2021 Fortified Water Trends
Consumers’ surging interest in health and wellness has put functional nutrition in the spotlight. A growing number of consumers are looking to fortified food and beverage products for certain functional benefits like energy, relaxation, mental focus, and health support. Since proper hydration is always recommended as a part of a healthy, active lifestyle, fortified waters represent the best of both worlds.
This “water plus” approach to hydration offers benefits above and beyond plain water and can meet a variety of needs. A fortified water can be water plus protein, amino acids, fiber, healthy fats, vitamins and minerals, or bioactive botanicals, for example. Science-backed ingredients are becoming increasingly important to consumers as they’re often looking to achieve specific health benefits.
Here's a look at the top fortified water trends expected for 2021:
1. Protein Water
Protein continues to be a highly sought-after ingredient by consumers—to support workouts, for satiety and weight management, and for general health. Protein water offers a low-calorie, refreshing alternative to protein shakes, often with more flavor options. A protein water typically provides 10-20 grams of protein per serving and may also include added vitamins.