What’s the point of… stocking water-plus at Christmas?
The increasing popularity in the water-plus category, which is water with added functional benefits, can be attributed to growing public concern about being mindful about calorie and sugar intake, while still wanting some flavour.
One of the biggest trends this Christmas in the water-plus category is quality, as younger shoppers look for upmarket products and packaging, or to brands that are less available at the multiples – in other words, craft. Amelia Parker, brand marketing manager at Clearly Drinks, says stocking craft-style drinks can be beneficial to independent retailers thanks to their higher price points and margins.
“Consumers, particularly the under-30s, are now considering flavoured water as a soft drink, and are experimenting with more adventurous flavours and styles of soft drinks,” she says.
Meanwhile, retailers should also offer a range of sparkling varieties this season, targeted at those looking to abstain from alcohol, but who still want a fizzy option.
Burgess, at Coca-Cola European Partners, says: “The flavoured sparkling range is available in a 600ml format. The pack design also retains the brand’s bold, simplistic look, to appeal to younger consumers. CCEP’s Glacéau Smartwater is available in four sparkling flavours: Berry & Kiwi, Lemon, Green Apple and Grapefruit & Watermelon.”