The outbreak of COVID-19 had a big influence on sales of bottled water in 2020. With consumers placed under lockdown there was a spike in demand for larger bottles, while consumers also started buying bottled water in bulk through e-commerce.
Bulk water was one of the main growth drivers of bottled water in 2020 as consumers looked to stockpile supplies to get through the lockdown. With COVID-19 restrictions easing in 2021 bulk off-trade volume growth also slowed, with consumers switching to smaller on-the-go packaging formats as they returned to school and the workplace.
Bottled water remains a highly fragmented category in 2021 with leading player IDS Borjomi OOO being the only company to hold a double-digit value share. 2020 was not the best year for IDS Borjomi OOO with the company struggling due to the COVID-19 pandemic.
Bottled water is projected to see healthy growth over the forecast period, driven largely by the growing demand for still bottled water. Niche categories such as flavoured bottled water will likely also see further development as a healthier alternative to products such as carbonates.
Functional bottled water is expected to see strong growth over the forecast period. This category is still a niche, but it is very promising with these products receiving strong interest at the end of the lockdown as consumers looked to try something new.
Flavoured bottled water is projected to see dynamic growth in total volume terms over the forecast period. Such large players as IDS Borjomi, PepsiCo Holdings OOO, Coca-Cola Refreshments ZAO, and Nestlé Waters Group are already active in this category.
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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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