Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US sales and fan chart forecast of packaged still and sparkling water, 2013-23
- The issues
- Water brands start facing plastic backlash
- Refillable water bottles are cheap, convenient, sustainable, and trendy
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- Figure 2: Water statement agreement, by reluctant water buyers, November 2018
- Consumers are most interested in no-frills, inexpensive water
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- Figure 3: Water brand type purchases, November 2018
- The opportunities
- Sales of sparkling water keep bubbling
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- Figure 4: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
- Packaging innovation tackles environmental concerns
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- Figure 5: Water-packaging opportunity matrix, feasibility, perceived environmental impact, and price premium, November 2018
- Functional water has appeal across generations
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- Figure 6: Water product interest, by generation, November 2018
- What it means
The Market – What You Need to Know
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- Growing sales across all segments lifts the total water market
- Home water becomes cleaner, and refillable bottles become cool
- Plastic bottles come under fire, beverage industry strives for changes
Market Size and Forecast
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- Strong continued growth of packaged water market
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- Figure 7: Total US sales and fan chart forecast of packaged still and sparkling water, 2013-23
- Figure 8: Total US sales of packaged still and sparkling water, 2013-23
Market Breakdown
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- Double-digit projected growth of sparkling water
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- Figure 9: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
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- Figure 10: Total US retail sales and forecast of packaged still and sparkling water, by segment, at current prices, 2013-23
Market Perspective
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- Water bottles are trendy must-have products
- High ownership of home water filtration products
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- Figure 11: Ownership and interest in water filtration products and systems, July 2018
- When everything is “water”
Market Factors
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- Cities start banning the bottle
- Beverage companies work toward sustainability
- Micro-plastic, big-problem?
Key Players – What You Need to Know
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- Private label dominates while brands differentiate
- Big brands are stuck in the middle
- Packaging is an issue and opportunity
Company and Brand Sales of Packaged Water
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- Private label water leads the market
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- Figure 12: Multi-outlet sales of still and sparkling water, by leading companies, rolling 52 weeks 2017 and 2018
- Largest water companies see lackluster still water growth
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- Figure 13: Multi-outlet sales of convenience/PET still water, by leading companies and brands, rolling 52 weeks 2017 and 2018
- La Croix closes in on segment dominance
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- Figure 14: Multi-outlet sales of seltzer/sparkling/mineral water, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Working?
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- Hydration is synonymous with good health
- Sparkling waters and brand profiles
- La Croix, definitely not just for Midwest moms
- The big bubbling threat to sparkling water brands
- Coke goes for authenticity in its sparkling water acquisition
- Original sparkling water brands stays strong
- Flavor profile delivers Spindrift rapid growth
- The new dark horses in the sparkling water market
- Water becomes an aspirational product
- Get more out of water
- Making water fun
What’s Struggling?
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- Big three brands face rough waters
What’s Next?
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- Water wars go beyond the bottle
- Water’s plastic issue
- Sea what’s next in water
- Future for canna-fizz water?
