Something in the water as latest market trend soars
Designer water is becoming the glamour beverage, seen at fashion events, gyms, and luxury spas, making it one of the key growth trends in the market.
Made in formulations designed to help anti-ageing, relaxation, gut health and energy levels, while being sugar and caffeine free, the new wave of trendy waters is making a mark.
Founder of the newest range, re’drinks, Philip Bonvino says he insisted Coles stock his produce in the vitamin aisle so it wouldn’t mingle with soft drinks.
“People are so much more conscious of better alternatives in food and beverages now so we eliminated sugar, preservatives, colours and added natural flavours and even herbs, so this is the first drink to go in the vitamin aisles,” Bonvino says.
The three different re’drink varieties are designed for different purposes with signature super ingredients. There’s ashwaghanda in Relax for its calming benefits, collagen in Renew for anti-ageing, and sea kelp in Digestive Health, with two more varieties on the way.
Celebrity Laurina Fleure released her range of functional water, Beauty Aqua, six months ago.
“I started working on the complex formula five years ago because I wanted to find a way to incorporate collagen but it’s hard to stabilise without pasteurisation, so now it has hyaluronic acid and electrolytes instead,” Fleure says.
“It’s calming but also very hydrating. There’s no ingredient that is a token gesture. It’s all there for a beneficial health or wellness purpose.”
Nutrition Australia Victoria chief executive Lucinda Hancock says hydration is an essential, often overlooked aspect of maintaining good health, but she would prefer people drink tap water, not bottled.
“Natural is best and we would encourage consumers to drink lots of tap water and carry a refillable bottle when out of home,” she says.
“Add lemon, apples, berries or vegetables like cucumber with mint and spices to enhance your water in a natural way.”