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Strategy Briefing

Bottled Water in Western Europe

May 2018

US$1,325

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About This Report

New Report Guarantee

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.

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Overview

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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.

Packaging arises to be an important growth driver for bottled water

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.

The future outlook of still bottled water is manifold

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.

Healthy living continuously drives consumers into the arms of bottled 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.

Functional and flavoured benefits in bottled water remain niche but promise great growth potential

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.

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Introduction

Scope

Key findings

Regional Overview

Putting Western Europe into context

Still bottled water experiences a slippery slope

Can future dynamism change the bottled water market?

When packaging drives the sales of still bottled water…

Regional overview

… and kids become the primary target

Functional bottled water is facing obstacles in all but the UK market

How electrolytes innovate the UK market

France continues to drive volume growth in the region

Why tap water in France poses obstacles to the foodservice

Non-store retailing gained significant ground in Turkey

Leading Companies and Brands

High market fragmentation puts pressure on bottled water prices

Private label has build a European stronghold for bottled water

How Coca-Cola penetrates the European water market

Is Cristaline spring water a solo performer?

Forecast Projections

The demand for functional bottled water in the UK is exponential

Snapshot on innovative growth drivers in Western Europe

Forecast projections

How Brexit puts the UK bottled water market at risk

Can Brexit drain British mineral water bottlers?

Country Snapshots

Austria: bottled water

Austria: competitive and retail landscape

Belgium: bottled water

Belgium: competitive and retail landscape

France: bottled water

France: competitive and retail landscape

Germany: bottled water

Germany: competitive and retail landscape

Greece: bottled water

Greece: competitive and retail landscape

Italy: bottled water

Italy: competitive and retail landscape

Netherlands: bottled water

Netherlands: competitive and retail landscape

Portugal: bottled water

Portugal: competitive and retail landscape

Spain: bottled water

Spain: competitive and retail landscape

Switzerland: bottled water

Switzerland: competitive and retail landscape

UK: bottled water

UK: competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Bottled Water in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Packaging arises to be an important growth driver for bottled water

The future outlook of still bottled water is manifold

Healthy living continuously drives consumers into the arms of bottled water

Functional and flavoured benefits in bottled water remain niche but promise great growth potential

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Western Europe into context

Still bottled water experiences a slippery slope

Can future dynamism change the bottled water market?

When packaging drives the sales of still bottled water…

Regional overview

… and kids become the primary target

Functional bottled water is facing obstacles in all but the UK market

How electrolytes innovate the UK market

France continues to drive volume growth in the region

Why tap water in France poses obstacles to the foodservice

Non-store retailing gained significant ground in Turkey

Leading Companies and Brands

High market fragmentation puts pressure on bottled water prices

Private label has build a European stronghold for bottled water

How Coca-Cola penetrates the European water market

Is Cristaline spring water a solo performer?

Forecast Projections

The demand for functional bottled water in the UK is exponential

Snapshot on innovative growth drivers in Western Europe

Forecast projections

How Brexit puts the UK bottled water market at risk

Can Brexit drain British mineral water bottlers?

Country Snapshots

Austria: bottled water

Austria: competitive and retail landscape

Belgium: bottled water

Belgium: competitive and retail landscape

France: bottled water

France: competitive and retail landscape

Germany: bottled water

Germany: competitive and retail landscape

Greece: bottled water

Greece: competitive and retail landscape

Italy: bottled water

Italy: competitive and retail landscape

Netherlands: bottled water

Netherlands: competitive and retail landscape

Portugal: bottled water

Portugal: competitive and retail landscape

Spain: bottled water

Spain: competitive and retail landscape

Switzerland: bottled water

Switzerland: competitive and retail landscape

UK: bottled water

UK: competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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