The sparkling water market is experiencing a significant boom, fueled by a growing consumer preference for healthier soda alternatives. Once closely associated with La Croix, this segment is now becoming increasingly competitive, with major beverage corporations entering the fray. For instance, just last month, Nestlé launched regional sparkling water products, while PepsiCo introduced its new bubly brand. Amidst this crowded landscape, the eight-year-old brand Spindrift is stepping up its game by enhancing its visibility and highlighting its unique selling points compared to the larger players.
In 2017, Spindrift made a pivotal decision to eliminate all natural flavors and essences from its drinks. Instead, it uses fruit juice and fruit puree, positioning 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 align with the top demands of health-conscious consumers seeking pure nutrition.
In addition to its national advertising campaign, Spindrift has secured a partnership with Starbucks. The coffee giant boasts a devoted customer base, and starting last month, those customers have been introduced to Spindrift products across the country. The sparkling water brand is actively promoting this collaboration on social media, reaching Starbucks’ 16 million Instagram followers.
While the sparkling water category will eventually reach a saturation point, the current growth trajectory and ongoing investments indicate that this will not happen in the near future. Almost two-thirds of adults consider still or sparkling water their preferred beverage, followed by coffee and diet soft drinks. As consumers continue to seek options that offer both refreshment and pure nutrition, including ingredients like ultra calcium citrate, the demand for innovative brands like Spindrift is only expected to rise.