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The Bottled Water and Cooler Landscape in Germany 2003

  • ID: 42021
  • Report
  • November 2003
  • Region: Germany
  • Zenith Global
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The main issue faced by the German bottled water industry in 2003 has been the mandatory deposit system on non reusable packaging. Since German Environment Minister Jürgen Trittin's introduction of the mandatory deposit on 'one way' packaging, the proportion of mineral water and soft drinks sold in reusable pack formats has substantially increased. The irony facing bottled water in 2003 is that bottled water volume in single use packaging was a major growth driver for the market in 2002.

PET packaging has in recent years edged out glass packaging, due to its convenience for on the move consumption and lower weight, and thus lower transportation cost. Those manufacturers investing in reusable PET have thus benefited in 2003, while manufacturers of non reusable PET have seen gains made in 2002 reversed.

Controversy continues to surround the mandatory deposit. The European Commission has launched an inquiry into whether the deposit scheme contravenes regulations on the free movement of goods. Foreign bottled water importers have particularly suffered at the hands of the new system, being most reliant on non returnable PET.

Aside from regulatory difficulties, Germany's bottled water market has blossomed, with warm weather in 2003 boosting sales. Local players, particularly those with flexible production capacity, have fared well. Still water and lightly sparkling variants have been particularly popular, with Germany embracing a Europe wide trend for less highly carbonated products.

Water coolers are also well positioned to make a more substantial impact on Germany's overall bottled water industry. The German water cooler industry has changed radically with the entrance of Nestlé and Danone, and these two companies are expected to generate a sustained drive for water coolers in the country. Although the bottled water cooler category accounts for a fraction of total bottled water sales in Germany, it is expected to take on a new dimension now that both bottled water giants have built scale.

The Bottled Water and Cooler Landscape in Germany 2003 report provides the latest provisional figures on bottled water market developments in 2003, a year in which a widespread summer heatwave significantly bolstered Europe's bottled water industries. Full commentary is provided on the latest market developments in 2003. The report then looks specifically at market developments in 2002. This is a year in which bottled water and bottled coolers, and bottled coolers and point of use coolers can be closely compared. Company volumes are also presented as year end 2002.

This report on the bottled water and cooler industry in Germany provides a full and clear picture on the market dynamics of bottled water, water coolers and point of use water coolers.

Zenith International's 2003 Bottled Water and Cooler Landscape in Germany is broken down into 4 main sections:

1. A full market overview provides provisional figures on the bottled water market in 2003, commentary on the latest developments in 2003, a revised bottled water market forecast to 2008 and a summary of industry trends.

2. A section on bottled water provides commentary on consumption, production and trade, segmentation, packaging. Tables and charts present full segmentation, and analysis of the leading bottled water companies in the years to 2002.

3. A section on bottled water coolers provides commentary on consumption, unit numbers, pack size, home v office distribution, water types, legislation. Tables present full details on the leading bottled water cooler companies, by units and volume, and leading cooler brands in the years to 2002.

4. A section on point of use water coolers provides commentary on market characteristics: bottled water cooler conversion/new business, rented/sold units, home/office units, unit type, price structure, maintenance. Tables and charts present the relationship between point of use and bottled water coolers in the years to 2002.
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SECTION 1 - MARKET OVERVIEW

Report introduction 1
Market definitions 2
Scope of research

Commentary:
Country economic factsheet 3
Market developments, 2003 4
Market summary - bottled water, bottled water coolers, point of use water coolers 15

Charts:
Bottled water market, 1997-2003 16
Bottled water market forecast, 2003-2008

SECTION 2 – BOTTLED WATER

Commentary:
Market overview: consumption, production and trade, segmentation, packaging 17
Industry structure: main players
Outlook to 2007/8 20

Tables/charts:
Bottled water consumption, 1997-2002 22
Production/imports/exports 1997-2002; consumption per person, 1997-2002
Bottled water types, 1997-2002 23
Bottled water packaging, 1997-2002 24
Leading bottled water companies, 2000-2002 25

SECTION 3 – BOTTLED WATER COOLERS

Commentary:
Market overview 26
Industry structure: main players
Market structure: pack size, home v office, water types, legislation 27
Market characteristics: throughput, unit type, price structure, cancellation rates, additional services, contract lengths, legislation 28
Main features of the market in 2002/3 29
Outlook to 2007/8 30

Tables:
Leading water cooler companies (machines), 1998-2002 31
Leading water cooler companies (volume), 1998-2002 32
Leading water cooler brands, 1998-2002 33

SECTION 4 – POINT OF USE WATER COOLERS

Commentary
Market overview 34
Industry structure: main players
Market characteristics: bottled water cooler conversion/new business, rented/sold, home/office,
unit type, price structure, maintenance
Outlook to 2007/8 35
Tables/charts:
Market summary, 1999-2002 37
Point of use water coolers percentage share of total cooler units, 1999-2002
Point of use and bottled cooler units annual percentage change, 2000-2002 38

SECTION 5 - APPENDICES
1 Market definitions: bottled water, natural mineral water, heilwasser, spring water, table or
purified water, bottled water cooler, point of use water cooler 39
Common practice definitions

2 Symbols and abbreviations 41

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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