Bottled Water - US - December 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Resources used for The Consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• In a nutshell
• Major players
• By segment
• Factors to growth
• Health and wellness
• Enhanced/flavored water
• Challenges to growth
• Ethics and the environment
• Home water filters
• Pricing pressure in PET segment
• Health backlash could encircle ensnare water
• The value of enhanced water questioned
• Market trends
• Fortification with beneficial elements
• "Low in" health claims
• Greater "naturalness"
• Water with a pedigree
• Upscale and premium brands
• Functional and mood-enhancing water
• Consumer usage of bottled water
• Consumer attitudes and opinions
• Market Drivers
• Health and wellness
  • Figure 1: Incidence of drinking various beverages among respondents currently dieting or trying to lose weight by dieting most of the time, 2002-06
  • Figure 2: Non-alcoholic beverage perceptions, by type of beverage, February 2007
  • Figure 3: Types of beverages drunk, May 2006-June 2007
• Pricing pressure in PET segment
  • Figure 4: FDM per gallon price of convenience/PET bottled water for various brands and private labels, 2002-07
• Children' s health
  • Figure 5: Television ad for Aquapod
• The value of enhanced water
• Some enhancements are questionable
• Ethics and the environment
• Municipal efforts to wean consumers off bottled water
• Foodservice efforts
• Recycling
• Home water filters: a threat to bottled water?
• Market Size and Trends
• Market size
  • Figure 6: Sales of bottled water, 2002-07
• Market trends
  • Figure 7: New product launches, bottled water, 2002-07
  • Figure 8: Package claims on new bottled water product launches, 2002-07
• Fortification with beneficial elements
• "Low in" health claims
• Greater "naturalness"
• Water with a pedigree
• Upscale and premium brands
• Functional and mood-enhancing water
• Focus on different population segments
• Market Segmentation
  • Figure 9: FDM sales of bottled water, by segment, 2005 and 2007
• Convenience/PET still water
  • Figure 10: FDM sales of convenience/PET still water, at current and constant prices, 2002-07
• Jug/bulk still water
  • Figure 11: FDM sales of jug/bulk still water, at current and constant prices, 2002-07
• Sparkling/mineral water
  • Figure 12: FDM sales of sparkling/mineral water, at current and constant prices, 2002-07
• Supply Structure
  • Figure 13: Manufacturer FDM sales of bottled water, 2006 and 2007
• Convenience/PET still water
  • Figure 14: Manufacturer and brand FDM sales of convenience/PET still water, 2006 and 2007
• Jug/bulk still water
  • Figure 15: Manufacturer and brand FDM sales of jug/bulk still water, 2006 and 2007
• Sparkling/mineral water
  • Figure 16: Manufacturer and brand FDM sales of sparkling/mineral water, 2006 and 2007
• Retail Distribution
  • Figure 17: Sales of bottled water, by FDM channel, 2005 and 2007
• Supermarkets
  • Figure 18: Sales of bottled water through supermarkets, at current and constant prices, 2002-07
• Advertising and Promotion
• PepsiCo.
  • Figure 19: Television ad for Aquafina, 2007
  • Figure 20: Television ad for Aquafina Alive, 2007
  • Figure 21: Television ad for Propel Fitness Water, 2007
  • Figure 22: Television ad for Propel Fitness Water, 2007
  • Figure 23: Television ad for Propel Fitness Water, 2007
  • Figure 24: Television ad for SoBe Life Water, 2007
  • Figure 25: Television ad for SoBe Life Water, 2007
• Kraft Foods Inc.
  • Figure 26: Television ad for Capri-Sun Roaring Waters, 2007
  • Figure 27: Television ad for Fruit2O Relax, 2007
  • Figure 28: Television ad for Fruit2O Energy and Hydration, 2007
  • Figure 29: Television ad for Fruit2O Hydration, 2007
• Nestlé Waters North America
  • Figure 30: Television ad for Ice Mountain, 2007
• Danone Waters of North America
• The Consumer: Usage of Bottled Water
• Summary
• Adult consumption of bottled water
• Overview
  • Figure 31: Usage of non-sparkling and sparkling water, by gender, age, income and race/ethnicity, May 2006-June 2007
  • Figure 32: Type of drinking water used at home, by age, November 2007
• Trended usage
  • Figure 33: Usage of bottled water, 2003-07
• Flavored or unflavored?
  • Figure 34: Usage of flavored and unflavored carbonated and non-carbonated bottled water, May 2006-June 2007
• Amount of bottled water consumed per week
  • Figure 35: Mean number of glasses of bottled water (non-carbonated and carbonated) consumed per week, May 2006-June 2007
• Brand preference
  • Figure 36: Brand preference for non-carbonated and carbonated bottled water, May 2006-June 2007
• Teen consumption of bottled water
• Overview
  • Figure 37: Usage of bottled water by teenagers, by gender, age and race/ethnicity, full year 2006
  • Figure 38: Types of beverages consumed by teenagers, by gender, full year 2006
  • Figure 39: Usage of bottled water by teenagers, sparkling vs non-sparkling, 2003-07
• Flavored or unflavored?
  • Figure 40: Teenagers' use of flavored and unflavored bottled water, by gender, full year 2006
• Amount of bottled water consumed per week by teens
  • Figure 41: Mean number of glasses of bottled water (non-carbonated and carbonated) consumed per week by teenagers, full year 2006
• Teens' brand preferences
  • Figure 42: Teens' brand preferences for non-carbonated and carbonated bottled water, full year 2006
• The Consumer: Attitudes and Opinions
• Summary
• Consumption of flavored and enhanced water
  • Figure 43: Usage of enhanced water, by type, by age, November 2007
  • Figure 44: Usage of enhanced water, by type, by race/ethnicity, November 2007
  • Figure 45: Usage of enhanced water, by type, by presence of children in the household, November 2007
• Reasons for drinking bottled water
  • Figure 46: Reasons for buying/drinking bottled water, by age, November 2007
• Issues of choice and conservation
  • Figure 47: Agreement with specific questions concerning bottled water choice and conservation, by age, November 2007
• Bottled water brand loyalty
  • Figure 48: Agreement with specific questions concerning bottled water, by age, November 2007
• Water with benefits
  • Figure 49: Interest in specific enhanced water attributes, by age, November 2007
• Why respondents do not drink bottled water
  • Figure 50: Reasons for not drinking bottled water, by age, November 2007
  • Figure 51: Reasons for not drinking bottled water, by household income, November 2007
• Market Forecast
  • Figure 52: Forecast of total U.S. retail sales of bottled water, at current and constant prices, 2007-12
  • Figure 53: Forecast of sales of bottled water, at current and constant prices, 2007-12
• Convenience/PET still water
  • Figure 54: Forecast of sales of convenience/PET still water, at current and constant prices, 2007-12
• Jug/bulk still water
  • Figure 55: Forecast of sales of jug/bulk still water, at current and constant prices, 2007-12
• Sparkling/mineral water
  • Figure 56: Forecast of sales of sparkling/mineral water, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations