CStore Decisions

  • Home
  • Today on CSD
  • Categories
    • CBD
    • Foodservice
    • Fuel & Gas
    • Health & Beauty
    • Independent Operators
    • Operations & Marketing
    • Technology
  • CStore Playbooks
    • CBD Playbook
    • Foodservice Playbook
    • Technology Playbook
    • Alcoholic Beverage Playbook
    • Tobacco Playbook
  • Products
    • Hot New Products Contest
    • Beverages & Cold Vault
    • Candy, Gum & Mints
    • Snacks
    • Tobacco
  • Resources
    • Digital Issues
    • Research & Downloads
    • Podcasts/How To Series
    • On Location
    • FAQ
    • 2022 Top 111 Chains
    • Leaders in Convenience
    • Rack Prices
    • Sponsored Content
    • Videos
    • Webinars / Digital Events
    • White Papers
  • Events
    • 2021 Chain of the Year
    • Convenience Directions
    • NAG Convenience Conference
    • Young Executive Organization
  • Join
    • National Advisory Group
    • Safe Shop Assured
    • Young Executive Organization

Functionality Draws Consumers to Bottled Water, Sports Drinks

Unflavored and flavored water, as well as sports drinks, saw a rise in sales over the past year.

By Emily Boes | March 15, 2022

Share

With health becoming a priority for many consumers, added wellness benefits in bottled water and sports drinks will see a growing popularity in 2022.

According to research firm Mintel, non-flavored still bottled water sales increased by 8.2% in 2021. 

“Basic private-label brands represent the bottled water’s foundation and remain a growing segment of (the) bottled water market, but premium lifestyle brands (e.g., Fiji, Evian) and alkaline waters (e.g., Essentia) are the fastest-growing brands within the unflavored still water segment,” said Caleb Bryant, associate director, food and drink analyst at Mintel.

For c-stores specifically, Nielsen reported total sales of unflavored single-serve water increased by 12.1% to reach $1.81 billion for the 52 weeks ending Jan.1, 2022. Flavored water saw an even larger growth at an estimated 17.9% increase in 2021, per Nielsen. 

“The growth of flavored still waters such as Hint demonstrates the market potential for still waters that deliver a superior flavor experience,” added Bryant.

Functionality and Combo Flavors Thrive

Enhanced function seems to be a key preference for consumers when choosing a flavored water beverage.

Products that “blur the lines between water, juice drinks and sports drinks” indicate interest in water that serves a purpose beyond hydration, Bryant noted, citing Propel, Vitamin Water, Smartwater and Lemon Perfect as examples.

Samantha Overmohle, category manager at Des Moines, Iowa-based Kum & Go, which operates 400-plus stores in 11 states, also noticed a growing trend toward functional drinks.

“Brands like Voss and Smartwater continue to innovate within their lines by offering added benefits like collagen or ‘immune support,’” said Overmohle. 

In a response to the rise of reusable water bottles in younger generations, Bryant predicted there will be increased opportunities for powdered and liquid water enhancers in 2022. Currently, 32% of consumers of water enhancers use them for benefits such as added electrolytes and energy boosts.

Sports drinks are also thriving in the market, with a 21.2% increase, according to Nielsen. Many of them offer additional caffeine and vitamins. 

“Taste and flavor will continue to be top priorities for consumers within this category,” added Overmohle in reference to sports drinks.

Combination flavors specifically are predicted to expand in 2022. 

Mintel Global New Products Database sees herbal, spice and floral flavors paired with common flavors as a leading trend in packaged water product launches. Bryant listed examples of this from the database, such as Rethink Water’s Watermelon Mint Flavored Water.

Related Articles Read More >

Ready-to-Drink Fruit-Flavored Craft Cocktail
Astrology-Themed Hard Seltzer Cans
Blue Raspberry Juice
Tropical Punch and Lime Margarita Flavored Malt Beverages
Safe Shop Assured

CStore Decisions Newsletter

Sponsored Content

  • Create Some Positivity at the Pump: 3 Ways to Fuel Customer Experiences
  • How Minuteman Food Mart Ensures a Consistent Customer Experience Across 44 Stores
  • Three Challenges Disrupting C-Store Operations and How to Overcome Them
  • Why Wait? Converting to E15 is easy.
  • It’s time you profited from your checkout line

Get the Magazine

Subscribe Now!
Subscribe Now!

Manage Current Subscription
CStore Decisions
  • New CSD Print Subscription
  • Manage current print subscription
  • CBD Retail Trends
  • CStore Products
  • NAG Convenience Conference
  • Convenience Directions
  • Rack Prices
  • Subscribe to CSD’s E-Newsletter
  • About CStore Decisions
  • Advertise

Copyright © 2022 WTWH Media LLC. All Rights Reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of WTWH Media
Privacy Policy | Advertising | About Us

Search CStore Decisions

  • Home
  • Today on CSD
  • Categories
    • CBD
    • Foodservice
    • Fuel & Gas
    • Health & Beauty
    • Independent Operators
    • Operations & Marketing
    • Technology
  • CStore Playbooks
    • CBD Playbook
    • Foodservice Playbook
    • Technology Playbook
    • Alcoholic Beverage Playbook
    • Tobacco Playbook
  • Products
    • Hot New Products Contest
    • Beverages & Cold Vault
    • Candy, Gum & Mints
    • Snacks
    • Tobacco
  • Resources
    • Digital Issues
    • Research & Downloads
    • Podcasts/How To Series
    • On Location
    • FAQ
    • 2022 Top 111 Chains
    • Leaders in Convenience
    • Rack Prices
    • Sponsored Content
    • Videos
    • Webinars / Digital Events
    • White Papers
  • Events
    • 2021 Chain of the Year
    • Convenience Directions
    • NAG Convenience Conference
    • Young Executive Organization
  • Join
    • National Advisory Group
    • Safe Shop Assured
    • Young Executive Organization