New products continue adding excitement to the category for healthy hydration options
NACS Online
Consumers’ concern over healthy hydration continues to boost the bottled water category, according to the 2018 water market report from Mintel.
Bottled water has long been a healthier choice for consumers, the report noted, but it’s no longer boring. Producers are adding infusions, caffeine and flavors to their waters and working to create environmentally friendly containers, such as recycled paper cartons and reusable aluminum bottles.
One brand enjoying major growth is LaCroix, the seltzer that comes in 20 flavors, according to Prime World News. LaCroix reported net sales of $826.9 million for its 2017 fiscal year, up from $662 million in 2013. The entire sparkling water category saw a 16.2% increase from 2015-2016. But LaCroix blew other brands out of the water with 72.7% growth.
It may seem like an overnight success, but LaCroix has actually been around since the ‘80s as a regional brand. In recent years, the company, which is based in Fort Lauderdale, successfully tapped into Millennial-driven trends, such as replacing soda for water and posting photos of favorite products on Instagram. LaCroix also has been mentioned in HBO’s “Girls” and by Jimmy Fallon on the “The Tonight Show.” And it didn’t hurt when rapper Big Dipper’s comical R&B-inspired single “LaCroix Boi” was uploaded to YouTube last summer.
In other bottled water news, Fiji announced it will begin delivering its own product to retailers, according to Beverage Industry. The company is ending its distribution partnership with Keurig Dr. Pepper in order to focus on providing a “superior experience” for retailers and consumers, management said. The transition is set to be completed by October 1st.
Free digital assets for cooler doors or floors can be downloaded and used to help promote water consumption/sales at your stores. NACS worked with the Partnership for a Healthier America to develop industry-specific “Drink Up” artwork that can be downloaded at www.convenience.org/YourBusiness/Refresh/Partnerships/Pages/Hydrate-Your-Sales-with-Drink-Up-Materials.aspx.
