The spike in consumer prices is a major factor in limiting total volume sales of bottled water in 2022. With the average unit price set to decline from the extreme highs seen in 2022, this will help the category achieve improved sales in 2023.
Whilst flavoured bottled water is forecast to see off-trade volume sales growth over the coming years, the rate of growth will be more modest than that seen over the review period. The category will face strong competition from other categories that target young adult consumers and are seen as more modern.
During the forecast period Vrumona and Coca-Cola Enterprises invested heavily in their respective bottled water brands, Sourcy and Chaudfontaine, and particularly in sparkling flavoured bottled water. This was largely thanks to the success of Spadel (with its Spa Touch brand) as it inspired these players to offer alternatives to challenge the category leader.
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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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