Fresh from the spring, bottled, canned, tapped, carbonated, hydrogenated, flavoured; water is available in so many different forms and formats. While it’s essential to life, it turns out that water is also an essential part of consumerism. 

Looking at statistics around the sales of water across the globe, the rise of waters that play into biohacking trends, and the facts behind the water industry, it’s clear that the bottled water industry has a bright future.

A quick look at the numbers reveals:

• The value of the bottled water market is expected to grow from $228.84 billion in 2022 to $322.85 billion by 2028.
• In 2023, the value of the sparkling water market is expected to hit $45.4 billion.
• The market is expected to grow at a CAGR of 12.6% from 2021-2028.
• The sparkling water industry’s revenue forecast for 2028 is $76.95 billion.
• Natural or mineral sparkling water holds the largest market share of more than 60%.
• Caffeinated water is projected to show the fastest growth in the next 5 years.
• North America leads the global sparkling water industry with a market share of 35%.
• The largest sparkling water brand in the world is Italy’s San Pellegrino.
• Nestle owns most of the world’s bottled water industry.

“The bottled water market was $228.84 billion in 2022.”

The numbers show that staying hydrated is certainly a money-spinner, and it’s not really surprising when you consider the benefits. Staying hydrated boosts our energy levels, aids digestion, reduces joint pain, manages our weight and improves cognition. Additional benefits of keeping yourself hydrated include regulated body temperature and improved cardiac health.

To give you greater insight into the water trends, statistics and facts we’ve taken a closer look at the bottled and sparkling water industries.

Coconut Water A Current Trendsetter

 Coconut water is the clear liquid found in green coconuts. This semi-opaque slightly viscous water contains beneficial compounds such as electrolytes, minerals and vitamins and has a slight coconut/nutty taste. 

In Asian areas where coconut palms grow easily, the health benefits of drinking coconut water are well known and have been for centuries. However, in the Western world coconut water has only come to the fore in the last decade or so.

As 95% of coconut water is actual water, it’s great for hydration and preventing dehydration.

It’s also a healthy alternative to high-calorie drinks such as fruit juice and sodas, as one cup contains just 45 calories.

“95% of coconut water is actual water.”

These healthful benefits have contributed to coconut water-based drinks rocketing in popularity. The market share of coconut water is expected to grow to $3.9 billion by the year 2031, with a robust 20.5% growth rate from 2022-2031.

Prime is one of the biggest brands driving this growth, and the energy drink developed by YouTubers Logan Paul and KSI has firmly shone the spotlight on the health benefits of coconut water. However, they’ve caused controversy with their drink, as Prime actually only contains 10% coconut water. The medical industry has questioned its high levels of caffeine and Vitamin A (toxic in high doses). There have also been questions about how healthy it is for teens – a segment of the market that it focuses heavily on.

Logan Paul and KSI, who have 40 million followers, have also been criticized for using scarcity marketing where supply is curtailed to inflate demand. Since its January 2022 launch on Instagram, Prime’s global sales had reached $250 million a mere year later. There are also reports of a burgeoning black market online where Prime is selling at hugely inflated prices.

Turning to the more measured bottled water industry in 2022-2023, the numbers show a robust market, with bottled water being an integral part of most people’s everyday lives.

The Most Popular Types Of Bottled Water

The following types of bottled water are the most common products sold in retail stores and supermarkets around the globe: 

• Sparkling water – carbonated water
• Still water – water with no carbonation 
• Spring water – water directly from a spring or natural well source
• Distilled water – purified water free of contaminants
• Mineral water – water that contains minerals
• Hydrogen water  – water with added hydrogen gas

Bottled water is convenient in our busy lives, it’s a healthy alternative to soda, it can be stored for long periods away from direct light, and it’s useful in emergencies.

Statistics show that adult men should consume around 15.5 cups or 3.7 litres of fluids per day and women need around 11.5 cups or 2.7 litres of fluid daily. It makes sense then, that reaching for a bottle of water is the easy and healthy thing to do.

