Private label water is one of the fastest growing beverage categories in the U.S. It is at the top of the charts accounting for nearly 22% of all convenience still water sales in drug stores. The market value for bottled water is over $10 billion, according to International Bottled Water Association figures. Increasing interest among consumers in health and fitness, along with ongoing environmental concerns about the quality and safety of local water supplies are among the key driving factors for growth in this category, Taste, portability and convenience are also significant factors, especially in the single-serve category. As the category grows, increases in private label water will continue to take larger percentages of the market share with as they rely on innovations in product, package design, and branding.