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The global water enhancer market is witnessing promising growth owing to the rising popularity of functional beverages that offer healthy hydration and affordable nutrition. Water enhancers are concentrated flavored formulations that are mostly fortified with nutrients and functional ingredients. These are designed to be mixed into plain water a few drops at a time. These mixers add sweetness, flavor, and nutrition to the water. The rising awareness of negative health effects of consuming carbonated and sugary beverages is anticipated to boost the demand for water enhancers in foreseeable years.
Water enhancers are becoming an increasingly common trend in retail on account of their increasing utilization in various segments such as sports drinks, flavored water, and energy drinks. The demand for water enhancers is increasing among modern-day consumers due to the growing popularity of on-the-go, convenient drinks. Enhancers eliminate a lot of the preparation involved in other beverage mixes such as powdered drink and frozen concentrates. Water enhancer packs or bottles are easier to carry and can be stored for a longer period. The innovation in packaging technologies along with the expanding retail distribution is further driving the growth of the water enhancer market.
The trend of healthy hydration and nutritional drinking is primarily driving the growth of the market. The growing awareness about the adverse health effects of carbonated beverages and sugary soft drinks is fuelling the demand for nutritional drinks that provide health benefits. Water enhancers provide on-the-go, affordable nutrition as they are convenient to carry. The growing popularity of customized drinks is also driving the growth of the market. The rising trend of consuming plant-based, natural products is driving innovations by key players in the water enhancer category. For example, in October 2017, Weight Watchers launched all-natural water enhancers fortified with vitamin C, for health-conscious, on-the-go consumers.
Key Market Driver -
Emerging Trend of Healthy Hydration
Key Market Restraint -
Challenges Faced in Masking the Bitterness Imparted by Nutrients in the Mixture
Micronutrients and botanical extracts generally impart bitter taste and off-flavors when added in the product. Although formulating with functional ingredients addresses consumer demand for customized health and wellness, the purchase is driven by taste and flavor. The challenges faced in overcoming the bitter or unpleasant tastes of functional ingredients are acting as a key restraint for the growth of the market. Various technologies such as microencapsulation, polymer coating, and flavor solutions can be applied to mask and modify these unpleasant tastes and produce better tasting products.
PepsiCo., Inc., The Coca-Cola Company, Kraft Foods, Cott Beverages, Heartland Inc., Nestle S.A., Dr. Pepper Snapple Group, Brite Idea Foods, LLC, Vitamin Squeze, and Dyla LLC, are the key players operating in the global water enhancer market.
The global water enhancer market is segmented by ingredients, distribution channel, and geography. Water enhancers are generally fortified with vitamins and minerals to facilitate the nutrient uptake by the consumer. Micronutrient containing water enhancers are expected to witness strong growth owing to easily affordable nutrition along with the hydration. Botanical extracts are anticipated to witness increased incorporation due to the growing inclination towards plant-based ingredients owing to their widely known health benefits.
Supermarkets and hypermarkets are expected to witness robust growth owing to the wide variety of products. Specific aisles are allocated for products in such stores that provide various options for customers to choose from. The discounts and offers given by supermarkets and hypermarkets are expected to boost the growth of the segment.
North America is projected to exhibit substantial growth due to the rising popularity of functional beverages owing to its health benefits. The modern-day hectic lifestyle of consumer is driving the demand for products that provide instant hydration along with nutrition. The key manufacturers are focused on developing new products that enable them to capitalize on the growing trend of healthy hydration in the region. For example, in August 2016, Dyla LLC owned Stur launched liquid water enhancers that provide dietary fibres for satiety and healthy digestion.
Europe is expected to witness strong growth. The consumption of carbonated and sugary soft drinks is decreasing in the region due to the growing health concerns. The shifting consumer preferences towards plant-based, herbal, and natural products are driving the demand for botanical extract-based water enhancers that support the growing trend of detox in the region.
The water enhancer market in Asia Pacific is expected to witness promising growth as the consumers are becoming increasingly aware of its health benefits. The growing millennial population that looks for better-for-you alternatives for carbonated drinks is also driving the demand for water enhancers. The rapid expansion of the retail chain in the region is further contributing to the growth of the market.
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