Water Water Everywhere!

1. Mental Upliftment: This does not always mean a caffeine beverage; it could also be quick nutrition (e.g. fruit juice) or a break that is providing an uplift (such as a water break).
2. Basic Thirst/Hunger: Customers will reach for standby’s like bottled water. 
3. Craveable Rewards: This is where other water-based beverages come into play such as sparkling water including flavoured sparkling beverages (like Bubly) that help to balance out the craving and nutrition interests.
4. Comfort (Familiarity): Selling the brands people love to keep bringing them back for more.

• Sparkling Water: While the overall carbonated soft drink category continues to decline, carbonated and sparking water’s growth continues on an upward trend. Why the popularity?  Sparkling water responds to many customer needs; a mental uplift, balanced nutrition, craveable rewards, and comfort. Additionally, many health claims are also pushing the fact that carbonatation allows fizzy bubbles to fill your stomach and trick your brain into thinking you are full. However, it should be noted that the biggest overall benefit continues to be a solution for hydration.
• Alkaline Water: Believe it or not the premium price (and higher revenue opportunity) cannot be ignored with this growing trend.  Alkaline water has a higher pH than regular drinking water (it is also referred to as ionized water).  Alkaline water is promoted to improve energy and balance the body’s pH levels.  Some argue it can neutralize acidity in your blood stream, aid in bone health, and some studies have also touted benefits to prevent diseases such as cancer and heart disease; however, there is very little credible evidence to support these claims. Despite that, sales continue to climb!