Flavored Water Makes a Splash


Comax Flavors has released its third study on flavored water in its primary market research program, which focuses on consumer’s product usage, attitudes, behaviors.

Partnering with Amy Marks-McGee of Trendincite, the study questioned 500 U.S. respondents in March 2017, aged 18-70, about what they look for in flavored water products. Among some of the highlights include:

  • Flavor is the number one driver of purchases of flavored water. Of the people surveyed, 60% said that it was the most important attribute.
  • Berry was the one flavor consumed almost at the same rate for adults and children. The survey indicated that 56% of adults and 54% of children consumed berry flavors.
  • Lemonade flavored water was greatly favored by children. More than 53% of children consumed lemonade flavored water.
  • More than half of adults add flavors to their water. Among the respondents, 26% of parents flavored their children’s water.
  • Children drink plant-based waters more than adults. Flavors such as maple, cactus and birch were consumed by 53% of children, opposed to 9% of adults.
  • Caffeinated water is consumed by 30% of 15-17 year olds.  

“According to the Beverage Marketing Corporation (BMC) and International Bottled Water Association (IBWA), water is outpacing other beverage categories, particularly soda and juice. 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,” said Catherine Armstrong, vice president of corporate communications for Comax Flavors. 

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