As recently as 2015, the retail sales for alkaline waters, those with a pH between 7.0 and 10.0, were less than $95 million. With consumers taking a more proactive approach towards health, alkaline sales are booming. Industry authority Beverage Marketing Corp. forecasts retail sales in the category to balloon to $1.3 billion by 2023, representing 20% of the entire value-added water category. Drivers abound to support the 42.6% compound annual growth rate for the forecast period, which are undergirding exponential growth for The Alkaline Water Company Inc. (NASDAQ: WTER) (CSE: WTER) (Profile), the largest independent alkaline water company in the United States. Major grocers, including Walmart Inc. (NYSE: WMT)BJ’s Wholesale Club Holdings Inc. (NYSE: BJ)Costco Wholesale Corporation (NASDAQ: COST) and the Kroger Company (NYSE: KR), have benefited from and are following the category trend, many bottling their own alkaline brands while stocking their shelves and distribution centers to increase options and meet consumer demand.

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