Water Enhancer Market Size, Share & Trends Analysis Report By Product (Nutritional, Non-nutritional), By Form (Liquid, Powder), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global water enhancer market size was valued at USD 2.51 billion in 2021 and is expected to register a compound annual growth rate (CAGR) of 9.8% from 2022 to 2030. The rising demand for nutritious water intake across the globe due to the health benefits coupled with increasing adoption of a healthy diet is one of the major factors propelling the industry growth. The enhancer makes water nutritious and flavored as it contains vitamins, minerals, electrolytes, and other healthy ingredients. Furthermore, product adoption is widely increasing in developed economies owing to the growing awareness about following a healthy lifestyle. On the other hand, the availability of various harmful chemical additives in the flavored water enhancer is projected to restrain the growth during the forecast period.

The product is available in a variety of flavors, such as black cherry, berry, lemonade, orange, and others, that may contain harmful colors and artificial flavors that can increase the risk of various allergic reactions. This hinders product adoption. However, a significant number of product launches, such as new flavors coupled with healthy nutrition-based water enhancers, by manufacturers is projected to provide several growth opportunities for the industry. The COVID-19 pandemic negatively impacted the growth of the industry due to the disruption in the supply chain, import and export, and closure of retail stores across the globe.

The shutdown of the supermarkets, hypermarkets, and convenience stores further decreased the sales through these distribution channels, which impacted the industry growth during the pandemic. As per the International Center data, the import of flavored water across the globe decreased to around 2.7% in 2020 and then further increased to around 13% in 2021. In addition, rising awareness about following a healthy lifestyle further contributes to the industry growth. Major countries, such as the U.S., U.K., Australia, and Canada, are contributing significantly to the industry growth.

In addition, rising health concerns across the globe further support the adoption of healthy beverage drink mixes products including water enhancers, which further propels the industry growth. Moreover, the growing trend of nutritious and energy-based water consumption among celebrities and athletes across the globe is projected to provide several growth opportunities. The introduction of functional water enhancers will also contribute to industry growth. For instance, in 2020, Zhou Nutrition announced the addition of the business segment including the water enhancers in 6 new flavors for various wellness requirements, such as stress management, hair & skin health, and others.

The company launched the Hairfluence water enhancer in the watermelon flavor containing unique herbal and biotin that supports the growth of healthy and strong hairs. The other water enhancer products introduced by the company include Glowfluence, Calm Now, Energy + Focus water enhancer, collagen peptides, and Neuro-Peak. Furthermore, significant growth in the consumption of healthy and flavored water across emerging economies, such as India, China, and others, is projected to provide ample growth opportunities to the industry. The rising concerns regarding obesity due to unhealthy lifestyle in these countries is also expected to increase the adoption of nutritional water enhancers during the forecast period.

Product Insights

On the basis of products, the global industry has been further classified into non-nutritional and nutritional. Among these, the non-nutritional product segment contributed to a larger revenue share of more than 52.00% in 2021. The segment growth is mainly driven by the significant demand for flavored and color-based water enhancers across the globe. The wide range of product offerings further contributed to the growth of the segment. Various companies, such as PepsiCo Inc., The Kraft Heinz Company, Jel Sert, and SweetLeaf Stevia, are providing more than 45 varieties of flavored and color water enhancers.

For instance, The Kraft Heinz Company provides water enhancer products with the brand name Mio in different flavors and the company significantly contributed to flavored water enhancer sales. Moreover, the nutritional segment is estimated to grow at a significant CAGR during the forecast period. Shifting consumer beverage preferences and evolving trends in the healthy drinks industry are boosting the product demand. Along with this, the significant influence of social media is projected to contribute to the segment growth. Moreover, the growing demand for sports and energy water enhancers accelerates segment growth. Athletes are increasingly adopting energy-water enhancer products for increasing their water consumption for better hydration during games.

Form Insights

On the basis of forms, the global industry is categorized into liquid and powder forms. Among these, the liquid water enhancer segment held the largest revenue share of more than 65.8% in 2021. The major factor responsible for the largest share of this segment includes the wide acceptance and availability of products in the liquid form. The major players, such as the Kraft Heinz Company, Jel Sert, and others, mostly provide products in liquid form. For instance, Mio by the Kraft Heinz Company, one of the major brands, also offers water enhancers in liquid form. Therefore, the significant focus of major companies on the liquid form further contributed to the major share of the segment.

