Bottled Water in Spain

PROSPECTS

Improving economy and call for healthier cold drinks boost bottled water

In 2019, off-trade volume sales of bottled water grew at a slower rate than in 2017, which was characterised by very high temperatures, but faster than in 2018, when the weather was very humid with high rainfall. Bottled water is expected to continue to see strong off-trade volume growth in the forecast period.

Carbonated and flavoured types benefit from move away from carbonates

While still bottled water remains by far the preferred type in 2019, consumers are showing more interest in carbonated and flavoured alternatives. The growing preference for healthier and more natural soft drinks with lower sugar content is seeing a shift away from carbonates, to the benefit of carbonated and flavoured bottled waters, in particular.

Aluminium and reduced plastic PET head sustainability drive in bottled water

Bottled water is heavily impacted by the growing concerns over the environmental harm caused by use of plastic bottles. Consumers are expected to become increasingly aware of this major ecological issue, and make more informed choices with regard to the packaging in which they buy their products.

COMPETITIVE LANDSCAPE

Solid reputations and distribution support local and regional players

International manufacturers retain a strong presence in bottled water through companies like Aguas Font Vella y Lanjaron (Groupe Danone), Nestlé Waters España and the Italian Acqua Minerale San Benedetto (Agua Mineral San Benedetto). However, the category is also populated by strong local players, including large grocery retailers Mercadona and major domestic branded players like Calidad Pascual, Vichy Catalán and Balneario y Aguas de Solán de Cabras.

Companies seek growth via innovative advertising and logistics

Bottled water is seeing strong company activity in Spain, as players try to exploit the high growth potential in this fragmented category. This is leading to significant investments and innovation in marketing and logistics.

Segmentation widens reach among adults and children

New product development is seeing significant segmentation as companies look towards creating or exploiting niches in bottles water. For example, in early 2019, Cía Servicios de Bebidas Refrescantes launched Aquarius Raygo a functional bottled water made with root extract, vitamins and minerals.

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