January 09, 2026 – Sales of bottled water in the US are going up. US consumers understand the connection between hydration and health. They purchase more bottled water than any other beverage. However, most bottled water purchased in the US is unflavored and without frills.
Current Bottled Water Market Trends in the US
Upscale, premium bottled water options in the US are flavored and have functionality. However, bottled water trends demonstrate that relatively low percentages of US consumers purchase premium bottled water options. This shows that cost is the main driver in the US bottled water market, and brand matters less than cost.
Evolving US Water from Routine to Purposeful
Marketers of bottled water in the US have the opportunity for higher margins if they offer flavored bottled waters that go beyond routine to be purposeful. Brands face a lot of competition in liquid refreshments in the US and many different beverage products, flavors, and functions that go beyond just hydration.
Wellness and Functionality in the US Bottled Water Industry
Water can be transformed from a commodity to a wellness product with value-added functional features. These can include functional benefits such as beauty from within, gut health, energy, or others. Trendy ingredients like electrolytes, B vitamins, fiber, probiotics or prebiotics, and collagen add functionality to bottled water in the US and make it better than just water.
Wellness benefits in US bottled water can help justify premium pricing to consumers. US consumers in the bottled water market know that bottled water is healthy and can help them meet their wellness goals. However, very few new bottled water launches talk about wellness benefits on the package. Bottled water innovators can use credible health claims about weight management or support of healthy aging to boost the trust of the US consumer and differentiate their waters from the competition. This can improve profitability.
Bottled Water Packaging Sells
The design of bottled water packaging helps set US bottled water brands apart from each other. Features that define brand image and support environmental concerns can include promotion of water stewardship, carbon-neutral water sourcing, and biodegradable bottles.
Consumer Hydration Preferences: Purity vs. Price
Consumers may expect pure bottled water although purity may not be financially rewarding to brands because of consumer price sensitivity. US consumer hydration preferences highlight a core expectation that unflavored bottled water will be natural and clean. This can be driven by a lack of trust in tap water and also specific health concerns. That said, price strongly influences the bottled water choices of US consumers. To justify a higher price in this competitive water environment, brands may need to layer health benefits, exceptional packaging, and efforts toward sustainability on top of the purity of their water.
US bottled water brands need to sustain their green initiatives. A sizable number of former bottled water drinkers say that they have ethical or environmental concerns. This goes beyond placing recyclability claims on packaging. Green initiatives to consider include reducing carbon footprint, using renewable packaging materials, and being a responsible steward of the water supply.
Flavor Can Elevate Water
Flavored water can move US bottled water consumption from occasional to routine, and this can improve profitability for companies. Innova’s bottled water trends research indicates that US consumers purchase and drink flavored water less often than unflavored water. Brand promotion can focus on encouraging flavored water consumption every day rather than as an occasional treat. Brands in the US bottled water market that can make themselves relevant throughout the day can inspire consumers to make repeat purchases, boost loyalty, meet consumer hydration preferences, and justify a higher price.
Challenges and Opportunities in the Bottled Water Market in the US
The beverage aisle is crowded with flavored and functional products. To stand out, US bottled water needs to be innovative regarding flavor, hydration, and functionality. US consumers purchase plain, basic bottled water much more than bottled water that is functional, flavored, or plant-sourced. It is important to emphasize value in this price-driven category. US bottled water brands could boost brand loyalty, especially among younger consumers who care about packaging, health benefits, and ethical actions. Consumer tastes change, and upgraded products could capture the attention of the US bottled water consumer. The US bottled water consumer fits into one of two groups. These include those who choose plain, unflavored, no-frills bottled water and those who want an enhanced experience. Bottled water trends show that better-for-you benefits could attract consumers who have health and hydration priorities, especially in marketing premium waters.
What’s Next in US Bottled Waters?
Natural claims could spread across US bottled water brands to attract US consumers who do not trust tap water and are seeking a pure product. On-pack messaging about product safety could help justify higher prices and build brand loyalty. Flavored bottled waters can encourage US consumers to switch to brands that are fun and healthy. Zero-sugar bottled waters can compete with zero-sugar soft drinks brands.
Functional benefits will go beyond hydration to include added nutrients that appeal to US consumers who are health-conscious or getting older. US bottled waters may be priced at a premium level by adding vitamins, minerals, electrolytes, or antioxidants. Ingredients for targeted health benefits such as weight management, energy, mobility, immunity, and beauty from within skin health can meet evolving US consumer demands. Bottled water brands will need to promote their ethical water supply chains to meet consumer demand for transparency. Being a good steward of water sources shows responsibility toward conservation and can help brands differentiate themselves. Refillable formats and renewable water supplies will redefine convenience.
This article is based on Innova’s Bottled Water in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.