Bottled Water in New Zealand

PROSPECTS

Flavoured bottled water attracts consumers abandoning carbonates

The increasing preference for healthier soft drinks among New Zealanders continued to support robust growth in bottled water off-trade volume and current value sales in 2019. Flavoured bottled water remained the most dynamic category in both respects, thanks in part to its growing appeal among consumers seeking healthier alternatives to carbonates.

Spring products remain dominant as demand for mineral varieties slows

While carbonated and still natural mineral bottled water look set to continue developing positively during the forecast period, demand in both categories appears to have plateaued, with off-trade volume growth rates projected to slow steadily towards 2024. Aside from increasing maturity, the further expansion of these categories will be hampered by the fact that S Pellegrino and Perrier are the only natural mineral bottled water brands with a significant presence in New Zealand.

On the go bottled water products continue to gain popularity

Bottled water products explicitly positioned as being for on the go consumption continued to perform strongly towards the end of the review period. Examples include Frucor Suntory’s H2GO and Pump from Coca-Cola Amatil, which remained the top two brands in the category in off-trade volume and value sales terms in 2019.

COMPETITIVE LANDSCAPE

Frucor Suntory maintains its overall lead in 2019

Frucor Suntory continued to lead bottled water in 2019 with a broad portfolio that covers multiple categories and includes well-established brands such as H2GO, Mizone and NZ Natural. Despite increasing competition, the company’s overall off-trade volume and value shares were up slightly on 2018, thanks in part to the success of recent innovations and packaging revamps.

Coca-Cola Amatil continues to expand its bottled water portfolio

As competition in bottled water intensifies, manufacturers are increasingly attempting to differentiate their brands by introducing flavoured variants and products targeted at specific consumer groups. Coca-Cola Amatil, which remained the second leading company overall in the category in 2019, has been one of the most active players in this regard in recent years.

NZ Drinks opens new production line for recycled PET bottles

Fifth-ranked bottled water player NZ Drinks Co Ltd continued to perform well in 2019, posting robust growth in off-trade volume and value sales. This domestic company claims to operate New Zealand’s largest and most efficient automated water bottling facility.

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