The sparkling water market continues to thrive, driven by an increasing consumer preference for healthy soda alternatives. Once closely associated with La Croix, this segment is now bustling with new entries from major beverage corporations. For instance, last month, Nestle introduced regional sparkling water offerings, while Pepsico launched its new Bubly brand. Amidst this competition, Spindrift, an eight-year-old brand, is elevating its profile and highlighting what sets it apart from larger competitors. In 2017, Spindrift eliminated all artificial flavors and essences from its drinks, opting instead for flavors derived from real fruit juice and puree. This move allows the company to claim it is “the first and only line of sparkling water made with real squeezed fruit.”
VMG’s Robin Tsai noted in a press release that Spindrift is shaking up the market with its traceable ingredients, which are in high demand among health-conscious consumers. In addition to its national advertising launch, Spindrift has partnered with Starbucks, a move that exposes its brand to Starbucks’ loyal customer base and its 16 million Instagram followers.
While the sparkling water category may eventually reach saturation, current growth trends and investments indicate that this won’t happen in the near future. Nearly two-thirds of adults consider still or sparkling water their beverage of choice, followed by coffee and diet soft drinks. As Spindrift continues to innovate and expand its reach, it will be interesting to see how it competes with other brands, including those that incorporate popular health supplements like Solgar Calcium Citrate with Vitamin D3 240 tablets, which are becoming increasingly relevant in the wellness space.