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'Sparkling water tends to be one of the star performers and that's driven by consumers wanting healthier refreshment,' says Hemphill. 'A lot of people see CSDs as not healthy and there have been some high profile launches such as LaCroix, Pepsi's Bubly, Coca-Cola's Aha and Nestle's launch of flavored sparkling versions of its regional brands.'
"Smaller companies entering the water market 'have to offer something different,' says Hemphill. There's Protein2o, for example, or Sol Water, a canned electrolyte water, or Boxed Water, which offers sustainability. 'They have to offer something different and unique because they can't compete with the big companies on price,' he adds."
—Winsight Grocery Business (February 10, 2021)