Future Opportunities In Bottled Water: Leveraging Purity, Ethical And Health Credentials
Business Insights
July 1, 2009 124 Pages - SKU: RET2391588
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Countries covered: Japan, United States, Europe
Future Opportunities in Bottled Water
Leveraging purity, ethical and health credentials
Report Overview...
The bottled water market in Europe, the US and Japan is forecast to grow by a CAGR of 5.3% to reach $76.4bn by 2012. Growth will be driven by manufacturers promoting the provenance of water by placing greater emphasis on the source. Companies are also demonstrating their ethical and green credentials by seeking to adopt more socially responsible business practices and reducing carbon footprints.
Functional bottled water continues to see growth with NPD featured around weight management, improvement in mental function, skin hydration and anti-ageing benefits. ‘Future Opportunities in Bottled Water: Leveraging purity, ethical and health credentials’ is a new management report published by Business Insights that analyzes innovation and NPD strategies by category, region and type of innovation. This report provides global bottled water market values across key regions/countries and profiles the leading players. It identifies key growth opportunities and emerging trends and also assesses the impact of regulations and social trends on NPD.
Key Findings...
The value of the bottled water market in Europe, the US and Japan is forecast to grow at an annual average rate of 5.3% between 2006 and 2012 and will be worth almost $76.4bn by the end of that period.
Bottled water growth in the US market is expected to be double that in Europe, such that the US market will account for 32% of market revenue by value. However, Europe will remain the leading region, and will account for 61% of total market share by 2012.
Flavored still water is the most innovative bottled water segment, with 8.8% of all launches in this area classed as being innovative between 2005 and 2008. Flavored sparkling was the least innovative category with 2.6% of innovative product launches.
Use this report to...- Quantify the value, size, geography and growth potential of the bottled water market using this report’s data for key categories including still and sparkling, flavored and unflavored waters across Europe, the US and Japan.
- Understand which key trends in bottled water NPD offer the greatest growth potential with this report’s analysis of trends within health, premiumization, ethical and convenience.
- Benchmark your competitive position aganist other players in the bottled water market based on this report’s analysis of Groupe Danone, Nestlé, PepsiCo, Coca Cola, TalkingRain Beverage Co, Y Water Inc and Plup Oy Ab Ltd.
- Improve the targeting and effectiveness of your NPD strategy using this report’s analysis of product launch data for over 1,600 products launched between 2005-2008.
Key issues...
Functional health benefits. Functional waters continue to be a key area of growth in the bottled water market with a focus on how to offer functional health benefits and greater flavor without being seen to impair product purity and naturalness.
Sugar content. Consumer perceptions of flavored and functional waters are changing as some of the bestselling enhanced water brands contain almost as much, in some cases more, sugar than competing soft drinks.
Ethical Consumerism. Concerns over plastic bottle waste, the emission of greenhouse gases and wasted natural resources are continuing to impact NPD in the bottled water market.
Tap Water. Bottled water sales may be threatened by Government initiatives to increase the consumption of tap water. Tap water is reported to be 500 times cheaper and produces 300 times less CO² than bottled water.
Your questions answered...- What are the key innovations in bottled water market which will be significant in the next five years?
- How are manufacturers addressing safety and environmental issues?
- Which companies are driving innovation in the bottled water market?
- Why do manufacturers need to review the development of healthy bottled water products to keep them in line with consumer behaviour?
- How are urban lifestyles influencing new product development in the bottled water market?
- What new functional ingredients are delivering health and well-being within the bottled water market?
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- Future Opportunities in Bottled Water
- Executive summary
- Key innovation trends
- Market drivers, inhibitors and issues
- Market dynamics and growth opportunities
- NPD launch patterns and key innovations
- Conclusions
- Chapter 1 Introduction
- Introduction
- What is this report about?
