Bottled Water in Pakistan

PROSPECTS

Growing mistrust over tap water boosts bottled water

The demand for bottled water has surged due to rapid rural-to-urban migration, the higher disposable incomes of an expanding middle class, concerns over the contamination and pollution of drinking water and depleted ground water resources. In addition, increasing product awareness and marketing had a key influence on bottled water’s strong performance.

Nestlé creates awareness of hydration

Nestlé Pakistan promotes its hydration message by creating awareness of the need to drink at least eight glasses of safe water each day. Through another unique initiative called “United for Healthier Kids”, Nestlé Pakistan promotes water as the healthiest zero calorie drink, which it recommends parents give to their children.

Threat from counterfeit and low-quality brands

Bottled water players face immense regulatory pressure to ensure that only properly treated and clean drinking water is sold. In 2018, the Chief Justice of Pakistan banned the production and sale of 24 bottled water brands in the country.

COMPETITIVE LANDSCAPE

Nestlé is the undisputed leader

Nestlé Pakistan leads bottled water with Nestlé Pure Life. Due to its high-quality standards, the brand has not come under government scrutiny, despite stringent regulations and actions against other leading brands.

International brands enjoy consumer trust

Bottled water is dominated by international players selling renowned brands. Domestic brands are mostly popular in specific regions, with limited availability compared with the wide distribution networks of the leading brands.

Despite difficulties, Coca-Cola Beverages remains a key player

Coca-Cola Beverages had been banned by the government due to quality concerns. Although lifted, the ban harmed the image of a company already facing growth challenges in bottled water.

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