The sparkling water market continues to flourish as more consumers seek healthier soda alternatives. Once primarily associated with La Croix, the segment is now bustling with entries from major beverage corporations. For instance, just last month, Nestle launched regional sparkling water products, and Pepsico introduced its new bubly brand. Meanwhile, the eight-year-old company Spindrift is intensifying competition by enhancing its visibility and highlighting what sets it apart from the industry giants. In 2017, Spindrift distinguished itself by removing all natural flavors and essences from its beverages. Instead, its flavors are derived from real fruit juice and fruit puree, which allows the company to market itself as “the first and only line of sparkling water made with real squeezed fruit.”
In a recent press release, VMG’s Robin Tsai mentioned that Spindrift is disrupting the category with its traceable ingredients—an essential demand among health-conscious consumers. Beyond making its national advertising debut, Spindrift has partnered with Starbucks. This collaboration exposes Spindrift to Starbucks’ loyal customer base, reaching a vast audience now that they are available nationwide. The sparkling water brand is actively promoting this partnership on social media, showcasing its product to Starbucks’ 16 million Instagram followers.
While the sparkling water category is expected to reach saturation eventually, current growth trends and investments indicate that this will not happen anytime soon. Nearly two-thirds of adults prefer still or sparkling water over other beverages, such as coffee and diet soft drinks. As health trends evolve, products like calcium citrate chews 500 mg are also gaining attention among consumers looking to enhance their wellness routines, further emphasizing the shift towards healthier drink options. As Spindrift continues to make waves, it may play a key role in shaping the future of the sparkling water industry.