Driven by on-the-go wellness trends, healthier hydration products are quickly becoming the drink of choice in workplace convenience channels. And, as still water, sparkling water and flavored water continue to outperform sodas and high calorie offerings in office coffee service (OCS), convenience and micro markets, new and innovative “better-for-you” hydration options are flowing into these outlets.
Bottled water has long been a staple in the workplace and convenience markets, with a majority of Americans — 88% — saying they consume bottled water, according to a national survey conducted by the Harris Poll on behalf of the International Bottled Water Association (IBWA).
And, in recent years, bottled water has edged out other beverages across all outlets. The IBWA survey also shows that consumers' thirst for still, sparkling, unflavored and flavored water surpasses that of other drinks, with 69% of respondents saying bottled water is among their most preferred non-alcoholic beverages, compared to soda at 61% and coffee at 60%.
A thirst for wellness at work
“People are increasingly choosing beverages with fewer calories, so they are shifting away from less healthy packaged drinks and are choosing the healthiest option — bottled water,” says Jill Culora, IBWA’s vice president of communications.
Consumers clearly agree. According to the IBWA study, of those who say bottled water is among their most preferred beverages, 59% deem no calories as important when selecting a drink, and 67% say a lack of artificial sweeteners influences their choice.
Jared Smith, executive vice president of commercial and business development with Perfect Hydration Alkaline Water, says his company also sees the shift away from old-school consumption habits in favor of more wholesome options.
“In general, the demand for healthier drinks is stronger than ever. While a midday sugary soda used to be a normal occurrence, soda consumption has decreased by 25% since its peak in 2000,” says Smith. “Consumers are searching for more functional beverages, opting for sugar-free brands and drinking more water at home and in the workplace.”
Alex Edwards, senior national sales director, foodservice and alternative channels, with Hint Inc., says his company has also seen consumer preference for healthier hydration options spill over into the workplace. “Consumers in the workplace are increasingly reading labels, avoiding unhealthy products and gravitating towards better-for-you products,” says Edwards. “The human body struggles to metabolize products high in sugar and artificial sweeteners, especially in a sedentary office environment, so promoting healthier products in the workplace is in everyone’s best interest.”
And, the success of Hint’s flavored waters, including still waters infused with essential oils for a naturally fruity taste and sparkling waters enhanced with electrolytes for a fizzy experience, in workplace convenience channels proves it. “Hint products, a top item in OCS channels, provide guilt-free, grab-and-go convenience because they have no sugar, calories, or artificial sweeteners, so consumers can stay hydrated by drinking Hint in the workplace all day long,” says Edwards.
Seeing an opportunity, Clearly Canadian recently entered the workplace convenience channel in a partnership with Vistar, according to Chris Andrews, vice president, away from home, foodservice, with The Clearly Food & Beverage Co. LLC.
“Our mid-calorie, all-natural sparkling spring water is an ideal alternative for micro markets and vending in workplace settings, offering a refreshing change from traditional waters, diet sodas, and full-calorie sodas,” says Andrews. “Clearly Canadian sparkling water provides a range of flavors that satisfy the demand for healthier, flavorful beverages but also injects fun and excitement into the workplace environment. With nostalgic appeal, Clearly Canadian creates a memorable experience for employees and enhances their daily routine.”
Employees seek more than just thirst quenchers
As the wellness trend continues, it is driving growth and innovation in functional beverages, which are flowing into the workplace as employers begin stocking breakrooms, vending and micro markets with hydration products that are more than just thirst quenchers.
Matt Levine, founder of Chlorophyll Water, says: “There is a growing shift toward functional beverages that support wellness, energy, and hydration. Consumers are seeking drinks with natural ingredients, added health benefits, and fewer artificial additives. Beverages infused with minerals, vitamins, antioxidants, and plant-based nutrients are rising in popularity.”
Between consumer demand and a recent prioritization of wellness programs among corporations, workplace pantries are increasingly stocking functional beverage options to promote better hydration and overall well-being. “Employers recognize that healthier hydration choices can improve productivity, focus and employee satisfaction,” continues Levine. “And employees now prefer beverages that do more than just hydrate. They want added benefits like immune support, detoxification and enhanced energy, so there’s a shift away from sugary sodas and artificially flavored drinks in favor of plant-based, clean-label hydration options.”
As a result, beverage producers are developing functional hydration products that satisfy the thirst for better health in workplace convenience channels.
