Report Published on 28 Aug, 2009
Global bottled water driven by developing markets
Filed by Shaun Weston
Global bottled water consumption advanced 4.5% to 218 billion litres in 2008, according to the new 2009 Global Bottled Water report from drinks consultancy Zenith International.
Growth of relatively low per person consumption in less developed bottled water markets helped to counteract the combined pressures of the economic downturn alongside public concerns over the environment.
Asia/Australasia reinforced its position as the biggest volume regional market, achieving a 28% share, after a rise of 11%. Africa and the Middle East also recorded gains of 14% and 6% respectively, but hold a combined share of just 11%. Consumption increased in all other regions except west Europe, which remained static, and North America, which contracted by 0.7% in 2008. Despite a decline, the US is still the largest national market in the world in volume and value.
“Broadly, it can be said that the bottled water world is split into two halves,” said Zenith market intelligence director, Gary Roethenbaugh. “The more mature markets of North America and west Europe have witnessed a gradual deceleration over the past few years, whereas most other countries are continuing to drive growth of the category, and this is likely to remain the case in the near future.”
Other points highlighted by the Zenith report
- Consumption per person reached 32.3 litres in 2008, up 1.1 litres on 2007.
- The US and China were the two biggest volume markets, with Indonesia and Mexico maintaining their lead over Germany in 5th place.
- Still water continued to outpace sparkling water, reaching 86% of total volume.
- Bulk sizes above 10 litres accounted for 36% of overall consumption.
The world’s top four bottled water companies (respectively, Nestlé, Danone, Coca-Cola and PepsiCo) held a combined 31% volume share in 2008. Danone and Nestlé each own three of the top 10 brands by volume. The top five global brands in volume terms were:
- Aqua from Danone
- Pure Life from Nestlé
- Wahaha from Danone
- Aquafina from PepsiCo
- Electropura from PepsiCo.
Coca-Cola and PepsiCo each have two brands in the top 10.
Providing detailed forecasts by country for the next five years, Zenith predicts bottled water consumption will rise a further 18% to 259 billion litres in 2013.
Source: Zenith International