With the New Year, many people will seek to be healthier and more hydrated. More than just water, Enhanced Waters are one popular drink of choice. Natural Positioned items drove the most variance dollars with solid growth, while Specialty & Wellness followed in variance dollars with modest growth. Although Conventional Positioned items had the least variance dollars, they had the highest growth rate. Thus, there are a variety of product positions that are all helping the Enhanced Waters category grow. See chart below:
The types of Enhanced Waters are also driving dollars and growth but at differing levels. Nutrient based Enhanced Waters have the most variance dollars (with modest growth) while Alkaline based Enhanced Waters follow in variance dollars (and strong growth). Electrolyte and Oxygenated based Enhanced Waters have the least dollars (with varying growth rates). See chart below:
For related SPINS information from an earlier article on Plant Waters, click here: https://www.spins.com/plant-waters-make-waves-this-summer/