Abstract
The market is being driven by the pursuit of a healthier lifestyle and a growing awareness among some consumers of the need for rehydration throughout the day. More convenience packaging and a greater willingness to pay for added value (notably flavour, functional enhancement and a premium brand) have also boosted sales.
The challenge for the bottled water producers is to ride the tide of change which is favouring stronger growth in juice and juice drinks and the pressure on consumers to improve their green credentials by drinking more tap water.
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