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Customized report service – Bottled water market in Canada and the United States

Key consumer trends in North America for the bottled water market

Health and wellness

In the North American market, flavoured water has become increasingly popular among millennials (1981-1996) and Generation Z (1997 to date) due to the growing awareness of risks associated with excessive consumption of sweets, high-calorie drinks, including carbonated soda and juice.

Soft drinks with low natural sweeteners (instead of artificial sweeteners), low sugar and with different levels of carbonation are gaining market share in the North American bottled water market. According to Global Data, the average consumption of carbonated soda and still drink beverages per capita in litre for Canadians has declined from 91.3 and 7.3 litres in 2010 to 71.5 and 5.2 litres, respectively in 2018.

Average consumption per capita of selected beverage products in the United States, in litres, 2010 to 2022
2010 2012 2014 2016 2018 2020[e] 2022[e]
Enhanced water[1] 5.2 5.1 5.2 5.5 6.3 6.9 7.5
Flavored water[1] 4.6 4.6 5.5 7.3 8.9 10.5 12.0
Packaged water[1] 87.8 93.5 102.9 118.7 N/A N/A N/A
Carbonated soda N/A N/A N/A N/A N/A 122.6 118.4
Juice 24.0 21.7 20.9 19.0 17.1 15.9 14.4
Still drinks 19.9 19.3 18.9 18.0 17.1 16.6 16.0

Source: Global Data Intelligence, 2019

e: estimate

1: See Definitions

N/A: Not applicalbe

Average consumption per capita of selected beverage products in the Canada, in litres, 2010 to 2022
2010 2012 2014 2016 2018 2020[e] 2022[e]
Enhanced water[1] 1.6 1.9 1.8 1.7 1.7 1.7 1.8
Flavored water[1] 2.7 2.7 2.9 4.0 5.7 6.6 7.9
Packaged water[1] 53.9 63.5 64.8 73.6 72.3 72.7 72.9
Carbonated soda 91.3 86.2 78.9 74.2 71.5 71.4 70.0
Juice 34.6 31.8 30.4 26.8 24.0 23.1 21.7
Still drinks 7.3 6.8 6.4 5.7 5.2 5.1 5.0

Source: Global Data Intelligence, 2019

e: estimate

1: See Definitions

Ecological packaging

North American consumers are expected to have more choices for products from green supply chains as the focus shifts to ethical consumption, including environmentally friendly packaging. As waste is subject to further scrutiny, such as hazardous plastics that harm ecosystems, consumer behavior will determine brand transparency in manufacturing as well as improved recyclability.

The increasing restrictions by local cities and government for the use of single-use plastics in packaging and the growing awareness of environmental protection can have a negative influence on the use of plastic containers. Having a bottled water product that has environmentally friendly packaging is a growing asset in the North American market.

Carbonated water

One of the most significant trends affecting the flavored bottled water market in North America is the dynamic growth of carbonated products. This segment continues to benefit from consumer migration to common sweet carbonate flavoured water as a healthier alternative to soft drinks due to the absence of artificial sweeteners, caffeine and flavour enhancers. The segment was once relatively small, consisting mainly of well-known imported brands and a handful of seltz products.

The carbonated bottled water segment is now an important and diversified one. The main drivers of this growth are clearly linked to the slowdown in sugar-carbonated consumption (that is, soda), as an increasing number of consumers have opted for healthier options. Distrust of artificial sweeteners is slowly leading North American consumers to bypass diet soft drinks, opting instead for flavored carbonated waters that are naturally calorie-free.

Premium options

North American consumers are buying premium bottled water (flavored or plain) as a healthy and convenient option. The perception of what is a premium bottled water product is complex because it's subjective and it differs from one consumer to another.

From a consumer's perspective, it can be related to the source of the water, which may have a distinct mineral composition or a link to a specific place or region, it can be related to the level of "purity", or it may be a premium bottled water product that has added functionalities (that is, vitamin).

Kid-friendly options

The market for sweetened and artificially flavored drinks for children is under pressure from a growing number of young North American families looking for flavored drinks while limiting the amount of sugar, artificial flavors and calorie intake. This results in market opportunities for flavored products for children including flavored bottled water products.

Retail sales

Bottled water product market, retail sales in Canada, US$ millions, 2015 to 2022 - historical and forecast
Category Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Enhanced water - total 183.9 188.5 0.8 192.7 199.8 1.2
Flavored water Mineral 36.8 86.6 33.0 47.6 N/A N/A
Table 156.9 338.7 29.2 430.9 N/A N/A
Spring 55.7 5.4 −54.0 10.4 N/A N/A
Flavored water - total 249.4 430.7 20.0 488.8 604.9 7.4
Packaged water Mineral 305.5 375.7 7.1 235.8 N/A N/A
Table 1,269.2 1,335.7 1.7 1,013.3 N/A N/A
Spring 1,275.5 1,496.7 5.5 2,049.8 N/A N/A
Packaged water - total 2,850.2 3,208.2 4.0 3,298.9 3,658.5 3.5
Total 3,283.5 3,827.3 5.2 3,980.4 4,463.2 3.9

Source: Global Data Intelligence, 2019

1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source.
Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide.
Table water: Potable packaged water which may have been rendered potable by processing.

*CAGR: Compound Annual Growth Rate

N/A: Not available

Bottled water product market, retail sales in the United States, US$ millions, 2015 to 2022 - historical and forecast
Category Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Enhanced Water Table 2,541.1 3,301.8 9.1 3,623.2 N/A N/A
Spring 696.1 808.3 5.1 786.5 N/A N/A
Enhanced water - total 3,237.2 4,110.1 8.3 4,409.8 5,303.2 6.3
Flavored water Unspecified N/A N/A N/A
Mineral 234.3 222.9 −1.6 154.0 N/A N/A
Table 2,607.6 3,327.3 8.5 4,227.9 N/A N/A
Spring 789.3 1,572.2 25.8 1,262.5 N/A N/A
Flavored water - total 3,631.2 5,122.5 12.2 5,644.3 7,288.2 8.9
Packaged water Mineral 2,268.8 3,414.3 14.6 1,488.1 N/A N/A
Table 11,062.6 12,794.4 5.0 14,560.0 N/A N/A
Spring 9,807.7 10,855.5 3.4 11,729.8 N/A N/A
Packaged water - total 23,139.1 27,064.2 5.4 27,778.0 30,367.3 3.0
Total 30,007.5 36,296.8 2.6 37,832.0 42,958.7 4.3

Source: Global Data Intelligence, 2019

1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source.
Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide.
Table water: Potable packaged water which may have been rendered potable by processing.

*CAGR: Compound Annual Growth Rate

N/A: Not available

Bottled water product market, retail sales in Canada, litres in millions, 2015 to 2022 - historical and forecast
Category Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Enhanced water - total 61.1 63.9 1.5 65.4 67.8 1.2
Flavored water Mineral 11.5 23.5 26.8 23.2 N/A N/A
Table 88.2 184.9 28.0 225.9 N/A N/A
Spring 20.0 4.0 −41.7 5.3 N/A N/A
Flavored water - total 119.7 212.3 21.1 254.4 304.6 6.2
Packaged water Mineral 96.3 113.6 5.7 121.6 N/A N/A
Table 846.22 832.4 −0.5 838.5 N/A N/A
Spring 1,610.4 1,738.2 2.6 1,774.0 N/A N/A
Packaged water - total 2,552.9 2,684.1 1.7 2,734.1 2,826.5 1.1

Source: Global Data Intelligence, 2019

1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source.
Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide.
Table water: Potable packaged water which may have been rendered potable by processing.

