Caffeinated, CBD Waters Draw Widest Curiosity

Caffeinated and CBD waters generate more consumer curiosity than any other water format, though conversion has yet to catch up.

Roughly three in ten consumers say they’re open to trying caffeinated water (31%) or CBD water (30%), according to Datassential’s BUZZ: Water Topical report.

Both formats rank ahead of every other water type on openness, but usage still trails. The share of consumers who have had caffeinated water many times climbed  to 10% in 2026 from 8% in 2025, while CBD water rose to 9% from 8% over the same span.

Trial activity is concentrated in light, one-time use. Eighteen percent of consumers say they have had caffeinated water once or twice, nearly double the share who’ve had it many times. CBD water shows a similar pattern, with 12% reporting one or two occasions against 9% for repeat use.

What pulls consumers in is a mix of experimentation and perceived health benefits, with Gen Z and Millennial consumers the most likely to drink either variety, the report notes.

The two waters play different roles once consumers do reach for them. Caffeinated water competes across an unusually wide field, replacing energy drinks, bottled water, alcoholic beverages, and cold coffee beverages alike.

CBD water is narrower: consumers turn to it mainly for thirst-quenching and refreshment, and they are more likely to substitute it for another drink than they are any other water type. Both waters sell primarily in single-serve formats, purchased individually and in bulk from stores.

That combination — broad openness and shallow repeat — leaves room to convert consumers. Single-serving formats in easy-to-spot locations with health benefits called out on packaging may help drive trial among new users, according to the report.