The sparkling water market continues to thrive, driven by an increasing consumer preference for healthier soda alternatives. Once closely associated with La Croix, this segment has become quite competitive, attracting entries from major beverage corporations. For instance, just last month, Nestlé introduced regional sparkling water products, and PepsiCo launched its new bubly brand. Now, Spindrift, which has been around for eight years, is intensifying its efforts to stand out from the competition by enhancing its visibility and highlighting what makes it unique.
In 2017, Spindrift made a significant change by eliminating all artificial flavors and essences from its drinks. Instead, the company focuses on using fruit juice and fruit puree, branding itself as “the first and only line of sparkling water made with real squeezed fruit.” According to Robin Tsai from VMG, Spindrift is shaking up the market by offering traceable ingredients—a key requirement for health-conscious consumers.
In addition to its national advertising launch, Spindrift has partnered with Starbucks, a retailer with a loyal customer base. As of last month, Starbucks customers are now exposed to Spindrift’s offerings nationwide. The sparkling water brand is actively promoting this partnership on social media, reaching Starbucks’ 16 million Instagram followers.
While the sparkling water category is expected to eventually reach saturation, current growth and investment trends indicate that this will not happen anytime soon. Nearly two-thirds of adults consider still or sparkling water their beverage of choice, followed closely by coffee and diet soft drinks. As Spindrift continues to innovate and align itself with health-focused trends—like the source naturals calcium citrate products—it positions itself favorably in a burgeoning market.