*CAGR: Compound Annual Growth Rate

N/A: Not available

Bottled water product market, retail sales in the United States, litres in millions, 2015 to 2022 - historical and forecast
Category Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Enhanced water Table 1,354.0 1,690.1 7.7 1,801.7 N/A N/A
Spring 349.2 397.1 4.4 391.0 N/A N/A
Enhanced water - total 1,703.2 2,087.2 7.0 2,192.7 2,540.0 N/A
Flavored water Mineral 94.5 95.2 0.3 109.8 N/A N/A
Table 1,517.8 2,000.4 9.6 2,214.1 N/A N/A
Spring 406.3 835.5 27.2 900.9 N/A N/A
Flavored water - total 2,018.6 2,931.1 13.2 3,224.8 4,062.5 8.0%
Packaged water Mineral 727.1 1,154.3 16.7 1,215.9 N/A N/A
Table 18,646.7 23,487.1 8.0 24,721.2 N/A N/A
Spring 16,034.0 18,056.1 4.0 18,797.9 N/A N/A
Packaged water - total 35,407.7 42,697.4 6.4 44,735.0 50,113.5 3.9

Source: Global Data Intelligence, 2019

1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source.
Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide.
Table water: Potable packaged water which may have been rendered potable by processing.

*CAGR: Compound Annual Growth Rate

N/A: Not available

Carbonated water

National and local health organizations and associations in the United States (US) and Canada are attempting to reduce the consumption of sweetened soda pop to combat chronic health problems caused by high sugar drinks, which has been linked to diabetes, obesity and heart disease. As such, North American consumers (millennials and Gen Z) are looking to reduce sugar intake by opting for alternative carbonated products such as flavored bottle products.

Bottled water product market, by carbonation indicator, retail sales in Canada, US$ millions, 2015 to 2022 - historical and forecast
Category Carbonation Indicator 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Flavored water Regular 207.0 383.4 22.8 438.2 547.9 7.7
No carbonation 42.5 47.3 3.7 50.6 56.9 4.0
Packaged water Regular 332.0 403.0 6.7 435.7 525.8 6.5
No carbonation 2,518.2 2,805.2 3.7 2,863.2 3,132.7 3.0
Total 3,283.5 3,827.3 5.2 3,980.4 4,463.2 3.9

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Bottled water product market, by carbonation indicator, retail sales in the United States, US$ millions, 2015 to 2022 - historical and forecast
Category Carbonation Indicator 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Flavored water Regular 1,745.2 2,723.2 16.0 3,049.5 4,140.9 10.7
No carbonation 1,886.0 2,399.3 8.4 2,594.8 3,147.4 6.6
Packaged water Regular 1,816.5 2,568.6 12.2 2,741.5 3,205.7 5.4
No carbonation 21,322.6 24,495.6 4.7 25,036.4 27,161.6 2.8
Total 30,007.5 36,296.8 6.5 37,832.0 42,958.7 4.3

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Challenge
Migrating away from carbonated soft drinks (soda or juice) as they seek healthier alternatives. However, the average North American consumer switching from soda to flavoured water is still looking for a tasty and carbonated product.
Advice
A flavoured carbonated bottled water product that focuses its marketing strategy on "health promotion and low sugar content" should not underestimate the impact of "taste" when it comes to consumers' choice to buy or not.

The recent success of some of these products, such as Bubly and Lacroix, demonstrates that the market for flavored water products in the US and Canada is expanding rapidly.

Blackberry Sparkling Water

Company PepsiCo
Manufacturer PepsiCo
Brand Bubly
Sub-category Flavoured water
Market United States
Date published July 2019
Launch type New packaging
Price in local currency $0.75

Bubly Blackberry Sparkling Water has been repackaged in a new 12 fluid ounce recyclable can. It has been made with blackberry and other natural flavors, and is free from calories and sweeteners.

Companies and brands

In the US and Canada, companies operating in the flavored, enhanced and packaged bottled water market are developing and launching functional and flavored water in innovative ways to cater to growing consumer demand. Larger companies, like PepsiCo, Keurig, Dr. Pepper and Coca-Cola Co, have noted of the recent success of certain flavored and carbonated water products such as, LaCroix or Bubly. Carbonated and flavored waters are expected to play significant role in the portfolios of major beverage producers in North America.

Private labels follow market trends and have earned a growing share of the market for flavored and packaged water. For example, the market share held by private labels for flavored water products was 10% in 2016 - by 2019 this proportion had risen to 31.5%

Level of penetration by private label in Canada, flavored and packaged water bottle products, US$ millions
Product 2016 2019
Flavored Branded 264.4 334.8
Private label 28.9 154.0
Flavored water - total 293.3 488.8
Packaged water Branded 1,925.5 1,802.1
Private label 900.4 1,496.8
Packaged water - total 2,826.0 3,298.9
Source: Global Data Intelligence, 2019
Flavored water products, in Canada, value in US$ millions, 2019
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  • Private Label: US$1,409.2 million (25.0%)
  • Branded: US$4,235.1 (75.0%)
Package water products, in Canada, value in US$ millions, 2019
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  • Private Label: US$1,496.8 million (45.4%)
  • Branded: US$1,802.1 million (54.6%)
Level of penetration by private label in the United States, flavored and packaged water bottle products, US$ millions
Product 2016 2019
Flavored Branded 3,571.9 4,235.1
Private label 509.9 1,409.2
Flavored water - total 4,081.7 5,644.3
Packaged water Branded 20,840.0 17,362.1
Private label 3,815.9 10,415.9
Packaged water - total 24,655.9 27,778.0
Source: Global Data Intelligence, 2019
Flavored water products, in the United States, value in US$ millions, 2019
Description of this image follows.
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  • Private Label: US$1,409.2 million (25.0%)
  • Branded: US$4,235.1 (75.0%)
Package water products, in the United States, value in US$ millions, 2019
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Description of above image
  • Private Label: US$10,415.9 million (37.5%)
  • Branded: US$17,362.1 million (62.5%)

Brands in Canada

Market share held by top umbrella brands for flavored water products in Canada, US$ millions
Category and products 2015 2018 % Difference 2018 over 2015
Others 100.3 210.1 109.4%
Perrier 36.8 86.3 134.4%
Other private label (PL) 16.4 60.5 269.1%
Dasani 12.7 41.3 224.7%
Nestle Pure Life 77.9 13.8 −82.3%
President's Choice (PL) 5.3 13.0 147.7%
Eska 4.7 N/C
Naya 0.7 N/C
San Pellegrino 0.3 N/C
Aquafina N/C
Flavored water - total 249.4 430.7 72.7%

