As bottled water’s sales growth flattens, Nestle, the world’s largest bottled-water maker, is betting on new products to try to make water exciting again.
Meanwhile, Nestle Pure Life Plus, its first push into functional waters, will launch in February 2020 with three varieties: magnesium, zinc and potassium. Unlike traditional sports drinks, Nestle Pure Life Plus will come without artificial sweeteners or sugar.
Bottled water, once the fastest-growing drink category, has seen its growth slow. The NPD Group expects that the number of consumers who sit down at a meal with a bottle of water in 2019 will be equal to that in 2017. Nestle has seen the impact of the backlash. During the first nine months of 2019, its global water volumes fell 2.2%, and North American organic sales of water were flat. By contrast, water volumes surged 7.2% during the first nine months of 2015.
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