Sparkling water or carbonated water has gained tremendous popularity over the last decade. For many people, sparkling water is the perfect beverage — versatile and utterly refreshing, able to cleanse the palate and it contains zero calories. And it sure seems to be having a moment.
Sales of packaged sparkling water have skyrocketed since the Covid-19 pandemic confined so many seltzer fans to their homes, with MarketWatch reporting a dramatic 52 percent jump in March 2020 alone in the United States. That same month, the demand trickled down to the aluminum can industry and U.S. sales rose 24 percent by volume. If these trends continue, experts predict a widespread shortage could be on the horizon. There are more ecologically sustainable and economically viable options available in the market today – like the sparkling water makers. This episode discusses the market trends of the sparkling water maker industry.
It is the final part of a four-part series titled “Sparkling Water Series” by Sani Water. With “Sparkling Water Series”, Sani Water aims to educate and inform their customers about the benefits of using carbonated water, different types of carbonated water technology, review and recommend best available sparkling water makers in the market and provide an overview of the future of this booming industry.
REFLECTION POINTS
INCREASE IN GLOBAL DEMAND
Sparkling water contains minerals, such as calcium, magnesium, and sodium, and it is naturally carbonated. That is why different water brands have different tastes as per their bottling sources. This water has many medicinal properties such as it helps in improving the digestive system, increasing the feelings of fullness, relieving constipation, and enhancing the swallowing ability. In addition, it helps to improve heart health and lower the risk of developing heart diseases. These health properties of the carbonated or sparkling water are propelling the demand in the global market.
Since the starting of the year 2020, the world is facing the COVID-19 pandemic. In order to stop the spread of this deadly infectious disease, governments across the globe have imposed a strict lockdown in their respective countries in which people are not allowed to go outside their homes even for food shopping. This has drastically surged the demand for safe, clean, and healthy water, which helps to keep the body hydrated and improves immunity. According to the International Bottled Water Association (IBWA), bottled water businesses have boosted their production capacity to cater to this surge in demand. These trends are anticipated to boost the market growth across the globe. 36% profess to love or at least like flavored sparkling water. The audience is dedicated, even if they are not a majority.
MARKET TREND
The trend of the sparkling water is a microcosm of a much larger trend in the non-alcoholic beverage industry. The trend sees a growing number of health-conscious consumers and an enormous shift towards healthy and nutritious beverages. This is significantly evidenced by the fact that the key players in the carbonated drinks industry are transitioning their portfolio to include sparkling water which consequently acts as a major factor in the growth of the sparkling water market. The sparkling water market is slowly taking up the share of the soft drinks market, as sparkling water boasts of no-sugar and calorie-free tag yet presents itself as a unique bottled water drink for the consumers. The fact that the key players are also developing new strategies to promote and market their products as health drinks to enhance their health-conscious consumer base, is a strong growth indicator for the growth of the sparkling water market.
67% of sparkling water super fans drink the beverage on a daily or weekly basis, ensuring repeat customers for sparkling beverage producers. Many consumers may have turned to sparkling beverages as a low-calorie replacement for their regular soda.
The health-conscious consumers are looking for more healthy alternatives in the beverage market and sparkling water is currently leveraging itself as a healthy and refreshing option for consumers in the non-alcoholic beverage market. However, lack of consumer awareness in many regions and absence of distribution channels may slightly hinder the growth of the sparkling water market.
REFERENCES
- https://www.nytimes.com/2020/12/12/at-home/diy-seltzerator.html
- https://www.grandviewresearch.com/industry-analysis/sparkling-water-market#:~:text=The%20global%20sparkling%20water%20market,factor%20for%20the%20market%20growth.
- https://www.bevindustry.com/articles/93226-state-of-the-beverage-industry-all-bottled-water-segments-see-growth
- https://www.persistencemarketresearch.com/market-research/sparkling-water-market.asp
- https://www.businesswire.com/news/home/20200325005448/en/2020-Global-Sparkling-Bottled-Water-Market—Size-Share-Outlook-and-Growth-Opportunities—ResearchAndMarkets.com
- https://civicscience.com/rise-sparkling-water-trend-headed-next/
- https://smra-global.org/resources/Documents/Sparkling%20Water%20Social%20Media%20Listening%20Report%20pdf.pdf
