Global sales of flavoured water rose an estimated 4% last year to 7.5 billion litres, finds a new Zenith International report. By 2021, the market is expected to reach 10 billion litres.

The report identifies 10 key themes guiding global innovation and new product development since 2013 – plain water brand extensions, fruit flavoured, sugar-free, natural positioning, organic positioning, herbs or flowers, transition product, child oriented, premium positioning and packaging.

Findings include:

• Latin America is the leading region for flavoured water sales
• Consumption is highest in the US, Argentina and Germany, which account for 40% of global volume
• The top three brands are Villa del Sur Levité, Volvic Touch of Fruit from Danone and Aquarius from Coca-Cola.

“Flavoured water’s success is drawing on the best of both the plain water and carbonated soft drinks worlds,’ says Zenith chairman Richard Hall. “It promotes the taste of carbonates without the calories and the health of water with added interest. It can also command a price premium as well as providing opportunities for faster growth.

“The main areas of innovation are new and more diverse flavours, all natural ingredients and low or no sugar content.”