Bottled Water: Finding the Profit Amidst the Volume

Introduction

Scope

Key findings

Global Performance

Bottled water remains large segment of soft drink consumption

2012 unit price underscores difference in positioning

Packaging paints the picture

Emerging markets drive growth

Volume and value increase with expansion of distribution

Still bottled water leads but other categories growing

Global performance

Global summary

Category Analysis

Still dominates, but potential for value growth in other categories

Emerging markets become more important for still bottled water

Asia Pacific largest region, but volume/value disparity instructive

Commodification of still bottled water drives emerging markets

Historic value growth demonstrates importance of penetration

Safety positioning has little role in developed markets, eg US

Case study: China’s value grows with mid and high tier brands

Manufacturers bring commodity water to remote areas

Premium still bottled water presents best path for value growth

Brands add value in premium categories

Growing volume and value for still bottled water

Adding value: The enhancement of bottled water

Enhanced waters across regions

Carbonated bottled water losing some of its fizz

US consumers turn to carbonated water

Latin America spearheads flavoured bottled water

Variety of flavours gives edge to flavoured water in Argentina

Functional bottled water capitalises on energy drinks’ success

Functional water capitalises on energy drink growth

Each category has strong ties to regional influences

Competitive Landscape

Bottled water company dominance varies from market to market

A handful of major global companies at the top…

…But significant fragmentation among the top brands

Private label plays a large role in developed markets

Global carbonated water also fragmented

A fragmented market

Global Prospects

Growth to continue over next five years

Enhanced water growth remains regional

Top five growth markets feature strong local players

Bringing it all together

Report Definitions

Data parameters and report definitions

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