Foodservice sales of bottled water are set to see only modest growth in 2021 and to remain well below pre-pandemic levels. The government’s implementation of PPKM policies in the middle of 2021 provided a considerable obstacle to the recovery of foodservice sales, though it has to be said that the early part of the year did not see a significant upturn in foodservice dine-in numbers despite a more relaxed environment in terms of COVID-19 related restrictions.
The early part of 2021 saw a rise in off-trade volume sales of bottled water underpinned by the easing of rules relating to working in the office and the re-opening of tourist attractions. However, the recovery of retail sales was dealt a significant blow by the implementation of PPKM in July-August, though the impact was not as severe as in the foodservice channel.
Danone Aqua PT remains the largest player in bottled water in the Indonesian market, thanks to its wide distribution network and a well-developed portfolio that offers reputable brands such as Aqua, VIT and Evian in a variety of pack sizes. Moreover, the company was expected to register the fastest off-trade volume growth in the category in 2021.
Despite registering year-on-year growth in 2022 and for the rest of the forecast period, on-trade volume sales of bottled water are not expected to reach pre-pandemic levels by 2026. The recovery of on-trade sales of bottled water will rely heavily on the evolution of government policy relating to COVID-19.
Prior to the pandemic, rising health-consciousness amongst Indonesian consumers had been supporting robust growth in overall off-trade volume and current value sales for bottled water. Mid-to-high-income consumers, in particular, were proving increasingly willing to switch to bottled water due to growing concerns about the negative health effects of other types of soft drinks that are high in sugar, such as carbonates.
Still spring bottled water is expected to be amongst the strongest performing categories in value terms during the forecast period. Better product penetration, especially in traditional sales channels, will be key in still spring bottled water continuing its strong performance, with the Cleo brand having achieved a notable presence in traditional retailers such as warung and other independent small grocers with its 220ml PET packaging, for example.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.See All of Our Definitions
This report originates from Passport, our Bottled Water research and analysis database.
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