Natural Hydration Trends Shaping Premium Water and Spritzer Consumption

Introduction

Consumer perceptions about hydration have undergone a major change over the last few years. Hydration is not only considered thirst-quenching anymore but rather as a part of overall health. This change enables the demand for natural hydration beverages which focus on purity, minimal processing, and transparent sourcing.

In 2024, premium water brands have given more emphasis on natural positioning through messages about sustainability and source protection. As part of its global brand communication, Evian highlighted the preservation of its alpine source along with carbon reduction initiatives. These measures are in line with what the customers want, i.e., authenticity and environmental responsibility.

Spritzer line of products are the biggest beneficiaries of this behavior change as they can offer carbonation without the use of too much sugar or artificial additives. The brands present spritzers as substitutes for regular soft drinks thereby appealing to clean label buyers.

Explore the full report to gain deeper insights into consumer behaviour shifts, brand strategies, and growth opportunities shaping the Spritzer Market Report.

Major Trends, Drivers and Challenges

Growing health and wellness awareness has become the main reason behind the surge in demand for natural hydration, as consumers willingly give up high sugar carbonated drinks and artificially flavored beverages. Such a trend can be noticed in the way brand portfolios are adjusted at major beverage companies. In 2024, Coca Cola extended the distribution of its Topo Chico mineral water line not only in the core North American markets but also globally, thus clearly positioning the product as a zero sugar alternative to traditional soft drinks. The brand's advertising focused on the mineral content and source authenticity rather than the intensity of the flavor, thus mirroring the way health-conscious consumers currently judge hydration products. At the same time, PepsiCo kept on scaling the production of Bubly's unsweetened sparkling water variants while at the same time dropping the slower-moving flavored SKUs with artificial-profile perception.

Transparency in ingredients has become a major factor influencing consumers' decisions to purchase rather than simply being a factor considered secondarily. When looking at labels, consumers are focusing more on short lists of ingredients as well as components they can easily recognize, and this is especially true for premium water and spritzer categories. LaCroix reinforced its “essence only” positioning in 2024 by updating packaging language to clarify the absence of sweeteners, calories, or additives, addressing lingering consumer skepticism from earlier years. In addition, European mineral water brands like Gerolsteiner and Vittel have also increased the on pack disclosure around the mineral composition and source protection thereby reassuring first buyers to trust and continue buying these brands. Retailers are rolling their sleeves up to show their willingness to support this trend by stocking and axis grouping of the clean hydration products that could be a great move for transparent brands.

Lifestyle alignment is a strong enhancer of demand, especially in urban markets where sparkling water and spritzers are social consumption occasions. In metropolitan markets such as London and New York, on trade venues increasingly feature premium sparkling water and spritzer options as alcohol substitutes. For example, Fever Tree expanded its non alcoholic mixer positioning in select markets, encouraging consumption with meals and social gatherings rather than solely as cocktail components. This tends to cement spritzers as the type of beverage one can drink while being a moderate consumer and having premium experiences and thus the lifestyle association is further strengthened by the moderation and premium elements.

Despite these positives, challenges persist. Price sensitivity limits adoption beyond higher income consumer groups. For instance, two brands like San Pellegrino and Perrier are up against competition from private label sparkling water brands which imitate clean label positioning at lower prices. In addition, shelf overcrowding drives up marketing costs since brands have to spend more on repackaging and also, on-store promotions in order to remain different. However, the thirst for natural hydration remains at a high level. Brands that stay authentic in their sourcing, use minimal ingredients, and are lifestyle relatable not only keep getting shelf space but also gain consumer loyalty, so, they are sure to grow in premium hydration categories.

Table of Contents

1. Introduction
2. Definition and Scope
3. Health and Wellness Consumption Drivers
4. Ingredient Transparency Expectations
5. Lifestyle and Occasion Based Consumption
6. Brand Positioning Strategies
7. Market Constraints
8. Outlook

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