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.”
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:
ectropura 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
© FoodBev Media Ltd 2024