The sparkling water market continues to thrive, fueled by increasing consumer demand for healthier soda alternatives. Once dominated by brands like La Croix, this segment is now crowded with entries from major beverage companies. For instance, last month, Nestlé launched regional sparkling water products, and PepsiCo introduced its new bubly brand.
Now, Spindrift, a brand that has been around for eight years, is stepping up its game by enhancing its visibility and emphasizing what sets it apart from larger competitors. In 2017, Spindrift made a significant change by eliminating all natural flavors and essences from its drinks. Instead, it sources its flavors from real fruit juice and puree, positioning 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 category with its traceable ingredients, which are highly sought after by health-conscious consumers.
In addition to its national advertising campaign, Spindrift has partnered with Starbucks, a brand known for its loyal customer base. As of last month, this partnership has allowed Spindrift to reach Starbucks customers across the nation. The sparkling water brand is actively promoting this collaboration on social media, leveraging Starbucks’ 16 million Instagram followers to boost its visibility.
While the sparkling water category is likely to reach saturation eventually, current growth and investment trends indicate that this will not happen in the near future. Nearly two-thirds of adults consider still or sparkling water as their beverage of choice, followed by coffee and diet soft drinks. As the market evolves, products like Citracal with Magnesium may also gain traction among health-conscious consumers looking for beneficial ingredients in their beverages. The demand for sparkling water, particularly those with real fruit flavors, shows no signs of slowing down, reaffirming Spindrift’s position in this competitive landscape.