- Fortified water is a segment to watch in the functional beverage market.
- Immune support, mental wellness waters, sleep support, collagen water, and protein water are the top fortified water trends we're seeing in 2023.
Consumers are more aware of food and beverage products that can provide focused health and wellness support. This has been good news for the functional beverage market, which has seen high growth in segments such as energy drinks, functional coffees and teas, and sports protein beverages. Due to recent innovations, fortified water is another segment to watch.
Fortified water appeals based on its offer of clean, pure hydration that the body needs, plus on-trend benefits that consumers are looking for. This “water plus” approach to hydration delivers a premium experience above and beyond that of plain water and can address a variety of needs.
A fortified water might be water plus protein, amino acids, electrolytes, vitamins and minerals, or bioactive botanicals, for example. Fortified waters in the market tend to focus on one functional benefit per product and use clear on-packaging messaging to communicate this benefit to the target consumer.
Here's a look at the top fortified water trends we’re seeing in 2023:
Immune health is proving it has staying power, as many consumers continue to incorporate immune support ingredients and products into their diets. Propel Immune Support is a fortified water that provides its benefits through key vitamins and minerals, delivering 100% DV vitamin C and 30% DV zinc. Karma Probiotic Water, available in a wide variety of fruit flavors, offers two billion probiotic culture per serving, plus 100% DV of six essential vitamins.
Smartwater is advancing fortified water for mental wellness with the recent launch of its smartwater+ line. Smartwater+tranquility uses ashwagandha to support emotional calmness, while smartwater+renew features dandelion and lemon extracts for revitalization. Ginseng and green tea extracts are used in smartwater+clarity, which targets mental focus. Karma has also responded to consumers’ needs for mood and stress support with its new CBD-infused water.
Fortified water for sleep support is another important functional beverage trend for 2023. The stress and disruption in consumers' lives arising from economic challenges and world events has also affected sleeping habits for many consumers. Pepsi’s fortified water Driftwell is leading in this area. Driftwell contains 200 milligrams of L-theanine and 10% DV magnesium that are meant to help consumers unwind before bed, so they can drift off to sleep.
With many consumers returning to the workplace in the post-pandemic period, beauty beverages like collagen water are poised for growth. Collagen water appeals to those interested in healthy skin, as well as those interested in joint health, such as seniors. More recently, athletes—who are aware of the essential role of collagen in tendons and ligaments—are looking to collagen to optimize mobility and performance. Nestle’s recent acquisition of Vital Proteins (the leading US brand of collagen products, including collagen water) and expansion of the brand into Europe and China will drive greater awareness of the benefits of collagen.
Protein continues to be a highly sought-after ingredient by consumers for workout support, satiety and weight management, and 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. Despite the popularity of plant-based proteins, dairy protein remains the most commonly used protein in protein waters.
By combining healthy hydration with functional nutrition, fortified water has something to offer everyone. Functional beverage manufacturers can tap into this high potential area by keeping in mind the most important ingredients and health benefits consumers are looking for right now, while delivering a refreshing flavor that ensures an enjoyable experience.
At Glanbia Nutritionals, we offer the functional beverage ingredients you need to succeed. From creating a vitamin and mineral based custom nutrient premix to our bioactives that support immunity and weight management, plus in-demand botanicals like ashwagandha and highly soluble proteins for beverages, we have the solutions to help you develop your next fortified water. Contact us to learn more.
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