Enhanced water is any water fortified with vitamins, minerals, or other functional ingredients to improve its taste, texture, or nutritional profile. Various active ingredients can be added to enhanced water. The most popular include electrolytes, vitamins, minerals, natural or artificial flavors, botanicals, and sweeteners.
Enhanced water first hit the shelves in the early 2000s with the launch of vitaminwater, a vitamin-infused water from The Coca-Cola Company. Today, the category has exploded with new brands and formulations, making it one of the fastest-growing segments in the beverage industry.
The enhanced water brand market is one of the hottest segments within the beverage industry, valued at $7042.68 million in 2021 and expected to hit $11893.69 million by 2027, growing at a CAGR of 9.13% from 2021 to 2027, according to 360 Research Reports.
The continued upward trajectory is primarily due to the health-conscious consumer, who is increasingly interested in water that goes beyond just quenching thirst.
The enhanced water business is still in its infancy; however, the leading brands have already established themselves as major players in the space.
This guide discusses the benefits of enhanced water as well as five things you can learn from the top enhanced water brands if you’re looking to start your enhanced water brand or want to stay ahead of the curve.
The Impact of Lifestyle-Related Health Issues on Beverage Choices
Lifestyle-related health issues, such as obesity, diabetes, and cardiovascular diseases, are reshaping the beverage landscape. These conditions are leading consumers to seek healthier drink options, fundamentally altering their purchasing decisions.
Why Health Issues Matter
Rising Health Consciousness:
- Consumers are becoming increasingly aware of how their choices affect their health. This awareness is driving people away from sugary sodas and high-calorie drinks.
Preventive Health Care Focus:
- There’s a growing understanding of diet’s role in long-term health management. Individuals are not just treating diseases; they’re actively trying to prevent them.
Beverage Market Trends
Enhanced Water Surge:
- Products like enhanced water are rising in popularity as they offer a low-calorie, sugar-free alternative. They quench thirst while aligning with health goals, attracting consumers aiming to manage or prevent health issues.
Functional Beverages:
- Drinks enriched with vitamins, minerals, or other beneficial ingredients are becoming mainstream. Such products appeal to those who want more than just hydration from their drinks.
Implications for Consumers
- Daily Habits Shift:
- As part of adopting healthier lifestyles, people are incorporating these better-for-you beverages into their daily routines, using them as tools for better health management.
As lifestyle-related health issues continue to rise, consumers are pivoting towards healthier beverages. This shift not only reflects a strategic move toward health improvement but also underscores a significant trend in how lifestyle impacts market dynamics.
Benefits of Enhanced Water
Leading enhanced water brands like Hint Water Inc, Group Danone, blk. water, and Karma Wellness Water have been quick to capitalize on this trend by formulating their products with a wide range of functional ingredients that offer everything from electrolytes and vitamins to energy and collagen.
These enhanced waters, besides the hydrating benefits of regular water, boast an extensive list of health claims that have made them a favorite among fitness fanatics, wellness warriors, and everyone in between.
The benefits of enhanced water vary depending on the specific beverage formulation. Most brands market their products as a healthier alternative to sugary sodas and juices.
Enhanced water generally contains fewer calories than sugary drinks and is often fortified with vitamins, minerals, and electrolytes that offer a variety of health benefits. Here are a few of the most common benefits associated with enhanced water:
Enhanced Bottle Water Improves Hydration
Nutrition experts recommend drinking 6–8 glasses of water daily to maintain proper hydration. Many people find it difficult to reach this goal because plain water can be bland and tasteless. Enhanced water provides a convenient way to up your water intake by adding flavor and nutrition to plain old H2O.
Electrolyte Replacement
Electrolytes like sodium, potassium, and magnesium are essential for proper hydration, muscle function, and nerve transmission. You lose electrolytes through your skin when you sweat, leading to dehydration and electrolyte imbalance.
Enhanced water is often fortified with electrolytes to help replace what’s lost during exercise or exposure to hot weather. This can help prevent hydration, improve nerve and muscle function, and rebuild damaged tissue.
Aids in Weight Loss
Many people struggling to lose weight turn to enhanced water as a calorie-free alternative to sugary drinks. Ingredients often found in enhanced water, like green tea and caffeine, can help boost your metabolism and promote weight loss.
