The rapid growth of liquid water enhancers as an on-the go product across the US has encouraged manufacturers to target the same market in the UK, but the different consumer needs call for an alternative marketing approach.
Rising consumer demand for more adventurous and exciting ways to pep up drinking water has led to an increase in the number of flavoured water enhancers in the market. Manufacturers have primarily positioned liquid water enhancers around on-the-go consumption.
However, Canadean data shows that most UK consumers use liquid water enhancers at home rather than on-the-go. The challenge for brands is to ensure the growth of this emerging product by focusing on actual consumer needs instead of applying pre-conceived marketing strategies.
A new white paper from Canadean reveals:
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