smartwater experimented with the creation of sparkling water beverages in Europe and it is now introducing a new seltzer line to the United States. These first-ever flavored smartwater products include bold and exotic flavors like Strawberry Blood Orange, Fuji Apple Pear and Raspberry Rose. According to smartwater brand manager Lauren Freedman, "Fans—especially Millennials—expect smartwater to be creative, so we knew we needed combinations that would be unique and differentiated, yet approachable."
Seltzer has numerous qualities that are appealing to consumers right now, including the fact that it is refreshing, free from salt and calories and a flavorful alternative to sugary drinks. As many people are changing their drinking habits by consuming fewer sodas, they are turning to sparkling water as a light yet satisfying carbonated alternative.
What's Driving This Trend
- Exotic Flavor Infusion
- Opportunities exist for beverage companies to experiment with new and unique flavor combinations to set themselves apart in the seltzer market.
- Health-conscious Alternatives
- Beverage companies can capitalize on the growing trend of consumers seeking low-calorie, low-sugar and salt-free drink options by marketing their seltzer products as a healthier alternative to traditional carbonated drinks.
- Alternative to Traditional Sodas
- As consumers continue to reduce their soda consumption, there is an opportunity for companies to market their seltzer products as a tasty alternative with a similar fizziness and carbonation without the negative health impacts of traditional sodas.
Who This Affects Most
- Beverage Manufacturing
- Beverage companies can innovate their seltzer product lines with new flavors and healthier alternative ingredients to keep consumers interested and coming back for more.
- Health and Wellness
- Health and wellness businesses can partner with beverage companies to offer seltzer products as part of a healthy and low-calorie diet and lifestyle.
- Alternative to Sugary Drinks
- Seltzer companies can collaborate with fitness and nutrition-focused businesses to promote the health benefits of their products as a tasty alternative to sugary drinks.