Electrolyte Enhanced Water Boosts Energy Levels
Enhanced water is an excellent way to re-energize your body and mind, especially when feeling fatigued. Some brands add caffeine to their products to help improve alertness and focus, while others rely on natural ingredients like guarana and ginseng to provide a gentle energy boost.
Fights Free Radicals
Free radicals are unstable molecules that can damage cells, leading to inflammation and chronic diseases. Antioxidants like vitamin C help fight free radicals and protect your cells from damage. Enhanced water brands fortify their products with vitamins and minerals like vitamin C to help fight free radicals and improve overall health.
Enhanced water is a great way to improve your overall health. It’s a healthy alternative to sugary drinks, and it’s packed with vitamins, minerals, and electrolytes that help keep you hydrated and fight free radicals.
5 Things You Can Learn from thriving Enhanced Water Brands
Learning from the successes (and failures) of others is a smart way to shortcut your path to success. Here are five things you can learn from the top brands in the industry:
1. Keep It Simple
Less is more when it comes to enhanced water. The best-selling products have a short ingredient list and minimal added sweeteners. Consumers are looking for a healthy, convenient way to hydrate, not a sugary drink masquerading as water.
Avoid concocting exotic flavor combinations and adding too many ingredients to your products. Instead, focus on creating a healthy, refreshing beverage that’s easy to drink.
2. Think Outside the Bottle
Cut through the clutter and get noticed with unique packaging. Enhanced water is a highly competitive market, so standing out on store shelves can be difficult. Some of the most successful brands have succeeded by thinking outside the traditional cylindrical bottle.
Find a way to make your products pop and grab consumers’ attention, whether it’s a unique shape, interesting label, or creative enhanced water marketing campaign. Boxed Water, for example, uses environmentally friendly packaging that’s easy to recycle.
3. Create a Strong Water Brand
Your brand is more than just a logo or product name. It’s the promise you make to your customers about what they can expect from your products. A strong brand will help you build customer loyalty, attract new customers, and boost performance.
Consider what makes your products unique and what sets you apart from the competition when developing your brand. What values do you want to communicate to your customers?
What feeling do you want your products to evoke? A clear brand identity will help you connect emotionally with your customers and make your products more memorable.
Thriving enhanced water brands, such as Hint, have found success by creating a strong identity and staying true to their brand promise. Everything they do is focused on delivering healthy, refreshing water with a hint of fruit flavor, from their packaging and marketing campaigns to their social media presence.
4. Educate Consumers
Most people are still unaware of the benefits of enhanced water and often see it as an unnecessary expense. Educate consumers about your product’s benefits and how they can improve their health.
Use your website, social media, and email to complement your enhanced water marketing strategy and communicate the unique benefits of your products. You can also partner with health professionals, fitness instructors, and social media influencers to get your products in front of potential customers.
5. Know Your Competition
What better way to learn from your competitors than to study them directly? Keep tabs on what the other brands in your industry are doing and see how you can improve upon their successes (and failures).
Compare your products, packaging, marketing campaigns, and pricing to see where you can make adjustments to better appeal to customers. This information will help you fine-tune your enhanced water business plan and give you a leg up on the competition.
You can shortcut your path to success and create a winning product by studying the top enhanced water brands and learning from their successes. Remember these lessons as you develop your business plan and grow your brand.
The Rising Demand for Plant-Based and Organic Additives in Enhanced Water
Interest in enhanced water infused with plant-based and organic additives is on the rise. Today’s consumers are increasingly drawn to beverages that emphasize natural ingredients and clean labels. This shift reflects a broader trend towards healthier and more transparent food and drink choices.
What’s Driving Consumer Preference?
Health and Wellness Trends: As more people prioritize their health, beverages that include ingredients like coconut water, natural flavors, or medicinal herbs are becoming popular. These ingredients are touted for their numerous health benefits and are perceived as more wholesome alternatives to synthetic additives.
Clean-Label Movement: Consumers are scrutinizing ingredient lists more closely than ever before. They prefer products that are simple, with recognizable and pronounceable components. Enhanced waters featuring plant-based elements such as turmeric or ashwagandha resonate well with this demographic.
