In recent years, hydration has evolved from a basic health necessity to a prominent lifestyle trend, reshaping the beverage industry. GlobalData’s insights* reveal that water is no longer just a neutral thirst-quencher; it’s emerging as the new soft drink, driven by consumers’ growing focus on health, wellness, and sustainability.
The Rise of Enhanced and Flavoured Waters
Social media platforms like TikTok have catalysed this movement, with trends such as #WaterTok inspiring millions to explore creative hydration options. Enhanced and flavoured waters have gained significant traction, with forecasts predicting a 7.3% CAGR for enhanced waters between 2023 and 2028. This surge is fuelled by consumer demand for functional beverages that offer more than just hydration—think added vitamins, minerals, and probiotics.
Driving Consumer Preferences: The Role of Natural Flavours
Consumers are increasingly drawn to flavoured waters that align with their health-conscious lifestyles. GlobalData’s 2024 Q1 consumer survey highlights that younger generations, particularly Gen Z and Millennials, show a strong preference for fruit-flavoured waters, with options like citrus, berry, and tropical blends leading the appeal.
The demand extends beyond basic hydration to clean-label products that emphasise natural ingredients, transparency, and simplicity, catering to the growing expectation for health-oriented, trustworthy beverage choices.
Solution for Natural Flavoured Water Innovation
Designed to deliver authentic, vibrant fruit flavours, our HiFruit and HiFresh ranges supports clean-label initiatives with simple, recognisable ingredients free from artificial additives. Its natural composition ensures transparency, catering to the growing demand for products that consumers can trust.
Why HiFruit and HiFresh Stands Out
- Clean Label Commitment: Transparency is key. HiFruit was developed to meet the increasing global demand for natural ‘clean label’ and offers an excellent means to add natural, consistent, and concentrated flavour to many beverage applications.
- High-Quality Standards: Crafted with the finest fruit extracts, HiFruit delivers authenticity, ensuring a ‘true to the fruit’ taste.
- Versatility: Whether used in still or sparkling water, HiFruit offers a maximum impact for ‘Natural (Named Fruit) Flavouring’ labelling.
As consumers continue to prioritise health and sustainability, our products empowers brands to innovate with confidence. It’s not just about drinking water—it’s about creating a meaningful, flavourful hydration experience that resonates with today’s health-focused audience.
Source:
* GlobalData: Industry Insights Water as the New Soft Drink Threat or Opportunity
