OXIGEN CEO touts functional and wellness trends in beverage space, sustainable packaging thrives

25 Nov 2019 --- Beverage consumers are looking to reduce their intake of artificial ingredients, sugar and calories, while also seeking functional benefits. This is according to Blair Bentham, OXIGEN Beverages’ CEO and Founder, who speaks with FoodIngredientsFirst about sustainability and the challenges facing the company as it expands throughout the US.

The wellness trend is taking hold, with consumers increasingly looking to get more out of their beverage purchases. “OXIGEN water and shots provide functional recovery benefits beyond hydration, including increased stamina and improved focus, as well as post-workout, alcohol, altitude and jet lag recovery,” notes Bentham. 

Sustainable packaging
Bentham further highlights that the sustainability trend has reached the beverage industry, with the company working to develop initiatives that promote sustainability and environmental efforts. “That is why OXIGEN water bottles are made from 100 percent post-consumer use recycled plastic (rPET), are BPA free and are completely recyclable. OXIGEN shots are also packaged in 100 percent recyclable plastic.”

“For most brands, the pure cost of using 100 percent rPET is a deterrent, but we blow our bottles onsite and use 100 percent rPET because it allows us to significantly reduce our carbon footprint. This includes still having a reduced carbon footprint compared to those brands that utilize glass,” he adds.

The premium water category is growing each year, despite concerns that consumers will tire of plain water.There are a lot of implied yet unsubstantiated benefits in the water aisle today, Bentham continues. “The OXIGEN consumer is someone who understands that what you put into your body impacts what you get out of it. Yet, they are educated enough to read labels and see beyond simple marketing and choose a product that has scientifically proven benefits to help them tackle their demanding lifestyle.”

Premium water category
Furthermore, Bentham notes that the premium water category is growing each year, despite concerns that consumers will tire of plain water. “Many consumers continue to flock toward premium waters for their taste, the novelty of where some brands source their water or because there is a perceived function with some of the brands. We see enormous potential for a premium water brand that truly delivers meaningful function as well.” 

He continues that consumer motivation for seeking functional beverages varies greatly, but generally, they are looking to get more out of beverages. This could be because of time, money or convenience, as well as other factors. For example, he notes that OXIGEN water and shots can help in a variety of ways, including with stamina, focus and recovery.

According to Innova Market Insights, the last decade and a half has seen a decline in consumption of carbonated beverages around the world, and the space is being filled with other healthier options such as water and smoothies. Although retail value growth of US water companies is modest, the volume is increasing twice as quickly. Additionally, the fastest claims growth are related to sugar reduction and naturalness. 

The number of big players in the beverage industry is a key challenge for the company. “There’s always noise around industry news, product announcements and more.” Bentham adds that OXIGEN’s unique nature helps set it apart, as the “first and only scientifically proven oxygen-enhanced water and shots on the market.” 

“Utilizing the highly stable, proprietary O4 molecule, we’ve created a product that is truly functional when delivering recovery. In addition, the fact that we are already in 100 percent rPET bottles while other major brands are not, we feel is a compelling brand attribute for today’s consumers.”

Business opportunities
Additionally, the company is gearing up to expand its distribution to key players across the US. “As with many expanding brands, the overall challenge is making sure we are armed to handle the growth logistically and financially. As we continue to grow domestically, we are certainly looking at opportunities to bring OXIGEN’s proprietary functional benefits to other places outside the US,” Bentham notes. 

OXIGEN recently added industry veterans Jeff Seavey and Matthew Rothschild to its sales leadership team, which Bentham says has opened new doors and cemented key relationships for the brand with distribution partners. He adds that the products are sold online and in over 20,000 local and national retailer locations across the US, with expansion set to continue on throughout the year. 

By Katherine Durrell