Source: Global Data Intelligence, 2019

N/C: not calculable

Market share held by top umbrella brands for flavored water products in Canada, 2018 data, US$ millions
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  • Other Private Label (PL): US$668.6 million (22.9%)
  • Aquafina: US$514.7 million (17.6%)
  • Nestle Pure Life: US$398.7 million (13.7%)
  • Dasani: US$346.0 million (11.8%)
  • President's Choice (PL): US$254.2 million (8.7%)
  • Naya: US$230.1 million (7.9%)
  • Others: US$183.4 million (6.3%)
  • Perrier: US$174.5 million (6.0%)
  • San Pellegrino: US$80.0 million (2.7%)
  • Evian: US$70.0 million (2.4%)
Market share held by top umbrella brands for packaged water products in Canada, US$ millions
Category and products 2015 2018 % Difference 2018 over 2015
Other Private label (PL) 614.0 668.6 8.9%
Aquafina 513.0 514.7 0.3%
Nestle Pure Life 366.9 398.7 8.7%
Dasani 294.6 346.0 17.5%
President's Choice (PL) 251.8 254.2 1.0%
Naya 139.7 230.1 64.7%
Others 168.8 183.4 8.6%
Perrier 143.6 174.5 21.5%
San Pellegrino 65.8 80.0 21.5%
Evian 50.8 70.0 37.6%
Packaged water - total 2,609.0 2,920.2 11.9%
Source: Global Data Intelligence, 2019
Market share held by top umbrella brands for packaged water products in Canada, 2018 data, US$ millions
Description of this image follows.
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  • Other Private Label (PL): US$668.6 million (22.9%)
  • Aquafina: US$514.7 million (17.6%)
  • Nestle Pure Life: US$398.7 million (13.7%)
  • Dasani: US$346.0 million (11.8%)
  • President's Choice (PL): US$254.2 million (8.7%)
  • Naya: US$230.1 million (7.9%)
  • Others: US$183.4 million (6.3%)
  • Perrier: US$174.5 million (6.0%)
  • San Pellegrino: US$80.0 million (2.7%)
  • Evian: US$70.0 million (2.4%)

Brands in the United States

The biggest names in the beverage sector are acquiring brands to diversify their portfolios. Keurig Dr Pepper has agreed to acquire U.S.-based premium water company, Core Nutrition LLC for US$525 million. It's a fruitful environment for companies that can develop bottled water brands that appeal to today's consumers. It's also one that has beverage industry titans like Coca-Cola and Pepsi scanning the marketplace for potential acquisitions.

Market share held by top umbrella brands for flavored water products in United States, US$ millions
Top umbrella brands 2015 2018 % Difference 2018 over 2015
Others 1,990.4 2,347.7 18.0%
La Croix 489.3 1,337.9 173.4%
Other Private Label (PL) 441.6 609.7 38.1%
Nestle Pure Life 137.3 229.9 67.5%
Dasani 67.6 119.8 77.2%
Perrier 105.4 109.6 4.0%
Hint 28.7 50.2 74.9%
Arrowhead 31.7 41.6 31.2%
Poland Spring 75.6 18.9 −75.0%
Glaceau 108.5 17.7 −83.7%
Flavored water - total 3,476.3 4,883.0 40.5%
Source: Global Data Intelligence, 2019
Market share held by top umbrella brands for flavored water products in United States, 2018 data, US$ millions
Description of this image follows.
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  • Others: US$2,347.7 million (48.1%)
  • La Croix: US$1,337.9 million (27.4%)
  • Other Private Label (PL): US$609.7 million (12.5%)
  • Nestle Pure Life: US$229.9 million (4.7%)
  • Dasani: US$119.8 million (2.5%)
  • Perrier: US$109.6 million 2.2%
  • Hint: US$50.2 million (1.0%)
  • Arrowhead: US$41.6 million (0.9%)
  • Poland Spring: US$18.9 million (0.4%)
Market share held by top umbrella brands for packaged water products in United States, US$ millions
Top umbrella brands 2015 2018 % Difference 2018 over 2015
Dasani 3,622.6 3,792.6 4.7%
Poland Spring 2,895.3 3,283.5 13.4%
Aquafina 2,075.4 2,559.1 23.3%
Other Private Label (PL) 1,822.0 2,143.9 17.7%
Others 1,165.5 1,438.6 23.4%
Nestle Pure Life 1,505.6 1,407.3 −6.5%
Sams Choice (PL) 856.5 1,256.1 46.6%
Crystal Geyser 924.2 1,148.3 24.2%
Niagara 986.1 1,091.7 10.7%
San Pellegrino 818.8 1,039.8 27.0%
Packaged water - total 16,672.1 19,160.9 14.9%
Source: Global Data Intelligence, 2019
Market share held by top umbrella brands for packaged water products in United States, 2018 data, US$ millions
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  • Dasani: US$3,792.6 million (19.8%)
  • Poland Spring: US$3,283.5 million (17.1%)
  • Aquafina: US$2,559.1 million (13.4%)
  • Other Private Label (PL): US$2,143.9 million (11.2%)
  • Others: US$1,438.6 million (7.5%)
  • Nestle Pure Life: US$1,407.3 million (7.3%)
  • Sams Choice (PL): US$1,256.1 million (6.6%)
  • Crystal Geyser: US$1,148.3 million (6.0%)
  • Niagara: US$1,091.7 million (5.7%)
  • San Pellegrino: US$1,039.8 million (5.4%)

Health and wellness

As enhanced bottled water products continue to generate growing demand in North America, the average consumer demand for products offering health and wellness benefits continues to grow for the flavored and packaged water categories.

Challenge
Millennials and Gen Z in particular, are expecting to get more from a traditional bottled water product (flavored or packaged), than just hydrating benefits. As the range of bottled water products with functionalities grows, their array of intended benefits also expands to include not only enhanced hydration through inclusion of electrolytes, but also vitamins, minerals and various other substances with diverse health claims.
Advice
Marketing around possible functionalities can help carbonated flavored and packaged water brands to stand out from the competition, as these products can position themselves as healthy alternatives from drinks already enjoyed by Millennials (energy drinks, healthy-oriented soft drinks, CSD, coffee).
Bottled water product market, by functionality positioning, retail sales in Canada, US$ million, 2015 to 2022 - historical and forecast
Category Product attribute segment[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Flavored water All natural 63.5 169.4 38.7% 187.9 244.9 9.2%
None 7.4 11.8 16.8% 10.3 2.3 −39.0%
Reduced Calorie 154.9 215.4 11.6% 244.7 341.7 11.8%
Flavored water - total 225.8 396.7 20.7% 443.0 588.9 10.0%
Packaged water All natural 1,173.9 1,266.0 2.6% 1,294.4 1,351.5 1.4%
None 499.7 487.6 −0.8% 426.6 296.9 −11.4%
Other fortified/functional (FF) 29.4 41.4 12.1% 41.9 43.7 1.4%
Packaged water - total 1,703.0 1,795.0 1.8% 1,762.9 1,692.1 −1.4%

Source: Global Data Intelligence, 2019

1: See Definitions

*CAGR: Compound Annual Growth Rate

Bottled water product market, by functionality positioning, retail sales in the United States, US$ million, 2015 to 2022 - historical and forecast
Category Product attribute segment[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Flavored water All natural 736.1 1,658.0 31.1% 1,947.8 2,844.2 13.4%
None 28.5 41.3 13.3% 39.1 11.3 −34.0%
Other fortified/functional (FF) 32.1 37.7 5.5% 39.2 42.3 2.6%
Reduced calorie 1,304.3 2,023.5 15.8% 2,331.5 3,214.7 11.3%
Flavored water - total 2,101.0 3,760.6 21.4% 4,357.6 6,112.5 11.9%
Packaged water All natural 8,731.3 10,920.5 7.7% 11,602.0 13,575.7 5.4%
None 8,489.0 10,423.2 7.1% 11,340.2 14,250.4 7.9%
Packaged water - total 17,220.4 21,343.7 7.4% 22,942.2 27,826.1 6.6%

Source: Global Data Intelligence, 2019

1: See Definitions

*CAGR: Compound Annual Growth Rate

Perfectly Balanced Water
Company Core Nutrition
Sub-category Water
Location of manufacture United States
Date published October 2019
Store name Target
Store type Mass merchandise/hypermarket
Launch type New packaging
Price in local currency US$2.49

Core Hydration Perfectly Balanced Water has been repackaged. The product is said to be ultra-purified in seven stages of purification process with a special combination of electrolytes and minerals to match the body's natural pH of 7.4 to stay hydrated and balanced. It is free from fluoride, chromium 6, MTBE, arsenic and chlorine, and retails in a 44-fluid ounce 100% recyclable bottle that is free from BPA.

