Healthy beverages are gaining more and more interest worldwide, and Eastern Europe is no exception. Increasing bottled water consumption in the area can be looked at as a step towards healthier drinking options. While water gives consumers a guilt-free feeling, it lacks the color and flavor of other soft drinks. Therefore, there is a demand for other options such as fortified/functional, plant based or flavored water. There is a favourable economic climate for these types of healthy beverages to thrive, and online retailing will be essential in catching the eye of the consumer.