Flavored/enhanced water: beyond basic hydration
Flavored and enhanced (F/E) water, whether still or sparkling, goes beyond basic hydration to offer consumers added benefits. Flavored waters are infused with natural or artificial flavors like citrus, berry, cucumber or mint, while enhanced waters incorporate functional ingredients such as electrolytes, vitamins, minerals, botanicals, caffeine or adaptogens.
This market continues to grow significantly as consumer demand shifts from simple thirst-quenching to seeking beverages that act as wellness enablers, supporting energy, immunity and recovery. A heightened health focus is steering consumers away from artificially-flavored carbonated soft drinks and juices, to lower-calorie, vitamin-fortified and naturally flavored water alternatives, further bolstered by clean-label, organic and functional innovations.
The market for F/E water is experiencing robust growth
In 2025, the global flavored water market is projected to reach approximately $17.96 billion, with expectations to grow to around $44.8 billion by 2035 (9.6% CAGR). Key drivers include increasing consumer preference for healthier, low-calorie and functional options, alongside innovations in natural flavoring. North America, Europe, Japan, South Korea and the UK are leading this growth, with emerging economies in Asia-Pacific and Latin America presenting significant untapped potential, driven by growing middle-class populations and rising health awareness.
The global enhanced water market size was valued at $8.8 billion in 2024 and is projected to reach $14.9 billion by 2030 (9.2% CAGR). North America currently holds the largest market share (48.5% in 2024), fueled by its health-conscious consumer base; however, the Asia-Pacific region is poised for the fastest growth.
The health and wellness trend
Consumers are becoming increasingly informed about their dietary needs and health goals, creating a significant shift away from artificially-flavored soft drinks and juices towards beverages tailored for specific health outcomes. This pervasive health and wellness trend drives demand for water fortified with vitamins, pre-, pro- and postbiotics, antioxidants and amino acids, which promise benefits from improved digestion and enhanced immune function to better skin, mood and cognitive function. Major brands are responding with options for stress relief and digestive health, particularly in Europe. Many companies are producing natural, fruit-flavored still waters infused with botanical extracts like aloe vera, hibiscus and ginger.
Electrolyte and vitamin-enhanced hydration
Electrolytes, including minerals like sodium, potassium and magnesium, are experiencing a surge, especially in Australia, evolving from a sports recovery focus into an everyday wellness phenomenon. Once a niche for elite athletes, these products – available as powders, ready-to-drink (RTD) beverages and gummies – are now mainstream, promising increased energy, focus and enhanced daily hydration. Their widespread availability in supermarkets, pharmacies and gyms underscores their mainstream appeal, valued for easy integration into routines as an accessible and affordable wellness boost. The broader vitamin-flavored water market is also poised for significant growth, especially among health-conscious younger demographics (Millennials and Gen Z) who actively seek out functional ingredients.
Across both electrolyte and vitamin-enhanced categories, North America currently holds the largest market share, driven by high consumer demand for functional beverages and well-established distribution. Europe shows steady growth, fueled by increasing health consciousness and the adoption of healthier lifestyle choices. Meanwhile, Asia-Pacific exhibits significant growth potential, while Latin America and the Middle East & Africa also present emerging markets, though with relatively lower current market penetration compared to developed regions.
Clean label, natural and low-sugar
Consumers are increasingly prioritizing natural, non-GMO and pesticide-free ingredients, making flavored, organic water a fast-growing segment. This preference influences brands to focus on certified organic fruit extracts, holistically-harvested plant infusions and pollution-free processing. The demand for premium, functional beverages has also led to organic flavored waters being infused with superfoods, probiotics and herbal adaptogens, reflecting the rise of veganism and plant-based lifestyles. North America and Europe currently dominate the market, but Asia-Pacific is expected to experience significant growth driven by increasing disposable incomes and changing lifestyles.
Consumer health consciousness is also driving demand for low- or no-sugar beverages. Brands are responding by incorporating natural sweeteners like stevia, monk fruit or erythritol to effectively balance taste with health goals. This trend aligns with a broader desire for personalization, driving innovations in flavor profiles and functional enhancements.
Sustainability: balancing consumer demand and market realities
Sustainability has a significant influence on both beverage packaging and sourcing practices. Consumers seek eco-friendly options, with 82% of consumers in North America willing to pay more for sustainably packaged products. This preference is driving many companies to adopt solutions like plant-based plastics and to ensure traceable, ethically-grown ingredients.
Despite this immense, overall growth, the F/E water market faces several challenges. This includes higher production costs for organic or highly functional products which can lead to price sensitivity; inconsistent regulatory standards and labeling practices across regions which can complicate global market expansion; and maintaining product shelf life and the stability of delicate functional ingredients which poses a continuous technological challenge for manufacturers.
However, brands are actively mitigating these hurdles. They're collaborating with local farmers, investing in sustainable supply chains and offering smaller, more affordable packaging to widen consumer reach, without compromising quality.
Treatt’s expertise
At Treatt, we're redefining hydration by seamlessly blending health-driven innovation with unforgettable taste experiences. We know that exceptional taste is key to repeat purchases, transforming everyday water into an exciting beverage.
Treatt provides comprehensive support throughout the development of flavored and enhanced waters, acting as a strategic partner that connects clean flavor with functional impact and eco-conscious delivery. Our expertise helps brands create solutions excelling in taste, functionality, sustainability and clean-label transparency.
Our capabilities include:
- Natural flavor systems: we craft sophisticated ‘smart hydration’ profiles using unique botanical and herb infusions, exotic fruit blends and even savory variations. These systems ensure elevated taste without artificial sweeteners, delivering captivating flavor profiles with a carefully balanced taste and mouthfeel. From the crisp punch of cucumber mint to the vibrant tartness of red berries, our solutions offer convenient, better-for-you alternatives to sugary drinks, enabling clear front-of-pack claims that directly appeal to health-conscious consumers.
- Functional enhancers: we integrate clean-label, water-soluble and heat-stable vitamins, minerals, antioxidants and adaptogens into still and sparkling waters.
- Formulation support and flavor modulation: we optimize mouthfeel, stability, sweetness perception and overall sensory appeal. Our advanced flavor modulation tools create balanced and appealing taste experiences, even in complex functional formulations.
- Technical expertise and scalable formats: we create water-soluble liquids, ready-to-drink (RTD) formulations and powder solutions, designed for efficient manufacturing and transparent labeling across diverse applications, from beverages to functional shots.
- Sustainable sourcing: we have a commitment to traceability and eco-friendly credentials for all ethically-grown plant ingredients.
Looking to the future
The demand for flavored and enhanced water is extremely favorable. At Treatt, we're leading the way. Our authentic, functional extracts and perfected clean-label formulations make us uniquely positioned to help brands deliver the low-sugar, natural and personalized hydration that consumers are craving. We genuinely believe that the perfect blend of flavor, functionality and mouthfeel is what makes a beverage irresistible. That's why we're always pushing boundaries, ensuring flavored and enhanced waters not only stand out from the crowd, but keep customers coming back for more.
Ready to craft the future of hydration with us? Discover more about how Treatt can elevate your brand.
