An insight on the trends and drivers of the sparkling water market
Seltzer, also known as sparkling water, carbonated water, or fizzy water, is a type of water that has been infused with carbon dioxide gas under pressure. Seltzer can be plain or flavoured, and it can be consumed on its own or mixed with other beverages. Seltzer is a popular alternative to sugary soft drinks, as it offers the same refreshing fizziness without the calories, artificial sweeteners, or additives.
The seltzer market in the United Kingdom has been growing steadily in recent years, driven by several factors such as health awareness, environmental concerns, innovation, and convenience. According to a report by Mintel, the sales of sparkling water in the UK increased by 16% between 2016 and 2019, reaching £649 million. The report also projected that the market would grow by another 11% by 2024, reaching £722 million.
Trends and drivers
The growth of the seltzer market in the UK can be attributed to several trends and drivers, such as:
- Health awareness: Consumers are increasingly looking for healthier and more natural alternatives to sugary soft drinks, especially amid the COVID-19 pandemic and the introduction of the sugar tax in 2018. Seltzer offers a low-calorie, sugar-free, and hydrating option that can help consumers reduce their intake of added sugars and artificial ingredients. According to Mintel, 63% of UK consumers who drink sparkling water do so because they think it is healthier than soft drinks, and 57% do so because they want to drink more water.
- Environmental concerns: Consumers are also becoming more conscious of the environmental impact of their consumption choices, and are seeking products that are more sustainable and eco-friendly. Seltzer can help consumers reduce their plastic waste and carbon footprint, as it can be made at home using tap water and reusable bottles, or purchased in recyclable cans or glass bottles. According to Mintel, 44% of UK consumers who drink sparkling water do so because they want to reduce their plastic waste, and 32% do so because they think it is more environmentally friendly than soft drinks.
- Innovation: The seltzer market in the UK has seen a surge of innovation and diversification, as brands and retailers are launching new products and flavours to cater to the changing preferences and needs of consumers. Seltzer can be flavoured with natural fruits, herbs, spices, or botanicals, or infused with vitamins, minerals, or functional ingredients such as caffeine, collagen, or CBD. GYN aim to diversify the market bringing a refreshing take on a hard seltzer being the first drink to combine alcohol and protein.
- Convenience: Consumers are also looking for products that are convenient and easy to access, especially in the context of the COVID-19 pandemic and the lockdown restrictions. Seltzer can be delivered to consumers' homes through online platforms, subscription services, or direct-to-consumer channels, or purchased in supermarkets, convenience stores, or vending machines. You can view our GYN product page here.
A future of growth for seltzers in the UK
The seltzer market in the UK is a dynamic and growing sector, that offers consumers a healthier, more sustainable, and more diverse alternative to soft drinks. The market is expected to continue to expand in the coming years, as consumers become more health-conscious, environmentally-aware, and adventurous in their choices. GYN aims to focus on delivering products that are innovative, convenient, and appealing to consumers.