woman drinking water

Fortified Water: What's Happening in 2023?

Consumers’ growing interest in health and wellness is being met with some exciting innovations in fortified water. Discover the top fortified water trends for 2023 and see why fortified water is so appealing to consumers.


  • 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. 

2023 Fortified Water Trends

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:

1. Immune Support

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.

family doing yoga

2. Mental Wellness Waters

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.

3. Sleep Support

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.

4. Collagen Water

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.

woman looking at water in store

5. Protein Water

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.

Addressing Trends with the Right Functional Ingredients

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.

Frequently Asked Questions

functional beverage is a drink that provides a beneficial effect beyond basic nutrition. These health and wellness benefits can come from a wide range of bioactive ingredients—from adaptogenic herbs like ashwagandha to MCTs for the keto diet to tryptophan for sleep support.

Some examples of functional beverages are energy drinks formulated with caffeine and B vitamins, sports drinks with added electrolytes and antioxidants, yogurt drinks that have probiotics, and beauty-from-within beverages containing collagen. The functional beverage market continues to grow as more people look for benefits like energy, relaxation, immune support, cognitive support, muscle building, and more.

Nutrient premixes are pre-blended nutrient powders that can include a variety of nutrients such as vitamins, minerals, amino acids, healthy fats, fibers, and bioactives, depending on the need. They can even include gums and flavors. Nutrient premixes are designed to be easy for manufacturers to add to foods, beverages, and supplements, with good flowability and uniform particle size to prevent the different nutrients from separating out.

There are vitamin-mineral blends, electrolyte blends, energy blends, keto blends, and oftentimes custom blends for companies that have a unique idea in mind for their fortified or functional products. Formulating with a nutrient premix instead of several individual ingredients saves a company time and simplifies purchasing, warehousing, and production. 

The essential micronutrients are the vitamins and minerals the body can’t make enough of, or at all, to support its essential functions. For humans, the essential water-soluble vitamins are vitamin B1 (thiamine), vitamin B2 (riboflavin), vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 (pyridoxine), vitamin B7 (biotin), vitamin B9 (folate), vitamin B12 (cobalamin), and vitamin C (ascorbic acid). The essential fat-soluble vitamins are vitamin Avitamin Dvitamin E, and vitamin K.

The essential minerals are categorized as macrominerals or trace minerals, with the latter required by the body in only tiny amounts. The essential macrominerals are calciumphosphorousmagnesiumsodiumchloridepotassium, and sulfur, while the essential trace minerals are ironmanganesecopperzinciodine, and selenium.

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