Bottled Water

Bottled water makes up over two-thirds of the soft drinks market in the Middle East and Africa and will continue to dominate over the foreseeable future. Demand is high due to a scarcity of clean water, particularly in rural areas, with bulk buying…

The pandemic in 2020 positively impacted off-trade volume sales of bottled water in Western Europe. Stockpiling during the lockdown periods, and a consumer preference for larger packages and healthier soft drinks helped the category to grow, although…

In Eastern Europe, the COVID-19 pandemic did not cause any surge in sales of bottled water through off-trade channels in 2020. However, the impact on off-trade channels varied by country as preferences and consumption habits of local consumers played…

Bottled water is seeing strong and stable growth in retail volume terms in 2023 with the category seeing stronger growth compared to 2022. Retail volume sales saw slower growth in 2022 as price inflation saw some consumers looking to make savings,…

Bottled water is set to continue to experience total current value growth in 2023. 2022 marked a year of dynamic growth for bottled water, due to the return of on-the go consumption and a warmer and longer summer. In 2023, growth is set to continue,…

Bottled water is set to maintain off-trade volume and current value growth in 2023. In Japan, where tap water is drinkable, the culture of purchasing bottled water for home use was for a long time uncommon. However, the Great East Japan Earthquake of…

Bottled water benefitted from increasing demand for convenience in 2022. A large proportion of purchases of still bottled water are made on impulse by consumers seeking to quench their thirst while on the go. Thus, this category saw strong growth as…

South Africa has been facing drinking water supply issues, supporting elevated demand for bottled water compared to pre-pandemic levels, including for still bottled water, despite declining off-trade volume sales as a result of a greater return to…

With the emerging inflation and competitive landscape being reshaped, private label is starting to regain shelf space in many categories, including bottled water. Since water is considered a basic and affordable product in consumers’ minds, private…

In 2023, bottled water has experienced a significant shift towards sustainability. A notable development was the introduction of Mamba Water, an innovative brand committed to eliminating plastic use by providing mineral water in cans. This move…

Bottled water continues to be the largest soft drink in terms of volume sales and is expected to register positive volume growth in 2023. The major driver of volume sales is the unstable quality of the tap water, particularly in rural areas. As such,…

With price sensitivity rising across the country, bottled water sales in Argentina have been noticeably affected as consumers change shift towards larger-volume formats in search of value-for-money options. In the face of economic uncertainty, with…

Bottled water witnessed robust retail volume growth in 2023, driven primarily by the health and wellness trend and the growing culture of water consumption in Azerbaijan. Brand and experiential marketing are used to build a positive image and engage…

Off-trade volume sales of bottled water experienced a decline in 2023 compared to 2022, primarily due to less favourable weather conditions. Additionally, an increasing number of consumers opting to purchase bottled water in France contributes to the…

In 2023, bottled water displayed lower total volume growth than in the previous year, and what was initially expected. On-trade sales still progressed (thanks to a rather good season in the southern part of the country, though much less so in the…

Bottled water remains by far the largest category of soft drinks in Saudi Arabia with increasing numbers of consumers switching to bottled water. Although tap water in the Kingdom is said to be safe to drink many people prefer to use bottled water,…

The demand for bottled water has remained stable, with moderate-to-minor changes in the review period. For example, in 2022 and during 2023 there have been slight increases in consumption. Even with high inflation and increases in prices in the last…

Off-trade volume sales of bottled water are set to increase only very slightly in 2023. However, this represents a normalisation of growth following the huge boost to sales seen in the off-trade channel as a result of the pandemic, and in 2023 volume…

The exceptionally warm weather in 2023, coupled with the El Nino phenomenon intensifying and tap water quality issues, led to a surge in bottled water consumption. This category, one of the few within soft drinks to experience notable growth in both…

Even bottled water sales are falling into a slump in off-trade volume terms in 2023, although this is expected to be remedied over the coming years as the category inches its way back into small, expected, positive growth. The same cross-category…

Bottled water continued to register solid gains in volume terms in 2023, in both on- trade and off-trade channels. as consumer spending increased. This was supported by the return of consumers to their busy, pre-pandemic lifestyles, including…

Sparkling flavoured bottled water continues to attract a high level of interest from consumers, as a natural sparkling soft drinks alternative. Sparkling flavoured bottled water is now a much bigger and more dynamic category than still flavoured…

Sales of bottled water have continued to experience dynamic growth in both on-trade and off-trade volume terms in 2023, continuing the pattern seen in 2022. This strong demand is in part due to the rising health and wellness movement and a decline in…

Bottled water overall benefits from strong health and wellness trends, with consumers increasingly opting for bottled water's simple hydration and refreshment, particularly in restaurants. The category is rising steadily among health-conscious…

Bottled water off-trade volume sales grew in 2023 thanks to increasingly health conscious Danish consumers looking for healthier drink options. While non-flavoured sparking and still bottled water sales only saw moderate volume growth, flavoured and…

