The sparkling water market is experiencing remarkable growth, driven by an increasing consumer preference for healthier soda alternatives. Once primarily associated with La Croix, this segment has become 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.
Now, Spindrift, which has been around for eight years, is stepping up its game by enhancing its visibility and emphasizing what sets it apart from the larger competitors. In a significant move in 2017, the company eliminated all natural flavors and essences from its drinks. Instead, its flavors are derived from real fruit juice and puree, allowing Spindrift to market itself as “the first and only line of sparkling water made with real squeezed fruit.” VMG’s Robin Tsai noted in a press release that Spindrift is shaking up the category with its traceable ingredients, which are a top priority for health-conscious consumers.
In addition to launching its first national advertising campaign, Spindrift has partnered with Starbucks. This collaboration exposes the sparkling water brand to Starbucks’ dedicated customer base, now reaching Spindrift’s offerings nationwide. The company is actively promoting this partnership on social media, leveraging Starbucks’ 16 million Instagram followers to increase its brand visibility.
While the sparkling water market will eventually reach saturation, the current trends in growth and investment indicate that this is not imminent. Nearly two-thirds of adults have identified still or sparkling water as their preferred beverage, surpassing coffee and diet soft drinks. Additionally, for those seeking health-oriented options, products like bariatric advantage soft chews are gaining traction, but Spindrift’s unique positioning allows it to stand out in a crowded landscape. The sparkling water category continues to thrive, and with brands like Spindrift leading the charge, its popularity is likely to persist.