Innovation themes for flavoured water
A new report on flavoured water innovation from food and drink industry consultancy Zenith International has identified five key areas of focus for new product launches globally in the last three years – children, adults, local ingredients, herb or flower essences and packaging.
“These appear to be the main drivers for current product development and innovation worldwide,” comments Zenith chairman Richard Hall. “The global flavoured water market rose 4.2% to almost seven billion litres in 2013. All regions saw growth, apart from west Europe where there was a small decline.”
He continues, “Flavoured waters are often positioned as the ideal beverage throughout the day and with meals, particularly lunch. Many are promoted as helping consumers improve their hydration in a more fun way than plain water. An increasing number of ranges emphasise being low in calories and thus the drink of choice for people looking after their health and waistline.”