#Energetic 100% Naturally Alkaline Spring Water
Company Moodwater
Manufacturer Moodwater
Brand Moodwater
Sub-category Water
Location of manufacture Canada
Import status Not imported
Store name Provigo
Store type Supermarket
Product source Shopper
Launch type New variety/range extension
Price in local currency Can$2.29
Price in US dollars 1.74

Moodwater Express Yourself #Energetic 100% Naturally Alkaline Spring Water is described as the most funniest alkaline spring water in the world. This product has a pH value of eight and retails in a 1-litre BPA free bottle featuring the Facebook, Twitter and Instagram logos.

Note: These two product examples illustrate the growing trend among consumers that view beverages as a preventive nutritional opportunity. People are interested in functionality, and instead of asking "what's in that bottle", they wonder what that bottle does for me.

Product launch analysis

From January 2015 to August 2019, Mintel identified 1,604 new bottled water products in the North American market. Two thirds of these new launches were products identified as flavored water. Of the new products launched, 1,212 were launched in the American market.

Number of new bottled water products launched, by country, 2015 to August 2019
Market 2015 2016 2017 2018 2019[a] Total
United States 210 263 224 317 198 1,212
Canada 51 93 106 100 42 392
Total 261 356 330 417 240 1,604

Source: Mintel, 2019

a: August 2019

Number of new bottled water products launched in the United States and Canada, by product type, 2015 to August 2019
Sub-category Number of variants
Flavoured water 1,092
Water 512
Total 1,604
Source: Mintel, 2019

New flavoured water bottle products

From January 2015 to August 2019, Mintel identified 1,092 new flavored bottled water products in the North American (857 in the U.S and 235 in Canada).

Number of flavored water products launched in the U.S and Canada, by launch type, 2015 to August 2019
Launch type 2015 2016 2017 2018 2019[a] Total
New variety/range extension 51 69 76 100 80 376
New product 77 74 44 113 40 348
New packaging 32 72 91 100 50 345
Relaunch 0 6 1 12 4 23
Total 160 221 212 325 174 1,092

Source: Mintel, 2019

a: August 2019

New flavoured water products, by country, 2015 to August 2019
Year United States Canada
2015 134 26
2016 178 43
2017 162 50
2018 236 89
2019[a] 147 27
Total 857 235

Source: Mintel, 2019

a: August 2019

Note: These products can be carbonated or non-carbonated

Type of flavors

Flavoured water is gaining popularity among consumers, especially Millennials and Gen Z, because of its various health benefits and the absence of surplus sugar often contained in juices and sodas. In addition, the variety of flavours available is the driving force behind market growth.

Lemon/lime remain the most popular flavors for bottled water products in North America followed by orange, strawberry and raspberry. Flavored water brands can also encourage consumption by innovating with familiar ingredients to appeal to local tastes.

Number of new flavors of bottled water products launched in the United States and Canada combined, by feature flavor, 2015 to August 2019
Flavor 2015 2016 2017 2018 2019 - August Total
Lemon/Lime 48 77 68 99 43 335
Orange 11 23 17 33 11 95
Strawberry 14 13 12 19 15 73
Raspberry 10 13 10 24 10 67
Mango 8 13 13 20 4 58
Peach 8 15 12 13 9 57
Berry 8 8 14 12 4 46
Cherry (black) 8 11 6 16 4 45
Pineapple 6 10 8 12 9 45
Pomegranate 8 7 7 18 5 45
Watermelon 5 11 6 15 7 44
Grapefruit 3 8 12 12 9 44
Mandarin/tangerine 4 11 8 15 5 43
Cucumber 10 9 7 12 3 41
Total 160 221 212 325 174 1,092
Source: Mintel, 2019
Challenge
The Average North American consumer, especially Millennials and Gen Z. are seeking unique flavors in their water and other beverages.
Advice
Consumers wanting products labeled "fruit flavors" or "mix of fruits" are not as popular as they used to be. Consumers' perception of artificial flavours is not positive.
Challenge
Millennials and Gen Z in North America are educating themselves more and becoming more attentive to what they drink. Consumer perception of bottled water products containing artificial flavours is not positive. This means that some ingredients, such as sugar, are disappearing, while others - particularly natural and functional ingredients - are becoming the norm. The presence of high sugar content in different flavoured and functional waters hinders the success and marketing of these products.
Advice
Consumers are searching for convenient beverage options that offer nutritional and specific health benefits, including protein, vitamins and minerals, energy and relaxation support. At the same time, people want healthy, low-sugar or sugar-free products.

As lemon/lime has maintained its popularity for enhanced water and flavoured water products in the United States, other flavours have increased their popularity in the American market. Within the enhanced water category, flavors such as berries, orange and cherries have increased their presence between 2016 and 2019. Other flavours, often associated with juice products, have not captured the attention of American consumers, such as apple, pomegranate, peach and "other fruits". Within the favored water category, every major flavor, except "other fruits" have witnessed growth between 2016 and 2019.

Bottled water product market, retail sales in the United States, US$ million, ranked by 2019 figures, from 2016 to 2019 - historical
Category Flavor 2016 2019[e] CAGR* % 2016-2019
Enhanced water Guava 95.19 INY N/C
Apple 5.81 0.64 −52.0
Pomegranate 6.49 2.36 −28.6
Peach 42.41 3.00 −58.6
Mango 1.88 11.40 82.3
Nut/seed 25.96 N/C
Cherry 3.70 49.68 137.6
Other fruits 60.96 54.92 −3.4
Melon 66.03 N/C
Grape 59.86 90.19 14.6
Dragon fruit 121.07 131.62 2.8
Kiwi 134.12 199.12 14.1
Flavor mixes 301.43 366.25 6.7
Orange 177.48 406.54 31.8
Berries 403.85 552.60 11.0
Lemon 663.34 833.54 7.9
Plain 1,289.84 1,615.89 7.8
Enhanced water - total 3,367.45 4,409.75 9.4
Flavored water Citrus 0.16 0.50 44.7
Pineapple 1.49 N/C
Mango 0.16 1.66 116.2
Pomegranate 0.58 1.68 42.6
Vegetable 1.35 3.07 31.6
Lemon-lime mixes 11.68 13.12 4.0
Melon 6.54 13.13 26.1
Herbs and spices 7.74 15.64 26.4
Peach 12.19 18.02 13.9
Flavor mixes 9.43 22.06 32.8
Grape 8.49 22.33 38.0
Kiwi 56.68 96.90 19.6
Cherry 63.50 107.12 19.0
Apple 59.69 108.66 22.1
Berries 212.30 461.11 29.5
Other fruit 816.82 767.53 −2.1
Orange 582.02 959.61 18.1
Lime 719.58 1,036.19 12.9
Lemon 1,512.82 1,994.49 9.7
Flavored water - total 4,081.72 5,644.31 11.4

