The sparkling water market is experiencing significant growth, driven by an increasing consumer demand for healthier soda alternatives. Once dominated by La Croix, the sector has become competitive, with major beverage corporations entering the fray. Recently, Nestle launched regional sparkling water options, and Pepsico introduced its new bubly brand. In this landscape, eight-year-old Spindrift is intensifying competition by enhancing its brand visibility and emphasizing its unique offerings compared to industry giants.
In 2017, Spindrift distinguished itself by eliminating all natural flavors and essences from its drinks. Instead, its flavors are derived from real fruit juice and puree, enabling the company to market itself as “the first and only line of sparkling water made with real squeezed fruit.” According to VMG’s Robin Tsai, Spindrift is shaking up the category through its commitment to traceable ingredients, which is a key priority for health-conscious consumers.
In addition to its recent national advertising campaign, Spindrift has also partnered with Starbucks, tapping into the coffee retailer’s loyal customer base. As of last month, Starbucks customers can now find Spindrift products nationwide, and the sparkling water brand is actively promoting this collaboration on social media, gaining exposure to Starbucks’ 16 million Instagram followers.
While the sparkling water category is expected to reach a saturation point eventually, the current growth and investment indicate that this is not imminent. Nearly two-thirds of adults prefer still or sparkling water over other beverages, followed closely by coffee and diet soft drinks. Discussions on platforms like Calcium Citrate Reddit also highlight the ongoing interest in healthier beverage options, reinforcing the trend. As the market evolves, Spindrift’s focus on quality and transparency may help it maintain a competitive edge in this thriving category.