Bottled Water Industry: Putting Flavor In Takes The Boring Out--Explosive Growth Expected to Continue as Companies Like Water Sensations® Provide Critical H2O Add-ins
The bottled water industry has recorded unprecedented growth during the past decade. Although adults are well-aware of the health benefits of drinking water, more than a third of them say they don’t drink it because they don’t like the taste, they think its just too boring, they prefer other beverages, or they simply forget. Future growth in the water market will depend upon flavor innovations that can “take the boring” out of water. The trend is a new beverage category of single serve, or as some call it “on the go,” flavor enhancers for water.
SOUTHPORT, CT (PRWEB) August 31, 2006
The bottled water industry has recorded unprecedented growth during the past decade, surging from just under $3.5 billion in sales in 1995 to more than $10 billion in 2005, according to the Beverage Marketing Corporation. At the same time, a survey commissioned by the BMC found that, although adults are well-aware of the health benefits of drinking water, more than a third of them say they don’t drink it because they don’t like the taste, they think its just too boring, they prefer other beverages, or they simply forget. Future growth in the water market will depend upon flavor innovations that can “take the boring” out of water. The trend is a new beverage category of single serve, or as some call it “on the go,” flavor enhancers for water.
“Although Americans still choose soda by a 2-1 margin over water, we know that the trend is definitely shifting,” notes Nina Riley, founder and CEO of Water Sensations, Inc. “While soda sales are flat, the growth is in bottled water, flavor enhancers for water, non-carbonated energy drinks and fruit juices. This tells us that consumers are looking for flavor as well as health benefits,” she adds.
In fact, the industry expects much of the future growth of bottled water to occur in the area of innovative flavor and health “add-ins.” While sales of some of the early entrants in this category are promising, Riley notes that consumers want more convenience and flexibility, which is missing in many of the products on the shelves today. “There are consumers who prefer to make just one serving of flavored water rather than a whole pitcher. Some want to be able to pack a small flavor enhancer in their bag and add it to water at work or at school. There are those who want just a hint of flavor, while others wish to have twice as much. There are those who enjoy one flavor all the time, and those who would like to decide among several flavors, or even combine flavors together to create their own distinct bottle of water,” Riley notes. “The current pre-flavored bottled water market leaves them behind.”
Until recently, the “water flavoring add-in” market also left much to be desired. “The choices were all powders and often failed to fully emulsify. And they were packaged in serving sizes for a full pitcher, making them a less-than-ideal choice for those on the go,” Riley notes. What’s more, many are laden with sugar, artificial colors and other ingredients that are antithetical to the healthy lifestyle water drinkers tend to embrace.
However, the concept of a convenient, single serve, non-powdered, healthful way for consumers to add flavor to their own water without adding calories, artificial colors and flavors or sugar, inspired Riley and her partner, Carolyn Frzop, to launch Water Sensations, a line of clear liquid flavor enhancers for water. They envisioned a sugar-free, calorie-free, carb-free, single serve, clear liquid flavoring packet that could be added to water in order to make it “more flavorful and fun to drink than plain water.” Unlike powder add-ins, Water Sensations requires no stirring or shaking. The product comes in 6 natural fruit flavors, packaged in cartons containing convenient foil single-serve packets, available at more than 3,500 stores nationwide. (For more information, visit www. watersensations. com.) The private company’s first-year revenues topped $1 million, and projections call for more than doubling that for the next fiscal year.
“So many people need to drink more water,” Riley notes, citing the BMC survey which revealed that on average, Americans drink about six of the recommended eight 8-ounce servings of water each day. What’s more, they also drink nearly six servings of non-hydrating, diuretic beverages each day, such as coffee, tea or caffeinated sodas. In fact, consumers drinking a lot of non-hydrating, diuretic beverages need to drink even more than the recommended servings of water each day to compensate for the negative effects from these drinks. “Creating healthy, flavorful products that make water more exciting, and enjoyable will help our industry continue to reach record growth and, perhaps even more importantly, will help our customers achieve better health,” Riley concludes.
About Water Sensations, Inc.
Water Sensations, Inc. markets the industry’s newest water enhancer, Water Sensations®, as the first clear liquid flavor enhancer for water. All natural flavor and sweetened with sucralose, Water Sensations® is sugar free, calorie free and carbohydrate free. Water Sensations® is available in more than 3,500 stores in the U. S., including Target, Shop & Stop, Giant, The Food Emporium, IGA, Big Y, Kroger and more. Water Sensations, Inc. was founded in 2005 by Nina Riley, a marketing executive with more than 20 years of experience in classic marketing and brand management for companies including Philips Electronics, Unilever, Lipton, General Foods and General Mills. Ms. Riley has developed brand strategy, retail strategic alliances, advertising campaigns and joint ventures for high profile brands including Norelco Razors, Lipton Soups and Side Dishes, Wishbone Salad Dressings, Lawry’s Seasoning, Ragu Chicken Tonight Simmer Sauces, Post Cereal and more. She holds an MBA from Penn State and a BS from Ithaca College. More information on Ms. Riley and her company, Water Sensations, can be found online at www. WaterSensations. com.