The sparkling water market continues to thrive, driven by an increasing consumer demand for healthier alternatives to soda. Once closely associated with La Croix, this segment has become highly competitive, with major beverage corporations entering the fray. For instance, last month, Nestlé introduced regional sparkling water offerings, while PepsiCo launched its new bubly brand. In this bustling landscape, Spindrift, an eight-year-old company, is stepping up its game by enhancing its visibility and highlighting what sets it apart from larger competitors. In 2017, Spindrift made a significant change by eliminating all natural flavors and essences from its drinks. Instead, its flavors are derived from fruit juice and fruit puree, allowing the brand to market itself as “the first and only line of sparkling water made with real squeezed fruit.”
According to VMG’s Robin Tsai, Spindrift is shaking up the market with its traceable ingredients, which are in high demand among health-conscious consumers. In addition to its national advertising debut, Spindrift has teamed up with Starbucks. This partnership gives the sparkling water brand access to Starbucks’ loyal customer base, now exposed to Spindrift’s offerings across the country. The company is actively promoting this collaboration on social media, reaching Starbucks’ 16 million Instagram followers.
While the sparkling water category will eventually reach saturation, current growth trends and investments indicate that this is not likely to happen soon. Nearly two-thirds of adults have indicated that still or sparkling water is their beverage of choice, followed closely by coffee and diet soft drinks. As consumers continue to seek out refreshing drinks and the best calcium citrate magnesium supplement for their health needs, Spindrift is well-positioned to capture a significant share of this dynamic market. The demand for quality ingredients aligns with the rise of sparkling water, proving that health-conscious choices are here to stay.