water cool again
    • Water; the new luxury good and status symbol
    • Collaborations strengthen brand loyalty and promote trial
  12. Opportunities

    • Promote hydration from the inside out
    • Sustainable? Prove it
    • – Graph 31: any interest or adherence to sober curious lifestyles, 2022
  13. Market Drivers

    • #stayhydrated… America’s obsession with hydration
    • Environmental concerns and demand for plastic-free packaging turn the tide
    • New technologies threaten the bottled water industry
  14. Market size and forecast

    • Retail sales and forecast of still and sparkling water
    • Retail sales and forecast of still and sparkling water, at current prices
    • Retail sales and forecast of still and sparkling water, at inflation-adjusted prices
    • Bottled water’s growth accelerators; convenience, safety and health benefits
    • Market size and forecast
  15. Market segmentation

    • Retail sales of still and sparkling water, by segment
    • – 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
  16. Market share/brand share

    • Sales of still and sparkling water, by company
    • – 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
    • Sales of flavored convenience/bottled still water, by company
    • With trendy flavors and nutritional enhancers, vitaminwater takes the lead
    • Sales of flavored seltzer/sparkling/mineral, by company
    • Newcomers in sparkling water see growth against declines in legacy brands
    • – 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
    • Sales of nonflavored convenience/bottled still water, by company
    • Value is valiant in the still water segment
    • Sales of nonflavored seltzer/sparkling/mineral, by company
    • Topo Chico brings back the cool factor to plain sparkling water
    • Market share of non-flavored jug/bulk still water
    • – Graph 38: market share of of nonflavored jug/bulk still water, by leading companies and brands, rolling 52 weeks 2023
    • Sales of nonflavored jug/bulk still water, by company
  17. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast
    • Forecast fan chart
  18. The market | Data tables

    • Retail sales and forecast of still and sparkling water, at current prices
    • Retail sales and forecast of still and sparkling water, at inflation-adjusted prices
    • Retail sales of still and sparkling water, by segment
    • Retail sales of still and sparkling water, by segment, 2021 and 2023
    • Total US retail sales and forecast of nonflavored convenience/bottled still water, at current prices
    • Total US retail sales and forecast of nonflavored convenience/bottled still water, at inflation-adjusted prices
    • Value, average price and volume of multi-outlet nonflavored convenience/bottled still water sales
    • Total US retail sales and forecast of flavored convenience/bottled still water, at current prices
    • Total US retail sales and forecast of flavored convenience/bottled still water, at inflation-adjusted prices
    • Value, average price and volume of multi-outlet flavored convenience/bottled still water sales
    • Total US retail sales and forecast of nonflavored jug/bulk still water, at current prices
    • Total US retail sales and forecast of nonflavored jug/bulk still water, at inflation-adjusted prices
    • Value, average price and volume of multi-outlet nonflavored jug/bulk still water sales
    • Total US retail sales and forecast of nonflavored seltzer/sparkling/mineral, at current prices
    • Total US retail sales and forecast of nonflavored seltzer/sparkling/mineral, at inflation-adjusted prices
    • Value, average price and volume of multi-outlet nonflavored seltzer/sparkling/mineral sales
    • Total US retail sales and forecast of flavored seltzer/sparkling/mineral, at current prices
    • Total US retail sales and forecast of flavored seltzer/sparkling/mineral, at inflation-adjusted prices
    • Value, average price and volume of multi-outlet flavored seltzer/sparkling/mineral sales
    • Total US retail sales of still and sparkling water, by channel, at current prices, 2018-23
    • Total US retail sales of still and sparkling water, by channel, at current prices, 2021 and 2023
    • Supermarket sales of still and sparkling water, at current prices
    • Convenience store sales of still and sparkling water, at current prices
    • Sales of still and sparkling water through other retail channels, at current prices
    • Sales of still and sparkling water, by company
    • Sales of flavored convenience/bottled still water, by company
    • Sales of flavored seltzer/sparkling/mineral, by company
    • Sales of nonflavored convenience/bottled still water, by company
    • Sales of nonflavored jug/bulk still water, by company
    • Sales of nonflavored seltzer/sparkling/mineral, by company

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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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