Berry is top choice in flavored water: Comax

03-Nov-2017 - Last updated on 03-Nov-2017 at 13:51 GMT

56% of adult respondents in the survey add flavor to their water. ©GettyImages/tbralnina

Bottled water volume sales are seeing continued strong growth, driven by consumers' search for alternatives to sugary drinks. And these trends are benefiting the flavored water category, according to Comax Flavors.

This year the company surveyed 500 people between the ages of 18 and 70 to find out more about attitudes to flavored water.

“Recognizing that consumers are substituting flavored water in lieu of soda and juice, Comax wanted to investigate flavored water consumption habits and usage among the general population,” Catherine Armstrong, VP of corporate communications for Comax Flavors, said.

The research surveyed people aged 18 to 70, half of which were parents of children aged three to 17. Almost two-thirds (60%) of respondents said that flavor is the most important factor they look for: followed by price and health benefits.

The research study was conducted in March 2017 by Comax Flavors in partnership with market research program Trendincite LLC.

According to the survey, berry was found to be the most consumed flavored water flavor preferred by 60% of baby boomers, 59% of Gen Z, and 57% of Gen Y.

Consumers in the Gen Z age group were shown to be the heaviest consumers of “tropical” flavors and the largest consumer of citrus-flavored water at 63%.

In terms of health benefits, roughly half of respondents said they sought flavored water products that could serve as a soda replacement and that “too much sugar” was considered the top reason why they “disliked” certain beverages.

Children’s hydration

The survey also found that 75% of parents add flavor to their children’s water, compared to 56% of adults who flavor their own water. The most common ways parents add flavor to their children’s water is with fruit, juice, powder, or a flavored liquid; tablets and crystals ranked as the least used ways.

Research also showed that children of all ages were the largest consumers of plant-based water at 53% including maple, cactus, and birch compared to 9% of adults who consume the same types of plant-based water.

Similarly, nearly twice as many children consumer coconut water (39%) compared to adults (20%).

However, more conventional flavors such as berry lemonade, fruit punch, tropical, and citrus were the most consumed flavored water types, according to the survey.