As in other soft drinks categories, unit prices continue to rise in bottled water due to the economic uncertainty facing Egypt and its consumers. This was reflected across all brands, with Nestlé hitting a price of EGP5.5 for its 1L bottle and…

Bottled water sales continued to normalise in 2023, with on-trade sales growing at a moderate pace and retail sales declining marginally. Retail consumption has been dented by higher prices, as high inflation and rising production costs forced prices…

There is a very high penetration of private label within bottled water. As such, leading companies are focusing on their brands and forming strategic partnerships with key retailers to produce private label water. This offers opportunities for…

The sales volume of both carbonated and still bottled water experienced a significant decline in 2023. This trend can be attributed to two primary factors. Firstly, notable price increases for bottled water forced consumers to re-evaluate their…

With Irish consumers increasingly opting for healthier hydration options, the health trend continued to drive up the demand for bottled water in both the on- and off-trade channels. More and more consumers reduced their consumption of other types of…

At the end of 2021, a new law went into effect requiring a deposit of ILS0.3 for all bottles of 1.5 litres and above. This had a direct impact on prices of water in 2022, as 1.5 litres is a very popular size for water bottles. After the tax on…

Packaged water saw fast growth during 2023, with sales rising from a low base, having plenty of room to expand. In addition, due to drought and the low quality of tap water, particularly in coastal cities where tourists visit, many consumers switched…

2023 was another turbulent year for bottled water in Poland. Rising inflation and the increasing cost of materials had a strong impact on bottled water unit prices. As prices rose, the demand for bottled water declined in comparison to the last year.…

Although inflationary pressures drove retail value sales in 2023, growth has also benefited from the recovery in out-of-home consumption and increased tourism. Additionally, growing consumer concerns surrounding health and wellness are leading many…

After posting declines in off-trade volume sales over 2021-2022 due to significant price increases, bottled water has shown a modest return to growth in this respect in 2023. While the upward trend in average unit prices has persisted, hikes have not…

Bottled water continues to be the most popular soft drink in Bosnia-Herzegovina and is expected to achieve moderate volume growth in 2023. A certain cohort of consumers are switching to bottled water from carbonates, as they look to be healthier, and…

Bottled water is expected to register healthy volume growth in 2023. Also, with prices being stables, this also contributes to maintaining volume growth. Climate change is also having an effect, with higher temperatures leading to increased demand…

One of the most notable shifts witnessed in 2020 in response to the COVID-19 pandemic was the shift from on-trade to off-trade. As a result, local consumers bought larger formats of bottled water to use in their homes in bulk. However, consumption…

Bottled water was fortunate not see the high unit price increases experienced by other soft drinks categories in recent years, leading to steady consumer demand and robust growth in volume terms. Both the off- and on-trade channels enjoyed growth in…

A substantial surge was seen in the average unit price of bottled water towards the end of the review period, with the category recording higher average unit price increases than virtually all other categories of soft drinks over the course of 2022…

The year 2023 witnessed a notable surge in average temperatures across the country, attributed to El Niño at the year's onset and in the latter half. This resulted in significantly heightened heat sensations compared to previous years, prompting an…

Bottled water has emerged as one of the top-performing categories in 2023. Even in the face of challenging conditions in 2022, it demonstrated impressive resilience. In 2023, bottled water continues its upward trajectory by capitalising on…

Demand for bottled water in South Korea is set to continue to rise in volume terms both off-trade and on-trade in 2023. Throughout the pandemic, buying bottled water for home consumption became a habit. Consumers who had previously purchased bottled…

Although Guatemalans have been eager to resume pre-pandemic habits, the consumption of water in bulk 5-gallon format continued to rise in 2023. Due to the increased awareness of healthy lifestyles and practices, household water consumption has become…

Modern fast food outlets scattered across Nigeria significantly contribute to on-trade bottled water sales. Restaurants, canteens, food shacks, and bars remain vital channels for on-trade volume sales of bottled water. However, off-trade sales…

Bottled water is expected to register positive volume growth in 2023. Though tap water is of good quality in Croatia, bottled water is often purchased on-the-go, as well as by tourists. In addition, a certain cohort of consumers are switching to…

In 2023, the main drivers of growth for the bottled water landscape were consumers' reluctancy to drink tap water and the tradition of mineral water in the country. Nevertheless, the declining purchasing power in 2023 was reflected in a slowdown of…

The demand for bottled water continued to suffer during 2023, as unfavourable weather conditions and weak purchasing power negatively impacted volume consumption. This was mostly visible in retail, as foodservice saw a late and slow recovery from the…

Bottled water sales are projected to see only a marginal increment in off-trade volume terms over 2023, partly due to the shift back to foodservice, which exceeded its 2019 pre-pandemic volume sales level by 2022. However, growth rates have varied…

As health consciousness gains pace in Turkey, the trend towards consuming natural beverages that supports immunity is gaining further momentum. The emphasis on healthy living has persisted post-pandemic, fostering a stronger preference for beverages…