Growth in off-trade volume sales of bottled water during the pandemic was primarily due to at-home consumption. As employees in New Zealand gradually head back to the office, growth is expected to turn negative over the forecast period.
Those forms of bottled water that provide self-evident value-added benefits, such as effervescence or flavour, or that can be used as a mixer, will offer growth opportunities for producers over the forecast period. Sparkling flavoured bottled water is expected to deliver the strongest growth prospects, as it is marketed as a refreshing sugar-free alternative to other soft drinks, and will consequently divert many consumers away from carbonates.
The post-pandemic shift towards healthier options – whether low in sugar or low in alcohol – is expected to lead to a slowdown in the off-trade volume and current value growth of carbonated purified bottled water, which is typically used as a mixer for alcoholic cocktails. Since the consumption of such cocktails will largely return to bars and restaurants, and since consumers will be attempting to break their pandemic-era habit of drinking alcohol at home, growth in such beverages is expected to slow dramatically over the forecast period.
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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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