“Statistics show that adult men should 3.7 litres of fluids per day and women need around or 2.7 litres of fluid daily.

However, bottled water comes with a lot of drawbacks and is frowned upon by environmental activists due to the amount of plastic waste the industry produces. The bottles are not biodegradable and contain large quantities of microplastics. This contributes to plastic pollution that ends up in lakes, rivers and seas and can even infiltrate our drinking water. 

According to Scientific American, it was clever marketing that led people to believe water sources were unsafe. This drove initial growth in the bottled water industry. However, tap water is said to contain up to 50% fewer microplastics than bottled water,  so it can technically be the healthier option.

What Chemicals Are In Plastic Bottles?

While some brands have switched to glass bottles or cans that are far better for the environment as they’re 100% recyclable and don’t leach microplastics into the earth, the majority of water is still sold in plastic bottles. In addition to not being good for the environment, plastic bottles are not that good for humans either.

Most bottles used in the bottled water industry are made of polyethylene terephthalate (PET). PET is well known for negatively affecting the human hormone or endocrine system. Many bottles also contain high-density polyethene and bisphenol A (BPA). Continually ingesting BPA particles could expose you to serious health risks such as cancers, heart risks, altered brain development and fertility issues.

Despite these negative aspects of the bottled water industry, there’s no sign of consumer interest slowing down.

However, with the rise of conscious consumerism, we may well see more brands adopt eco-friendly alternatives to PET bottles and plastic packaging. 

Sparkling Water Statistics

Sparkling water is enjoying an ongoing rise in popularity, and its market value is forecast to increase at a compound annual growth rate (CAGR) of 12.6% from 2021-2028. The current value of the sparkling bottled water market is expected to be $45.4 billion in 2023, and the industry’s revenue forecast for 2028 is a whopping $76.95 billion.

Sparkling water not only hydrates our bodies but also contains a number of important minerals, including sodium, magnesium, and calcium. It has higher concentrations of these minerals than coconut water, making it a great option for maintaining optimum health.  

“The industry’s revenue forecast for 2028 is a whopping $76.95 billion.”

Advertisements and the marketing of sparkling water have also increased in the last decade, with several new innovations emerging. 

The advent of flavoured sparkling water has played a role in this increase in marketing, as has the release of Hard Seltzer-flavoured sparkling water with a low alcohol volume. While alcohol is still a huge industry, there has been a shift to non-or low-alcoholic drinks as consumers have become more health-conscious. Hard or spiked seltzer is a great middle-ground that caters to this water trend and ensures consumers get the best of both worlds.

10 Biggest Companies In The Water Industry

San Pellegrino is the world’s largest sparkling water brand, and it’s owned by Nestle. Acqua Panna, Erikli, Buxton, La Vie, Vittel and Essentia are just a few of the other water brands Nestle owns, making it a clear winner in the industry. Topping the top 10 list, the other big names in the water industry include: 

• Nestlé
• PepsiCo
• Keurig Dr Pepper Inc.
• The Coca-Cola Company
• Danone
• National Beverage Corp.
• Talking Rain
• Polar Beverages
• GEROLSTEINER BRUNNEN GMBH & CO. KG
• CG Roxane, LLC 

Top 2023 Water Trends 

With Prime having made headlines globally, there’s a definite uptick in water trends round the world. In 2023, these are the other trends making waves:

Hydrogen water

For those interested in biohacking, hydrogen water has become a hot topic.  This water has added hydrogen gas that’s said to increase anti-inflammatory and antioxidant properties. To make the most of its health benefits, it’s best drunk after a workout as it improves muscle recovery. However, it also gives you energy and slows down the ageing process, so its benefits are multiple.

Hydrogen water is sold ready to drink, you can purchase tablets that you add to normal still water, or you can invest in a molecular hydrogen water generator for home use. 

