West Europe Point of Use market exceeds 500,000 units
More than 100,000 new point of use (POU) water coolers were installed in West Europe in 2006, taking the total to 534,000, according to the 2007 West Europe Point of Use Coolers report from leading beverage consultancy Zenith International. Growth reached 23% as the robust and relentless expansion of POU in West Europe continued.
Also known as plumbed-in or mains-fed coolers, POU systems purify and chill mains tap water, offering a continuous water supply. The core focus of POU activities across Europe rested on placement in offices, representing a slightly reduced 56% of all installations. The remainder were largely employed in hospitals, schools and factories, with in-home POU uptake also gaining momentum.
"POU unit numbers have been bolstered by the Europe-wide operations of industry leaders PHS Waterlogic and Waterlogic International," commented Zenith Research Director Gary Roethenbaugh. "The combined involvement of these and other dedicated POU providers, together with bottled water cooler specialists and vending firms, has helped ensure that the POU concept has been embraced by customers."
The POU share of total cooler placements (POU and bottled water coolers combined) has risen from 7% in 2000 to more than 20% in 2006. Zenith attributes the increasing penetration of POU to a number of factors, including cost savings, convenience and a greater recognition of perceived environmental benefits. Investment in promotional and educational marketing has also raised awareness for POU, particularly among those who do not have a water cooler.
Accounting for 35% of all POU units, the United Kingdom has retained its position as the largest national market by some distance, with Zenith tracking around 175 companies operating there. France and Italy rank second and third, with shares of 18% and 12% respectively. Together, the UK and France accounted for over 50% of new placements in 2006.
"2006 has been a period of achievement and progression for West Europe POU, with major and medium-sized players branching out through acquisition and new sales and marketing strategies," concluded Gary Roethenbaugh.
Zenith forecasts continued double digit growth up to 2011, taking the total number of units to over one million and a 32% share of the overall water cooler market.
The 2007 Zenith Report on West Europe Point of Use Coolers contains 480 pages including 252 company profiles, full company rankings, 22 market overview tables and a detailed market commentary. Contact Zenith International on tel +44 (0)1225 327900 or e-mail firstname.lastname@example.org.
For further information, please contact:
Gary Roethenbaugh or Stuart Foxon, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901