Published in Marketing
Functional waters power ahead
The global market for functional waters grew last year by 10% in volume to 4,800 million litres and by 8.5% in value to $6,500 million, according to a new report from leading food and drinks industry consultancy Zenith International.
The Zenith Report on Flavoured Functional Water Innovation identifies 8 key areas of focus for new product development initiatives since 2012 - natural ingredients, natural sweeteners, energy waters, beauty and wellness waters, vitamin waters, innovative functionality, diversified flavours and minimalist packaging.
60 in-depth brand profiles offer product images as well as detailed information such as launch date, packaging type and size, pricing, ingredients, variants and marketing.  These are analysed under 7 headings - functional claims, functional ingredients, still waters, sparkling waters, children's waters, caps and closures, and 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 flavours.  These are generally combined to provide a premium package of taste, convenience and lifestyle with a targeted wellbeing appeal.
"Our new report brings together all the latest in product development around the world and is intended to serve as an ideal reference for any company seeking to create or expand a presence in this rapidly growing market," he concluded.

Among other points highlighted in the Zenith report:
- China, the United States and Japan are the 3 leading national markets.
- The top 3 brands are Mizone from Danone, Glacéau Vitaminwater from Coca-Cola and Propel from PepsiCo.
- Both volume and value are predicted to continue growing by 8-10% a year.

The Zenith Report on Flavoured Functional Water Innovation contains profiles on 60 brands launched in 2012-14 across 5 regions under 7 categories.  Contact Zenith International, e-mail
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