Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Health and diet drive growth from soda to bottled water
- Convenience segment grows the market
- Flavored enhanced waters create new premium category
- Supermarkets see higher volumes at lower profit
- Females, younger consumers, and high earners drink more
- National brands weaker as differentiation fizzles
- Innovations in design to prevent commoditization
- Continued growth ahead
Market Drivers
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- Americans trying to eat and drink healthier
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- Figure 1: Attitudes toward healthy eating, 2003 and 2005
- Obesity
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- Figure 2: Prevalence of overweight and obesity among adults aged 20 years and over, 1976-2002
- Diabetes
- Impact on beverages
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- Figure 3: Per capita consumption of carbonated beverages, bottled water and sports drinks, 2000-04
- Increased choices in flavored and enhanced waters encouraging trial
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- Figure 4: Motivations driving trial of a new drink, March 2006
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- Figure 5: Compound annual growth rates of FDM sales for selected bottled water brands, 2000-05
- Demographics
- Age
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- Figure 6: U.S. population, by age, 2000-10
- Race/ethnicity
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- Figure 7: U.S. population, by race and Hispanic origin, 2000-10
- Water quality and associated health concerns
- Water quality by city
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- Figure 8: Water quality, by city, 2001
- Source water protection
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- Figure 9: Source water protection, by city, 2001
Market Size and Trends
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- Market size
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- Figure 10: U.S. retail sales of bottled water, at current and constant prices, 2000-05
- Figure 11: Graph: U.S. retail sales of bottled water, at current and constant prices*, 2000-05
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- Figure 12: Consumption of bottled water in the U.S., gallons and per capita, 2000-05
- Market trends
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- Figure 13: Positioning claims of new product launches in the U.S. bottled water market, 2001-06
Market Segmentation
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- Figure 14: U.S. sales of bottled water, by product type, 2003 and 2005
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- Figure 15: Graph: U.S. sales of bottled water, by product type, 2005
- Figure 16: Indexed U.S. sales of bottled water, by segment, 2000-05
- Convenience/PET
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- Figure 17: Sales of convenience/PET bottled water, at current and constant prices, 2000-05
- Jug/bulk
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- Figure 18: Sales of jug/bulk bottled water, at current and constant prices, 2000-05
- Sparkling/mineral
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- Figure 19: Sales of sparkling/mineral bottled water, at current and constant prices, 2000-05
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Supply Structure
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- Foreign trade
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- Figure 20: Imports of water for U.S. consumption, by source country/region, 2003 and 2005
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- Figure 21: Exports of water, by destination country/region, 2003 and 2005
- Company and brand sales
- FDM sales by manufacturer and brand
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- Figure 22: FDM* sales of major manufacturers in the U.S. bottled water market, 2003 and 2005
- Figure 23: Graph: FDM* sales of major manufacturers in the U.S. bottled water market, 2003 and 2005
- Convenience/PET
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- Figure 24: FDM* sales of selected brands of convenience/PET bottled water in the U.S., 2003 and 2005
- Jug/bulk
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- Figure 25: FDM* sales of selected brands of jug/bulk bottled water in the U.S., 2003 and 2005
- Sparkling/mineral
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- Figure 26: FDM* sales of selected brands of sparkling bottled water in the U.S., 2003 and 2005
- Private label
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- Figure 27: FDM* sales of private label bottled water, at current and constant prices, 2000-05
- Figure 28: FDM* sales of private label bottled water, by segment, 2000-05
- Major manufacturer profiles
- Nestlé Waters North America (NWNA)
- PepsiCo, Inc. (Pepsi-Cola North America)
- Coca-Cola Company
- Danone Waters North America (DWNA)
- Suntory Water Group
- Crystal Geyser
- Glaceau Water Company
Advertising and Promotion
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- Aquafina
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- Figure 29: Media expenditures for the Aquafina brand in dollars and as a percentage of sales, 2001-04
- Dasani
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- Figure 30: Media expenditures for the Dasani brand in dollars and as a percentage of sales, 2001-04
- Poland Spring
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- Figure 31: Media expenditures for the Poland Spring brand in dollars and as a percentage of sales, 2001-04
Retail Distribution
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- Introduction
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- Figure 32: U.S. retail sales of bottled water, by channel, 2003 and 2005
- Figure 33: Graph: U.S. retail sales of bottled water, by channel, 2005
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- Figure 34: Indexed sales of bottled water, by channel, 2000-05
- Supermarkets
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- Figure 35: U.S. supermarket sales of bottled water, at current and constant prices, 2000-05
- Convenience stores/gas stations
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- Figure 36: U.S. convenience store and gas station sales of bottled water, at current and constant prices, 2000-05
- Vending
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- Figure 37: U.S. vending machine sales of bottled water, at current and constant prices, 2000-05
- Drug stores
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- Figure 38: U.S. drug store sales of bottled water, at current and constant prices, 2000-05
- Mass merchandisers and clubs
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- Figure 39: Mass merchandiser and club store sales of bottled water, at current and constant prices, 2000-05*
The Consumer
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- Introduction
- Summary
- Bottled water usage
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- Figure 40: Incidence and level of bottled water usage, by gender, January-September 2005
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- Figure 41: Incidence and level of bottled water usage, by age, January-September 2005
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- Figure 42: Graph: Incidence of non-carbonated bottled water usage, by age, January-September 2005
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- Figure 43: Incidence and level of bottled water usage, by household income, January-September 2005
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- Figure 44: Graph: Incidence of non-carbonated bottled water usage, by household income, January-September 2005
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- Figure 45: Incidence and level of bottled water usage, by race/ethnicity, January-September 2005
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- Figure 46: Incidence and level of bottled water usage, by geographic region, January-September 2005
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- Figure 47: Incidence and level of bottled water usage, by presence of children in the household, January-September 2005
