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Bottled Water in
South Africa

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Still bottled water will continue to benefit from widespread water crisis

The water crisis caused by the ongoing drought and water-borne disease will continue to boost demand for still bottled water. During the review period, local consumers were alarmed by microplastics found in tap water in Gauteng and the North West provinces.

Smaller players will focus on niche audience as competition intensifies

Niche audiences will continue to be targeted by smaller players as competition intensifies and profit margins are squeezed. Hence, supplying water to hospitality and travel industries might become a more reliable strategy for new entrants, as such businesses increasingly offer bottled water with their own private label offerings.

Carbonated and flavoured water to benefit from health and wellness

With the sugar tax coming into effect and consumers becoming increasingly aware of beverage content, carbonated and flavoured bottled water are expected to be preferred by health-conscious consumers. Another factor contributing to the move will be attributed to the affordability of those products, with flavoured bottled water increasingly seen as a perfect hybrid between juice and carbonates.

COMPETITIVE LANDSCAPE
Panic over Day Zero drives sales in the Western Cape

The most concerning news in 2018 was the water crisis in the Western Cape which was declared a national disaster during the first quarter of the year. As the drought intensified and dam levels decreased to a critical level, the local municipality initially imposed a series of water restrictions.

Thisrti wins bet on interactive labelling

Normandien Farms (Pty) Ltd strategically created greater awareness for its brand Thirsti during the review period. Formerly concentrated in several provinces, the company targeted millennials with an urban lifestyle.

AQuelle set to become a household brand in South Africa

In 2018, Ekhamanzi Springs continued to gain momentum with its label AQuelle. Initially focussing on affordability, the brand has become a mainstream product attracting all social classes.

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Bottled Water in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bottled Water industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bottled Water industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bottled Water in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bottled Water in South Africa?
  • What are the major brands in South Africa?
  • How important is the direct selling method of distribution in South Africa for bottled water sales?
  • What impact have environmental issues (such as sustainable packaging) had on consumer attitudes, category volumes, packaging formulations and/or product innovation in South Africa?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Bottled Water in South Africa - Category analysis

HEADLINES

PROSPECTS

Still bottled water will continue to benefit from widespread water crisis
Smaller players will focus on niche audience as competition intensifies
Carbonated and flavoured water to benefit from health and wellness

COMPETITIVE LANDSCAPE

Panic over Day Zero drives sales in the Western Cape
Thisrti wins bet on interactive labelling
AQuelle set to become a household brand in South Africa

CATEGORY DATA

Table 1 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 2 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Soft Drinks in South Africa - Industry Overview

EXECUTIVE SUMMARY

Economic constraints continue to affect demand for soft drinks
Reformulation takes place with sugar tax coming into effect
Strategic partnerships form as competition intensifies
Manufacturers invest in premiumisation and flavour innovation
Improved performance expected over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources