Fruit flavored water: all about industry innovations

Currently, the global fruit flavored water market is positioned to perform positively in the coming years. It is expected to exhibit a compound annual growth rate of 10 %, reaching a value of USD 37.65 billion by 2033.

Discover the most popular trends in this product worldwide.

The ABC of fruit flavored water

Fruit flavored water is a mix of water and fruit, typically without added sugars.  Additionally, there are options fortified with vitamins and minerals. As such, consumers tend to view it as a healthier alternative to other beverages in the juice industry, such as nectar drinks or concentrate, or in the carbonated soft drink category.

In addition, this type of water is perceived as a natural and refreshing product. It offers a wide variety of flavor profiles, where citrus, berries, and tropical fruits are the stars. It is marketed in bottles or cans through channels such as stores, supermarkets, and online (Research and Markets, n.d.).

Major trends in fruit flavored water

Next, we will discuss the variables that are currently influencing this market (Future Market Insights, 2023):

• Firstly, interest in healthy food products.
• Secondly, product innovation.
• Finally, influence of social media.

Let's examine each of them in more detail.

Consumers interested in health

The fruit flavored water industry is being driven by a growing concern for healthier food consumption, especially among millennials and Generation Z. Here, low-sugar and low-calorie options stand out. Also, those containing natural and organic ingredients. This is how this product shines, as it offers flavor and natural hydration without a high caloric content.

On the other hand, this interest has led industry players to create more functional beverages. In addition to hydrating, this type of water can deliver essential nutrients to help meet the daily recommended intake of vitamins and minerals. It can also provide protein, probiotics, collagen, and omega-3 fatty acids (Future Market Insights, 2023; Insight by Symrise, 2023; The Business Research Company, 2024).

Innovation at the forefront

A distinctive offer is essential to capitalize on consumer preferences and stand out. It is no wonder that we see different ways of brewing kombucha, a renewed wave of flavored rums, or new drinks in smoothie bars.

Innovation is therefore one of the central trends in the fruit water market. Often, the emphasis is on additives that enhance the drinking experience.

However, the aspect where producers innovate emphatically is the range of flavors. Of course, there are timeless favorites such as lemon, orange, grapefruit, apple, and berries. However, bolder options are winning over consumers, such as raspberry, blackberry, passion fruit, lychee, and guava.

Blends are also creative territory. Some options go beyond the classic combinations, such as apple and raspberry or orange and mango. Some producers have even formulated blends with floral, herbal, or vegetable ingredients. This is the case of blackberry and mint, blueberry and ginger, strawberry and elderflower, or peach and rosemary drinks (Insight by Symrise, 2023; Simpsons Beverages, 2023).

The power of influencers

Today, the power of digital social platforms to mobilize consumer decisions is undeniable. The fruit flavored water market is no exception. Future Market Insights (2023) reports that digital communities have supported business growth.

Especially, health, wellness and fitness influencers have played an important role in the adoption of flavored water consumption in general. This trend calls for producers to prioritize their social media marketing efforts.

On-trend players

Here are some brands that are navigating the most popular trends in the fruit flavored water market (Simpsons Beverages, 2023; The Business Research Company, 2024):

• Topo Chico (United States). Has a line of premium carbonated water with fruit juice and herbal extracts.
• Flow Beverage Corp (Canada). Offers a line of water with high vitamin C and zinc content. Uses organic ingredients, free of sugar, calories and preservatives. Available in cherry, citrus and elderberry.
• Volvic and Dash (UK). They consulted their consumers via social media to develop new flavors.
• FYX (UK). Created sugar-free fortified water with hydrolyzed marine collagen peptides.

This is how the fruit flavored water market promises a positive performance in the coming years. Researching this market can be beneficial for your company.

Bibliographic References

• Future Market Insights. (2023). Flavored Water Market.
• Insight by Symrise. (2023). Quenching the Thirst for Flavor: Exploring the Latest Flavored Water Trends.
• Research and Markets. (n.d.). Fruit water.
• Simpsons Beverages. (2023). Flavoured water trends 2023.
• The Business Research Company. (2024). Flavored Water Global Market Report 2024. Research and Markets.