Basic Instinct: Why More Premium Water Brands Are Going Alkaline
The premium water market is currently exploding, and alkaline water helped provide the spark. Modern grocery cooler sets are increasingly populated by the relatively new phenomenon of functional waters, with products offering added value such as caffeine, antioxidants, probiotics, CBD, fiber and more. But the concept of a “functional” subset for the water category has been largely validated by the success of alkaline water.