Environmental and Ethical Considerations: A significant portion of the market is concerned about the environmental impact of their purchases. Organic and plant-based options often have a smaller carbon footprint and are considered more sustainable, adding another layer of appeal for eco-conscious buyers.
Key Benefits of Plant-Based Additives
- Hydration and Nutrition: Ingredients like coconut water are not only hydrating but also rich in nutrients, offering a dual benefit.
- Natural Flavors: Herbs and botanical extracts provide unique flavors without relying on artificial sweeteners or preservatives, enhancing both taste and health appeal.
- Functional Properties: Certain herbs, known for their adaptogenic qualities, can offer stress-relief and other health benefits.
The increased demand for plant-based and organic additives in enhanced water signifies a broader consumer trend towards healthier, ethically produced, and clean-label products. Brands that incorporate these elements are poised to capture the attention of a discerning market seeking not only hydration but also added nutritional and wellness benefits.
Why is Sustainability Important in the Enhanced Water Industry?
The enhanced water industry is experiencing a surge in popularity, but with this growth comes a responsibility to address environmental impacts. As consumers become increasingly aware of their environmental footprint, sustainability has shifted from a nice-to-have to a necessity.
Addressing Environmental Concerns
Traditional packaging methods, such as single-use plastics, contribute significantly to environmental degradation. By adopting sustainable packaging solutions like biodegradable or recyclable materials, the enhanced water industry can reduce its ecological footprint and minimize waste.
Meeting Consumer Demands
Today’s consumers are more concerned about the environment than ever before. They actively seek out brands that align with their values, prioritizing products that offer eco-friendly options. By embracing sustainable practices, companies can attract these environmentally conscious buyers, fostering brand loyalty and expanding market reach.
Regulatory Compliance and Innovation
Governments and regulators are increasingly enforcing stricter environmental guidelines. By switching to sustainable packaging, companies not only comply with these regulations but also position themselves as industry innovators. This not only fosters a positive brand image but can lead to cost savings in the long run through efficiency improvements and waste reduction.
Adopting sustainable practices in the enhanced water industry isn’t just a moral imperative—it’s a strategic business decision. By doing so, companies can reduce their environmental impact, meet consumer expectations, and stay ahead of regulatory pressures.
Partner with a Reliable Marketing and Branding Partner and Position Yourself for Success
Breaking into the enhanced water industry filled with so much competition is no easy feat. Partnering with a reliable marketing and branding agency is vital to help you navigate the challenges and position your brand for success.
MetaBrand is a leading beverage formulation and manufacturing company helping our clients develop strong brands and launch effective marketing campaigns. Our in-depth knowledge of the enhanced water industry and proven track record of success make us the perfect partner to help you grow your brand.
You can get information on how we can help you grow your brand by contacting us today.
Enhanced Water Brands FAQs
An example of enhanced water is one that has natural ingredients such as vitamins, minerals, electrolytes, or herbs added to it. These additives can provide additional health benefits, provide flavor and boost hydration.
Yes, enhanced water is generally considered to be a healthy option. It typically contains natural ingredients such as vitamins and electrolytes, while also being low in calories. Studies have also suggested that consuming enhanced water can help with hydration and can provide additional health benefits depending on the specific ingredients it contains.
It is possible to drink too much electrolyte enhanced water, as drinking excessive amounts can lead to an imbalance in bodily electrolytes. Over-consuming electrolyte enhanced water can cause nausea, vomiting, muscle cramps and headaches. Additionally, it is best to check with a doctor before deciding how much electrolyte enhanced water to consume each day.
The downside of enhanced water is that it can be expensive compared to regular water, and the added ingredients may not always provide additional health benefits. It can also contain unnecessary sugars and artificial sweeteners, which are generally best avoided. Additionally, some enhanced waters may not have nutrient content claims or adequate nutrition labeling which makes it difficult for consumers to discern if the product is beneficial for them.
Electrolyte-enhanced water is a type of enhanced water that has added electrolytes such as sodium and potassium. The electrolytes are added in order to replenish the body’s fluid balance, particularly after periods of physical activity or when you are feeling dehydrated. The electrolytes can also help to support other bodily functions such as aiding digestion, helping with muscle recovery and providing hydration.
