The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreMay 2018
US$1,325Added to Cart
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
In Western Europe, bottled water makes up the biggest share of all soft drinks, owning more than half of all soft drinks sales in the off- and on-trade. Yet, its dominance does not come without obstacles. Overcoming these obstacles by adapting to changing consumer habits remains the key challenge to be addressed in the future. Packaging, reduced-sugar content, fortified and flavoured as well as the overarching health and wellness trend are to play a leading role in the category’s success.
Files are delivered directly into your account within a few minutes of purchase.
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.
Bottled water manufacturers across Western Europe have started to shift their attention away from merely looking at product taste towards product packaging, through which renewed consumer interest can be awakened. Colourful and differently shaped kids packaging, on-the-go sizes and recyclable packaging are the key themes that manufacturers are focusing on –and successfully so.
Still bottled water has benefitted from the growing demand for healthier alternatives to sugary carbonates and is expected to capitalize on this trend in the years to come. Its growth remains however slightly restricted by the high quality of tap water in the region and the inability to provide something more to consumers than just water.
With the introduction of the sugar tax on soft drinks in the UK and Portugal and the endless discussions about the adverse impact of carbonates on ones wellbeing, consumers are looking for a healthy alternative that also promises unique taste. As such, bottled water can only offer one of the two criteria –a healthy alternative –and does therefore not provide enough incentives for consumers to abandon their sweet habits altogether.
Largely neglected across the Western European continent, functional and flavoured bottled water is the key future innovation driver that has the possibility to capture a significant portion of carbonates and potentially energy drinks consumers. With functional and flavoured bottled waters’ offering coming closer to those of competing categories, success depends on the industry's ability to adapt and adopt those changes and market them accordingly.
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.