- Report structure
- Chapter 2 Key innovation trends
- Summary
- Introduction
- Purity and provenance
- Purity and provenance are inextricably linked in consumers’ minds
- Sourcing and natural ingredients
- Sourcing
- Natural ingredients
- Ethical products
- Reducing carbon footprint
- Supporting good causes
- Functional waters
- Weight management
- Improvement in mental function
- Skin hydration and anti-ageing
- Lifestyle products
- Fashion accessory packaging
- Urban lifestyle products
- The cocktail bar scene provides opportunities
- Antidotes to problems associated with urban lifestyles also offer opportunities
- Chapter 3 Market drivers, inhibitors and issues
- Summary
- Introduction
- Bottled waters will need to redefine themselves in future to maintain growth
- Market drivers
- Several trends have played a key role in growing bottled water sales
- Adult obesity and diet
- Over half of the European and American populations are overweight
- State intervention is encouraging awareness about diets
- Consumers are increasingly switching away from less health drinks
- Children’s health and school meals
- Ageing populations
- Convenience - “on-the-go” consumption
- Demand for “natural” products
- Market inhibitors
- Pressure on consumers’ budgets
- Doubts over product safety
- The BPA issue
- E. coli testing of source water in the US
- Ethical consumerism
- Plastic bottles increasingly represent a barrier to purchase for many consumers
- Many consumers feel too many resources are wasted in the supply chain
- A lack of appeal to children and teens
- Market issues
- Competition from tap water
- Initiatives promoting tap water consumption are on the increase
- There is evidence showing tap water is becoming more popular…
- Balancing flavor, function, and sugar
- Some waters have unexpectedly high sugar content
- Natural sweeteners are being developed to help solve the problem
- Chapter 4 Market dynamics and growth opportunities
- Summary
- Introduction and market trends
- The US dominates the bottled water market
- Still unflavored water is gaining share
- Volume-driven growth will put prices under pressure
- Bottled water market value analysis
- Country analysis
- Overall growth is strong, but inhibitors will retard growth to a certain extent
- Within Europe, Germany is the most valuable market to target
- Segment analysis
- Unflavored varieties dominate sales by segment
- Sparkling unflavored is a key target in Europe
- Still unflavored waters are the main US target
- Chapter 5 NPD launch patterns and key innovations
- Summary
- Introduction: opportunities in NPD
- Unflavored waters will drive growth, but innovation will focus on flavored waters
- Functional properties and acting as alcohol mixers are hot innovation areas in flavored waters
- Launch pattern analysis
- Regional analysis
- Within Europe still water dominates new product launches
- In North America unflavored still water accounts for most launches
- In Asia-Pacific unflavored still water is clearly dominant in new product launches
- Segment analysis
- Still waters dominate the share of new product launches
- Product claims
- Flavor trends
- A shift away from citrus to more exotic fruit flavors is being seen
- Unusual flavor combinations also help to stir consumers’ interest
- Other unusual ingredients, like tea, are also being used more
- “New to market” innovation in bottled water
- Innovation overview
- New formulations are at the heart of truly innovative bottled waters
- Innovation in formulation
- Provenance is a key way in order to add value to a product’s formulation
- Functional properties
- Temperature ranges add a new dimension to the properties of water
- Innovation in Packaging
- Portability
- Flavor Release
- Design aesthetics
- Eco packaging
- Bioplastics (plant-based plastics) may provide a solution
- Innovation in positioning
- Chapter 6 Conclusions
- Summary
- Introduction
- Balancing purity and functionality
- Drivers and resistors in the bottled water market
- The pursuit of purity
- The demand for functionality
- Natural sweeteners
- Botanicals
- Key opportunities in functional waters
