Bottled Water in Australia

PROSPECTS

Health consciousness a key driver for bottled water

Consumers continue to turn away from sugar-laden drinks, such as carbonates, towards healthier alternatives, such as bottled water. Consumers are shifting to flavoured bottled water due to their search for flavoursome beverage products.

Growing presence of private label products reflected in sluggish unit price growth

Private label products made up a growing proportion of bottled water in 2018 in both volume and value. Bottled water off-trade price stood at AUD1.

Functional bottled water capitalising on the health and wellness trend

Functional bottled water appeals to consumers who are looking for added benefits from their bottled water. These products are significantly more expensive than bottled water, with an average unit price of AUD6.

COMPETITIVE LANDSCAPE

Private label leads bottled water in volume terms

Private label made up just over a third of off-trade volume sales of bottled water in 2018. This share increased year-on-year throughout the review period.

Coca-Cola Amatil maintains its position as the leading company by value in bottled water

While Coca-Cola Amatil leads bottled water in both off-trade volume and value, the company’s sales share has declined since the beginning of the review period. Coca-Cola Amatil has felt the impact of the increase in volume sales of private label bottled water products, with the company’s share declining between the start of the review period and 2018.

Schweppes Australia increases its share within bottled water

Schweppes Australia experienced growth in its sales share in both value and volume terms in bottled water over the review period. Frantelle was the company’s leading bottled water brand in off-trade value sales terms in 2018, followed closely by Schweppes Soda Water.

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