Source: Global Data Intelligence, 2019

e: estimate

*CAGR: Compound Annual Growth Rate

N/C: Not calculable

INY: Information not available yet

Bottled water product market, retail sales in Canada, US$ million, ranked by 2019 figures, from 2016 to 2019 - historical
Category Flavor 2016 2019[e] CAGR* % 2016-2019
Enhanced water Lemon 37.4 40.5 2.7
Orange 15.6 17.1 3.1
Plain 34.3 43.3 8.1
Cherry 3.2 4.6 13.3
Grape 3.7 3.9 2.2
Melon 3.2 6.6 26.7
Berries 21.0 20.0 −1.7
Dragonfruit 20.4 16.7 −6.4
Flavor mixes 35.6 36.5 0.8
Kiwi N/A 1.5 59.8
Yumberry 1.8 2.1 5.6
Enhanced water - total 176.4 192.7 3.0
Flavored water Lemon 184.7 267.9 13.2
Orange N/A 3.6 N/C
Peach 1.3 7.3 80.2
Cherry 5.7 5.9 1.4
Grape 0.2 INY N/C
Grapefruit 18.8 10.3 −18.1
Lime 40.7 56.1 11.3
Mango 5.6 INY N/C
Melon 2.7 3.9 13.0
Berries 33.7 132.2 57.7
Citrus N/A 1.6 N/C
Flavored water - total 293.4 488.8 18.6

Source: Global Data Intelligence, 2019

e: estimate

*CAGR: Compound Annual Growth Rate

N/A: Not applicable

N/C: Not calculable

INY: Information not available yet

Lime Flavored Sparkling Water Beverage
Company Meijer
Brand Meijer
Sub-category Flavoured water
Market United States
Store type Supermarket
Date published October 2019
Launch type New packaging
Price in local currency US$3.79

Meijer Lime Flavored Sparkling Water Beverage has been repackaged with a new look. This product contains natural lime flavor and other natural flavors, is free from gluten, calories, sweeteners, sodium and caffeine, and retails in a 144-fluid ounce pack, containing 12 12-fluid ounce cans and featuring a recipe suggestion.

Naturally Orange Essenced Sparkling Water
Company La Croix Sparkling Water
Distributor La Croix Sparkling Water
Brand La Croix
Sub-category Flavoured water
Market United States
Location of manufacture United States
Store type Supermarket
Launch type New packaging
Price in local currency US$2.99

La Croix Naturally Orange Essenced Sparkling Water has been repackaged in a newly designed 96-fluid ounce recyclable pack containing 8 x 12-fluid ounce units. This kosher product is free from calories, sweeteners and sodium, and is said to be innocent.

Packaging and sustainability

Number of new launches of flavored bottled water, by package type, 2015 to August 2019
Market Package type Number of new launches
United States Bottle -"plastic" 483
Can 342
Carton 17
Flexible stand-up pouch 15
Canada Bottle 167
Can 53
Carton 14
Flexible stand-up pouch 1
Total 1,092
Source: Mintel, 2019

Environmental challenges are becoming increasingly known, especially by urbanite Millennials and Gen Z., prompting products with environmentally friendly packaging. Beverage companies are responding to environmental concerns by becoming more eco-friendly. Single-use plastic water bottles are an ongoing concern, especially given the popularity of bottled water.

From 2015 to August 2019, the plastic bottle packaging-type for flavored water products dominated the North American market. However, a recent trend in Canada and the United States has a number of new products produced in can or cardboard format. Gradually, companies seem to launch new packaging to make it more environmentally friendly, including aluminum cans and paper boxes.

In 2015, 75.6% of new products launched on the North American market were in bottle format. By 2018, this proportion had fallen to 52%.

Number of new launches of flavored water bottle, by package type, 2015 to August 2019
Package Type 2015 2016 2017 2018 2019 - August Total
Bottle - "plastic" 121 157 114 169 89 650
Can 36 56 92 136 75 395
Carton 0 3 2 16 10 31
Flexible stand-up pouch 3 5 4 4 0 16
Total 160 221 212 325 174 1,092
Source: Mintel, 2019
Challenge
Consumers want water producers to demonstrate responsibility and action to reduce plastic pollution. Single-use plastic product such as water bottles are increasingly getting public condemnation by local and national associations, cities and local governments in the U.S and in Canada.
Advice
Sustainable packaging reinforces the eco-credibility of a brand that has strong ethics. Bottled water products that have biodegradable packaging, recyclable or complemented by initiatives for the return of packaging and the collection of discarded packaging, are widely accepted by consumers.
Challenge
The sale of a high quality flavoured water product in a cardboard box requires a packaging that must reflect traditional and elegant designs. This will attract consumers' attention and encourage them to consume more.
Advice
Disrupting the idea that soft drinks must come in a bottle or can, some brands adapt their packaging to new and innovative types of recipients based on consumer needs. In certain cases, the product is part of the packaging and it can be customized based on individual preferences.

Alternative water bottle packaging examples

Water Infused with Apple Essence (A product marketed for children)
Company Hint
Brand Hint
Sub-category Flavoured water
Market United States
Store name Amazon.com
Store type Internet/mail order
Date published August 2019
Launch type New variety/range extension
Price in local currency US$19.99

Hint Water Infused with Apple Essence is described as parent approved water with fruit taste. This kosher certified product is free from juice, sugar, sweeteners and GMO, and retails in a 54-fluid ounce recyclable pack containing eight 6.75-fluid ounce units with straws and featuring the FSC Mix logo.

This product is particularly interesting as it is marketed for parents who want to give their children an alternative to fruity juices, often containing a high sugar content.

Organic Lemon Infused Spring Water
Company Just Goods
Brand Just Water Infused
Sub-category Flavoured water
Market United States
Store name Whole Foods Market
Store type Natural/health food store
Date published August 2019
Launch type New product
Price in local currency US$1.29

Just Water Infused Organic Lemon Infused Spring Water is said to be a responsibly sourced USDA Organic and kosher certified excess spring water from a small upstate NY community bought at 6 times the municipal rate that is said to put more into the local economy. The water is then infused with a dash of fruit essence, and is free from juice, sugar and anything artificial. It retails in a 16.9-fluid ounce paper based BPA and BPS free reusable and recyclable FSC certified bottle with plant based cap that produce up to 74% less carbon vs. similarly size plastic containers. The pack features the Certified B Corporation, Rainforest Alliance Certified, Facebook, Instagram and Twitter logos.

Just Water brand has released four certified organic, unsweetened flavors, which consist of organic apple cinnamon, organic tangerine, organic lemon as a part of their expanding portfolio. The goal is to have a positive environmental and community impact.

New water bottle products

From January 2015 to August 2019, Mintel identified 512 new bottled water products in the North American market (355 in the U.S and 157 in Canada).

New water bottle products, by country, 2015 to August 2019
Year United States Canada
2015 76 25
2016 85 50
2017 62 56
2018 81 11
2019 51 15
Total 355 157

Source: Mintel, 2019

Note: These 512 flavored water product can be carbonated or not

Number of water bottle products launched in the U.S and Canada, by launch type, 2015 to August 2019
Launch Type 2015 2016 2017 2018 2019 Total
New packaging 64 92 69 58 31 314
New product 27 19 30 13 19 108
New variety/range extension 8 19 15 18 15 75
Relaunch 2 5 4 3 1 15
Total 101 135 118 92 66 512

Source: Mintel, 2019

Note: These 512 flavored water product can be carbonated or not.

