“When we first launched, we saw that consumers were most interested in natural ingredients and health benefits,” says Julissa Moran, brand manager, Keurig Dr Pepper. “They were striving for those better-for-you products, looking for things like minerals from their water. That’s where Bai came in, positioning itself as a naturally flavoured water beverage.”
It’s about offering an alternative to still water and keeping current with wellness trends, including a desire for plant-based hydration, she notes. “Consumers continue to seek functional benefits in every-day hydration, as well as botanical flavours and sustainable sourcing. These trends are driving the category forward.”
Moran says data shows 55% of Canadians are consuming beverages with added functional ingredients for added health benefits. Also, 52% of Canadians consider “free of artificial ingredients” to be an important claim—a key differentiator for Bai.
“The category is still in its beginning stage,” she says. “There are a ton of new entrants, so the enhanced flavoured water market is still developing. We see many emerging smaller players coming into it, ourselves being just one of them. Enhanced water will drive growth within the flat-water category.”