Water Enhancer Market Trends

Global Water Enhancer Market Overview

Water Enhancer Market Size was valued at USD 3.2 billion in 2023. The water enhancer industry is projected to grow from USD 3.53 Billion in 2024 to USD 7.85 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 10.5% during the forecast period (2024 - 2032). The growing global demand for healthy and flavored water and the development of various functional and wellness requirement-based water enhancers by manufacturers are key market drivers moving the water enhancer industry forward.

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Water Enhancer Market Trends

• Increasing demands for non-carbonated, nutritional drinks to propel market growth

One of the primary factors driving the market CAGR is the increasing demand for nutritious water intake due to the health benefits, combined with the increasing adoption of a healthy diet. The enhancer adds vitamins, minerals, electrolytes, and other healthful components to water, making it more nutritious and flavorful. In addition, product adoption is increasing in developed economies as people become more aware of the importance of living a healthy lifestyle. Consumers prefer flavored ones over non-flavored ones due to the variety and better taste, with many health benefits. People who live hectic lifestyles, engage in high-intensity workouts & prefer on-the-go products are enhanced water consumers. They are available in portable packaging, making them easy to carry around.

Moreover, manufacturers are marketing their products with the claim of energizing or refreshing functionality via a blend of vitamins, minerals, and herbal additives, which has led to an increase in the use of water enhancers. They could help consumers fill nutritional gaps in their diets without needing vitamin pills or mixing the powder with water. The variety of flavor possibilities has significantly increased the global consumption of water enhancers. For example, Robinsons, a Britvic PLC brand, announced a new water enhancer benefit drop with extra vitamins in four different flavors in April 2022. Benefit drops are the ideal portable format for on-the-go consumers, delivering great taste and added vitamins in their water usage.

Also, rising health concerns worldwide support adopting healthy beverage drink mix products, such as water enhancers, propelling the industry's growth. Furthermore, the growing trend of nutritious and energy-based water consumption among celebrities and athletes is expected to provide several growth opportunities for the water enhancer market revenue. The advent of functional water enhancers will also assist in industry development. For instance, Zhou Nutrition announced the inclusion of the business section in 2020, which includes water enhancers in 6 new flavors for multiple wellness requirements like hair & skin health, stress management, and others.

Water Enhancer Market Segment Insights

Water Enhancer Product Type Insights

Based on product type, the Water Enhancer Market segmentation includes energy, workout & fitness, and flavored. The flavored water enhancer segment held the largest share of the market in 2022 and is predicted to grow at a lucrative CAGR in the forecast period. Consumers prefer these flavored water enhancers above others since they have a unique and enhanced flavor and several health benefits. A flavored water enhancer is an excellent substitute for a carbonated soft drink. In addition, the commercial success of flavored water enhancers has been attributed to an increased focus on the flavor of the final drink/beverage. Furthermore, energy/fitness water enhancers are expected to be the fastest-growing segment as people become more aware of the importance of staying fit and healthy.

Water Enhancer Distribution Channel Insights

The Water Enhancer Market segmentation based on distribution channels includes hypermarkets/supermarkets, convenience stores, pharmacies/drug stores, online retail stores, and others. The hypermarkets/supermarkets category dominated the global market, accounting for 35.7% of market revenue. Buyers prefer to shop in traditional offline retailers due to their convenience and availability. Hypermarkets and supermarkets offer a one-stop-shop experience to consumers, providing a wide range of water enhancer products at competitive prices. The number of supermarkets and hypermarkets in developing nations such as India & China has increased rapidly, resulting in increased product sales. Besides, offline stores provide various product details and preferences before purchasing anything, contributing to this segment’s growth.

Figure 1: Water Enhancer Market by Distribution Channel, 2024 & 2032 (USD billion)

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

The online segment is estimated to register the fastest CAGR in the water enhancer industry from 2023 to 2032, owing to the rising penetration of smartphones and the widespread use of the internet and online shopping apps and websites. Besides, many e-commerce players, such as Flipkart, Amazon, and JD.com, collaborate with water enhancer companies and retailers to deliver water enhancers online. Thus, the increased collaborations between retail stores and e-commerce have led to a notable gain in online sales globally. Many major players, like Nestle, Coca-Cola Company, Kraft Heinz Company, and others, have also launched their online platforms, propelling the growth of the online segment.

Water Enhancer Regional Insights

By Region, the report provides market insights into Europe, North America, Asia-Pacific, and the Rest of the World. The North American water enhancer market accounted for USD 1.47 billion in 2022. This region is expected to expand at a substantial CAGR during the study period owing to the growing popularity of functional beverages due to their health benefits. The modern consumer's hectic lifestyle is increasing the demand for products that give quick hydration and nutrients. In addition, consumers have been looking for suitable products to stay hydrated and healthy while performing daily tasks. People prefer mini-bottles of water drops, concentrated flavor enhancers that instantly transform plain water into a value-added drink, as these drops claim to contain health-based ingredients. The region's leading manufacturers are concentrating on developing new products to help them profit from the expanding trend of healthy hydration.

Also, the major countries studied in the market report are the U.S., German, Canada, France, the U.K., Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 2: WATER ENHANCER MARKET SHARE BY REGION 2024 (%)

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

The European water enhancer market accounts for the second-largest global market share. Increased product consumption in major nations such as the United Kingdom, Germany, France, Belgium, and others drives the market. The regional consumption of carbonated and sugary soft drinks is falling due to increased health concerns. Consumer preferences for plant-based, herbal, and natural products fuel demand for botanical extract-based water enhancers, which support the region's expanding detox trend. The region's massive import of flavored water also contributed to the second-highest market revenue share. As per the data from the International Trade Center, Germany, the United Kingdom, and Belgium are Europe's top importers in 2021-22. Further, the German water enhancer market held the largest market share, and the U.K. water enhancer market was the fastest-growing market in the European region.

