Market Trends of Australia Water Enhancer Industry
This section covers the major market trends shaping the Australia Water Enhancer Market according to our research experts:
Increasing Demand Sports and Energy Drinks Market
Australia is characterized by a high level of sports culture, leading to a massive surge in the consumption of sports and energy drinks. The active lifestyles of Australian consumers are driving demand for sports drinks as they contain electrolytes, carbohydrates, and other functional ingredients that are supposed to effectively hydrate and replace fluids lost during the workout, thus, creating an opportunity for water enhancer market in the country.
Numerous global players such as The Coca Cola Company and Kraft Foods are entering the market seeking growth prospects for water enhancers. The rising health consciousness in the country has led to augmenting the market potential for electrolyte and vitamin-enhanced products.
Supermarket/Hypermarket Drives the Retail Sector
The major trend which may be attributed to the growth of water enhancers through supermarket/hypermarket includes premiumization and health and wellness. Supermarkets make up the largest single market for the sale of water enhancers followed by convenience stores in Australia. With an increasing number of Australian consumers already rejecting carbonated soft drinks for health reasons, hypermarket and supermarket shelves have started to flood with healthy water enhancers.
Major global players are implementing distribution via supermarkets and hypermarkets as a marketing strategy for their products. In 2014, the new brands were launched as a trial in South Australia initially, to be purchased through leading supermarkets, in order to entice consumers seeking innovative products while grocery purchase.
