Bottled, canned, or boxed? Sparkling, flavored, or vitamin-infused? The water aisle of the supermarket is expanding fast, pushing retailers and large CPG companies to adapt.
The water category has been on the rise over the past years, occupying a greater share of supermarket shelf space.
Bottled water was even set to become the largest soft drink category in 2018, according to Zenith Global.
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Successful carbonated water brands such as La Croix have pushed top soft drink producers to move into this category faster. PepsiCo, for example, spent $3.2B to acquire sparkling water machine maker SodaStream last year.
And there’s more to come.
Below, we identify three trends that are shaping the growing water market.