This article has been produced and shared AG Barr Ltd.
The soft drinks category is undergoing a fundamental shift, and smart retailers are recognizing that the biggest growth opportunity lies not in carbonates, but in a segment once considered simple: Water.
Data confirms this: Water is currently the #1 growth segment within soft drinks. While the Total Water category is growing at a healthy 13.5% Value % Change Year Ago, the true engine of expansion is Functional Water, which is growing at a phenomenal 27.8%—that’s over 2x faster than total water.
This surge is driven by a health-conscious consumer base. A staggering 85% of consumers believe hydration is crucial for overall wellbeing, but with over two-thirds of the UK population not drinking enough, they are actively looking for solutions. Today’s shopper expects more from their drinks; they demand the trifecta of Flavour, Hydration, and Function. They are knowledgeable about ingredients like electrolytes, which they correctly believe hydrate more effectively.
This signals a clear gap in the market for a brand that bridges the desire for great taste with clear functional benefits.
The Retailer Advantage:
Stocking Boost Water+, a new, high-performing functional water brand allows you to:
● Capture Premium Spend: Functional water’s strong growth demonstrates consumers are willing to pay a premium for enhanced hydration.
● Meet Evolving Needs: Be the destination that satisfies the shopper who is actively trading up from standard water and soft drinks for a functional choice.
● Drive Category Value: Functional Water’s exceptional growth rate proves that a dedicated offering is essential to maximizing your overall soft drinks value.
By prioritizing Boost Water+, you align your range with the fastest-growing consumer trend and tap directly into a powerful and lucrative category opportunity. Don’t miss out on the chance to maximize your sales by giving shoppers exactly what they are seeking: delicious, functional, and effective hydration.
