September 28, 2021 -- InvestorsHub NewsWire --
via NetworkNewsWire Editorial Coverage -- As
consumers continue to insist on more healthy options in choices in
their lives, the global health drinks market is projected to see
consistent, continued growth, with a CAGR of
7.88% during the next five years. That growth will come
from all sectors, including convenience store sales, e-commerce
orders and the hospitality sector, which is recovering from
COVID-19 slowdowns. Bottled water continues to be America’s
favorite drink, outselling soda for the first time in 2016 and
continuing that feat every year since. Leading the healthy beverage
charge are companies, such as The Alkaline Water
Company Inc. (NASDAQ: WTER)
(CSE: WTER)
(Profile), that are eager to innovate as they
meet consumers calls for both taste and quality. In the most recent
of a string of innovations that have earned WTER the title of
largest independent alkaline company in the country, The Alkaline
Water Company launched a
brand new line of six natural functional waters. Earlier
this year, Shaquille O’Neal, NBA Hall of Famer and Papa
John’s International (NASDAQ: PZZA) board member,
endorsed the company and was named an advisory board member. Other
companies looking to innovate and grow in the space
include Celsius Holdings Inc. (NASDAQ:
CELH), Nestle SA ADR (OTC:
NSRGY) and Keurig Dr Pepper Inc. (NASDAQ:
KDP).
- Key to WTER’s success both online, in person is its impressive
range of product options
- WTER 1-liter, 700ml bottles of Alkaline88(R) available in more
than 100 retail locations in nine major U.S. airports
- Company signs agreement with turnkey e-commerce agency
specializing in management of Amazon, Walmart.com and other major
retailers’ digital marketplaces
- The Alkaline Water Company continues to see stellar growth in
c-store space, with sales up 228% this fiscal year alone
Click here to view the custom infographic
of The Alkaline Water Company
Inc. editorial.
Consumers Shopping Online, in Person
The health drinks market is one of the fastest-growing markets
in the world, according to a 2021 Mordor Intelligence report, as
“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.”
In addition to water, “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,” the report
continued. Consumers are finding those beverage options both online
and in brick-and-mortar establishments such as convenience stores
and hospitality locations, both sectors where The
Alkaline Water Company Inc. (NASDAQ: WTER) (CSE:
WTER) is seeing noteworthy success and growth as
it expands into high-potential channels and categories.
Key to WTER’s success both online and in person is its
impressive range of product options, including its most recent
offering of natural functional waters powered by Vessl(R). Sold
under the company’s A88 Infused Products Division Inc. subsidiary,
the new line represents a strong move into functional beverages for
the Alkaline Water Company. Functional drinks are nonalcoholic
drinks containing nontraditional ingredients such as minerals,
vitamins, amino acids, dietary fibers, probiotics, etc., and the
market for functional beverages represents
the largest and fastest-growing segment of the functional
foods sector.
Major Airports to Carry Alkaline88
The Alkaline Water Company has released a spate of milestone
announcements this past year, solidifying the company’s presence as
a leader in the beverage and alkaline water sectors. Earlier this
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. The company also named a director of
hospitality and foodservice, who will focus on 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 flagship product, Alkaline88 has gained a
well-earned reputation for its superior hydration with a perfect
8.8pH balance. The brand, which was developed to encourage
consumers to drink more and fully hydrate, features ingredients
that are simple, easy to understand and free of buffers. In fact,
Alkaline88 ionized water contains just two ingredients: purified
water and Pink Himalayan rock salt.
E-Commerce Channel Shows Significant
Promise
The Alkaline Water company is also seeing unprecedented growth
online, announcing this month an agreement
with a turnkey e-commerce agency that specializes in the
management of Amazon, Walmart.com and other major retailers’
digital marketplaces. The company has also named a new executive to
focus on growth in this channel. Chris Pitman, who most recently
served as director of e-commerce and digital merchandising with
Essentia where he helped grow the brand’s overall e-commerce
channel sales performance by more than 160% over a three-year
period, will leverage the full-service capabilities of the
company’s new e-commerce agency.
“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.”
C-Store Sales More than Double
Finally, WTER continues to see stellar growth in the c-store
space, with sales up
228% this fiscal year alone. Company leaders pointed to
new strategic direct-to-store delivery providers and a growing
number of placements in distribution centers as key to this
growth.
“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.”
In addition, the company
announced that it is also focusing on specific initiatives
including big box and club channels. WTER has collaborated with
newly announced brand ambassador 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.”
Innovation, Operation Key to Success
In a world where consumers are clamoring for new and different
beverage options — and they are looking for those options in a wide
range of channels — the ability to both innovate and operate
in diverse ways becomes tantamount to success.
Celsius Holdings Inc. (NASDAQ:
CELH), a lifestyle fitness drink and a pioneer in the
rapidly growing performance energy sector, has five beverage lines
that each offer proprietary, functional, healthy-energy formulas
clinically-proven to offer significant health benefits to its
users. The company just
launched its newest flavor — Tropic Vibe, a
refreshing combination of starfruit and pineapple. The new offering
was initially launched with 7-Eleven in the convenience channel,
securing placement in more than 5,000 locations and is now rolling
out to numerous other retailers across the country. Following the
successful launch of Peach Vibe last Summer, Tropical Vibe joins
the Special Edition
Nestle SA
ADR (OTC: NSRGY) is growing through
acquisition. Earlier this year, the company announced that it
had acquired
Essentia Water, a premium functional water brand recognized for
pioneering ionized alkaline water more than two decades ago. This
transaction is part of Nestlé’s continued transformation of its
global water business, which was announced
in June 2020. The company is sharpening its portfolio to
focus on international premium and mineral water brands
and healthy hydration products, such as functional water.
Keurig Dr
Pepper Inc. (NASDAQ: KDP) is showing its
innovation chops with the release of
its FANtastic Chocolate offering. The new combination of Dr
Pepper and chocolate is an extra-sweet treat that is available for
limited time only while supplies last, the company stated. “Dr
Pepper FANtastic Chocolate is a celebration of fandom and marks the
introduction of the new Dr Pepper Pepper Perks rewards program,”
the company noted. To access the limited-time beverage, consumers
must scan the proof of purchase QR code on Dr Pepper purchases
until they earn a qualifying amount of points and can redeem their
purchase to receive the exclusive new flavor.
Papa
John’s International (NASDAQ: PZZA) is committed
to providing its consumers with options, both carbonated beverages
as well as a variety of other choices. The company
has partnered
with both Pepsi and Coke to serve Aquafina, LIFEWTR,
Dasani, Gatorade and Montellier Sparkling Water, made by Canadian
Pepsi bottler Alex Coulombe ltée, in many of its locations. Pepsi
holds the U.S. contract for the pizza major player, while Coke
serves most international locations.
Companies most likely to see growth and success in the steadily
growing global beverage market will be those attuned to consumer
needs and with the ability to reach those consumers at all
levels.
For more information about The Alkaline Water Company, please
visit The Alkaline
Water Company.
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