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Future Opportunities in Bottled Water: Leveraging Purity, Ethical and Health Credentials
Scripp Business Insights, July 2009, Pages: 124
The bottled water market in Europe, the US and Japan is forecast to grow by a CAGR of 5.3% to reach $76.4bn by 2012. Growth will be driven by manufacturers promoting the provenance of water by placing greater emphasis on the source. Companies are also demonstrating their ethical and green credentials by seeking to adopt more socially responsible business practices and reducing carbon footprints.
Functional bottled water continues to see growth with NPD featured around weight management, improvement in mental function, skin hydration and anti-ageing benefits. ‘Future Opportunities in Bottled Water: Leveraging purity, ethical and health credentials’ is a new management report published by Business Insights that analyzes innovation and NPD strategies by category, region and type of innovation. This report provides global bottled water market values across key regions/countries and profiles the leading players. It identifies key growth opportunities and emerging trends and also assesses the impact of regulations and social trends on NPD.
The value of the bottled water market in Europe, the US and Japan is forecast to grow at an annual average rate of 5.3% between 2006 and 2012 and will be worth almost $76.4bn by the end of that period.
Bottled water growth in the US market is expected to be double that in Europe, such that the US market will account for 32% of market revenue by value. However, Europe will remain the leading region, and will account for 61% of total market share by 2012.
Flavored still water is the most innovative bottled water segment, with 8.8% of all launches in this area classed as being innovative between 2005 and 2008. Flavored sparkling was the least innovative category with 2.6% of innovative product launches.
Use this report to...
- Quantify the value, size, geography and growth potential of the bottled water market using this report’s data for key categories including still and sparkling, flavored and unflavored waters across Europe, the US and Japan.
- Understand which key trends in bottled water NPD offer the greatest growth potential with this report’s analysis of trends within health, premiumization, ethical and convenience.
- Benchmark your competitive position aganist other players in the bottled water market based on this report’s analysis of Groupe Danone, Nestlé, PepsiCo, Coca Cola, TalkingRain Beverage Co, Y Water Inc and Plup Oy Ab Ltd.
- Improve the targeting and effectiveness of your NPD strategy using this report’s analysis of product launch data for over 1,600 products launched between 2005-2008.
Functional health benefits. Functional waters continue to be a key area of growth in the bottled water market with a focus on how to offer functional health benefits and greater flavor without being seen to impair product purity and naturalness.
Sugar content. Consumer perceptions of flavored and functional waters are changing as some of the bestselling enhanced water brands contain almost as much, in some cases more, sugar than competing soft drinks.
Ethical Consumerism. Concerns over plastic bottle waste, the emission of greenhouse gases and wasted natural resources are continuing to impact NPD in the bottled water market.
Tap Water. Bottled water sales may be threatened by Government initiatives to increase the consumption of tap water. Tap water is reported to be 500 times cheaper and produces 300 times less CO² than bottled water.
Your questions answered...
- What are the key innovations in bottled water market which will be significant in the next five years?
- How are manufacturers addressing safety and environmental issues?
- Which companies are driving innovation in the bottled water market?
- Why do manufacturers need to review the development of healthy bottled water products to keep them in line with consumer behaviour?
- How are urban lifestyles influencing new product development in the bottled water market?
- What new functional ingredients are delivering health and well-being within the bottled water market?
Key innovation trends
Market drivers, inhibitors and issues
Market dynamics and growth opportunities
NPD launch patterns and key innovations
Chapter 1 Introduction
What is this report about?
Chapter 2 Key innovation trends
Purity and provenance
Purity and provenance are inextricably linked in consumers’ minds
Sourcing and natural ingredients
Reducing carbon footprint
Supporting good causes
Improvement in mental function
Skin hydration and anti-ageing
Fashion accessory packaging
Urban lifestyle products
The cocktail bar scene provides opportunities
Antidotes to problems associated with urban lifestyles also offer
Chapter 3 Market drivers, inhibitors and issues
Bottled waters will need to redefine themselves in future to maintain growth
Several trends have played a key role in growing bottled water sales
Adult obesity and diet
Over half of the European and American populations are overweight
State intervention is encouraging awareness about diets
Consumers are increasingly switching away from less health drinks
Children’s health and school meals
Convenience – “on-the-go” consumption
Demand for “natural” products
Pressure on consumers’ budgets
Doubts over product safety
The BPA issue
E. coli testing of source water in the US
Plastic bottles increasingly represent a barrier to purchase for many consumers
Many consumers feel too many resources are wasted in the supply chain
A lack of appeal to children and teens
Competition from tap water
Initiatives promoting tap water consumption are on the increase
There is evidence showing tap water is becoming more popular…
Balancing flavor, function, and sugar
Some waters have unexpectedly high sugar content
Natural sweeteners are being developed to help solve the problem
