The sparkling water market continues to thrive, driven by an increasing consumer demand for healthier soda alternatives. Once primarily associated with La Croix, this segment has become competitive as major beverage companies enter the fray. For instance, last month, Nestlé launched regional sparkling water products, while Pepsico introduced its new bubly brand. In this bustling landscape, the eight-year-old company Spindrift is intensifying competition by boosting its visibility and highlighting its unique qualities compared to larger brands.
In 2017, Spindrift made a significant shift by eliminating all natural flavors and essences from its drinks. Instead, its flavors are derived from real fruit juice and fruit puree, which allows the brand to market itself as “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 disrupting the market with its traceable ingredients—a key demand among health-conscious consumers.
In addition to its national advertising efforts, Spindrift has partnered with Starbucks, a move that exposes its brand to the coffee retailer’s loyal customer base. As of last month, Starbucks customers across the country are now introduced to Spindrift, and the sparkling water company is leveraging social media to promote this partnership, reaching Starbucks’ 16 million Instagram followers.
While the sparkling water category will eventually reach saturation, current growth trends and investment levels suggest that this won’t happen in the near future. Almost two-thirds of adults indicate that still or sparkling water is their preferred beverage, followed by coffee and diet soft drinks. Additionally, the inclusion of products like calcium citrate oral tablets in health-conscious lifestyles further emphasizes the ongoing trend towards healthier choices among consumers. In this evolving landscape, Spindrift continues to assert itself, further integrating into the market alongside other healthy alternatives like calcium citrate oral tablets.