A 2009 study found that “Americans now get nearly 25 percent of their calories from liquids.” But 2009 was long time ago. Today the scenario is different. Today Water Enhancers have completely taken a new stand and a better one in most ways. Today, not just Americans, but people from all around the world are getting more than 25 percent of their everyday calories from enhanced water products.
Water has always been the most attractive commodity for scientists and companies due to the fact that it is consumed by everyone irrespective of their age, sex, taste and preferences or any other parameter. But the days of normal water are gone. Now water is enhanced using Water Enhancers and made better for the fast-changing lifestyles of people. Enhanced water is a category of beverages that are marketed as water, but which contain additional ingredients, ranging from natural or artificial flavours, sugar, sweeteners, vitamins, minerals and other “enhancements.”
Enhanced Water is often referred to as Vitamin Water, Electrolyte Water or Alkaline Water. Enhanced Water, due its ease of usage/consumption and easy availability, has become an essential part of the everyday meal. Enhanced Water helps us gain all the essential vitamins and minerals that we may have missed in our hasty meal. Alkaline Water also helps you stay hydrated for longer due to its pH and other chemical properties. These products have been welcomed so well by consumers that market players have started investing more into the R&D and Marketing strategies to capture the growing number of customers.
Enhanced Water has become the major part of people’s lifestyle today due to the increase in the health consciousness and goals of better fitness of the body. Fitness Trainers not only use these Water Enhancer products but also recommend them to other people. The recent trend involves emerging Start-ups which manufacture the water enhancing products and also approach celebrities, fitness gurus and internet celebrities to endorse their products.
Enhanced Water is regarded as a healthy product because it is not a carbonated drink. Due to rapid increase in the obesity level all over the world, people are soon shifting to non-carbonated or diet drinks. That is one of the major driving force for the Water Enhancers Market. But strict regulations on beverages, lack of awareness among people and absence of customer friendly practices of production are some factors that restrict the growth of this market.
Water enhancers can be differentiated on the basis of product type into Flavoured drops, Energy drops, Fitness and workout drops. Out of all, Energy drops segment leads the market due to their demand amongst the athletic and fitness-oriented consumers. The type of active ingredient varies for each type and can Vitamins, Electrolytes, Sweeteners or Anti-oxidants. The Enhances can also be classified based on the source they are extracted from, which can be Fruit, Milk, Vegetable, Tea and Coffee or Coconut Water.
The Global Water Enhancers Market was worth $1.2 billion in 2016 and estimated to be growing at a CAGR of 12.5%, to reach $2.2 billion by 2021. North America controlled the sector with highest number of market share followed by Europe. Asia-Pacific is an emerging market due to its higher health and fitness conscious populations. Some of the major companies in the market include Arizona Beverages USA, The Coca-Cola Company, PepsiCo, Nestle and Kraft foods.
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