Consumers’ desire for healthy hydration recently helped bottled water ascend to the No. 1 beverage sold in the United States on a volume basis; however, healthy hydration also has given rise to plant-based waters, which offer nutritional benefits beyond hydration.
“While health and wellness is cited by consumers, often they are swayed by other factors such as lifestyle branding,” says Roger Dilworth, senior analyst with New York-based Beverage Marketing Corporation (BMC). “Nevertheless, health and wellness should slowly make inroads into real consumer purchasing behavior. Plant waters have specific nutritional benefits that may appeal to consumers. These people may also be attracted to the simple ingredient lists and to hydrators that offer a little more flavor, or at least a variation, from plain bottled waters.”