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Published by: Mintel International Group Ltd.
Published: Dec. 1, 2007 - 87 Pages
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 15
- 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
AbstractA commodity that quickly became the essential accessory, bottled water has seen its sales increase 49% between 2002 and 2007. (This was a 31% increase in constant 2007 prices.) Mintel dives in to address the state of the bottled water industry, noting both threats and opportunities in the marketplace:
While water sales were impressive during the first five years of the review period, a slow down occurred between 2006 and 2007. Sustainability is the primary cause, with consumers becoming more aware of the environmental effects of water bottle waste.
Efforts to “green” the bottled water market are underway, with major companies offering bottles made with less plastic and more initiatives to recycle the plastic that is used.
Water has been “upgraded” as consumers look for premium in every aspect of their lives. Plain water is losing ground to the flavored and enhanced sub-segment, led by popular products such as vitaminwater and Propel fitness water.
65% of respondents to Simmons NCS report drinking bottled water. According to Mintel’s exclusive research 43% of respondents drink flavored bottled water, while 43% drink enhanced (flavored or unflavored) bottled water.
This report builds on the analysis presented in Mintel’s Bottled Water—US, May 2006. Mintel covers the US market for bottled water as defined by the International Bottled Water Association (IBWA). The IBWA defines bottled water as water that is sealed in a sanitary container to be sold for human consumption. This water may come from a natural spring or be artificially purified. Flavored carbonated and non-carbonated waters are included in this report, but water from bulk dispensers or coolers, water sold in restaurants, and home or office water delivery are not.
This report contains US IRI InfoScan data.
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