Global bottled water driven by developing markets
Global bottled water consumption advanced 4.5% to 218 billion litres in 2008, according to the new 2009 Global Bottled Water report from leading drinks consultancy Zenith International. Growth of relatively low per person consumption in less developed bottled water markets helped to counteract the combined pressures of the economic downturn alongside public concerns over the environment.
Asia/Australasia reinforced its position as the biggest volume regional market, achieving a 28% share, after a rise of 11%. Africa and the Middle East also recorded gains of 14% and 6% respectively, but hold a combined share of just 11%. Consumption increased in all other regions except West Europe, which remained static, and North America, which contracted by 0.7% in 2008. Despite a decline, the United States is still the largest national market in the world in both volume and value.
Ã¢â‚¬Å“Broadly, it can be said that the bottled water world is split into two halves,Ã¢â‚¬Â commented Zenith Market Intelligence Director Gary Roethenbaugh. Ã¢â‚¬Å“The more mature markets of North America and West Europe have witnessed a gradual deceleration over the past few years; whereas most other countries are continuing to drive growth of the category and this is likely to remain the case in the near future.Ã¢â‚¬Â
Other points highlighted by the Zenith report include findings that:
- Consumption per person reached 32.3 litres in 2008, up 1.1 litres on 2007.
- The United States and China were the two biggest volume markets, with Indonesia and Mexico maintaining their lead over Germany in 5th place.
- Still water continued to outpace sparkling water, reaching 86% of total volume.
- Bulk sizes above 10 litres accounted for 36% of overall consumption.
The worldÃ¢â‚¬â„¢s top four bottled water companies - respectively NestlÃƒÂ©, Danone, Coca-Cola and PepsiCo - held a combined 31% volume share in 2008. Danone and NestlÃƒÂ© each own three of the top 10 brands by volume. The top five global brands in volume terms were Aqua from Danone, Pure Life from NestlÃƒÂ©, Wahaha from Danone, Aquafina from PepsiCo and Electropura also from PepsiCo. Coca-Cola and PepsiCo each have two brands in the top 10.
Providing detailed forecasts by country for the next five years, Zenith predicts bottled water consumption will rise a further 18% to 259 billion litres in 2013.
The 2009 Zenith Report on Global Bottled Water provides 2003-13 figures across 75 key countries plus smaller country groupings and includes a 12 month subscription to the bottled water database at www.globaldrinks.com. Contact Zenith International on tel +44 (0)1225 327900 or e-mail firstname.lastname@example.org.
Notes for Editors
1. Three charts are attached for publication:
2. For further information, please contact:
Gary Roethenbaugh or Karen Wells, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901