Maple water: One to watch amid plant-based waters surge

15 Aug 2018 --- Plant-based waters are rising as a share of soft drink launches, with Innova Market Insights reporting a 25 percent CAGR in this emerging area of NPD between 2012 and 2017, compared with a 7 percent CAGR for the soft drinks category as a whole. Despite coconut water clearly leading the plant-based hydration category, 2017 saw 28 percent of the category launches from new plant-based waters, with maple water among the beverages within this category expansion, albeit from a small base.

Maple water is a thin, clear sap that is tapped from the source of the maple tree. In its natural state, it is 98 percent water, explains maple water supplier DRINKmaple. Only after processing, where the liquid is boiled down, does it transform into the familiar maple syrup. This plant-based water provides more manganese than one cup of kale and is half of the sugar of coconut water, the company added.

Consumers view flavored or fortified water as a way to boost nutrient intake. Beyond fortification, like vitamin waters, the category is expanding to include plant-based waters that consumers believe may have health benefits that go beyond simple hydration.

The natural image of plant-based waters is reflected in the leading health claims, with no additives/preservatives used for 40 percent of 2017 launches and natural for 29 percent, according to Innova Market Insights, putting them in first and fourth places, respectively. Free from claims are also popular, with allergy and gluten-free taking second and third places, and non-GMO seeing good growth from a smaller base.

While international players have a strong foothold on this category – such as Coca-Cola with its Zico coconut water, PepsiCo with Kero Coco and All Market with Vita Coco – smaller local players are also making a splash.

DRINKmaple, of Canada, brings organic plant hydration in the form of maple water to US consumers.

“Our maple water provides naturally sweet hydration, in addition to nutritional benefits not found in other drinks. We set out to bring this delicious, better-for-you beverage option to consumers everywhere, and we strived to do so sustainably. This extends beyond our product processing, but also to our packaging,” says Kate Weiler, Founder and CEO of DRINKmaple.

The maple water has recently relaunched in new packaging: Combidome carton packages from SIG. The composite from which the entire carton pack is made, from the base to the dome, contains around 75 percent paperboard, which is made from a renewable raw wood material. The company notes that this reflects its organic sourcing and collection of maple water from local trees.

A further organic maple water brand, Wahta, also of Canada, highlights the health benefits of maple water outside hydration. These include 11 amino acids, which they say can accelerate recovery, marking its potential for use in sports nutrition categories. Further benefits described include rehydration due to the nine different minerals and a stimulated metabolism due to the 26 different polyphenols. The company highlighted their product at PLMA 2018 in Amsterdam at the beginning of the summer, indicating the international growth potential being targeted for the brand.

As consumers seek products that emit an aura of naturalness, offer benefits further than hydration and ever-shortening ingredient lists, plant-based waters are bound to continue thriving. Maple waters are a category to watch, as smaller players make a splash with their health-haloed offerings.

By Laxmi Haigh