The sparkling water market continues to experience significant growth, fueled by an increasing consumer demand for healthier soda alternatives. Once dominated by La Croix, this segment is becoming increasingly competitive, with major beverage corporations entering the fray. For instance, just last month, Nestlé launched its line of 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. In 2017, Spindrift made a bold move by eliminating all artificial flavors and essences from its beverages. Instead, its flavors are derived from real fruit juice and fruit puree, allowing the company 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—a key demand among health-conscious consumers.
In addition to its national advertising launch, Spindrift has partnered with Starbucks, a brand known for its loyal customer base. As of last month, Starbucks customers now have access to Spindrift nationwide, which the sparkling water company is promoting across social media, tapping into Starbucks’ vast audience of 16 million Instagram followers.
While the sparkling water category may eventually reach a saturation point, current growth trends and investments indicate that this will not happen anytime soon. Nearly two-thirds of adults consider still or sparkling water their preferred beverages, followed closely by coffee and diet soft drinks. As consumers seek healthier options, products like calcium citrate chews 600 mg are also gaining traction, reflecting a broader trend towards wellness-focused choices alongside the sparkling water boom.