When it comes to beverage consumption choices, many will highlight that consumers are not at a loss for solutions. However, data shows that on a volume basis, one category has emerged as the latest favorite: bottled water. According to a May 2018 release from the International Bottled Water Association (IBWA) and Beverage Marketing Corporation (BMC), bottled water was the No. 1 beverage product in the United States by volume, for the second year in a row.
Given the volume growth of packaged water, beverage manufacturers have taken notice of how consumers are reaching for hydration beverages over sweeter options, prompting them to rethink their own portfolios.