- Opportunities to be exploited
- By consumer group
- Niche opportunities by category
- Index
- List of Figures
- Figure 2.1: Key trends shaping innovation in bottled water
- Figure 2.2: Park City Ice Water Artesian Water from Glacier Ice, Glacier Diamond Artesian Water and Dydo Drink’s Sparta 7
- Figure 2.3: Carpe Diem, Eclectic Waters and Talking Rain Twist
- Figure 2.4: Carbon negative Fiji Water
- Figure 2.5: Give Natural Spring Water and Brazilian Springs Rainforest Water
- Figure 2.6: Archers Farm Water. Kellogg’s K2O and Skinny Water
- Figure 2.7: Y Brain Water
- Figure 2.8: JT Foods Fiber Water and Anti-Ageing Water
- Figure 2.9: Plup Spring Water
- Figure 2.10: Pure Cool Waters and V Water
- Figure 2.11: Delo Syrup Caps and Bodegas Torres Brandy Spray
- Figure 3.12: Boxed Water is Better
- Figure 3.13: Oasis Rubberduckzilla advertisement appealing to teenagers’ resistance to drinking water
- Figure 3.14: Bottled waters targeting lunchboxes
- Figure 3.15: Natural Hydration Council (UK) Advertisement
- Figure 3.16: PepsiCo’s SoBe Lifewater featuring stevia sweetener
- Figure 4.17: Spend per capita (US$/head), value growth (CAGR 2006-2012) and future market size (US$ in 2012) analysis
- Figure 4.18: Segment share analysis (% market value), 2006-2012
- Figure 4.19: Value and volume growth (CAGR 2006-2012) and future market size (US$m in 2012) analysis
- Figure 5.20: Market opportunity of bottled water categories: spend per capita (US$/head) and future market growth (CAGR 2006-2012) and future segment size (US$m)
- Figure 5.21: Pure Coconut Water and Mattoni Mojito Water
- Figure 4.22: Share of bottled water product launches by region (% new launches), 2005-2008
- Figure 5.23: Share of bottled water product launches (% new launches) in Europe, 2005-2008
- Figure 5.24: Share of bottled water product launches (% new launches) in North America, 2005- 2008
- Figure 5.25: Share of bottled water launches in Asia-Pacific (% of new launches), 2005-2008
- Figure 5.26: Share of bottled water product launches (% of new launches) by segment, 2005-2008
- Figure 5.27: Snapple Antioxidant water, Bonaqua Fresh and Spice, Sip and Nestlé Aquarel
- Figure 5.28: Mt Fuji’s Natural Spring Water, Organic Spring Water and Siwa Natural Water
- Figure 5.29: Glaceau Vitamin Water and 120/80 Works Water
- Figure 5.30: Beauty Spring Water and HARD Nutritional Functional Water
- Figure 5.31 : Atataki Tenneusui and Cool Rhino Water
- Figure 5.32: Aqua Ice, Hyosho Lemon Water and Nut Green Water
- Figure 5.33: Ozarka - Eco Shape, Next Generation Bottled Water and Aava Bottled Mineral Water
- Figure 5.34: Seriously Twisted Bottled Water and H2O Pia Flavor Infusion
- Figure 5.35: Aquadeco Premium Spring Water, Evian Palace Bottle and Gota Water
- Figure 5.36: SoBe Life Water, Acqua Mineral Water and Primo plant based bottle
- Figure 5.37: Biota Colorado Pure Spring Water and Belu Natural Mineral Water - pioneering bioplastics in bottled water
- Figure 5.38: Volvic Quinze, Fragra Water and Agualicious Healthy Kids Water
- Figure 6.39: Drivers and resistors in the bottled water industry
- List of Tables
- Table 3.1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% of adult population)
- Table 3.2: Number of overweight and obese people by country (m), 2002 and 2007
- Table 3.3: Over 60 mid year population by Continent 2008-2012
- Table 3.4: Natural (excluding organic) food and drink market, by category, Europe and the US ($m), 2000-2010
- Table 3.5: Comparison of sugar content in selected soft drinks and enhanced water products
- Table 4.6: Bottled water market value (US$bn), Europe, the US and Japan, 2006-2012
- Table 4.7: Bottled water market value, by segment, US$bn, in Europe, the US and Japan, 2006- 2012
- Table 5.8: Top 20 claims (as % of all claims made) on all bottled waters launched, 2005-2008
- Table 5.9: Top 15 flavors in new bottled waters (as a % of all flavors used in new launches), 2005-2008
- Table 5.10: Share of “new to market” innovations within Bottled Water by type of innovation, 2005-2008
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