Bottled Water in New Zealand

PROSPECTS

Opportunity for flavoured bottled water to lure carbonates drinkers

The continued development of flavoured bottled water was evident at the end of the review period, as the water policy at schools continued to take effect. Manufacturers looked at ways to make water interesting, in particular carbonated flavoured bottled waters were being developed in an attempt to act as a substitute for carbonates and attract children to bottled water.

Bulk water packs expected to grow

Bulk water products sold through the supermarkets channel continued to record growth, despite being cumbersome to handle in terms of large pack sizes. Since the major 2011 Christchurch earthquake, New Zealanders were urged to ensure they have adequate water on hand in case of natural disasters.

Spring water expected to dominate

Due to the abundance of natural springs throughout New Zealand, spring water is expected to continue to dominate as the preferred water type over the forecast period. Carbonated spring and carbonated flavoured spring water are expected to develop further.

COMPETITIVE LANDSCAPE

Frucor Suntory New Zealand Ltd continues to lead

Frucor bottled water brands account for almost half of off-trade channel sales. Flagship brand H2GO had a packaging revamp featuring upbeat label graphics and the zero being removed in the reduced-sugar flavoured water variants.

Coca-Cola Amatil NZ Ltd in second place

Coca-Cola Amatil (NZ) Ltd remained in second place in 2018 with a similar value share to 2017. The flagship water brand within the company's portfolio, Pump, continued to be backed by TV advertising over the summer period.

NZ Drinks Ltd promotes the Pure brand

Despite being a smaller player, NZ Drinks Ltd recorded incremental off-trade sales increases over the review period. The water brand Pure has gained good access to the supermarket channel and, in the latter half of 2018, the company was committed to strong point-of-sale and in-store promotional displays of the Pure water brand.

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