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The rising consumer demand for functional beverages in developed countries is anticipated to drive the global market of fruit-infused water. The increasing consumption of functional beverages such as fruit-infused water which contains pure water infused with some fruits is expected to propel the market growth. Fruit-infused water is a better and healthier option available among fruit-based beverages such as fruit juices and smoothies as they exclude the extra calories that are present in various fruit juices and smoothies. Furthermore, consumers are opting for healthy drinks instead of sugary beverages to quench their thirst and to stay hydrated in sweltering temperatures, which is a positive aspect for the growth of this market.
The prominent players operating in the market are focused on the launch of various innovative products infused with exotic flavors to increase their consumer base. For instance, in October 2019, Glaceau Smartwater, a brand of bottled water owned by The Coca-Cola Company announced the launch of herbs and fruit-infused water in four variants viz. Pineapple Kiwi, Strawberry Blackberry, Cucumber Lime and Watermelon Mint.
Fruit-infused water is largely recognized as detox drink as the consumption of fruit-infused drinks helps in weight loss and cleansing the body. The rising trend of low-calorie food & beverage consumption is expected to fuel the market growth. Fruit-infused water is gaining widespread recognition as a wholesome and delicious drink that helps in keeping the body hydrated. Increasing consumer's shift from sugary and carbonated beverages to healthy options is predicted to drive the market in the forthcoming years. For instance, according to the International Food Information Council (IFIC) Foundation of Food and Health, among 47% of American consumers choose food with additional nutrients. Furthermore, the easy portability and convenience offered by the bottled fruit-infused water is expected to increase the sales of the product. The nutritional content and refreshing taste of the fruit-infused water is anticipated to drive the market in forthcoming years. Increasing flavors choice for consumers such as mix fruit which offers taste and flavor of various fruits is expected to drive the market. Fruit-infused water is a rich source of antioxidants, vitamins, and minerals which is offered by different fruits infused in the water
Key Market Driver -
Increasing Popularity of Detox Drinks
Key Market Restraint -
Less Consumer Awareness
The low awareness about the availability of fruit-infused water especially in developing regions along with limited awareness about the health benefits offered by the consumption of fruit-infused water is anticipated to restraint the growth of the global fruit-infused water market.
The prominent players operating in the global fruit infused water market are The Coca-Cola Company, The Alkaline Water Company Inc., Hint Inc., CORE Nutrition LLC., True Citrus Co., Nestle Group, PepsiCo Inc., Treo Brand LLC., Dohler, Keurig Dr. Pepper, and Others
Organic fruit-infused water is anticipated to witness a significant rise in their demand during the forecast period. The increasing health consciousness among consumers, coupled with the growing demand for clean-label beverages and beverage containing health-benefitting natural ingredients is anticipated to propel the market growth of organic fruit-infused water. The increasing availability of additives-free, artificial color, flavor and sweetener-free fruit-infused water in market is anticipated to increase the sales of organic fruit-infused water.
The citrus flavor is anticipated to witness significant growth in the global market of fruit-infused water. The increasing popularity of citrus family fruits such as orange, lime, lemon, and others is expected to propel their market growth. Citrus fruits are a rich source of antioxidants and vitamin c which are essential for health and well-being. The health benefits coupled with the tangy and refreshing taste of citrus fruits is expected to propel the sales of citrus fruit-infused water in the forthcoming years. Moreover, the increasing demand for berry-infused water due to its unique taste is projected to impact the sales of berry-infused water positively. The players operating in this industry are embarking on new product launches to fulfill consumer demand. For instance, in January 2017, PHROOTI announced the launch of its new fruit-infused water with zero sugar. The product is available in two different variants i.e. Raspberries, Strawberries & blackcurrant, and Blackberries & Blueberries.
Supermarkets and hypermarkets are expected to hold a considerable share in the sales of fruit-infused water. The ease of product availability in such stores due to the separate and well-organized shelves for different items and home delivery offered by some of them on bulk purchases is expected to propel the sales through the distribution channel. Furthermore, the various discounts and cashbacks offered by the online retail stores are anticipated to leverage the sales of fruit-infused water positively through e-commerce channels.
North America is anticipated to hold a prominent share in the global market of fruit-infused water. The well-established food and beverage industry along with consumer awareness about the health-benefiting products are expected to increase the sales of fruit-infused water in this region. The rising demand for natural fruit-flavored beverages that offer a refreshing taste and which are free from any artificial sweetener and preservative is anticipated to propel the sales. The increase in obese and diabetic populations within the region has shifted the focus of consumers from carbonated beverages to detox drinks.
Asia Pacific is expected to witness significant growth in the global fruit-infused water market. The westernization highly influences the consumers in countries such as India, Japan, and China, and hence the adoption of detox drink consumption trend is growing in these countries. The rising disposable income, changing lifestyle and rapid urbanization are some of the fuelling factors for the industry growth within the region. The key players operating in the market are focused on the new product launches within the Asia Pacific to increase their consumer base. For instance, in November 2018, Frucor Suntory, Suntory’s Australian subsidiary announced the launch of fruit infused water in lime and raspberry variants.
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