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Fortified Bottled Water Market

Functional Beverages: Overtaking The Supplement Industry With Graph
Functional Beverages: Market Overview
The Enhanced Water Industry Overview
Functional Waters: The Latest 'Must-Have' Lifestyle Products
Here Comes Fiber

Functional Beverages: Overtaking The Supplement Industry
In 2003 Datamonitor stated “Despite comprising the largest segment of the nutraceuticals industry, supplements are set to see a slowdown in growth over the next five years.

While manufacturers surveyed agreed the supplements category is an important segment of this market, slightly more believe that functional beverages will be "very" or "quite" important five years from now than believe the same of supplements.

Indeed, 86% believe that functional beverages will be "very" or "quite" important in five years' time, compared to 73% for 2003. Source: Datamonitor, "Functional Food, Beverages and Supplements - Inside-Out Health and Beauty" (DMCM2100)

Mintel (2005) projects that the wellness/functional beverage sales industry will grow from $10 Billion in 2004 to $12.8 billion in 2009. 

Survey respondents believing functional categories are/will
be "very important" or "quite important", 2003-08

Datamonitor, "Functional Food, Beverages and Supplements - Inside-Out Health and Beauty" (DMCM2100)

Functional Beverages: Market Overview
Statistics reveal that the fastest growing beverage segment in the United States between now and 2008 are projected to be wellness/functional beverages. This segment is on track to account for 85% of incremental beverage sales growth going forward.

The better-for-you functional beverage category is making tremendous headway with consumers according to Euromonitor International. Approximately $40 billion in beverages were sold in the better-for-you functional beverage category in 2005, with that number expected to grow to more than $43 Billion this year (2007) and more than $53 Billion in 2010 in the United States alone. 

“Americans have a growing interest in beverages that do more than just taste good and refresh,” said John Sicher, editor of Beverage Digest.  The idea of a beverages function to merely quench thirst is a thing of the past as beverages are the ideal delivery system for dietary supplements and nutraceuticals targeting a variety of health and wellness conditions.  Consumers are not only more willing to experiment with beverage products than with food products but they are willing to pay a premium price. 

Consumers know their health is important and / or in trouble.  Drinks with added health benefits are becoming the most popular globally as consumers increasingly desire beverages that claim to enhance their health and wellness. 

The Japanese have one of the world’s highest per capita expenditure levels of functional foods and beverages $119 per capita in 2006, compared to $95 in the US according to Euromonitor.

The Enhanced Water Industry: Overview
As we see the enhanced water segment growing we see a new beverage category emerging.  As Allen Gibson said The Nike of the enhanced water world could be waiting in the wings.

Japan set the pace and now the enhanced fortified water segment is recognized as being the fastest growing category in both the U.S. and Europe.  Companies such as Gatorade (maker of Propel) and Energy Brands (VitaminWater) have reported annual rates of sales increase of approximately 200% over recent years. 

Consumers want their water to be more… YES! -- a whole new water category has arrived and is growing…waters that promise health benefits beyond mere hydration.  Water that is specifically designed to answer consumer’s growing desire for lifestyle enhancing products that will help them address their top medical wants and needs…obesity, weight loss, heart health, cancer, digestion endurance and have more energy.

Enhanced waters have a broad appeal because everybody knows they need to drink more water but are tired of plain water.  While a flavored water maybe considered enhanced, which is enticing to this group, they do not offer health benefits.  It is the nutritionally fortified waters that have the greatest appeal as consumers want to target specific health concerns. This is part of a more general trend towards personalized nutrition.

Consumers are buying products that make specific health claims rather than claiming to be healthy in general.  As reported in BrandWeek magazine in February 2007, John Sicher, editor of Beverage Digest, stated that "The next phase of growth in the water business is in enhanced, flavored waters.  There's a huge opportunity for growth."  Beverage Marketing Corp. projects those U.S. sales of enhanced waters for 2006 will represent a 49.6% average annual rate of growth over the preceding five years. 

Enhanced water may be still considered a niche market now, but that's what experts called plain water 10 years ago.  Sales for the entire category are forecast to double to $5.6 billion by 2010, says Nutrition Business Journal. It is already the fastest-growing market segment according to research by Beverage Marketing Corp. (BMC) in New York. 

Functional Waters Are The Latest 'Must-Have' Lifestyle Products.
Both the beverage-drinking patterns and overall health of U.S. adults have change considerably over the past several decades.  In the 1970’s Americans got 6-8% of their daily calories from drinks, but today 21% of their daily calories come from beverages.  Not counting that what comprises that 21% may be a major cause of the alarming obesity epidemic.

Rising waters sinking sodas…There was a time, and not so long ago, when the beverage industry was defined by soft drinks --typically carbonated soft drinks laden with sugar and colorants.  The shift in the industry has been so dramatic that the lines of once- firmly defined categories, such as soft drinks, are becoming blurred.  Consumers are increasingly turning to bottled water over soft drinks, and even over juices which without the fiber present in the fruit to slow down the absorption of glucose have far too much sugar.

“Fortified,” “functional,” “nutraceutical”, whatever the category name, these nutritionally supplemented waters carry the most motivation for consumers to drink them.  Besides, just as a telephone can no longer be just a telephone, health conscious consumers want more from their water. 

According to Euromonitor International, from year 2005 to 2010 sales are expected to increase over 100% industry experts believe it will happen much sooner.

In fact they are fast making serious inroads into the beverage category and reclaiming premium price points. Fortified waters have a broad appeal because they do not contain the calories consumers are trying to avoid. Additionally everybody already knows they need to drink more water and now they can have the added nutritional benefits as well.  This is part of a more general trend towards personalized nutrition, whereby consumers are buying products that make specific claims rather than claiming to be healthy in general.