Compared to flavored bottled water products (see section above), the use of alternative materials such as glass is generally not oriented or marketed in a recycling/ecological way, but rather in a logic of positioning/marketing the product as a premium "water product".

Aluminum has been used by major brands for featured plain bottled water products such as Perrier (Original Carbonated Mineral water), Dasani Sparkling (Cola-Cola), San Pellegrino (Sparkling natural mineral water), and other brands. However, it appears that other small competitors are slowly launching products with aluminum materials.

Number of new water bottle products launched, by package material, 2015 to August 2019
Package material 2015 2016 2017 2018 2019 - August Total
Plastic PET 72 107 85 69 45 378
Glass plain 10 11 5 4 7 37
Metal aluminium 3 4 6 9 4 26
Glass coloured 0 3 4 2 7 16
Plastic HDPE 7 3 3 1 0 14
Multi layer board 2 3 6 2 1 14
Plastic unspecified 4 2 5 2 1 14
Other 1 1 2 1 1 6
Total 101 135 117 92 66 511
Source: Mintel, 2019
Sparkling Water
Company Riptide Waters
Manufacturer Riptide Waters
Brand Rambler
Sub-category Water
Location of manufacture United States
Store name H-E-B
Date published August 2019
Launch type New product
Price in local currency US$3.47

Rambler Sparkling Water is Texas limestone filtered. The product contains no sodium, and retails in a pack containing six 12-fluid ounce cans. The manufacturer claims to proudly support the Texas Parks & Wildlife Foundation.

Still Natural Spring Water
Company Llanllyr Water Company
Manufacturer Llanllyr Water Company
Importer Source Water
Brand Llanllyr Source
Sub-category Water
Market United States
Store name Whole Foods Market
Date published February 2019
Launch type New product
Price in local currency US$3.49

Llanllyr Source Still Natural Spring Water is a spring water drawn from the organic fields of Llanllyr, Wales. The company claims to be committed to sustainability and the environment as they are a carbon neutral and ethical company. The product retails in a 25.4-fluid ounce recyclable pack.

Price segmentation

Bottled water product market, retail sales in the United States and Canada, US$ million, 2015 to 2022 - historical
Category Price segment Canada United States
2016 2019[e] CAGR* % 2016-2019 2016 2019[e] CAGR* % 2016-2019
Enhanced water Unspecified 12.8 13.6 2.1 733.9 835.9 4.4
Discount 5.4 8.3 15.1 62.9 156.1 35.0
Mainstream 111.3 107.6 −1.1 2,124.1 2,676.0 8.0
Premium 46.9 63.2 10.5 446.5 741.8 18.4
Enhanced water - total 176.4 192.7 3.0 3,367.5 4,409.8 9.4
Flavored water Unspecified 88.1 229.4 37.6 2,042.5 2,006.2 −0.6
Discount 28.9 163.8 78.2 509.9 1,409.2 40.3
Mainstream 76.8 48.1 −14.4 1,284.0 2,016.9 16.2
Premium 99.6 47.6 −21.8 245.4 212.0 −4.8
Flavored water - total 293.4 488.8 18.6 4,081.7 5,644.3 11.4
Packaged water Unspecified 157.4 143.5 −3.0 1,214.4 1,526.7 7.9
Discount 948.0 1,702.3 21.5 3,815.9 10,415.9 39.8
Mainstream 1,450.8 1,227.0 −5.4 17,049.8 14,420.3 −5.4
Premium 269.8 226.1 −5.7 2,575.8 1,415.1 −18.1
Packaged water - total 2,826.0 3,298.9 5.3 24,655.9 27,778.0 4.1

Source: Global Data Intelligence center, 2019

e: estimate

*CAGR: Compound Annual Growth Rate

Challenge
Across both countries, packaged water still remained largely sold under what the consumer perceived as being a discount price.
Advice
There is still a threshold at which the average North American consumer is willing to pay for a bottle of water, regardless of the quality or origin of the water. Prices must correspond to those offered by competitors.
Number of new launches of new flavored water bottle, by top package type and price group (US$), 2015 to August 2019
Price Bottle Can Carton Total
0.49 - 1.48 338 31 12 381
1.49 - 2.48 178 28 10 223
2.49 - 3.48 51 135 6 197
3.49 - 4.48 35 90 2 130
4.49 - 5.48 7 53 0 60
5.49 - 6.48 4 25 0 30
6.49 - 7.48 1 19 0 20
7.49 - 8.48 4 7 0 11
8.49 - 9.48 3 3 0 6
9.49 - 19.00 5 0 0 5
Total 650 395 31 1,092
Source: Mintel, 2019
Number of new launches of water bottle, by top package type and price group (US$), 2015 to August 2019
Price Plastic PET Glass plain and coloured Metal aluminium Total
0.54 - 1.53 108 13 0 141
1.54 - 2.53 87 16 1 115
2.54 - 3.53 46 9 8 68
3.54 - 4.53 38 1 9 50
4.54 - 5.53 32 2 3 40
5.54 - 6.53 24 3 3 33
6.54 - 7.53 9 2 2 15
9.54 - 19.00 8 1 0 10
8.54 - 9.53 3 1 0 6
7.54 - 8.53 1 0 0 2
Total 378 37 26 511
Source: Mintel, 2019

