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Bottled Water in Australia
February 2022
2021 DEVELOPMENTS
Decline in bottled water sales continues as on-the-go consumption occasions diminish
The COVID-19 pandemic has had a huge impact on bottled water in Australia as many of the categories’ primary consumption occasions have become far less frequent. A large proportion of still water has traditionally been sold through on-the-go channels such as convenience stores and forecourt retailers, where it is consumed as a refreshing no-calorie beverage.
Carbonated bottled water continues to benefit from the at-home cocktail culture
Although still bottled water is in decline, Australian consumers still desire to consume water that offers something that tap water cannot provide. Carbonated bottled water continued to achieve positive value growth in 2021.
Health trend leads to fads in functional still water and switches from carbonates to mineral water alternatives
Exercise was another popular motivation for water consumption prior to the pandemic, particularly consumption of functional bottled water and still flavoured bottled water. These were often consumed after a workout at a gym, or during a fun run or marathon.
PROSPECTS AND OPPORTUNITIES
Trading up and premium brand preferences likely to persist in the forecast period
Many Australian consumers have benefited financially from the COVID-19 pandemic and associated lockdowns, as it has limited the opportunities to spend money on activities such as travel and enabled them to accumulate savings. When shopping for bottled water, they are consequently well situated to choose a premium brand.
Environmental and sustainability concerns will continue to impact bottled water sales over the forecast period
The popularity of still bottled water in a developed economy such as Australia, where – with the possible exception of South Australia – tap water is considered both safe and clean, has long been widely criticised on the grounds that the packaging of such an unnecessary product is a waste of resources, and regularly ends up either as litter or as landfill. Media articles and thought pieces condemning the practice are ubiquitous and have been for at least a decade.
Target market set to evaporate as the consumer base is smaller, consumption occasions are fewer and alternative options increase
The profile of the average still bottled water consumer is physically active and in their 20s and 30s. Due to the lack of migration during the COVID-19 pandemic and likely slow recovery in its aftermath, little growth is expected in this age group.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Australia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Bottled Water in Australia?
To what extent are health considerations impacting consumption of Bottled Water in Australia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Australia?
Which are the leading brands in Bottled Water in Australia?
What potential exists for multinational or domestic soft drinks companies to expand in Australia?
How are products distributed in Bottled Water in Australia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Bottled Water in Australia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Decline in bottled water sales continues as on-the-go consumption occasions diminish
Carbonated bottled water continues to benefit from the at-home cocktail culture
Health trend leads to fads in functional still water and switches from carbonates to mineral water alternatives
PROSPECTS AND OPPORTUNITIES
Trading up and premium brand preferences likely to persist in the forecast period
Environmental and sustainability concerns will continue to impact bottled water sales over the forecast period
Target market set to evaporate as the consumer base is smaller, consumption occasions are fewer and alternative options increase
CATEGORY DATA
Table 1 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 2 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Australia
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Bottled Water
Carbonated Natural Mineral Bottled Water
Carbonated Spring Bottled Water
Carbonated Purified Bottled Water
Still Flavoured Bottled Water
Sparkling Flavoured Bottled Water
Functional Bottled Water
Still Natural Mineral Bottled Water
Still Spring Bottled Water
Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water.
Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water.
Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.