Energy drinks have long attracted those seeking a simple energy boost to make it through the day. Now, “clean energy” has arrived to provide consumers another option beyond their core enhanced hydration choices.
The shift sees more clean energy in place of or in addition to flavored or non-flavored water brands, all to promote better hydration and functionality.
According to Circana (the result of the new alliance between NPD Group and IRI), the non-flavored bottled still water segment in convenience stores has grown 7.7% over the past year, with units off 4.2%, more than likely due to premium brands set at premium price points.
Flavored bottled water grew 1.7%, with units off 8.8%, according to Circana. Some leading brands across the two segments include Glaceau, Aquafina, Dasani, Fuji, Propel, Monster and Powerade.
Two newer brands offering enhanced ingredients “beyond energy” include Celsuis and C4, which grew dollars (in the c-store channel alone) 183.5% and 130%, respectively, for a 52-week period ending Feb. 26, according to Circana.
Consumers are also looking at powders in place of or in addition to liquid refreshment. Roar Organic Complete Hydration recently launched Roar Plus, a naturally flavored vitamin and electrolyte drink mix in two flavors, Berry Lemonade and Strawberry Watermelon.
“We are on a mission to support hydration and wellness by offering multiple benefits in one bottle and now also in powder form,” said Bill Lange, president at Roar Organic. “Hydration is key for many aspects in our daily lives, and now that more people are out of the house and on-the-go, we want to make sure they feel good about what they’re putting in their bodies, whether packing for a flight or packing their gym bag."
Click ahead for six hydration-oriented releases intended for grocery merchandising.
Roar Organic debuted Roar Plus, a naturally flavored vitamin and electrolyte drink mix in Berry Lemonade and Strawberry Watermelon flavors. Similar to its line of complete hydration beverages, Roar Plus blends antioxidants, vitamins and electrolytes and is also boosted with 1,000 milligrams of vitamin C—plus added zinc, elderberry and green tea polyphenols. It also contains 2 grams of sugar and 20 calories per single-serve stick.
Available in 29.5-ounce (750 milliliter) bottles, Survive Isotonic comes in Fruit Punch, Orange and Ice Blue flavors (SRP of $1.25 per unit). The variety possesses combinations of vitamins, minerals, nutrients and prebiotics. Other offerings in the portfolio include H20 Black Alkaline Water, Enhanced Vitamin Water, Survive Prebiotic Sodas, Survive satchels and Functional Tonics.
Clearly Canadian released Summer Strawberry, its first new flavor launch in nearly four years. Making a limited-time debut in summer of 2022, the now-permanent addition to the premium lineup contains 80 calories a bottle and features an all-natural strawberry flavor. Similar to the brand’s other flavors, Summer Strawberry is a sparkling water beverage sourced from Canada’s springs and is available for an SRP of $2.69 per 11-ounce glass bottle.
The newest seasonal release of Aprch CBD sparkling water is a limited-edition Peppermint flavor that follows the launch of Fruit Punch, Vol. 2 of Aprch’s Artist Series, which features the artwork of Jess Mudgett. Aprch Peppermint CBD sparkling water is made with high quality ingredients, broad spectrum hemp extract and zero sugar, calories or caffeine. Aprch Peppermint CBD sparkling water is available for an SRP of $12.99 per 4-pack.
Rolling out to the grocery-store channel, Alkaline88 Sport deploys an innovative FreshCap technology powered by Vessl to instantly infuse all-natural flavors and functional ingredients into the water. Four flavors include Jolly Watermelon, Fruit Punch, Very Berry and Limon Citrus. All four varieties contain zero calories, zero sugar and zero preservatives along with vitamins, ginseng and guarana.