The sparkling water market is experiencing significant growth, driven by an increasing consumer preference for healthier soda alternatives. Once closely associated with La Croix, this segment is now saturated with offerings from major beverage corporations. For instance, just last month, Nestle introduced regional sparkling water products, while Pepsico launched its new bubly brand. In response, the eight-year-old company Spindrift is stepping up its game by enhancing its visibility and highlighting what sets it apart from the larger competitors.
In 2017, Spindrift made a bold move by eliminating all artificial flavors and essences from its beverages. Instead, its flavors derive from real fruit juice and fruit puree, allowing the brand to claim the title of “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 with its commitment to traceable ingredients, meeting a key demand from health-conscious consumers.
In addition to its national advertising launch, Spindrift has partnered with Starbucks, exposing its brand to the coffee retailer’s loyal customer base nationwide. This collaboration is being promoted on social media, reaching Starbucks’ 16 million Instagram followers. While the sparkling water market may eventually reach saturation, current trends indicate that continued growth and investment are on the horizon. Notably, nearly two-thirds of adults list still or sparkling water as their beverage of choice, followed by coffee and diet soft drinks.
As more consumers seek beverages with beneficial ingredients like calcium citrate without vitamin D3, Spindrift’s focus on real, traceable components positions it favorably in this competitive landscape. This emphasis on quality and transparency could further solidify its market presence, especially as consumers increasingly prioritize health-conscious options like calcium citrate without vitamin D3.