Market Trends of North America Functional Water Industry
This section covers the major market trends shaping the North America Functional Water Market according to our research experts:
Growing Preference for Functional Water with Protein
Fortification is the process of adding one or more essential nutrients to foods, whether or not they are normally contained in the food, for the purpose of preventing or correcting demonstrated deficiency of one or more nutrients. Protein is among the top trends in the food and beverage industry all across the world. Flavoured functional waters infused with protein are specifically developed by manufacturers to help consumers meet their exercise, diet, and lifestyle goals. Protein-rich functional water is essential for lean muscle growth and repair, and can also promote the feeling of satiety. This is expected to drive the growth of the flavoured protein functional water segment over the forecast period.
United States Dominates the Market
Functional water is vitamin-enriched waters that have gained consumer popularity for convenience, perceived health benefits, and improved flavor over tap water. Multiple qualities of functional water contribute to the evident attraction evinced among US consumers for the product. The versatility of functional water makes it suitable for consumption at any time of the day and in just about any setting or situation. Compared to other RTD beverages, functional waters are comparatively inexpensive and various packaging options, like containers and single-serve bottles, are making it more popular among consumers, thereby driving the growth of the functional water market. Consumers in the United States have started to develop an interest in beverages that deliver benefits above and beyond simple refreshments, who are also contributing to the expansion of the functional water market.
