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:

Flavor Drop: Apple Pie & Maple Cream

Nostalgic fall flavors like apple pie and maple cream are fueling innovation. Both are moving beyond indulgent applications into new formats, as brands meet demand for natural, seasonal sweetness.

Is Pumpkin Spice Still as Popular in 2025?

Pumpkin spice still defines fall 2025, led by Starbucks’ PSL. Yet pecan is rising, as brands expand pumpkin spice into cookies, shakes, and more seasonal favorites.

Tools to Better Communicate Tropical Flavors

Imbibe’s new Coconut, Passionfruit, Kiwi, and Banana Flavor Wheels help product developers align for faster innovation.