![]() |
市場調查報告書
商品編碼
1797904
全球強化水市場:2032 年預測 - 按產品、成分、價格分佈範圍、包裝、分銷管道、最終用戶和地區進行分析Enhanced Water Market Forecasts to 2032 - Global Analysis By Product, Infusion, Price Range, Packaging, Distribution Channel, End User and By Geography |
根據 Stratistics MRC 的數據,全球強化水市場預計在 2025 年達到 97.7 億美元,到 2032 年將達到 205.5 億美元,預測期內的複合年成長率為 11.2%。
強化水是指添加了維生素、礦物質、電解質、草藥、抗氧化劑和香料等特殊成分的瓶裝或包裝水,其健康益處遠超簡單的補水功效。這類產品以機能飲料的形式銷售,目標客戶是注重健康的消費者,他們希望提升體能、改善感覺、增強活力。強化水產品常被宣傳為含糖飲料的健康替代品,可根據特定需求進行設計,例如增強免疫力、幫助消化、提高運動表現和治療皮膚病。此外,消費者偏好兼具清爽和功能性的飲料,加上預防性保健運動和日益盛行的健身趨勢,也促使這類飲料越來越受歡迎。
根據國際食品資訊委員會(IFIC)發布的2023年食品與健康調查,約74%的美國認為他們的飲食和健康直接受到他們所食用的食品和飲料的影響。
人們對無糖和添加電解質的產品的興趣日益濃厚
隨著全球含糖飲料消費量量的下降,無糖強化水產品正迅速流行起來,尤其是在注重卡路里攝取的消費者群體中。運動員、健身愛好者以及積極生活方式的人們選擇富含電解質的飲料來補充運動和炎熱天氣中流失的礦物質。這些飲料被宣傳為比傳統含糖運動飲料更健康的替代品。此外,隨著生酮飲食、斷食和其他限制碳水化合物攝取的健康習慣的日益普及,富含功能性電解質的零糖或低糖強化水的流行趨勢也進一步加劇。
比普通瓶裝水貴
強化水進入市場的主要障礙之一是其價格相對自來水或普通瓶裝水較高。由於添加成分、專業淨化技術、奢華包裝以及行銷成本,強化水的價格通常要高出兩到三倍。這種成本差異可能會阻礙價格敏感市場(尤其是新興市場)的消費者定期購買強化水。此外,雖然注重健康的都市區消費者可能願意支付更高的價格,但中低收入消費者更喜歡價格更實惠的補水產品,這減緩了大眾市場的普及速度。
透過直接面對消費者的管道和電子商務實現成長
全球網路購物的興起,為優質水品牌提供了突破傳統零售限制的銷售管道。品牌自有網站和電商平台可以提供產品捆綁包裝、個人化建議模式,進而提高客戶維繫。此外,數位化敘事、網紅夥伴關係和社群媒體行銷可以幫助小品牌透過直接與客戶建立聯繫,與大品牌競爭。該通路對於推出傳統零售通路無法實現的獨家口味或功能性產品尤其有效。
虛假或誇大的健康聲明的危害
強化水品牌經常吹噓其具有排毒、提升能量和增強免疫力等實際功效。然而,如果這些宣傳被誇大或缺乏可靠的科學數據支持,就可能引發法律和監管行動,並損害其聲譽。只要出現一次因虛假標籤或未經證實的宣傳而引發的爭議,消費者信任不僅會削弱相關品牌,甚至會削弱整個品類的信任。此外,鑑於監管機構和消費者權益保護組織日益嚴格的審查,這已成為一個持續存在的威脅。
新冠疫情以多種方式影響了強化水市場。封鎖和物流限制最初擾亂了供應鏈、製造和零售分銷,導致短期產品短缺和線下通路銷售下降。隨著疫情蔓延,由於消費者對免疫力、健康和保健的興趣日益濃厚,對機能飲料(例如強化維生素、礦物質、抗氧化劑和電解質的改良水)的需求大幅增加。品牌利用數位行銷和電子商務直接接觸注重健康的消費者,宅配服務和網路購物的興起進一步推動了市場復甦。此類別受益於消費行為的這種長期轉變,使強化水成為疫情後主導生活方式的理想補水選擇。
預測期內,維生素添加部分預計將成為最大的市場
預計在預測期內,維生素強化飲料細分市場將佔據最大市場佔有率,這得益於消費者對營養豐富且易於獲取的補水產品日益成長的需求。這些飲料中添加了維生素A、C、D和B群維生素,具有增強免疫系統、提升能量和改善整體健康等益處。尤其是在新冠疫情之後,消費者的健康意識不斷增強,尋求不含人工成分或添加糖、能夠解決營養問題的機能飲料,導致維生素強化飲料的受歡迎程度激增。此外,該細分市場適應性強,提供豐富的口味選擇,以滿足各種健康需求,這進一步鞏固了其在強化水市場中的領先地位。
預計預測期內罐頭產業的複合年成長率最高。
預計罐裝水市場將在預測期內實現最高成長率。由於其在飲料市場的高階定位、便攜性以及對環保消費者的吸引力,罐裝水預計將在強化水包裝選項中實現最快的成長。鋁罐比塑膠罐更易於回收,符合永續性目標並符合日益成長的環保意識。其輕巧便攜的設計還能提高零售架效率,方便消費者隨時隨地飲用。此外,由於時尚的罐裝包裝在視覺和觸覺上都極具吸引力,能夠提升品牌差異化,並在擁擠的貨架環境中吸引消費者的注意力,罐裝水是強化水行業最具活力、成長最快的細分市場。
預計北美將在預測期內佔據最大的市場佔有率,這得益於機能飲料透過線下和線上管道的廣泛供應、強勁的購買力以及消費者對健康保健的高度關注。該地區的消費者,尤其是美國和加拿大的消費者,對添加了維生素、電解質和抗氧化劑等成分的高階補水產品反應迅速。成熟的分銷網路、持續的產品創新以及知名國際飲料公司和新興品牌的積極行銷,進一步推動了市場的發展。此外,北美龐大的健身意識人口,加上對無糖和低卡路里飲料日益成長的需求,進一步鞏固了其在市場上的主導地位。
預計亞太地區將在預測期內呈現最高的複合年成長率,這得益於不斷壯大的中階日益增強的健康意識、快速的都市化以及不斷成長的可支配收入。在中國、印度、日本和澳洲等國家,隨著人們忙碌的生活方式推動人們尋求便捷健康的補水方式,機能飲料的需求正在成長。電子商務平台的普及、積極的行銷以及區域風味創新也推動了強化飲料的普及。此外,由於亞太地區年輕、注重健身的人口以及對全球健康趨勢的關注,該地區是全球強化水市場成長最快的地區。
According to Stratistics MRC, the Global Enhanced Water Market is accounted for $9.77 billion in 2025 and is expected to reach $20.55 billion by 2032 growing at a CAGR of 11.2% during the forecast period. Bottled or packaged water that has been fortified with extra ingredients-such as vitamins, minerals, electrolytes, herbs, antioxidants, or flavors-to offer health advantages beyond simple hydration is referred to as enhanced water. Being marketed as a functional beverage, it serves consumers who are concerned