Annex

Examples of current prices of bottle water products in the Canadian market
Product name Retailer Price (US Dollars) Quantity Units Number of units Pack Type Unit Price (US Dollars) Company name Record date (2019)
Voss Voss Sparkling Water (800 ml) Loblaws (LBLS) 2.62 800 millilitres 1 Single pack 2.62 Voss Water March 16
Canada Dry Ginger Ale (6×237 ml) Loblaws (LBLS) 3.75 237 millilitres 6 Multi-pack 0.63 Cadbury Schweppes plc November 15
Mineral Water (750 ml) Loblaws (LBLS) 1.3 750 millilitres 1 Single pack 1.3 Bitburger Holding GmbH March 24
SanPellegrino Sparkling Fruit Beverage, Clementina (6×330 ml) Loblaws (LBLS) 3.75 330 millilitres 1 Single pack 3.75 San Benedetto S.p.A. November 15
Natural Mineral Water (1.5 litre) Loblaws (LBLS) 1.04 1.5 litres 1 Single pack 1.04 San Benedetto S.p.A. November 15
Schweppes Club Soda (2 litre) Loblaws (LBLS) 1.52 2 litres 1 Single pack 1.52 The Coca-Cola Co July 11
PerrierSparkling Water (Case) 6×1 litre Loblaws (LBLS) 6.08 1 litres 6 Multi-pack 1.01 Nestle S.A. March 6
San Pellegrino Sparkling Natural Mineral Water Walmart Canada 4.07 250 millilitres 6 Multi-pack 0.68 Nestle S.A. May 14
Perrier Carbonated Natural Spring Water Walmart Canada 2.58 330 millilitres 4 Multi-pack 0.65 Nestle S.A. May 14
San Benedetto San Benedetto Carbonated Natural Spring Water (1.5 litre) Loblaws (LBLS) 1.12 1.5 litres 1 Single pack 1.12 San Benedetto S.p.A. November 14
San Benedetto San Benedetto Carbonated Natural Spring Water (6×500 ml) Loblaws (LBLS) 2.77 500 millilitres 6 Multi-pack 0.46 San Benedetto S.p.A. November 14
San BenedettoNatural Mineral Water (Case) 6×500 ml Loblaws (LBLS) 2.81 500 millilitres 6 Multi-pack 0.47 San Benedetto S.p.A. March 6
Karma Strawberry & Lemon Wellness Water (532 mL) Loblaws (LBLS) 2.17 532 millilitres 1 Single pack 2.17 Karma Wellness Water November 14
UFC Refresh Water Watermelon (1 litre) Loblaws (LBLS) 3.75 1 litres 1 Single pack 3.75 NutriAsia Group November 14
UFC Watermelon Water Walmart Canada 3.33 1 litres 1 Single pack 3.33 NutriAsia Group April 30
Great Value Black Cherry Sparkling Water Beverage Walmart Canada 0.75 1 litres 1 Single pack 0.75 Walmart Inc March 18
Nestlé Pure Life Nestle Pure Life 1 litre Sparkling Walmart Canada 0.75 1 litres 1 Single pack 0.75 Nestle S.A. March 18
Nestlé Pure Life Sparkling Water Walmart Canada 3.33 355 millilitres 8 Multi-pack 0.42 Nestle S.A. March 28
Icelandic GlacialIcelandic Sparkling Lime Water 500 ml Loblaws (LBLS) 1.13 500 millilitres 1 Single pack 1.13 Icelandic Water Holdings March 6
PC RegularPeach Mist Naturally Fruit-Flavoured Water Beverage (Case) 6×500 ml Loblaws (LBLS) 2.81 500 millilitres 6 Multi-pack 0.47 Loblaw Companies Ltd March 6
PC BLUE MENUBlue Menu Sparkling Water, Lime (Case) 12×355 ml Loblaws (LBLS) 3.8 355 millilitres 12 Multi-pack 0.32 Loblaw Companies Ltd March 6
AQUAFINAAquafina (Case) 24×500 ml Loblaws (LBLS) 5.86 500 millilitres 24 Multi-pack 0.24 PepsiCo Inc March 6
Aquafina Walmart Canada 4.55 500 millilitres 24 Multi-pack 0.19 PepsiCo Inc March 7
Canada Dry Club Soda (2 litre) Loblaws (LBLS) 1.87 2 litres 1 Single pack 1.87 Cadbury Schweppes plc November 15
Nestlé Pure Life Nestle Pure Life 12×500 ml Walmart Canada 1.96 500 millilitres 12 Multi-pack 0.16 Nestle S.A. February 6
FIJI Water (1 litre) Loblaws (LBLS) 1.87 1 litres 1 Single pack 1.87 Fiji Mineral Water Company November 15
Evian Natural Spring Water (1.5 litre) Loblaws (LBLS) 2.1 1.5 litres 1 Single pack 2.1 Groupe Auchan SA November 14
Glaceau Smart Water (700 mL) Loblaws (LBLS) 1.14 700 millilitres 1 Single pack 1.14 The Coca-Cola Co May 1
SanPellegrino Mineral Water (750 ml) Loblaws (LBLS) 1.42 750 millilitres 1 Single pack 1.42 Nestle S.A. November 7
Aqua (1.5 litre) Loblaws (LBLS) 1.5 1.5 litres 1 Single pack 1.5 Ice Down Beverages Inc. November 15
Eska Carbonated Spring Water with Lemon (750 ml) Loblaws (LBLS) 1.17 750 millilitres 1 Single pack 1.17 ESKA Inc. June 28
Eska Natural Spring Water (1.5 litre) Loblaws (LBLS) 0.97 1.5 litres 1 Single pack 0.97 ESKA Inc. November 15
Eska Natural Spring Water (750 ml) Loblaws (LBLS) 1.17 750 millilitres 1 Single pack 1.17 ESKA Inc. March 16
Glaceau Smartwater (1 litre) Loblaws (LBLS) 1.42 1 litres 1 Single pack 1.42 The Coca-Cola Co October 24
President's Choice Carbonated Spring Water (750 ml) Loblaws (LBLS) 0.97 750 millilitres 1 Single pack 0.97 Loblaw Companies Ltd November 14
Nestlé Pure Life Natural Spring Water (1.5 litre) Loblaws (LBLS) 0.89 1.5 litres 1 Single pack 0.89 Nestle S.A. November 15
Evian Natural Spring Water (6×500 ml) Loblaws (LBLS) 6.76 500 millilitres 6 Multi-pack 1.13 Groupe Auchan SA November 14
Aquafina Walmart Canada 1.36 591 millilitres 1 Single pack 1.36 PepsiCo Inc March 7
FIJI Natural Spring Water Walmart Canada 1.84 1 litres 1 Single pack 1.84 Fiji Mineral Water Company May 14
Karma Acai Pomberry 532 ml Walmart Canada 1.47 532 millilitres 1 Single pack 1.47 Karma Wellness Water May 14
Karma Orange Mango 532 ml Walmart Canada 1.47 532 millilitres 1 Single pack 1.47 Karma Wellness Water May 14
President's Choice Blue Menu Natural Sparkling Water (1 litre) Loblaws (LBLS) 0.74 1 litres 1 Single pack 0.74 Loblaw Companies Ltd November 14
Evian Evian Natural Spring Water (500 ml) Loblaws (LBLS) 1.35 500 millilitres 1 Single pack 1.35 Groupe Auchan SA November 14
Source: Global Data Intelligence, 2019
Examples of current prices of bottle water products in the US market
Product name Retailer Price (US Dollars) Quantity Units Number of units Pack Type Unit Price (US Dollars) Company name Record date (2019)
Deer Park - Lime; Natural & Sparkling; Spring Water; 500 ml × 24 units Staples 14.99 500 millilitres 24 Multi-pack 0.62 Nestle S.A. November 5
hint - Premium; Blackberry; 473 ml × 1 unit Meijer 1.49 473 millilitres 1 Single pack 1.49 Hint Inc. April 3
hint - Premium; Watermelon; 473 ml × 1 unit Meijer 1.49 473 millilitres 1 Single pack 1.49 Hint Inc. April 3
Ice Mountain - Black Cherry; Spring Water; Natural & Sparkling; 1 litre × 1 unit Meijer 0.99 1 litres 1 Single pack 0.99 Nestle S.A. April 3
Ice Mountain - Zesty Lime; Spring Water; Natural & Sparkling; 500 ml × 8 units Meijer 2.99 500 millilitres 8 Multi-pack 0.37 Nestle S.A. March 24
Karma - Wellness Water; Lemonade & Strawberry; 532 ml × 1 unit Meijer 1.99 532 millilitres 1 Single pack 1.99 Karma Wellness Water March 5
La Croix - Curate; Apple & Berry; 355 ml × 8 units Meijer 4.09 355 millilitres 8 Multi-pack 0.51 National Beverage Corp. April 3
Meijer - Crystal Quenchers; Key Lime; 1 litre × 1 unit Meijer 0.79 1 litres 1 Single pack 0.79 Meijer Stores Inc April 3
Nestle Pure Life - Melon & Strawberry; Splash; 500 ml × 6 units Meijer 1.5 500 millilitres 6 Multi-pack 0.25 Nestle S.A. April 3
Ocean Spray - Pact; Cranberry; 473 ml × 12 units Staples 29.99 473 millilitres 12 Multi-pack 2.5 Ocean Spray Cranberries Inc May 17
Perrier - Grapefruit; Sparkling Water; 250 ml × 10 units Meijer 4.99 250 millilitres 10 Multi-pack 0.5 Nestle S.A. April 3
Polar - Seltzer; Blueberry & Lemonade; 355 ml × 24 units Staples 17.39 355 millilitres 24 Multi-pack 0.72 Polar Beverages, Inc. November 5
Polar - Seltzer; Cherry & Lemonade; 355 ml × 24 units Staples 16.09 355 millilitres 24 Multi-pack 0.67 Polar Beverages, Inc. November 5
Klarbrunn - Vita Vita Ice; Lemon & Lime; Sparkling; 503 ml × 1 unit Coborns Delivers 1.29 503 millilitres 1 Single pack 1.29 Klarbrunn August 12
La Croix - Key Lime; Sparkling; 4.25 litre × 1 unit Coborns Delivers 5.49 4.25 litres 1 Single pack 5.49 National Beverage Corp. August 13
Arrowhead - Triple Berry; Mountain; Spring Water; 500 ml × 8 units Target (TG) 3.99 500 millilitres 8 Multi-pack 0.5 Nestle S.A. November 14
bubly - Cranberry; Sparkling Water; 355 ml × 8 units Target (TG) 3.69 355 millilitres 8 Multi-pack 0.46 November 14
bubly - Peach; Sparkling Water; 355 ml × 8 units Target (TG) 3.69 355 millilitres 8 Multi-pack 0.46 November 14
VOSS - Artesian Water; 500 ml × 1 unit Coborns Delivers 1.69 500 millilitres 1 Single pack 1.69 Voss Water July 4
Fiji - Artesian Water; 500 ml × 24 units Costco (CC) 23.99 500 millilitres 24 Multi-pack 1 Fiji Mineral Water Company September 6
Iceland - Spring Water; 1.4 kilograms × 12 units Walmart (WM) 33.68 1.4 kilograms 12 Multi-pack 2.81 Brait SE November 15
AQUAFINA - Mineral Water; 500 ml × 24 units Meijer (MJR) 4.99 500 millilitres 24 Multi-pack 0.21 PepsiCo Inc April 3
Ozarka - Spring Water; 226.4 grams × 6 units Target (TG) 2.49 226.4 grams 6 Multi-pack 0.41 November 15
Penta - Ultra Purified Water; 956.8 grams × 12 units Walgreen (WGN) 34.99 956.8 grams 12 Multi-pack 2.92 Penta Water November 15
Evian - Natural Spring Water; 500 ml × 6 units Meijer (MJR) 6.59 500 millilitres 6 Multi-pack 1.1 Groupe Auchan SA April 3
Absopure - Natural Spring Water; 3. 8 litre × 1 unit Meijer (MJR) 1.29 3.8 litres 1 Single pack 1.29 Absopure Water Company April 3
Absopure - Steam Distilled Water; 3. 8 litre × 1 unit Meijer (MJR) 1.29 3.8 litres 1 Single pack 1.29 Absopure Water Company April 3
Aquafina - Mineral Water; 591 ml × 1 unit Meijer (MJR) 1.79 591 millilitres 1 Single pack 1.79 PepsiCo Inc April 3
Meijer - Spring Water; 9. 5 litre × 1 unit Meijer (MJR) 2.69 9.5 litres 1 Single pack 2.69 Meijer Stores Inc April 3
Fiji - Natural Artesian Water; 1 litre × 6 units Walmart (WM) 6.48 1 litres 6 Multi-pack 1.08 Fiji Mineral Water Company November 14
Propel Fit Water - Flavored Water; 493 ml × 24 units Staples (STAP) 46.49 493 millilitres 24 Multi-pack 1.94 Stokely-Van Camp, Inc. November 5
Deer Park - Natural Spring Water; 1 litre × 15 units Staples (STAP) 23.89 1 litres 15 Multi-pack 1.59 Nestle S.A. August 2
Fiji - Artesian Water; 1. 5 litre × 12 units Costco (CC) 24.89 1.5 litres 12 Multi-pack 2.07 Fiji Mineral Water Company September 6
Kirkland Signature - Premium Drinking Water; 3. 8 litre × 6 units Costco (CC) 8.59 3.8 litres 6 Multi-pack 1.43 Costco Wholesale Corporation September 6
Kirkland Signature - Purified Water; 500 ml × 40 units Costco (CC) 7.79 500 millilitres 40 Multi-pack 0.19 Costco Wholesale Corporation September 6
Ozarka - Distilled Water; 3. 8 litre × 6 units Staples (STAP) 14.29 3.8 litres 6 Multi-pack 2.38 November 6
Talking Rain - Lemon-Lime; Sparkling Water; 355 ml × 24 units Costco (CC) 9.69 355 millilitres 24 Multi-pack 0.4 Talking Rain Beverage Company Inc September 6
Zephyrhills - Natural Spring Water; 9. 5 litre × 1 unit Target (TG) 2.99 9.5 litres 1 Single pack 2.99 Nestle S.A. November 14
NEO Water - Antioxidant Water; Electrolyte; 1 litre × 12 units Walmart (WM) 37.2 1 litres 12 Multi-pack 3.1 NEO Water October 24
Great Value - Purified; Drinking; 500 ml × 24 units Walmart (WM) 2.56 500 millilitres 24 Multi-pack 0.11 Walmart Inc November 14
Alkaline88 - 8.8 Ph; Purified; 1 litre × 1 unit Coborns Delivers 1.59 1 litres 1 Single pack 1.59 Alkaline88, LLC. July 4
Alkaline88 - 8.8 Ph; Purified; 3 litre × 1 unit Coborns Delivers 3.79 3 litres 1 Single pack 3.79 Alkaline88, LLC. August 14
Source: Global Data Intelligence, 2019