Store-bought hydrogen water is sold for around $90 for a 30-pack of 8-ounce cans, so it’s not a cheap drink, but it certainly has its benefits.

Sugar-free flavoured water

The global flavoured water market size was valued at $13.50 billion in 2020, and as the world became more health-conscious in the last few years, there’s been a rise in the popularity of sugar-free flavoured water. This water is just as tasty as its sugary counterparts, but it’s devoid of sugary or artificial sweeteners. It’s made with natural or synthetic flavourings, and is usually sparkling, although there are limited brands that offer non-sparkling flavoured options too.

Home-made flavoured water

Making your own flavoured water is also trendy, and it’s often used in conjunction with a weight loss program. Lemon water, water with berries, cucumber or mint, or any other fruit is easy and economical to make, and it’s ideal for at-home drinking.  

“The global flavoured water market size was valued at $13.50 billion in 2020”

Sugar-free flavoured water

The global flavoured water market size was valued at $13.50 billion in 2020, and as the world became more health-conscious in the last few years, there’s been a rise in the popularity of sugar-free flavoured water. This water is just as tasty as its sugary counterparts, but it’s devoid of sugary or artificial sweeteners. It’s made with natural or synthetic flavourings, and is usually sparkling, although there are limited brands that offer non-sparkling flavoured options too.

Home-made flavoured water

Making your own flavoured water is also trendy, and it’s often used in conjunction with a weight loss program. Lemon water, water with berries, cucumber or mint, or any other fruit is easy and economical to make, and it’s ideal for at-home drinking.  

Caffeinated water

Caffeinated sparkling water first came out in around 2017, and it was born out of the concept of Americans enjoying a jolt of caffeine in a beverage that was healthier than coffee. Since then, Nestle and Coca-Cola have released caffeinated waters, along with a vast number of other brands. Prime Energy is one of the biggest, most recent brands to launch their version of a caffeinated water-based drink, and they definitely won’t be the last.

CBD water

Touted as everything from a preventative for cancer to a painkiller or a relaxant, the availability of CBD products has skyrocketed in recent years. Now, CBD water and flavoured seltzer are growing in popularity in the mainstream market. While not legal all over the world, where it is a legal ingredient, it’s attracting a lot of attention. Kalo Hemp-Infused Seltzer, Aplós Calme, Goodleaf, and Cloud Water + Hemp are just a few of the many options on the market now.

“The availability of CBD products has skyrocketed in recent years.”

Reusable water bottles

Keep cups for coffee are super popular, so it makes sense that reusable water bottles are too. All over the world, people are swapping single-use plastic bottles for reusable tin, metal, PET-free plastic and glass water bottles. Brands like Consol have capitalized on this, but you’ll also find trendy drinking bottles or canteens available just about everywhere. These reusable bottles have also offered plenty of marketing opportunities, and branded bottles are big news. 

Water coolers

The 1980s made water coolers cool, and they’re making a comeback in 2023. According to Market Watch, the global point of use (POU) water cooler market size was worth $2974 million in 2021, and this is on the rise. By 2028 it’s expected to have a CAGR of 9.6%. 

With reusable water bottles being a popular choice, it makes sense that coolers are having their moment again, as they filter water and offer a purer alternative to tap water. However, these coolers must be kept clean and maintained. Otherwise, they can harbour harmful bacteria that make the water unsafe.

The Future Of Water

Looking at the water statistics, trends and facts for 2022 and 2023 it’s clear that the water industry is enormous, and it’s certainly not slowing down. Water isn’t immune to changes in trends either, and there’s no doubt that in the future, we’ll see new innovations and ideas come to the fore. 

From health-conscious individuals who use water for biohacking to athletes looking for something extra in their hydration, or those who simply drink their 8 glasses a day because they know it’s good for them, water is the elixir of life. Those in the water industry know this, and they’re always looking for ways to capitalize on our need for hydration.