Beverage brands look to capitalize on expanding definition of water

Posted: May 10, 2016
In: In the Media

The functional and flavored water segment has been growing for nearly a decade and is expected to grow 11.5% through 2019. There aren’t strict regulations in the bottled water section of the Code of Federal Regulations, so there is room for a lot of opportunity and innovation in the enhanced bottled water segment. Keeping an expanded definition of water in mind, I’d like to highlight several categories, including products that most closely resemble water and some that use a looser definition.

Keep Reading:

A First Look at What’s on Deck at SupplySide 2026 Booth 2045

SupplySide Global will be here before you know it, and we're putting the finishing touches on what you'll get to taste, see, and dig into at Booth 2045.

From the Bench to the Brief: Imbibe’s Lauren Senne on the Science Behind Great-Tasting Beverages

The conversation goes deep on the technical realities most founders don't encounter until they're already mid-formulation, like how taste modulation works at the receptor level and why sugar reduction changes more than sweetness.

#TrendSpotting: The Cloud Effect

Consumers are chasing a particular kind of texture: light, airy, whipped. The word "cloud" just happens to be what the culture reached for to describe it.

Beverage brands look to capitalize on expanding definition of water

Keep Reading:

A First Look at What’s on Deck at SupplySide 2026 Booth 2045

From the Bench to the Brief: Imbibe’s Lauren Senne on the Science Behind Great-Tasting Beverages

#TrendSpotting: The Cloud Effect

Notice: Holiday Closure