The report identified eight key areas of focus for new product development initiatives since 2012, including natural ingredients, natural sweeteners, energy waters, beauty and wellness waters, vitamin waters, innovative functionality, diversified flavors and minimalist packaging. Featuring 60 in-depth brand profiles, the report covers functional claims and ingredients, still and sparkling waters, children’s waters, caps and closures and areas of innovation.
“Functional waters provide added benefits for health conscious consumers,” commented Zenith Chairman Richard Hall. “Many people already appreciate the value of healthy hydration. The most common added ingredients are vitamins and minerals alongside herbs and fruit flavors. These are generally combined to provide a premium package of taste, convenience and lifestyle with a targeted well-being appeal.”
The Zenith report noted that China, the U.S. and Japan are the three leading national markets. The top three brands are Mizone from Danone, Glacéau Vitaminwater from Coca-Cola and Propel from PepsiCo. In addition, both volume and value are predicted to continue growing by 8-10% a year.