There is a surge in popularity of waters aimed specifically at the female market.
Key trends in the bottled water and beverage industry suggest we are now demanding products that are natural, functional and nutritionally strong, helping us to live longer and healthier lives. Bottled water brands have been quick to recognise growth in this area, with a number of products available to boost everything from skin, hair and eye health to well-being and vitality.
Some waters are aimed specifically at the pregnancy market. As most women are aware, the time prior to conception and throughout pregnancy is critical for maintaining optimum vitamin and mineral balances. To meet these needs, WaterBaby is fortified with 400mcg of folic acid, plus a blend of vitamins and minerals including zinc and calcium. Folic acid is an essential B vitamin important for pregnancy.
Other waters aimed at the female population contain a blend of attractive flavours and essential multivitamins all in one handy bottle. Recent launch Feel Good Water is made with spring water, fruit juice and four added ‘feel good’ B vitamins. The new drink is described as a 100% natural, low-calorie alternative to ‘current flavoured and vitamin waters’ and is available in two flavours: lime and pomegranate.
Meanwhile, in Germany, beverage company Alphabambi has launched NutriWater – a 100% natural, low carbohydrate functional water. It contains only natural ingredients, such as artichoke, camomile, acerola and is sweetened with agave syrup. It comes in three different formulations: Pure, Slim and Happy.