Consumers’ propensity towards functional beverages in lieu of carbonated and soda-containing drinks is magnifying the presence of niche innovations, including fruit-infused water. With the trend of ‘health is wealth’ mushrooming among the global demographic, particularly the millennial, fruit- infused water resonates well with the growing trend. As such, producers in the food & beverage industry are coming up with new line-ups by pairing two or more fruits, including apple, mango, orange, pineapple, strawberry, watermelon, berry, and citrus.

With the fruit flavors labeled as organic, fruit-infused water has been granted regulatory approval for public consumption by governing bodies, such as the United States Department of Agriculture (USDA) Organic. The market of fruit-infused water is at a nascent stage, yet the buzzword of ‘health & wellness’ is set to push demand.

According to a new business intelligence report by Persistence Market Research, the fruit-infused water market witnessed sales of ~2 Bn liters equating to a value of US$ 10 Bn in 2018 and is expected to progress at a healthy CAGR of ~6% over the stipulated timeframe. The demand for low-calorie consumables is facing an uplift, deepening the penetration of fruit-infused water into the beverages sector. In addition, consumers are increasingly turning to detox drinks in light of weight-loss and cleansing properties – a factor sustaining the sales of fruit-infused water in upcoming years.

Citrus-Infused Water Leads the Pack Following Surplus Health Benefits

With tangy flavor, and abundant nutritional values, demand for citrus-infused water is likely to observe an uptick. Insufficient production of stomach acid leads to improper digestion of food, thereby resulting in inflammation. Infusing citrus fruits, such as lemons, into water eliminates the problem of improper digestion. Citrus-infused water aids in battling with kidney stones. The acids present in lemons support in avoiding calcium from turning into crystals.

A majority of individuals are not able to fulfil the daily requirement of water intake, increasing the risk of dehydration. Sipping on citrus-infused water is an ideal way to begin the day, while drinking throughout the day aids in keeping the consumers hydrated. Free radicals – a byproduct of usual metabolism – is connected to aging and chronic illnesses. Citrus-infused water, owing to the abundance of antioxidants, promote proper functioning of the body, and protect the cells from free radical damage occurring due to chemical, or pollution exposure.

Metal Cans Replace Plastic Bottles Amidst Stringent Government Regulations

Consumers prefer canned water and in the HoReCa (Hotels, Restaurants, and Cafes) sector, as well as while traveling. Carrying canned water proves to be a better choice for consumers instead of going for supplied water while enjoying a trip, resulting in increased demand and consumption of canned water. Combined with the health and wellness trend, canned water in fruit flavors is observing huge traction. 

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In addition, concerns regarding rising ecological degradation are promoting stringent environmental regulations, compelling manufacturers to substitute plastic with eco-friendly alternatives, including metals. As such, producers of fruit-infused water are turning to metal cans for packaging their offerings in a bid to achieve sustainability, and competitiveness.

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