about their health and want to perform better, feel better, or have more energy. Enhanced water products, which are frequently promoted as healthier substitutes for sugary drinks, can be designed to meet particular needs, like increasing immunity, facilitating digestion, enhancing athletic performance, or treating skin conditions. Moreover, consumer preference for beverages that provide both refreshment and functional value, the trend toward preventive healthcare, and growing fitness trends have all contributed to the segment's growth in popularity.
According to the 2023 Food & Health Survey published by the International Food Information Council (IFIC), approximately 74% of Americans believe their diet and health are directly influenced by the food and beverages they consume.
Growing interest in sugar-free and electrolyte-infused products
Sugar-free enhanced water products are gaining popularity quickly as the consumption of sugary beverages declines worldwide, particularly among consumers watching their calorie intake. Athletes, gym-goers, and people with active lifestyles are increasingly choosing electrolyte-infused varieties, which restore minerals lost during exercise or hot weather. These drinks are marketed as a healthier substitute for conventional sports drinks, which frequently have a lot of sugar. Additionally, the trend toward zero-sugar or low-sugar enhanced waters enhanced with functional electrolytes is further supported by the rising popularity of ketogenic diets, intermittent fasting, and other health practices that restrict sugar intake.
Expensive product in comparison to ordinary bottled water
The comparatively higher cost of enhanced water in comparison to tap or plain bottled water is one of the main barriers to the market. Because of the additional ingredients, specialized purification techniques, high-end packaging, and marketing costs, enhanced water is frequently two to three times more expensive. This cost difference may deter consumers from regularly buying enhanced water in price-sensitive markets, particularly in developing nations. Furthermore, the mass market's adoption is being slowed by middle- and low-income segments' preference for more reasonably priced hydration options, even though health-conscious urban populations might be willing to pay more.
Growth via direct-to-consumer channels and e-commerce
The increase in online shopping worldwide gives improved water brands a direct sales channel that gets around the limitations of traditional retail. To improve customer retention, brand-owned websites and e-commerce platforms can provide bundled product packages, personalized recommendations, and subscription models. Moreover, digital storytelling, influencer partnerships, and social media marketing can also help smaller brands compete with larger companies by connecting with customers directly. When introducing limited-edition flavors or functional variants that might not be feasible in traditional retail, this channel works particularly well.
