Bottled Water in the United Arab Emirates

PROSPECTS

High per capita consumption and a growing category

Health awareness and high temperatures in the region resulted in high per capita consumption for bottled water. The category continued to growth in both off-trade volume and current value terms with greater awareness of sodium and pH levels.

Bottled water shares bolstered by a shifting consumer base

Consumers are becoming increasingly conscious of the beverages they consume. The need to increase volume sales in juice and carbonates has been challenging due to the shifting consumer base towards bottled water.

Water conservation and safety high on government agenda

The United Arab Emirates water security strategy was put in place to explore ways in which water can be conserved. Desalination technologies are being revamped and investigated by both the public and private sectors.

COMPETITIVE LANDSCAPE

Agthia Group PJSE increasing footprint in the region

Agthia Group PJSE is expanding its presence locally by gaining ground with bulk water brands such as Al Bayan and Ice Crystal. The company is also investing in innovative products such as Al Ain Vitamin D water which was marketed as the first in the world, as well as offer exciting packaging designs.

Bottled water to witness grater innovation in the coming years

There are large investments being pursued in the region regarding bottled water. Companies will continue to launch new product developments such as different pH levels including alkaline water, sodium levels including low and sodium-free, added vitamins, minerals, fruits and herbs, new flavours, innovative packaging designs, types, and sizes.

Population growth should encourage innovation and new entries

Labour law reforms announced in late 2015 as part of an effort to move away from an oil-based economy will help the United Arab Emirates to attract and retain more skilled workers over the forecast period. This should in turn help to maintain population growth.

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