The Asia Pacific Water Enhancer Market is expected to grow at the fastest CAGR from 2023 to 2032. The region's expansion is mostly linked to increased awareness in nations such as India and China about leading a healthy lifestyle and drinking plenty of water, which includes nutrients. Besides, rising concerns about obesity and unhealthy lifestyle-related diseases drive demand for nutritious water enhancers in these countries. The expanding millennial generation, which seeks healthier alternatives to fizzy beverages, is also fueling demand for water enhancers. The rapid expansion of the regional retail chain is further contributing to the market's growth. Moreover, the China water enhancer market held the largest market share, and the Indian water enhancer market was the fastest-growing in Asia-Pacific.

Water Enhancer Key Market Players & Competitive Insights

Leading market players are attempting to expand their portfolios by launching new products and acquiring companies that complement their product offerings. In addition, key global water enhancer industry players focus on long-term product development and digitalization. They offer new flavors and product sizes to accommodate growing consumer demand worldwide. Major participants in the water enhancer industry are also broadening their distribution methods to reach more customers, such as online retail platforms and convenience stores.

Major players in the water enhancer market, such as PepsiCo, Inc., The Coca-Cola Company, Nestle S.A., and Kraft Foods Group, Inc., are actively investing in R&D operations to develop innovative and healthier products the evolving consumer preferences. These companies implement strategic market developments such as collaborations, mergers & acquisitions, and partnerships to increase their market revenue share and expand their global footprint. Water enhancer industry suppliers are further partnering with numerous non-governmental organizations (NGOs) to better sell their products under the umbrella of health benefits provided by water enhancers.

DreamPak is a major producer of packaging solutions for the beauty, personal care, and wellness industries. The company was founded in 2007 in New Jersey, USA. It has a global presence with facilities in the United States, Europe, and Asia. DreamPak provides multiple packaging solutions, including airless bottles, water enhancers, droppers, jars, tubes, and pumps. They also provide their clients with custom design and engineering services. DreamPak expanded its product line and included Enhanca Hydrate water flavor enhancers in July 2022. Watermelon, tangerine, mixed berry, strawberry, lemon-lime, and passion fruit are among the flavors available in Enhanca Hydrate. The company states that each 2-milliliter squeeze contains around 160 milligrams of electrolytes. Individual 1.62-ounce bottles contain 24 servings and cost USD 2.49.

Britvic Plc is a soft drinks manufacturer established in the United Kingdom. It is one of Europe's major producers of branded soft drinks and the UK's top supplier of still soft drinks. The firm was founded in 1938 and is based in Hemel Hempstead, England. Britvic manufactures and sells soft drinks under multiple brand names, including Robinsons, J2O, Tango, Fruit Shoot, and PepsiCo brands like Pepsi, 7UP, and Mountain Dew. The company mainly operates in the U.K., Ireland, and France but also globally exports to over 50 countries. Robinsons announced four new water enhancer benefits dropped with additional vitamins in April 2022. Robinsons is a well-known Britvic PLC brand.

Key Companies in the water enhancer market include

• PepsiCo Inc


• Nestle S.A.


• The Coca-Cola Company


• The Kraft Heinz Company


• Jelsert (Starburst)


• Britvic Plc


• Dyla LLC


• Wisdom Natural Brands


• Pharmavite LLC (MegaFood)


• DreamPak


• Protekt

Water Enhancer Industry Developments

December 2022: Protekt has introduced liquid supplements and beverage enhancers that contain high-impact antioxidants like vitamin C, D, zinc, and echinacea to help with optimal health and immunity. The liquid formulation comes in two flavors: mixed berry and orange. Unlike powders or tablets, the solution dissolves instantaneously in hot or cold water. The liquid contains no calories, sugar, artificial flavors, or additives and is sweetened with plant-based stevia.

September 2022: Pharmavite LLC expanded its product line and developed MegaFood, a digestive health water enhancer marketed on its website and Amazon. The company released three flavors of kombucha: pineapple mango kombucha, lemon ginger kombucha, and guava passion fruit kombucha. According to the firm, its probiotic powder includes 2 billion CFU of the probiotic strain DE111. They also have kombucha powder, apple cider vinegar, green tea extract, and Jerusalem artichoke prebiotic fiber.

Water Enhancer Market Segmentation

Water Enhancer Product Type Outlook

• Energy


• Workout & Fitness


• Flavored

Water Enhancer Distribution Channel Outlook

• Hypermarket/Supermarket


• Convenience Store


• Pharmacies/Drug Stores


• Online Retail Stores


• Others

Water Enhancer Regional Outlook

• North America
  
  
  
  • The U.S.
  
  
  • Canada
  
  
  
  


• Europe
  
  
  
  • Germany
  
  
  • France
  
  
  • The U.K.
  
  
  • Italy
  
  
  • Spain
  
  
  • Rest of Europe
  
  
  
  


• Asia-Pacific
  
  
  
  • China
  
  
  • Japan
  
  
  • India
  
  
  • Australia
  
  
  • South Korea
  
  
  • Australia
  
  
  • Rest of Asia-Pacific
  
  
  
  


• Rest of the World
  
  
  
  • Middle East
  
  
  • Africa
  
  
  • Latin America