South Africa Water Enhancer Market

The South Africa water enhancer market size is anticipated to register a high CAGR during the forecast period, 2021–2028. The growth of the market is attributed to the stringent government regulation on sugar drinks.

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South Africans are among the world's top soft drink drinkers. With convincing proof that pricing sugary beverages reduces consumption and improves health, proponents jumped at the chance to push a life-saving policy reform while simultaneously anticipating severe resistance.

Excess sugar, especially in liquid form, is a leading cause of obesity and a risk factor for illnesses such as type 2 diabetes, hypertension, heart disease, a variety of malignancies, and dental decay. Recognizing this risk, the World Health Organization (WHO) recommends that people consume no more than 10% of their total calories from added sugar, and ideally no more than 5%.

Carbonated sugary beverages have a significant influence in making these figures difficult to achieve. A 250ml cooldrink may contain up to 26g of sugar, which is more than half of the daily sugar allowance.

With fast expanding consumption of sugar-sweetened drinks and other ultra-processed foods, Sub-Saharan Africa is facing a tidal wave of diet-related noncommunicable illnesses. These noncommunicable illnesses are very prevalent in South Africa.

South Africa imposed the continent's first substantial sugar-sweetened beverage tax, based on grammes of sugar. The tax currently accounts for around 11% of the cost of a liter. The public health levy coincided with significant reductions in taxable beverage purchases, both in terms of volume and sugar content.
Energy drink use is highest among millennials. They are pushing the industry to move away from dangerous and synthetic components and toward more natural and safe alternatives. As health concerns about energy drinks have grown, more sugar-free options have hit the market in South Africa.

Companies such as Red Bull have recently developed a sugar-free version, while supermarkets such as Dis-Chem and Woolworths have transformed into health-food havens, providing consumers a larger range of energy drinks, including more organically enhanced items like Scheckter's organic energy. Despite this, the South African market continues to gravitate toward less expensive energy drinks such as Score, Mofaya, and Dragon, primarily because most consumers in this market view energy drinks to be healthier, and flavored varieties to be alternatives for carbonated soft beverages.

To attract health-conscious consumers, the Coca-Cola Company and the Bakhresa Group (both based in Tanzania) utilize words like "vitamin enhanced" and "malt-extract" on their beverages.

The goal of liquid water enhancers is to appeal to millennials, who, because to their hectic lifestyle, rely on supplements and functional foods and beverages to meet their daily nutritional needs. Almost all of the major manufacturers are selling liquid water enhancers in tiny squeezable plastic bottles, putting this product in the fast-growing on-the-go food and beverage sector and boosting the market for liquid water enhancers in the near future.

Adding a few drops of liquid water enhancers to plain water provides nutrition, flavor, and energy, and it's cheaper and easier than buying flavored or functional water.

Market Trends, Drivers, Restraints, and Opportunities

• Increased demand for healthy products is expected to drive the market expansion in coming years.
• Growing side effects of sugar or carbonated drinks such as diabetes obesity, and hypertension is projected to surge the demand for hydrocolloids market.
• Rising health-conscious population are anticipated to surge the market.
• Increasing demand for nutritious food with longer shelf-life are expected to boost the market during the forecast period.
• Growing trend among millennium population for healthy diet is key factors pushing the market growth in the coming years.
• Increasing demand for natural and organic substitutes is expected to propel the market expansion.
• Growth in demand for sugar free products is projected to fuel the market during the forecast period.
• Rapid growth in food and beverage industry are main factors driving the market.

Scope of the Report

The report on the South Africa water enhancer market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.

South Africa Water Enhancer Market Segment Insights

The convenience stores segment is expected to expand at a rapid pace

In terms of distribution channel, the South Africa water enhancer market is segmented into convenience stores, hypermarkets/supermarkets, online channels, and others. The convenience stores segment is expected to hold a key share of the market in the coming years due to widely accepted by consumers and business owners for selling and purchasing.

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Segments

Segments Covered in the Report

The South Africa water enhancer market has been segmented on the basis of

Distribution Channel

• Convenience Stores
• Hypermarkets/Supermarkets
• Online Channels
• Other

Country

• South Africa

Key Player

• Continental Mills Inc. (Alpine Spiced Cider)
•  True Citrus Co; Kraft Heinz Company
•  Welch Foods Inc.
•  PepsiCo Inc. (Propel water)

Competitive Landscape

Key players competing in the South Africa water enhancer market include Continental Mills Inc. (Alpine Spiced Cider); True Citrus Co; Kraft Heinz Company; Welch Foods Inc.; PepsiCo Inc. (Propel water).
Some of these players are coming up with several market strategies including mergers, acquisitions, partnerships, collaborations, capacity expansion, and product launches to increase their market shares.