November 25, 2024 – Consumers around the world are choosing bottled water because it’s convenient, healthy, and fits their need for hydration in fast-paced lives. Innova’s 360° research highlights consumer attitudes and behaviors about bottled water consumption, both flavored and plain, across the globe.
Social Media and Consumer Preferences
Globally, nearly 1 in 3 consumers have increased their bottled water consumption, driven by health-conscious choices, evolving lifestyles, and changing taste preferences. Bottled water industry has become a social trend, generating substantial online buzz with 31 billion reaches and 232 million engagements across digital platforms in the past year. Pinterest is the clear leader in engagement, with users actively sharing recipes and ideas for flavored water. TikTok, X, Reddit, and news outlets follow closely behind.
On platform X, bottled water mentions come from 46% of females and 54% of males. Millennials and Gen Z are especially engaged, as health-focused campaigns align with preferences for wellness and sustainability. Brands are seizing this opportunity to use social media to showcase product benefits, highlight unique features, and connect directly with consumers.
Bottled Water Flavor Trends
Taste and flavor play a key role in bottled water industry purchases, influencing 29% of consumers globally. Over the past year, 59% of bottled water trends feature flavored options. No artificial flavors or colors, made with real ingredients/natural, and low/no reduced sugar claims among the most influential claims. Flavor infusions from natural ingredients are also on-trend.
The top flavors in new product launches are lemon, orange, lime, and peach. The fastest growing flavors in the market include punch, white peach, yuzu, and red grape. Innovative combinations like lemon-ginger and orange-mint present an opportunity to expand the category further, appealing to adventurous consumers seeking unique tastes.
This growing trend toward natural and fresh flavors is reflected on social media, where brands like Hint Water are gaining attention.
The company makes “16 subtly fruit-infused flavors offering refreshing taste without any added sugar.” It offers an example of brand alignment with consumer demand for healthier, naturally flavored beverages.
Health and Sustainability Trends
Brands that embrace health and wellness trends are gaining strong support on social media. Brands like Dash Water are leading the way by using upcycled, imperfect fruits and vegetables in their sparkling waters, reducing food waste while offering a healthy product. Brands that promote health benefits and sustainability enhance their social media reach and boost awareness, aligning with consumer values.
Vitamin-infused water is a great example of a targeted innovation. It provides essential nutrients for children, making health-focused beverages even more appealing. Brands are also emphasizing sustainable packaging, in line with Innova’s top trend for 2024, ‘Nurturing Nature.’ This goes beyond sustainability, with brands taking concrete steps to protect nature.
Aava’s infinitely recyclable glass bottles, Ice Mountain Water’s 100% recyclable aluminum bottles, Boxed Water’s plant-based caps and renewable packaging, and Flow’s fully sustainable paperboard packs are just a few examples of this. These initiatives not only highlight environmental commitment but also relate directly to eco-conscious consumers seeking products that positively impact the planet.
Claims and Positionings
The bottled water industry is seeing a steady growth in functional health claims over the past five years. This reflects a clear shift in consumer priorities toward wellness-focused beverages. This aligns with Innova’s annual top trend of 2024, ‘H2.0′: Quenching the Future,’ which highlights the rising demand for functional bottled water trends enriched with electrolytes, nutrients, and ingredients tailored to specific health needs, offering benefits that extend beyond basic hydration.
Launches with vegan, no added sugar, and energy/alertness are emerging claims in the category. Low- or no-sugar claims generate the most social media engagement and reach. Brands should watch out for vitamin/mineral fortified, antioxidant, and immune health claims.
What’s Next in the Global Water Bottled Trends?
Consumers seek functional health benefits in bottled water. Brands can incorporate more botanicals and their extracts, such as adaptogens and nootropics, to enhance their functional benefits in their products. These botanicals provide targeted health benefits like brain health, antioxidant effects, and immune health, in addition to the vitamins and minerals already present. These innovations meet growing consumer interest in wellness and personalized hydration.
Cost, taste, and clean labels remain key purchase drivers. Brands must balance affordability with sustainability efforts to reach a broader consumer base. The use of rPET packaging could expand, supported by enhanced safety measures to prevent microplastics leaching and transparent communication about sourcing and environmental impact. Plant-based packaging will likely become more common, along with glass and cans, as recycling infrastructure and packaging innovation expand.
As awareness of hydration’s importance rises, brands have an opportunity to make hydration more engaging. Social media-driven trends, like water recipes that offer specific benefits, such as “okra water” for nutrition or the “tadpole water” trend for weight loss, highlight the demand for creative and health-focused bottled water trends. Companies can leverage these trends by offering innovative products and tailoring solutions for diverse needs, including options for individuals with dysphagia. They can use social media for awareness, and targeted marketing further boosts the potential to connect with health-conscious consumers.
This article is based on Innova’s Trending in Bottled Water – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
