Turkey is the geographical and cultural bridge between Europe and Asia and regionally is the largest bottled water market in the Middle East.
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In volume, distribution is dominated by home delivery and a unique ‘water shop’ system, while small-pack PET HOD is growing by an average of 15% a year. Sparkling water is chosen for its digestive benefits, but flavoured and functional waters have yet to make a significant impact.
The 6th Global Bottled Water Congress, organised by Zenith International, gave industry leaders, suppliers, customers and analysts an opportunity to gain a complete overview of the latest trends and developments across all continents from top companies in each region, with extensive time for informal contact and discussion.
The event began on 10 November, with a bottling plant tour to Erikli Nestlé Waters Turkey facility in the Uluda? mountains and was followed by a retail store check tour organised by Danone Hayat.
The first conference day on 11 November began with a regional market overview. Zenith International chairman, Richard Hall, introduced Hasan Aslanoba, country business manager for Erikli Su and Nestlé Waters Turkey, who welcomed the delegates and talked about the Turkish market.
Yesim Güra, MD of Hayat Su, part of Groupe Danone, provided an insight into the Turkey consumer.
The last speaker in the opening session was Fasahat Beg, general manager of United Arab Emirates-based Al Ain Mineral Water Company, who looked at the opportunities for bottled water in the Middle East.
A question and discussion session followed, before the conference moved on to the subject of global market development.
Richard Hall began the session by presenting Zenith International’s latest findings, explaining the global market and industry leader developments.
The keynote address – ‘New world, new agenda’ – was given by Maurizio Patarnello, chairman and CEO – Asia, Oceania, Middle East and Africa for Nestlé Waters.
Rounding up the session with a look at how to ‘Achieve premium growth against the economic tide’ was Steve Rowe, chairman and MD of Spain’s Way of Life Water, and board member of Fine Water Society.
Lunch was followed by a session entitled ‘Communicating bottled water benefits’. First up was Joe Doss, president of the International Bottled Water Association, who spoke about how to respond to public concerns on safety and the environment. Next came David Graham, waters division category credibility director for Groupe Danone, who put the case for bottled water.
Closing the session with the subject ‘Global Food Safety Initiative: best practice and retailer expectations’ was Mike Thomas, chief executive of NSF-CMi Ltd.
The last conference session was ‘BRIC markets for sustained growth’, looking at Brazil, Russia, India and China.
The first day closed with a Gala Dinner cruise on the Bosphorus.
The last day of the 6th Global Bottled Water Congress covered a range of subjects that had only been briefly touched upon during the previous day’s conference.
Still with the theme ‘New world, new agenda’, there were three sessions followed by a market briefing.
The first session presented three environmental case studies. Opening – and considering the challenge of addressing the environment and community in tandem – was Ebru Bakkaloglu, public affairs and communications director for Coca-Cola Turkey.
Next up with the subject ‘Recycling: working towards 100%’ was Gerry Fishback, vice president of operations for US-based United Resource Corporation. Closing the session, delegates saw a short video from Italy’s Fonti di Vinadio about the successful development of the Sant’ Anna biodegradable bio-bottle.
After a hydration break, delegates were presented with three functional case studies. The first was from Mark Robinson, beverage marketing manager of New Zealand-based Fonterra, who talked about ‘Bridging the hunger gap – WH2OLE’.
Boris Zolyniak, marketing director of Germany’s Adelholzener Alpenquellen, discussed ‘Active O2 – power with oxygen’, and closing the session, talking about ‘Skinny Water – zero calorie enhanced water’, was Ronald Wilson, president and CEO of US-based Skinny Nutritional Corporation.
Lunch was followed by a session on ‘Making savings from new technologies, which featured:
The final session of the Congress was a briefing on worldwide flavoured and functional water market trends, given by Gary Roethenbaugh, market intelligence director of Zenith International.
© FoodBev Media Ltd 2020