- Incidence and level of bottled water usage by teens
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- Figure 48: Bottled water usage in teens, by age and gender, January-September 2005
- Where teens drink bottled water
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- Figure 49: Where bottled water is drunk by teens, by age and gender, January-September 2005
- Bottled water usage by cohort
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- Figure 50: Descriptions of selected cohorts
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- Figure 51: Incidence and level of bottled water usage, by cohort, January-September 2005
- Enhanced variations of bottled water
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- Figure 52: Trial of bottled water variations, by age, March 2006
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- Figure 53: Trial of bottled water variations, by presence of children in the household, March 2006
- Bottled water purchases by segment
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- Figure 54: Types of bottled water purchased, by gender, March 2006
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- Figure 55: Types of bottled water purchased, by age, March 2006
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- Figure 56: Types of bottled water purchased, by household income, March 2006
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- Figure 57: Types of bottled water purchased, by race/ethnicity, March 2006
- Place and way of purchase
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- Figure 58: Source and method of purchase of portable non-carbonated bottled water, by gender, March 2006
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- Figure 59: Source and method of purchase of portable non-carbonated bottled water, by age, March 2006
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- Figure 60: Source and method of purchase of portable non-carbonated bottled water, by household income, March 2006
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- Figure 61: Source and method of purchase of portable non-carbonated bottled water, by presence of children in the household, March 2006
- Importance of brand
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- Figure 62: Importance of bottled water brand, by age, March 2006
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- Figure 63: Importance of bottled water brand, by household income, March 2006
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- Figure 64: Importance of bottled water brand, by race/ethnicity, March 2006
- Taste preferences for non-carbonated brands
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- Figure 65: Which non-carbonated water brand tastes best, by age, March 2006
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- Figure 66: Which non-carbonated water brand tastes best, by household income, March 2006
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- Figure 67: Which non-carbonated water brand tastes best, by geographic region, March 2006
- Taste preferences for carbonated brands
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- Figure 68: Which carbonated water brand tastes best, by household income, March 2006
- Why bottled water is purchased
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- Figure 69: Reasons for buying bottled water, by gender, March 2006
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- Figure 70: Reasons for buying bottled water, by age, March 2006
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- Figure 71: Reasons for buying bottled water, by household income, March 2006
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- Figure 72: Reasons for buying bottled water, by presence of children in the household, March 2006
- Basis of bottled water selection
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- Figure 73: Basis of bottled water selection, by age, March 2006
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- Figure 74: Basis of bottled water selection, by household income, March 2006
- Attitudes toward bottled water
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- Figure 75: Attitudes toward bottled water, by age, March 2006
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- Figure 76: Attitudes toward bottled water, by geographic region, March 2006
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- Figure 77: Attitudes toward bottled water, by presence of children in the household, March 2006
- Attitudes toward beverage alternatives
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- Figure 78: Attitudes toward beverage alternatives, by gender, March 2006
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- Figure 79: Attitudes toward beverage alternatives, by age, March 2006
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- Figure 80: Attitudes toward beverage alternatives, by household income, March 2006
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- Figure 81: Attitudes toward beverage alternatives, by race/ethnicity, March 2006
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- Figure 82: Attitudes toward beverage alternatives, by presence of children in the household, March 2006
Future and Forecast
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- Future trends
- Demographics
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- Figure 83: U.S. population projections, by age, 2005-10
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- Figure 84: U.S. population, by race and Hispanic origin, 2005 and 2010
- Deterioration of national brands
- End of sodas in school vending machines
- Bottled water as trendy accessory
- Market forecast
- Bottled water
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- Figure 85: Forecast of total U.S. sales of bottled water, at current and constant prices, 2005-10
- Figure 86: Forecast of total U.S. sales of bottled water, at current and constant prices, 2005-10
- Convenience and PET bottled water
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- Figure 87: Forecast of U.S. sales of convenience and PET bottled water, at current and constant prices, 2005-10
- Jug and bulk bottled water
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- Figure 88: Forecast of U.S. sales of jug and bulk bottled water, at current and constant prices, 2005-10
- Sparkling and mineral bottled water
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- Figure 89: Forecast of U.S. sales of sparkling and mineral bottled water, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Developments
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- Category review of global developments in bottled water
- Introduction
- Executive summary
- Product trends
- More than refreshment – enhanced waters
- Dieting
- Beauty
- Vitamin & mineral fortification
- Calorie & sugar content continues to be reduced
- Low sodium content key for mineral waters
- Energizing/stimulating varieties
- More advanced processing techniques
- Targeting children & babies
- Children
- Babies
- Flavors/Ingredients
- Fruit
- Herbs & botanicals
- Green, white & red tea
- Unusual
- Packaging
- Convenience
- Design/premium positioning
- Environmentally-friendly
- Product launches by company/brand
- Forecast/predictions
- New product launches
- Le Nature’s Aqua Ade Fitness Water Beverage
- Kraft Foods CapriSun Roarin’ Waters Fruit Flavored Water Beverage
- Blu Italy Sparkling Water
- Hint Kids Premium Drinking Water
- Longs Drug Stores Walnut Grove Market Drinking Water
- Talking Rain Botanicals Naturally Flavored Spring Water Beverage
- Nestlé Waters Perrier Lemon Flavored Sparkling Mineral Water
- Hy-Vee Water Coolers Sparkling Beverage
- Evian Limited Edition Natural Spring Water
- Nestlé Waters Ozarka Natural Spring Water
- Target Archer Farms Pomegranate Fortified Water Beverage
- Dasani Sensations Flavored Sparkling Water
Appendix: Simmons cohorts
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- Figure 90: Married couples cohorts
- Figure 91: Single women cohorts
- Figure 92: Single men cohorts
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