Compared with other beverage categories, water is the best value, Hemphill said, though it too was hit by higher prices in 2023, causing volume to soften.
“But we continue to see consumer interest, and it continues to be a fairly strong performer,” he said.
Nick Triantafellou, director of marketing and merchandising at Powell, Tennessee-based Weigel’s, which has 73 stores, said high-end alkaline-type brands like Lifewater and Smartwater are enjoying great growth, as are private labels.
“It’s the No. 1 drink sold,” he said. “Water grows every year. It’s a shame I don’t have a vault extender.”
Love adds that single-serve water, along with soda, is now at a price where many consumers will buy only when it’s on promotion—or will buy less of it.
Water is the second-largest beverage segment by volume, which makes it a trip driver, said Vanessa Cope, vice president of retail sales at BlueTriton Brands, Stamford, Connecticut.
“Value and mainstream water brands play an important role by meeting the consumer demand for value, familiar brands and healthy hydration …while premium brands can increase basket size and make consumers feel they’ve done something good for themselves,” Cope said.