Abstract
A commodity that quickly became the essential accessory, bottled water has seen its sales increase 49% between 2002 and 2007. (This was a 31% increase in constant 2007 prices.) Mintel dives in to address the state of the bottled water industry, noting both threats and opportunities in the marketplace:
- While water sales were impressive during the first five years of the review period, a slow down occurred between 2006 and 2007. Sustainability is the primary cause, with consumers becoming more aware of the environmental effects of water bottle waste.
- Efforts to “green ” the bottled water market are underway, with major companies offering bottles made with less plastic and more initiatives to recycle the plastic that is used.
- Water has been “upgraded ” as consumers look for premium in every aspect of their lives. Plain water is losing ground to the flavored and enhanced sub-segment, led by popular products such as vitaminwater and Propel fitness water.
- 65% of respondents to Simmons NCS report drinking bottled water. According to Mintel' s exclusive research 43% of respondents drink flavored bottled water, while 43% drink enhanced (flavored or unflavored) bottled water.
This report builds on the analysis presented in Mintel' s Bottled Water- US, May 2006. Mintel covers the US market for bottled water as defined by the International Bottled Water Association (IBWA). The IBWA defines bottled water as water that is sealed in a sanitary container to be sold for human consumption. This water may come from a natural spring or be artificially purified. Flavored carbonated and non-carbonated waters are included in this report, but water from bulk dispensers or coolers, water sold in restaurants, and home or office water delivery are not.
This report contains US IRI InfoScan data.
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