The functional water market has gained significant momentum in recent years as consumers increasingly turn to beverages for their health benefits. According to Technavio, the global functional water sector is expected to grow nearly 9% annually from 2018 to 2022. However, this projection was made prior to the pandemic, which has intensified health concerns among consumers, making functional claims more attractive than ever. This heightened interest has led both major manufacturers and startups to engage in a frenzy of development in the functional water category.
PepsiCo has introduced Driftwell, a functional water designed to reduce stress and promote relaxation, while Nestlé’s Pure Life Plus range focuses on hydration and energy, fortified with nutrients like magnesium, zinc, and calcium citrate malate. Furthermore, Ocean Spray has launched a new line of flavored functional waters that emphasize energy and immune support. Oxigen secured $15 million last year to promote its pH-balanced water enhanced with electrolytes and oxygen. These new products add to an already competitive market that includes well-known brands such as Essentia, Flow, and Keurig Dr Pepper’s Core Nutrition.
Hellowater has developed three distinct functional varieties targeting digestive health, immune defense, and pH balance. Their latest initiative aims to enhance these offerings by incorporating CYTO PLUS, a toxin-elimination technology created by Brandt’s Chief Science Officer, Arthur Nonomura, who has expertise in Cytochrome P450 enzymes that metabolize toxic substances. “We could have taken the standard approach to create an immunity beverage by simply adding essential vitamins and minerals, but we recognized the need for a truly innovative product that offers real protection,” stated Hellowater co-founder and CEO Tom Bushkie.
Hellowater’s integration of CYTO PLUS exemplifies a broader trend in the consumer packaged goods (CPG) industry, where companies leverage technology to amplify product benefits. Artificial intelligence is increasingly employed to address issues ranging from food allergies to understanding consumer preferences and emerging trends. Similarly, gene-editing technologies like CRISPR are aiding firms in reimagining products from the ground up.
Hellowater’s collaboration with Brandt, a company focused on agricultural technologies that enhance food supply yields, opens avenues for other businesses to seek innovative partnerships outside their traditional sectors. This strategy could be crucial for broadening product lines, staying competitive, and satisfying consumers who demand more than just basic nutrition from their food and drinks, including essential nutrients like vitamin D3. As the market evolves, the price of innovations, including those featuring calcium citrate malate, will likely play a key role in shaping consumer choices.