In Beverage Industry’s October 2022 issue, chairman and CEO of Beverage Marketing Corporation (BMC), New York, Michael Bellas, noted that consumers have been focusing on healthier products because of the pandemic. This boosted the demand for bottled water, especially at home, while specialty waters — like alkaline and fortified water — increased the category’s popularity. 

“Unsweetened, fortified specialty waters have been a plus to the category, helping drive the growing premium sector of the still single-serve water market,” Bellas said. 

Also in Beverage Industry’s October 2022 edition, Chicago-based Mintel’s report titled “US Still and Sparkling Waters Market Report 2022” highlights that consumer interest in health and wellness has helped raise the water market. And with the return to social activities and travel, bottled water sales have increased.

Sally Lyons Wyatt, executive vice president and practice leader and client insights at Chicago-based Circana, indicated that gains in the bottled water category were due to price increases. She noted that bottled still water and bulk still water sales were both up.

“The rise of these two categories over the year could be an indication of more people drinking bottled water out of necessity, including seasonal hydration or lack of accessible clean water — think of the different communities that have had to resort to bottled water because of municipal water supplies are compromised,” she said in Beverage Industry’s October 2022 issue. “However, we also see flavored waters continuing to gain sales, as they are a healthful and interesting flavor option.” 

Wyatt noted that sparkling water trends came in the form of new flavor mixes, such as black raspberry, blackberry lemonade and guava. 

According to data from Circana, the seltzer/sparkling/mineral water category grew 4.4%, with sales reaching $3.8 billion in total U.S. multi-outlets with convenience stores for the 52 weeks ending May 21.

*Includes brands not listed
Source: Circana, Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 21.

The Top 5 brands in this category were Sparkling Ice, private label, La Croix, bubly and Polar, respectively. Sparkling Ice’s sales were up just 0.5% from last year, totaling $840 million. Of the Top 5 brands, Polar saw the greatest increase in sales, with a 20% increase for $311 million in sales.

Mintel’s report suggests that new flavors are also making a splash. 

“Flavor innovation represents a key opportunity for brands to attract younger consumers, and unique flavors can allow water to compete with flavorful beverages such as [carbonated soft drinks] CSDs and sports drinks,” the report states. “Floral and herbal waters are trending, indicating opportunities for waters that blend familiar and trending flavors (e.g. blueberry lavender, watermelon mint).” 

As for non-flavored convenience and bottled still water, the category reached $15.3 billion in sales, an increase of 12.4% for the 52 weeks ending May 21. The Top 5 brands were private label, Aquafina, Glaceau, Dasani and Poland Spring, Circana data shows.

*Includes brands not listed
Source: Circana, Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 21.

Private label’s sales reached $5.3 billion, up 24.3%, for the 52 weeks ending May 21. Aquafina was up 1.4% with $1.3 billion in sales, while Glaceau had an increase in sales of 16.2% — with $1.2 billion in sales during the same time period.

Circana’s Wyatt noted in Beverage Industry’s October 2022 issue, that non-flavored still water has been  “the growth engine” that drives the overall bottled water category, as unit sales were up compared with other subcategories that were seeing a decline.