Danger of false or exaggerated health claims
Enhanced water brands frequently advertise practical advantages like detoxification, increased energy, or better immunity. But if these assertions are overstated or unsupported by reliable scientific data, they may lead to legal action, regulatory action, or harm to one's reputation. Consumer confidence can be damaged for the entire category, not just the brand in question, by a single high-profile dispute involving deceptive labeling or unsubstantiated benefits. Additionally, this is a constant threat due to the growing regulatory and consumer advocacy organizations' scrutiny.
The COVID-19 pandemic had a mixed effect on the enhanced water market. Lockdowns and logistical restrictions caused supply chains, manufacturing, and retail distribution to be disrupted at first, resulting in short-term product shortages and lower sales in offline channels. The demand for functional beverages, such as improved water fortified with vitamins, minerals, antioxidants, and electrolytes, greatly increased as the pandemic spread due to increased consumer focus on immunity, wellness, and health. Brands used digital marketing and e-commerce to directly reach health-conscious consumers, and the market recovery was further bolstered by an increase in home delivery services and online shopping. The category has benefited from this long-lasting change in consumer behaviour, which has made enhanced water the go-to hydration option for the post-pandemic wellness-driven lifestyle.
The vitamins-infused segment is expected to be the largest during the forecast period
The vitamins-infused segment is expected to account for the largest market share during the forecast period, driven by growing consumer demand for easily accessible hydration options that are also nutrient-dense. Vitamins A, C, D, and several forms of the B-complex are added to these drinks, and they have been associated with advantages like immune system support, increased energy, and the preservation of general wellness. Growing health consciousness, especially in the wake of the COVID-19 pandemic, has led to a surge in their popularity as consumers look for functional drinks that help fill nutritional gaps without artificial ingredients or added sugars. Moreover, offering a variety of flavor options and catering to a wide range of health needs, the segment's adaptability has further solidified its position as the top category in the enhanced water market.
The cans segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the cans segment is predicted to witness the highest growth rate because of its premium positioning in the beverage market, portability, and appeal to eco-conscious consumers, the can format is expected to grow at the fastest rate among enhanced water packaging options. Cans made of aluminum are much more recyclable than those made of plastic, which is in line with sustainability objectives and growing environmental concerns. Their lightweight, portable design also improves retail display efficiency and convenience for consumption while on the go. Additionally, cans are the most dynamic and quickly growing segment of the enhanced water industry due to the visual and tactile appeal of sleek canned packaging, which supports brand differentiation and draws consumer attention in a crowded shelf environment.
During the forecast period, the North America region is expected to hold the largest market share, driven by the broad availability of functional beverages through offline and online channels, strong purchasing power, and high consumer awareness of health and wellness. Customers in the area, especially those in the US and Canada, are quick to embrace high-end hydration products with extra features like vitamins, electrolytes, and antioxidants. The market has grown even more owing to established distribution networks, ongoing product innovation, and aggressive marketing by both well-known international beverage companies and up-and-coming labels. Furthermore, North America's dominance in the market has also been cemented by the region's sizable fitness-conscious populace and rising demand for sugar-free, low-calorie beverages.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR, driven by its expanding middle class's growing health consciousness, fast urbanization, and rising disposable incomes. Demand for functional and fortified beverages is rising in nations like China, India, Japan, and Australia as people's lifestyles become more hectic and they look for easy, healthful ways to stay hydrated. Adoption is also being accelerated by the growing use of e-commerce platforms, aggressive marketing, and innovations in regional flavors. Additionally, Asia-Pacific is the fastest-growing enhanced water market globally due to the region's youthful, fitness-conscious population and exposure to global wellness trends.
Key players in the market
Some of the key players in Enhanced Water Market include Nestle S.A., PepsiCo Inc., The Coca Cola Company, Danone S.A., Hint Water, Inc., BiPro USA, CORE Nutrition LLC, Keurig Dr Pepper, Inc., Tata Consumer Products, Bisleri International, FIJI Water Inc, The Alkaline Water Company, Just Water Inc, Karma Culture LLC, VOSS Water Inc and Penta Water Inc.
In May 2025, Nestle SA announced that it has acquired a minority stake in Indian pet food brand Drools. The announcement comes after Drools raised $60 million in June 2023 from L Catterton, the private equity firm backed by luxury conglomerate LVMH. The Indian pet food market, currently valued at ₹5,000 crore, is expected to witness double-digit growth.
In May 2025, PepsiCo, Inc. has signed a multi-year agreement with Amazon Web Services (AWS). The American multinational food, snack, and beverage corporation will migrate its applications and workloads to AWS' cloud platform as part of its "cloud-first" strategy. The agreement spans PepsiCo's global operations and lines of business.
In December 2024, The Coca-Cola Company announced that it has reached an agreement with the Jubilant Bhartia Group, a multi-billion conglomerate with global presence in diverse sectors, to acquire a 40% stake in Hindustan Coca-Cola Holdings Pvt. Ltd., the parent company of the largest Coca-Cola bottler in India, Hindustan Coca-Cola Beverages Pvt. Ltd.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.