Definitions

Enhanced water

Sweetened and non-sweetened waters, carbonated and non-carbonated, enhanced with vitamin/minerals and/or other functional ingredients. May be carbonated or non-carbonated. May contain juice up to 14.9%

Includes: unflavored or flavored water brands with added functional ingredients - such as vitamins, minerals or nutraceuticaltype ingredients. Products using 'hydration' as a marketing platform, with added functional ingredients, but not having a packaged water provenance, for example Propel (PepsiCo), Mizone (Danone), Glaceau Vitaminwater (TCCC), Glaceau Smartwater (TCCC). Water will be the main product 'base'.

Flavored water

Typically there is a clear statement on the label or packaging highlighting that the product is made with spring or mineral water, for example Mineralwasser Plus, and it is marketed on this platform. The product will tend to be ositioned in, or next to, the packaged water section in retail outlets. Typically it will be perceived by consumers and industry as a packaged water, or a packaged water deivative. It will tend to be marketed on a health/wellness platform, as a 'lighter', lower calorie product.

Excludes: flavored waters with the addition of vitamins, minerals or nutraceutical type ingredients. These products are categorized as Enhanced Waters (see definition above).

Packaged water

All potable water including water without added mineral/vitamin enhancement, flavorings or sugar/sweeteners, sold in large containers of up to and including 10 litre.

Customized report service – Bottled water market in Canada and the United States
Global Analysis Report

Prepared by: François Thériault

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2020).

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