The powder segment is projected to exhibit the fastest CAGR during the forecast period. The major factors contributing to the segment growth include the increasing focus of emerging players, such as Nunn, and Dyla LLC, on powdered form water enhancers. The long shelf life of powder-based water enhancers is also one of the major factors propelling its demand. In addition, the rising demand for nutritional powder products in the gym-going population further encourages the demand for powdered water enhancers, thereby contributing to the segment growth.

Distribution Channel Insights

On the basis of distribution channels, the global industry is categorized into offline and online. Among these, the offline segment held the largest share of 80% in 2021. Offline distribution channel involves product sales through convenience stores, specialty stores, hypermarkets, and supermarkets. Owing to the easy access and availability, consumers prefer shopping from brick-and-mortar grocers. Substantial growth in the number of supermarkets and hypermarkets in emerging economies, such as India, China, and others, has increased the overall product sales. Along with that, the offline stores provide a wide range of preferences and product details through scanning before any purchase, thereby contributing to the segment growth.

The online distribution channel segment is expected to register the fastest CAGR from 2022 to 2030 owing to the increasing penetration of smartphones as a result of the extensive usage of the internet coupled with online shopping apps and websites. Moreover, various e-commerce companies, such as Amazon and JD.com, are partnering with water enhancer products manufacturers and retail stores to provide grocery items through their online channels. Therefore, the rising number of partnerships between e-commerce and retail stores creates significant growth in online sales across the globe. Along with that, various major companies, such as The Kraft Heinz Company, The Coca-Cola Company, and others, started their online platforms, which also support the segment growth.

Regional Insights

On the basis of geographical standpoint, Europe accounted for the largest revenue share of over 52.00% in 2021. The market is mainly driven by the increased product consumption in major countries including the U.K., Germany, France, Belgium, and others. Moreover, the noteworthy demand for energy water enhancers in developed countries is due to the rising popularity of drinking water that tastes great and brings in line with health benefits. The significant import of flavored water in the region further contributed to the largest revenue share. According to the data provided by the International Trade Center in 2021, Germany, the U.K., and Belgium are the major importers in Europe.

The Asia Pacific is expected to emerge as the fastest-growing region during the forecast period. The region’s growth is mainly attributed to the rising awareness regarding following a healthy lifestyle including regular intake of water comprising nutrition in countries, such as India, and China. 

Moreover, the growing concerns related to obesity and unhealthy lifestyle-related diseases increase the demand for nutritious water enhancers in these countries. In addition, the significant growth in the flavored water industry in India and China is estimated to create significant growth opportunities for the APAC region.

Key Companies & Market Share Insights

The rising demand for nutritional water enhancers, such as Mio Energy, and Mio Vitamin provided by The Kraft Heinz Co., has widened the opportunity for growth of the industry. Therefore, the product launch has been a major competitive strategy in the global industry. To fulfill consumer demand, manufacturers are launching new nutritional water enhancers in a variety of flavors that are healthy and convenient. Some of the prominent players in the global water enhancer market include:

• PepsiCo Inc.

• Nestle S.A.

• The Coca-Cola Company

• The Kraft Heinz Company

• Jel Sert

• SweetLeaf Stevia Sweetener

• Nuun

• Dyla LLC (Stur)

• 4C foods

• Arizona Beverages USA

• Heartland Food Products Group

• Keurig Dr. Pepper

• Mondelez International

• Refresco

Water Enhancer Market Report Scope

Global Water Enhancer Market Segmentation

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global water enhancer market report based on product, form, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Non-Nutritional

  • Nutritional

• Form Outlook (Revenue, USD Million, 2017 - 2030)

  • Liquid

  • Powder

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • U.K.

    • Germany

    • France

    • Belgium

    • The Netherlands

  • Asia Pacific

    • China

    • India

    • Japan

    • Singapore

    • Australia

  • Central & South America

    • Panama

  • Middle East & Africa

    • UAE