Bottled Water in Malaysia

PROSPECTS

Value for money remains the key driver of consumer purchasing

In 2018, bottled water in Malaysia saw solid growth, aided by consumers’ growing emphasis on cutting down on sweetened beverages, as well as rising demand for simple and natural thirst quenchers. Still purified water saw the highest off-trade volume growth in bottled water, attributable to its wide availability in both modern and traditional grocers, as well as an affordable price point.

Growing sophistication and trendy offerings in bottled water

Not only are consumers seeking to hydrate themselves when consuming bottled water, there is growing demand for sophisticated offerings, such as alkaline water and functional water, which are positioned to have health boosting properties. Bottled water infused with natural ingredients, such as Honey B carbonated flavoured water, is increasingly popular and is now widely available in various off-trade channels, while Cool Rhino functional water, which offers body cooling properties, is being repositioned as a trendy product to appeal to young consumers.

Bottled water growth expected to accelerate

Over the forecast period, bottled water is expected to see faster growth, given rising disposable incomes and desire for a healthy lifestyle. Furthermore, with rising awareness of the importance of drinking water quality, urban consumers are willing to pay a premium in order to obtain a better quality or health boosting bottled water product.

COMPETITIVE LANDSCAPE

Spritzer Bhd remains as category leader

As a well-established household name in Malaysia, Spritzer Bhd has maintained its leading position in the bottled water category in 2018. It has an extensive distribution network and a wide array of product offerings, ranging from Spritzer Bonrica functional water to Cactus still purified water, and is able to cater to a broad consumer base.

Bottled water dominated by local players

In 2018, local players continued to dominate bottled water. Leading local players, like Spritzer Bhd and RO Water (M) Sdn Bhd, are able to offer competitive prices compared to international players, thanks to their domestic production advantage that helps keep costs low.

Local players will retain their leadership

Over the forecast period, local players are expected to maintain their dominance in bottled water. Rising local brands, like Moma Water and Honey B, are expected to gain further popularity and increase their category shares.

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