If you’re just looking at still water value sales in retail outlets for the year to May 2011 (according to SymphonyIRI in the July 2011 issue of Beverage Industry magazine), it’s none of them. Instead, private label comes in at $994m and a 15.3% value share.
Even this is a shade behind Glaceau on $996m, which is massively higher than when Coca-Cola bought the brand not so long ago.
For reference, Aquafina stood at $705m and 10.8%, Dasani at $626m and 9.6%, with Poland Spring at $392m and 6.0%. Poland Spring, of course, scores far more strongly when home and office delivery is added.
And what about the top sparkling brands? Well, Perrier and San Pellegrino have held on to the lead, though they too are outsold by private label.
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.
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