For example, Chlorophyll Water is a plant-powered mountain spring water that meets Clean Label Project certification. Products that meet the certification have been tested for more than 90 environmental toxins, harmful chemicals and plasticizers. The water is enhanced with chlorophyll — the green pigment found in plants — and fortified with essential vitamins A, B12, C and D.
“As employees look for health-conscious hydration options at work, Chlorophyll Water offers clean, functional hydration in a grab-and-go format, and it’s a great fit for corporate wellness programs as many companies promote health and wellness initiatives,” explains Levine.
Smith says Perfect Hydration Alkaline Water is also enjoying success in these outlets — it is available through Vistar and offered in micro marts across the country — for the same reasons. “Consumers are not looking for commodity options, but more functional products with health benefits. Studies show that many consumers are willing to pay a premium for high-demand products in settings where convenience is important — such as at the office. As a result, we are seeing a demand for these products in micro markets and vending for workplace-based consumption.”
He continues: “Alkaline water like Perfect Hydration is gaining ground in the bottled water space in these channels as it boasts a pH level of 9.5+ and offers a distinctive mix of electrolyte minerals for optimal taste.”
And, while employees still crave a caffeine hit now and then, they want it to be healthy, functional and flavorful. “Consumers are increasingly seeking zero-sugar options that offer flavor without the added calories, but there is also a noticeable shift towards beverages that provide a caffeine boost without the sugar and calories of traditional sodas,” says Missy Wyatt, senior vice president of sales with Talking Rain/Sparkling Ice.
As such, in addition to several zero-sugar and naturally flavored Sparkling Ice and Talking Rain sparkling water products, the company offers Sparkling Ice Caffeine, which provides “major flavor with a kick of caffeine” across the workplace channel, says Wyatt. “The zero-calorie sparkling water is infused with 10 mg of caffeine, vitamins, and antioxidants, providing a refreshing pick-me-up without the calories.”
Sustainable sips
As consumers are increasingly concerned about their own well-being as well as the health of the planet, hydration product packages have been receiving makeovers aimed at promoting sustainability.
“Sustainability trends are significantly influencing office beverage choices, and we’re proud to be part of this shift,” says Clearly Canadian’s Andrews. “Consumers are becoming more conscious of the environmental impact of their purchases, especially in the workplace, which has led to an increased demand for eco-friendly products and packaging. At Clearly Canadian, we support this trend by offering our beverages in premium glass bottles and using BPANI Gen II liners in our 12-ounce cans. These high-quality liners contribute to better recyclability and help reduce the environmental footprint of our products.”
Chlorophyll Water’s Levine agrees: “Sustainability is increasingly shaping office beverage choices, with companies prioritizing eco-friendly packaging, natural ingredients, and products that align with their environmental goals.
“Chlorophyll Water provides a responsible option with its BPA-free, 100% recyclable bottle made from 100% recycled plastic, featuring CleanFlake label technology and Clean Label Project certification,” Levine continues. “Expanding on this commitment, we’re introducing our new aluminum cans to further enhance our sustainability efforts. Additionally, through a partnership with rePurpose Global, we ensure that for every bottle sold, the equivalent of one plastic bottle is removed from the ocean — closing the loop on waste reduction. These initiatives reflect the sustainability-driven choices that companies are incorporating into their workplaces today.”
Indeed, as many companies have initiatives to eliminate or reduce waste and become more eco-friendly in their operations, some are banning single-use plastics or materials that are difficult to recycle, decreasing the pool of available beverages, says Perfect Hydration’s Smith. “However, innovative, planet-friendly brands like Perfect Hydration Alkaline Water are ahead of this curve and already offer 100% post-consumer recycled plastic bottles or infinitely recyclable aluminum cans and aluminum bottles, resulting in a lighter carbon footprint, so our packaging is never a barrier to purchase.”
As consumers and corporations continue to drink up wellness and sustainability trends, the future of OCS, convenience and micro market beverage options will likely extend beyond simple refreshment to provide better-for-you options that keep humans hydrated and the planet healthier.
Joy LePree
Joy LePree is a freelance contributing writer and editor with more than 20 years of experience covering a range of B2B topics. Skilled in long-content, feature and news writing, editing and proofreading, she has covered a multitude of topics in the food and beverage, manufacturing, engineering and process industries. A strong media and communications professional, Joy has a bachelor of arts focused in journalism from Rowan University.
