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.

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