The Consumer – What You Need to Know
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- Waters satisfy a variety of occasions
- At-home water consumption is high, yet threatened
- Environmentally conscious water buyers are a small but affluent group
- Millennials want water with more
Water Consumption
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- Sparkling water has plenty of room for growth
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- Figure 15: Beverage consumption, November 2018
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- Figure 16: Sparkling water consumption, November 2018
- Most consumers drink packaged water
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- Figure 17: Water consumption, November 2018
- iGens travel with water bottle in tow
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- Figure 18: Water consumption, among water drinkers, by generation, November 2018
Consumption Occasions by Water Type
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- Bottle battles
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- Figure 19: Correspondence analysis, consumption occasions by water type, November 2018
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- Figure 20: Correspondence analysis, consumption occasions by water type, November 2018
- Packaged water is often consumed at home
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- Figure 21: Consumption occasions, net any packaged water, November 2018
- Sparkling water can act as an alcoholic beverage substitute
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- Figure 22: Consumption occasions, sparkling water, November 2018
Reasons for Drinking Packaged Water at Home
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- Water bottles represent major threat to home packaged water consumption
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- Figure 23: Reasons for drinking packaged water at home, November 2018
- Convenience is key for young consumers
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- Figure 24: Reasons for drinking packaged water at home, by generation, November 2018
- Risk of rural consumers dropping out of packaged water market
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- Figure 25: Reasons for drinking packaged water at home, by area, November 2018
Water Brand Type Purchases
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- Most water buyers are brand agnostic
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- Figure 26: Water brand type purchases, November 2018
- Environmentally conscious consumers are a desirable group
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- Figure 27: Water brand type buyers demographic profile, indexed against all packaged water drinkers, November 2018
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- Figure 28: Water brand type purchases, by food and drink shopper segmentation, November 2018
- Reluctant water buyers go cheap or go environmental
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- Figure 29: Water brand type purchases, by reluctant water buyers, November 2018
- Opportunity for functional waters in environmentally friendly packaging
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- Figure 30: Water brand type purchases, by health-first water buyers, November 2018
Water Packaging: Purchase Intelligence Deep Dive
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- The right ethical cues are key
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- Figure 31: Purchase intent of water by packaging type
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- Figure 32: Water product perception by water-packaging type
Water Packaging: Price Premium
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- Mass market consumers won’t pay a packaging price premium
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- Figure 33: Water packaging price premium, November 2018
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- Figure 34: Water packaging price premium, by water brand type buyers, November 2018
- Entice reluctant water buyers with sustainable packaging
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- Figure 35: Water packaging price premium, by water brand type buyers, November 2018
- Connect with young buyers through packaging
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- Figure 36: Water packaging price premium, by water brand type buyers, November 2018
Water Packaging: Perceived Environmental Impact
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- Confusion likely exists around packaging sustainability
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- Figure 37: Water packaging perceived environmental impact, November 2018
- PET plastic bottles can still appeal to environmentally conscious consumers
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- Figure 38: Water packaging perceived environmental impact, by environment-first water buyers, November 2018
Water Packaging: Opportunity Matrices
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- Focus on current and future packaging opportunities
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- Figure 39: Water-packaging opportunity matrix, price premium and perceived environmental impact, November 2018
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- Figure 40: Water-packaging opportunity matrix, feasibility, perceived environmental impact, and price premium, November 2018
Packaged Water Attitudes
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- Strong positive perception of water bottles
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- Figure 41: Water statement agreement, by reluctant water buyers, November 2018
- Keep healthful consumers hydrated
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- Figure 42: Water statement agreement, by reluctant water buyers, November 2018
- Younger women are water watchers
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- Figure 43: Water statement agreement, by reluctant water buyers, November 2018
Water Product Interest
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- Opportunity for further product differentiation in the water market
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- Figure 44: Water product interest, November 2018
- Retailers must offer the correct variety of waters
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- Figure 45: TURF water product interest, November 2018
- Don’t neglect Gen X in functional water marketing
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- Figure 46: Water product interest, by generation, November 2018
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- Figure 47: Water product interest, by gender and age, November 2018
- Reluctant water buyers express interest in B-Corp. brands
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- Figure 48: Water product interest, by water attitudes, November 2018
- Healthy water drinkers want it all
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- Figure 49: Water product interest, by water brand type buyers, November 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Purchase Intelligence
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 50: Total US sales of packaged still and sparkling water, at inflation-adjusted prices, 2013-23
- Figure 51: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2013-23
- Figure 52: Total US retail sales and forecast of jug/bulk still water, at inflation-adjusted prices, 2013-23
- Figure 53: Total US retail sales and forecast of seltzer/sparkling/mineral water, at inflation-adjusted prices, 2013-23
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- Figure 54: Total US retail sales of still and sparkling water, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 55: Multi-outlet sales of jug/bulk still water, by leading companies and brands, rolling 52 weeks 2017 and 2018
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