According to New Nutrition Business Magazine, a key factor for success in the enhanced marketplace will be keeping water free of calories. They believe “Fruit 2.0’s meteoric sales rise from $15 to over $100 million in three years had more to do with the brand’s combination of taste and zero calories than with the vitamins in the product. That was a hard lesson for the makers of “Clearly Canadian”, one of the pioneers in the enhanced water field, whose sales dropped significantly after consumers started counting calories.

We are expecting this trend to grow increasingly.” quoting Gary Roethenbaugh of Zenith International who further predicts that wellness functional waters will continue to eat into the soft drinks and juices market. "Enhanced waters are also likely to steal some of the market from sports drinks and energy drinks because the consumption occasions are very similar," he notes. "And as healthier lifestyles become more prevalent, both the bottled water and enhanced water categories should benefit. The real losers are likely to be carbonated soft drinks and traditional juices."

Customer loyalty to brands in the standard bottled water market is low, but is shown to be higher in the enhanced market.  Firms such as Danone and Nestlé have developed calcium-enhanced waters in Europe, while in the U.S. companies such as Glaceau offer a variety of nutrient enriched waters.  Large firms such as Pepsi and Coca-Cola have turned to flavored waters in an attempt to distinguish themselves. 

Let the branding begin…

As competition has become fiercer in the bottled water market, companies have increasingly turned to enhanced waters for added sales and brand distinction.  A big appeal of such products for manufacturers, and investors, are the enhanced profit margins they offer, as well as the chance to develop brand loyalty among consumers – something which plain bottled water hasn’t achieved.

If you can deliver an efficacious product that delivers real health benefits to the consumer, there should be lots of room in a growing market that is not dominated by the majors like the soda market is, at least not yet.  The Nike of the enhanced water world could be waiting in the wings.  By Allen Gibson

A key to any brand’s success in this market will be developing consumer loyalty. To do that, suggest the experts, you must get the consumer to associate your product with specific health benefits as well as creating positive feelings and experiences. The rise of nutraceutically-enhanced water offers an obvious opportunity to do just that. Leading firms are seeking to differentiate themselves as soon as possible in order to capture market share.

The Japanese beverage market is head of the curve on this trend. They are marketing drinks for anything from stress busting to enhancing beauty. Firms in the U.S. are catching on and adding healthy ingredients to their domestic and international products. For instance, Danone and Nestlé have marketed calcium-enhanced waters in Europe.

The enhanced fortified water segment is recognized as being the fastest growing category in both the U.S. and Europe.  Companies such as Gatorade (maker of Propel) and Energy Brands (VitaminWater) have reported annual rates of sales increase of approximately 200% over recent years. 

Currently the enhanced fortified water segment, while accounting for 4% of the total dollars sale of total bottled water, contributed 10% of total category growth.  Though the water companies for the most part do not break out sales of enhanced waters, the size of the United States market is estimated to be close to $2 billion and growing exponentially.

With such big growth, it’s no surprise that the major players are piling in. Coke and Pepsi have top-selling distilled waters and both are now expanding those brands with enhanced water lines called Aquafina Essentials and Dasani NutriWater. Then there’s Energy Brand’s “Glaceau VitaminWaters,” with a dozen drinks in a rainbow of colors, each with a name that promises more than just water- like "determination," and "focus.” Other brands diving in include Gatorade, FUZE, Long Life Beverages, Speedo and even pharmaceutical company Baxter International, whose “Pulse” has a women's formula, for instance, "to reduce the occurrence of symptoms associated with menopause."

The company, which produces bottled water brands including Vittel and Nestlé Aquarel, wants to expand into flavored water and functional beverages this year. Nestlé Waters is looking to bolster its presence in the enhanced water category after a solid performance from its core business in 2006, its chairman and CEO, Carlo Donati, said (6 March 2007).

"To maintain profitable growth, we will now expand our presence in the sector of 'water +' and more added value healthy beverages," Donati said. "In this way, we will contribute of making Nestlé a major global player in nutrition, health and wellness."

Present Customer loyalty to brands in the enhanced bottle water market is considerably higher than loyalty to standard bottled water. Companies such as Gatorade (maker of Propel) and Glaceau (maker of VitaminWater) have reported annual rates of sales increase of approximately 200% over recent years.  Enhanced water offerings include Tropicana Fruit Squeeze, Aquafina Alive, Gatorade Propel, Aquafina Flavorsplash, and SoBe LifeWater.  Gatorade Propel has been notable for its strong sales growth, surpassing $100 million in annual revenue as just a few examples.

Fortifying With Fiber
Functional ingredients and innovative technologies are transforming today’s beverages into sophisticated Nutraceutical value-added delivery systems. The future of the beverage industry seems bright with emerging categories. In fact according to Forbes fiber is one of the nine essential nutrients. In addition to helping to address many of the major diseases of our time -- including diabetes, heart disease, and cancer -- fiber helps to increase satiety, reduce hunger, and actually decrease caloric intake.

Ingredient suppliers are helping beverage makers transform mass market beverages into healthful drinks and condition-specific formulations with double and even triple-digit growth.  According to Stagnito’s New Product Magazine (September 2006) New Product Development Survey: 64% of those polled focused on healthy, and 60 % on convenience, 53.8% on vitamins and minerals, 52.3% on ethnic, 43.1% on fiber  35.4% on low calorie.

FiberWater contributes significantly to your daily
fiber intake to ensure that you live healthier.

FiberWater provides (six) 6 grams of a proprietary fourmulation of seven (7) fibres.
Look at how much food you would have to eat equivalent to that same six (6) grams.


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