USA – Comax Flavors, a world leader in proprietary flavors technology, has released new primary research on consumers’ behaviour, usage and attitudes towards flavored water.

This is the third study of the company’s primary market research program.

The Flavored Water study was fielded in March 2017 with 500 US respondents aged 18 to over 70 years, half of which were parents of children aged 3-17.

According to the study, 60% of the respondents make their buying decisions on flavored water based on flavour.

More than 70% of baby boomers, silent generation, Gen Y and Gen Z mention flavour to be the most critical attribute in their choices, while 55% of Gen X do so.

Price came in second, with 41% selecting their favourite flavoured water based on price, followed by health benefits, all narural and no sugar/HFCS claims.

“According to the Beverage Marketing Corporation (BMC) and International Bottled Water Association (IBWA), water is outpacing other beverage categories particularly soda and juice.

Recognizing that consumers are substituting flavored water in lieu of soda and juice, Comax wanted to investigate flavored water consumption habits and usage among the general population,” states Catherine Armstrong, Vice President of Corporate Communications for Comax Flavors.

“I believe the industry will continue to see more berry as well as citrus and tropical flavors and combinations going into 2018 as they are the most popular, well-accepted water flavors.”

“Comax Flavors expects to see honey and honey variations emerging,” she notes. “We are seeing honey flavors in a lot of other applications outside of water and predict it will trickle down into water.

In addition, honey is often perceived as better-for-you and it falls under the “Healthy Halo” trend.”

Additional Comax studies also include nutrition and performance products, yogurt, alternative dairy products and sweet baked goods.