Chapter 4 Market dynamics and growth opportunities
Introduction and market trends
The US dominates the bottled water market
Still unflavored water is gaining share
Volume-driven growth will put prices under pressure
Bottled water market value analysis
Overall growth is strong, but inhibitors will retard growth to a certain extent
Within Europe, Germany is the most valuable market to target
Unflavored varieties dominate sales by segment
Sparkling unflavored is a key target in Europe
Still unflavored waters are the main US target
Chapter 5 NPD launch patterns and key innovations
Introduction: opportunities in NPD
Unflavored waters will drive growth, but innovation will focus on flavored waters
Functional properties and acting as alcohol mixers are hot innovation areas in flavored waters
Launch pattern analysis
Within Europe still water dominates new product launches
In North America unflavored still water accounts for most launches
In Asia-Pacific unflavored still water is clearly dominant in new
Still waters dominate the share of new product launches
A shift away from citrus to more exotic fruit flavors is being seen
Unusual flavor combinations also help to stir consumers’ interest
Other unusual ingredients, like tea, are also being used more
“New to market” innovation in bottled water
New formulations are at the heart of truly innovative bottled waters
Innovation in formulation
Provenance is a key way in order to add value to a product’s formulation
Temperature ranges add a new dimension to the properties of water
Innovation in Packaging
Bioplastics (plant-based plastics) may provide a solution
Innovation in positioning
Chapter 6 Conclusions
Balancing purity and functionality
Drivers and resistors in the bottled water market
The pursuit of purity
The demand for functionality
Key opportunities in functional waters
Opportunities to be exploited
By consumer group
Niche opportunities by category
List of Figures
Figure 2.1: Key trends shaping innovation in bottled water
Figure 2.2: Park City Ice Water Artesian Water from Glacier Ice, Glacier Diamond Artesian Water and Dydo Drink’s Sparta 7
Figure 2.3: Carpe Diem, Eclectic Waters and Talking Rain Twist
Figure 2.4: Carbon negative Fiji Water
Figure 2.5: Give Natural Spring Water and Brazilian Springs Rainforest Water
Figure 2.6: Archers Farm Water. Kellogg’s K2O and Skinny Water
Figure 2.7: Y Brain Water
Figure 2.8: JT Foods Fiber Water and Anti-Ageing Water
Figure 2.9: Plup Spring Water
Figure 2.10: Pure Cool Waters and V Water
Figure 2.11: Delo Syrup Caps and Bodegas Torres Brandy Spray
Figure 3.12: Boxed Water is Better
Figure 3.13: Oasis Rubberduckzilla advertisement appealing to teenagers’ resistance to drinking water
Figure 3.14: Bottled waters targeting lunchboxes
Figure 3.15: Natural Hydration Council (UK) Advertisement
Figure 3.16: PepsiCo’s SoBe Lifewater featuring stevia sweetener
Figure 4.17: Spend per capita (US$/head), value growth (CAGR 2006-2012) and future market size (US$ in 2012) analysis
Figure 4.18: Segment share analysis (% market value), 2006-2012
Figure 4.19: Value and volume growth (CAGR 2006-2012) and future market size (US$m in 2012)analysis
Figure 5.20: Market opportunity of bottled water categories: spend per capita (US$/head) and future market growth (CAGR 2006-2012) and future segment size (US$m)
Figure 5.21: Pure Coconut Water and Mattoni Mojito Water
Figure 4.22: Share of bottled water product launches by region (% new launches), 2005-2008
Figure 5.23: Share of bottled water product launches (% new launches) in Europe, 2005-2008
Figure 5.24: Share of bottled water product launches (% new launches) in North America, 2005-2008
Figure 5.25: Share of bottled water launches in Asia-Pacific (% of new launches), 2005-2008
Figure 5.26: Share of bottled water product launches (% of new launches) by segment, 2005-2008
Figure 5.27: Snapple Antioxidant water, Bonaqua Fresh and Spice, Sip and Nestlé Aquarel
Figure 5.28: Mt Fuji’s Natural Spring Water, Organic Spring Water and Siwa Natural Water
Figure 5.29: Glaceau Vitamin Water and 120/80 Works Water
Figure 5.30: Beauty Spring Water and HARD Nutritional Functional Water
Figure 5.31 : Atataki Tenneusui and Cool Rhino Water
Figure 5.32: Aqua Ice, Hyosho Lemon Water and Nut Green Water
Figure 5.33: Ozarka – Eco Shape, Next Generation Bottled Water and Aava Bottled Mineral Water
Figure 5.34: Seriously Twisted Bottled Water and H2O Pia Flavor Infusion
Figure 5.35: Aquadeco Premium Spring Water, Evian Palace Bottle and Gota Water
Figure 5.36: SoBe Life Water, Acqua Mineral Water and Primo plant based bottle
Figure 5.37: Biota Colorado Pure Spring Water and Belu Natural Mineral Water – pioneering bioplastics in bottled water
Figure 5.38: Volvic Quinze, Fragra Water and Agualicious Healthy Kids Water
Figure 6.39: Drivers and resistors in the bottled water industry
List of Tables
Table 3.1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% of adult population)
Table 3.2: Number of overweight and obese people by country (m), 2002 and 2007
Table 3.3: Over 60 mid year population by Continent 2008-2012
Table 3.4: Natural (excluding organic) food and drink market, by category, Europe and the US ($m), 2000-2010
Table 3.5: Comparison of sugar content in selected soft drinks and enhanced water products
Table 4.6: Bottled water market value (US$bn), Europe, the US and Japan, 2006-2012
Table 4.7: Bottled water market value, by segment, US$bn, in Europe, the US and Japan, 2006-2012
Table 5.8: Top 20 claims (as % of all claims made) on all bottled waters launched, 2005-2008
Table 5.9: Top 15 flavors in new bottled waters (as a % of all flavors used in new launches), 2005-2008
Table 5.10: Share of “new to market” innovations within Bottled Water by type of innovation, 2005-2008
- Groupe Danone
- Coca Cola
- TalkingRain Beverage Co
- Y Water Inc
- Plup Oy Ab Ltd
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