October 1, 2021 -- InvestorsHub NewsWire -- NetworkNewsWire
Editorial Coverage: The demand for healthier life choices is
growing as consumers look for options that support their efforts to
feel, look and live better. That trend is impacting all aspects of
life, including beverages. As water and beverage companies seek to
meet that need, the global health drinks market is projected to see
promising growth, including a CAGR of
7.88% projected for the next five years. Bottled water
is America’s
favorite drink; the category outsold soda for the first time in
2016 and has continued to do so ever since. That growth comes from
purchases made across all channels, including convenience store
sales, e-commerce orders and the hospitality sector. Taking
advantage of opportunities in all three channels, The
Alkaline Water Company Inc. (NASDAQ: WTER) (CSE: WTER)
(Profile) and its impressive range of
clean beverages are available in 75,000 locations around the
country. In addition, the company is also expanding its product
offerings, most recently launching a
brand new line of six natural functional waters. Other
companies looking to innovate and grow in the beverage space
include the
Coca-Cola Company (NYSE: KO), PepsiCo Inc. (NASDAQ:
PEP), National Beverage Corp. (NASDAQ:
FIZZ) and Flow
Beverage Corp. (TSX: FLOW).
- WTER offers an impressive line of production options both
online and in retail locations
- The company’s flagship product, Alkaline88(R), will soon be
available in nine major U.S. airports
- Last month, WTER signed an agreement with a turnkey e-commerce
agency specializing in management of major retailers’ digital
marketplaces, including Amazon and Walmart
- Sales in the c-store space are up 228% this year alone, reports
The Alkaline Water Company
Click here to view the custom infographic
of The Alkaline Water Company
Inc. editorial.
Choosing Better-for-You Beverages
Mordor Intelligence reports that the health drinks market is one
of the fastest-growing markets in the world. The agency notes that
“consumers are heeding the proliferation of linking food and
beverage consumption with health. Owing to this factor consumers
are now increasingly shifting toward maintaining a healthy
lifestyle that aids in sustaining fitness while reducing the
chances of lifestyle diseases.”
The report also notes that “consumers are increasingly seeking
for functional and nutritional food and beverage products that they
believe might aid in the body’s defenses and immunity, thereby
increasing the consumption of healthy drinks.” Those functional and
nutritional beverage products are available in an array of retail
locations as well as online. The
Alkaline Water Company Inc. (NASDAQ: WTER) (CSE:
WTER) is focused on making noteworthy inroads in
both spaces.
At the heart of WTER’s success both online and in person is its
high-quality product options, including its most recent offering of
natural functional waters powered by Vessl(R). Released through the
company’s A88 Infused Products Division Inc. subsidiary, the new
line signifies the company’s commitment to the functional beverage
sector. Functional drinks are nonalcoholic drinks containing
nontraditional ingredients such as minerals, vitamins, amino acids,
dietary fibers, probiotics and more. The functional beverage
category is projected to be the largest
and fastest-growing segment of the functional foods
sector.
Growing Accessibility
This year has been full of good news both for and from The
Alkaline Water Company, as it has positioned itself firmly as a
leader in the beverage and alkaline water sectors. Last month the
company announced that its 1-liter and 700ml bottles of Alkaline88
would be available in
more than 100 retail locations in nine major U.S.
airports, including JFK, LaGuardia, Newark, Chicago O’Hare, Reagan
National, Orlando International, George Bush
Intercontinental/Houston, Minneapolis-St. Paul International, and
Philadelphia International. In addition, the company brought on a
director of hospitality and foodservice, charged with leading
WTER’s future growth in this market.
“With the rebounding of the airline industry, this was an ideal
time for Alkaline88(R) to enter into this channel,” said The
Alkaline Water Company CEO and president Ricky Wright. “The sales
team and our new director of hospitality and foodservice, Gary
Bliss, have done an amazing job securing this deal. Now, hundreds
of millions of passengers will have access to Deliciously
Smooth(TM) Alkaline88(R) as they travel through
major airports to destinations around the world. Featured in over
100 retail locations, our brand will be accessible to every
passenger that enters these terminals.”
WTER’s Alkaline88 line has earned a strong reputation for
its superior hydration with a perfect 8.8pH balance. Developed to
encourage consumers to drink more and fully hydrate, the product
features simply ingredients that are free of buffers. In fact,
Alkaline88 ionized water contains just two ingredients: purified
water and Pink Himalayan rock salt.
Strong E-Commerce Push
The Alkaline Water Company is growing its presence online as
well. The company recently signed an agreement
with a turnkey e-commerce agency that specializes in the
management of Amazon, Walmart.com and other major retailers’
digital marketplaces. WTER has also brought on new leadership to
focus on success in this channel. A former director of e-commerce
and digital merchandising with Essentia, Chris Pitman has proven
expertise in growing a brand’s overall e-commerce channel sales
performance.
“We are making a stronger push than ever before into the
e-commerce channel,” Wright stated. “As consumers continue to
embrace digital shopping for groceries, e-commerce is a channel
with significant upside potential for Alkaline88. We’ve
continuously expanded our presence in the traditional grocery
channel, and we will keep doing so, but the events of 2020 and 2021
have shown us definitively that online beverage buying habits are
here to stay. eMarketer found that food and beverage was
by far the fastest-growing e-commerce category in the US in 2020
and forecasts 151.5 million US digital grocery buyers by 2024 vs.
