December 10, 2025 – In the US & Canadian beverage market, water trends demonstrate that consumers are looking for a wide range of flavors and dynamic hydration experiences. North American consumers are also interested in products that promote overall well-being and align with their modern lifestyles. Moreover, sustainability concerns remain a key factor that continues to influence innovation. Innova’s “Overview in Flavored & Unflavored Waters in the US & Canada” report examines the trends driving the North American beverage market and how brands can adjust their innovation strategies to address consumers’ growing expectations and concerns.
Promote Dynamic and High-Quality Hydration
To target consumers and demonstrate value, brands are highlighting different formats to underscore dynamic hydration experiences. For example, flavored, plant-based, sparkling, alkaline, and functional are a few of the ways brands are differentiating their offerings. Furthermore, consumers are seeking waters that deliver more effective hydration than ordinary water. Added electrolytes and coconut water are two examples that improve replenishment and boost hydration for consumer appeal, especially as 22% of consumers purchase food and beverages to support hydration. Natural ingredients and no additives also signal quality to North American consumers.
Enhance Waters by Promoting Origins, Processing, and Sustainability
Brands can position waters to demonstrate the value of their origin. Across the US and Canada, different water origins present different benefits for consumers, from natural springs, confined aquifers, and underground reservoirs. As consumers value purity and safety, brands can also highlight advanced processing techniques and water trends like ozonation and reverse osmosis that reflect quality and reinforce trust.
Additionally, 36% of US and Canadian consumers rank climate change as their top concern. As a result, brands should position sustainability as climate adaptation, emphasizing CO₂ reuse and spring conservation, to promote transparency and offer consumers responsible choices for hydration.
Functional Waters for Gut Health and Well-Being
Nearly one-quarter of consumers in the US and Canada look for bottled water to maintain or improve their gut health. In line with gut health trends, brands are turning to ingredients like fiber from chicory root and alkaline water to support their microbiome and improve digestion. 27% of North American consumers also seek bottled water for mental health support, and waters with functional botanicals or adaptogens can tailor to consumers’ needs by promoting calmness, stress reduction, and mindfulness support for holistic well-being. Thus, brands can look to functional ingredients like magnesium, reishi mushroom, L-theanine, and chaga mushroom extract for added value. Waters fortified with essential nutrients, such as vitamin C, vitamin B12, zinc, and antioxidants, also appeal to wellness-minded consumers.
Deliver Practical, Clear, and Transparent Solutions Through Packaging
Water trends indicate that solutions with thoughtful and practical packaging elevate products to consumers. Sipper tops, neck loop handles, and handle-integrated jugs are a few key packaging solutions that resonate. Beyond convenience, 35% of modern consumers also prefer minimalist packaging designs that make food and beverage options look more premium. Clean designs, simple typography, and subtle visual accents speak to what consumers are looking for and opportunities for manufacturers to take advantage of. Sustainability is also key for a large portion of consumers, so introducing packaging with biodegradable components or PCR materials helps brands underscore their environmental responsibility and reduce impact.
Fruit-Forward and Alcohol-Inspired Flavors Drive Innovation
When looking for a healthy food or beverage choice, consumers in the US and Canadian beverage market seek fruit-forward flavors. Water trends reveal that 33% of consumers demonstrate a preference for berries and summer fruit flavors, while 28% favor tropical fruits. According to Innova’s consumer trends research, they also look for imaginative taste experiences that blend unexpected flavors and stand out in the water market. For example, Good & Gather’s Mini Unsweetened Rainbow Sherbert Flavored Sparkling Water offers consumers a playful and memorable hydration experience.
For consumers who are abstaining from alcohol but still looking to indulge, alcohol-inspired flavors present a unique opportunity to offer premium experiences and expand the functional water category. For example, La Croix’s Limoncello Flavored Sparkling Water line boasts zero calories, sweeteners, and sodium with the refreshing profile of a summer cocktail. In the US, Pur Aqua has also launched a line of sparkling waters in mocktail flavors, such as mojito, that enables consumers to balance their health goals and satisfaction.
What’s Next for Water Trends in the US & Canada?
In alignment with health and well-being priorities, brands have the opportunity to develop waters for children, enriched with gentle nutrients and fruit essences. Character-led packaging will also engage younger consumers and add a playful edge to the category. Collagen waters also drive growth by addressing consumers’ beauty and hydration needs in one place.
This article is based on Innova’s Overview in Flavored & Unflavored Waters in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more