Global premium bottled water sales up 10% in 2012
The latest report on premium bottled water, by specialist consultancy Zenith International, estimates that global sales rose 10% to 9.96 billion euros in 2012, with volumes up 4%, despite widespread economic pressures.
“Most bottled water is very local and is sold at relatively low prices,” commented Zenith Senior Consultant Karen Wells. “Adding a premium through a unique source and story, great design and powerful branding that builds consumer loyalty can make a valuable difference.”
Zenith defines premium based on a brand’s price and positioning. It also identifies several different layers of premium, ranging from premium private label through everyday premium to super premium and ultra premium.
With differing dynamics in each country, Zenith’s new report highlights three markets – China, Germany and the United States. The US premium market now appears to be back on track, achieving double digit growth in 2012. In Germany the segment is substantial, led by Gerolsteiner, but fragmented. China now has one of the fastest growing premium sectors worldwide, with a combination of local and imported brands.
The top 5 premium brands worldwide in volume terms are Evian, Vittel, Volvic, Gerolsteiner and San Pellegrino, accounting for 43% of the market.
After a slowdown in growth mainly because of the economic downturn and environmental concerns, premium bottled water has now regained momentum and Zenith forecasts continued expansion.
“The best companies are constantly improving their environmental credentials and the emerging professional class in young economies with strong growth should provide renewed impetus for premium waters around the world,” Karen Wells concluded.
The 2013 Zenith Report on Global Premium Bottled Water contains 86 pages of market commentary, charts and tables for 2008-12, with 19 premium brand profiles. Call Zenith International on +44 (0)1225 327900 or e-mail email@example.com.
For further information, please contact:
Karen Wells, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901