92.3 million in 2019.”
Alkaline88 Footprint Continues to Expand
Nowhere has WTER’s success been more clear than in the c-store
space. The company recently released is financial report showing
that convenience-store sales are up
228% this fiscal year alone. This growth comes from new
strategic direct-to-store delivery providers and a growing number
of placements in distribution centers, say company leaders.
“Our c-store channel sales are beginning to grow significantly.
Last month alone, we grew by almost 300% in c-store sales, making
it by far our most successful month in the company’s history,”
reported Wright. “The Alkaline88 footprint continues to expand with
each new distribution center added to our nationwide network.
Recent additions to our network of distributors include Nassau
Candy, Cooper Booth Wholesale, Hensley Beverage Company, Nevada
Beverage Company and National Convenience Distributors. Combined
with our legacy partners, our network’s access now gives us the
potential to service approximately 50,000 of the 150,000
convenience stores across the country.
“Between our traditional channels and c-stores, our
single-serves are now available to more customers than ever
before,” he continued. “Many of our single-serve SKUs, including
our aluminum bottle and many of our flavored-infused waters, are on
pace to significantly outperform their sales from last year. The
c-store channel is a leader in bottled water sales with over $4.5
billion in sales last year, according to Convenience Store News.
While we continue to see significant growth in our traditional
channels, we anticipate that the convenience channel will
meaningfully contribute to our fiscal year 2022 sales
revenues.”
WTER isn’t content with just c-store success. The company
announced that it is also developing initiatives targeting
big box and club channels. WTER has collaborated with newly
announced brand ambassador and former NBA star Shaquille O’Neal to
develop the Shaq Paq, a six-pack of two-liter bottles of Alkaline88
to target these locations, as well as other major retailers.
“Fiscal 2022 is shaping up to be a watershed year for The
Alkaline Water Company,” Wright stated. “All the hard work and
execution over the last eight years is coming to fruition, and I
believe that Alkaline88(R) will be a household name this fiscal
year.”
Meeting Consumer Demand
Savvy companies are following WTER’s lead in both production
innovation and expansion as they focus on meeting consumers’ demand
for new and different beverage options.
In 1996, the
Coca-Cola Company (NYSE: KO) redefined hydration
with is smartwater brand. Earlier this year, the
company launched
smartwater+, a new lineup of infused hydration options
featuring unique ingredient pairings and real flavor extracts
tailored for specific wellness occasions. The new options include
the following: smartwater+ clarity, with ginseng and green tea
extracts, for those looking to “plus up” moments of mental focus;
smartwater+ tranquility, with ashwagandha and tangerine extracts,
for those looking to “plus up” moments of emotional calmness; and
smartwater+ renew, with dandelion and lemon extracts, for those
looking to “plus up” moments of revitalization.
PepsiCo Inc. (NASDAQ:
PEP) just launched its
latest innovation, soulboost, a sparkling water
beverage with a splash of real juice and functional
ingredients. Soulboost offers two varieties,
Lift and Ease, in four delicious flavors and only 10 to 20 calories
per 12 oz can. Soulboost is the latest from
PepsiCo’s innovation team designed to meet consumer interest in
wellness. “Our world-class research & development team
developed soulboost by pinpointing desirable
functional ingredients L-theanine and panax ginseng and adding them
into great-tasting sparkling water beverages to help people truly
feel the moment,” said Danielle Barbaro, VP of R&D at
PepsiCo Beverages North America.
National Beverage Corp. (NASDAQ:
FIZZ) announced a
trio of new naturally essenced flavors of LaCroix(R) this
summer: Beach Plum(TM), Black Razzberry(TM) and Guava Sa~o
Paulo(TM). LaCroix Sparkling Water is National Beverage’s most
significant brand and is designed to redefine the sparkling water
category that is rapidly becoming the alternative to traditional
carbonated soda. With zero calories, zero sweeteners and zero
sodium, LaCroix leads the premium domestic sparkling water
category. LaCroix also maintains its leadership in flavor
development, creative packaging and unique, enticing aromas and
taste.
Flow
Beverage Corp. (TSX: FLOW) has unveiled
a new line of
beverages focused on immune system support: Flow
Vitamin-Infused Water. The new line of alkaline spring waters
contains a blend of vitamins recognized for their support of
immunity and metabolic function. Flow Vitamin-Infused Water is
available in three flavors: cherry, citrus and elderberry. Those
qualities are complemented by natural organic flavors and a vitamin
and nutrient blend. The new line also reinforces the Flow brand’s
continued commitment toward more sustainable packaging in the water
aisle of the grocery. Each flavor is available in a 500-ml Tetra
Pak carton that is made from nearly 70% renewable materials and is
fully recyclable.
Success in the health and wellness beverage space appears to
come from both innovation and expansion. Companies that offer both
will be the ones most likely to end up on top of this fast-growing
market.
For more information about The Alkaline Water Company, please
visit The Alkaline
Water Company.
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