In recent years, we have witnessed remarkable growth in the water bottle industry, with reusable water bottles evolving from simple hydration tools to cultural phenomena. Valued at $4.18 billion as of last year and projected to surpass $6 billion by 2032, the market’s expansion is fuelled by a myriad of factors, from prioritising wellbeing to plastic pollution. As social media continues to lead the frenzy, trends on TikTok have bolstered this movement, where hashtags such as #WaterTok have gained cultural significance, amassing hundreds of millions of views. Lena Jüngst, co-founder and chief evangelist of German water bottle company Air Up, tells us more about the way consumers are embracing this cultural shift.

Many people, including myself, are prioritising their wellbeing by staying hydrated, reflecting a growing commitment to personal health and environmental consciousness. Our recent research serves as a testament to this, with 41% of the nation considering their reusable water bottle their favourite accessory. Personally, I see this as a powerful statement about the importance of staying hydrated while also reducing plastic waste.

The environmental impact of plastic pollution is vast, so it is clear to see why people are embracing the switch. Plastic pollution poses a great threat to both human and ecosystem health. In fact, the United Nations has declared that if we don’t take action, plastic waste flowing into aquatic ecosystems will nearly triple by 2040. This alarming prediction has prompted many to change their habits. Our data revealed that almost a quarter of Brits throw away five to ten plastic bottles per week, with a further 11% not recycling the bottles they buy.

We are setting new benchmarks in the industry, not just by selling a reusable water bottle but by revolutionising how consumers drink water. Air Up was founded in 2019 with the mission to bridge the gap between healthy choices and enjoyable experiences. I developed this idea in 2016 with my co-founder, Tim, in our university thesis, which explored retronasal olfaction. This research led to our first prototype, laying the foundation for our innovative approach to hydration.

The beverage industry constantly sees new products, especially in the lucrative soft drinks sector dominated by sugary and artificially sweetened drinks. Until now, there hasn’t been a real alternative for those seeking a more interesting way to drink water. Proper hydration is essential for overall health, and the need for innovation in this sector has never been more evident.

Traditional reusable water bottles, while beneficial, do not offer a flavoured drinking experience. This is where Air Up distinguishes itself. Our product uses scent-based technology, known as "Scentaste," to flavour water through scent alone, making it the 'world's first' refillable drinking system of its kind. This innovative blend of product design and science, grounded in German engineering, provides a refreshing alternative to conventional solutions.

Since launching, Air Up has rapidly become a leader in the water bottle market, achieving remarkable success and growth across the world. We have reached a revenue run rate of €200 million, with a notable increase in the last 12 months alone. Operating in 14 countries, Air Up serves over 6 million customers globally, making a significant impact on reducing plastic waste and promoting healthier lifestyles. Our innovative products have helped save up to 130 million single-use plastic bottles and more than 2600 tonnes of sugar, solidifying our dedication to sustainability initiatives and the future of the water bottle market, ensuring a greener future for generations to come.

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