Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- In a nutshell
- Major players
- By segment
- Factors to growth
- Health and wellness
- Enhanced/flavored water
- Challenges to growth
- Ethics and the environment
- Home water filters
- Pricing pressure in PET segment
- Health backlash could encircle ensnare water
- The value of enhanced water questioned
- Market trends
- Fortification with beneficial elements
- “Low in” health claims
- Greater “naturalness”
- Water with a pedigree
- Upscale and premium brands
- Functional and mood-enhancing water
- Consumer usage of bottled water
- Consumer attitudes and opinions
Fast Forward Trends
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- Purity
- Where is the Danger?
- Backlash Specifics
- Response to Criticism
- Importance of Transparency, Going Back To Its Pure Roots
- What’s Really in the Water?
- Authenticity, Transparency and Purity – Building Trust
- Increasing Openness
- Trinity: A Pure Example?
- Back to Our Roots, Back to the Origin
- The Role of Functional Ingredients (And can we trust them?)
Market Drivers
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- Health and wellness
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- Figure 1: Incidence of drinking various beverages among respondents currently dieting or trying to lose weight by dieting most of the time, 2002-06
- Figure 2: Non-alcoholic beverage perceptions, by type of beverage, February 2007
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- Figure 3: Types of beverages drunk, May 2006-June 2007
- Pricing pressure in PET segment
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- Figure 4: FDM per gallon price of convenience/PET bottled water for various brands and private labels, 2002-07
- Children’s health
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- Figure 5: Television ad for Aquapod
- The value of enhanced water
- Some enhancements are questionable
- Ethics and the environment
- Municipal efforts to wean consumers off bottled water
- Foodservice efforts
- Recycling
- Home water filters: a threat to bottled water?
Market Size and Trends
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- Market size
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- Figure 6: Sales of bottled water, 2002-07
- Market trends
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- Figure 7: New product launches, bottled water, 2002-07
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- Figure 8: Package claims on new bottled water product launches, 2002-07
- Fortification with beneficial elements
- “Low in” health claims
- Greater “naturalness”
- Water with a pedigree
- Upscale and premium brands
- Functional and mood-enhancing water
- Focus on different population segments
Market Segmentation
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- Figure 9: FDM sales of bottled water, by segment, 2005 and 2007
- Convenience/PET still water
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- Figure 10: FDM sales of convenience/PET still water, at current and constant prices, 2002-07
- Jug/bulk still water
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- Figure 11: FDM sales of jug/bulk still water, at current and constant prices, 2002-07
- Sparkling/mineral water
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- Figure 12: FDM sales of sparkling/mineral water, at current and constant prices, 2002-07
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Supply Structure
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- Figure 13: Manufacturer FDM sales of bottled water, 2006 and 2007
- Convenience/PET still water
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- Figure 14: Manufacturer and brand FDM sales of convenience/PET still water, 2006 and 2007
- Jug/bulk still water
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- Figure 15: Manufacturer and brand FDM sales of jug/bulk still water, 2006 and 2007
- Sparkling/mineral water
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- Figure 16: Manufacturer and brand FDM sales of sparkling/mineral water, 2006 and 2007
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Retail Distribution
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- Figure 17: Sales of bottled water, by FDM channel, 2005 and 2007
- Supermarkets
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- Figure 18: Sales of bottled water through supermarkets, at current and constant prices, 2002-07
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Advertising and Promotion
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- PepsiCo.
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- Figure 19: Television ad for Aquafina, 2007
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- Figure 20: Television ad for Aquafina Alive, 2007
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- Figure 21: Television ad for Propel Fitness Water, 2007
- Figure 22: Television ad for Propel Fitness Water, 2007
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- Figure 23: Television ad for Propel Fitness Water, 2007
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- Figure 24: Television ad for SoBe Life Water, 2007
- Figure 25: Television ad for SoBe Life Water, 2007
- Kraft Foods Inc.
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- Figure 26: Television ad for Capri-Sun Roaring Waters, 2007
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- Figure 27: Television ad for Fruit2O Relax, 2007
- Figure 28: Television ad for Fruit2O Energy and Hydration, 2007
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- Figure 29: Television ad for Fruit2O Hydration, 2007
- Nestlé Waters North America
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- Figure 30: Television ad for Ice Mountain, 2007
- Danone Waters of North America
The Consumer: Usage of Bottled Water
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- Summary
- Adult consumption of bottled water
- Overview
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- Figure 31: Usage of non-sparkling and sparkling water, by gender, age, income and race/ethnicity, May 2006-June 2007
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- Figure 32: Type of drinking water used at home, by age, November 2007
- Trended usage
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- Figure 33: Usage of bottled water, 2003-07
- Flavored or unflavored?
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- Figure 34: Usage of flavored and unflavored carbonated and non-carbonated bottled water, May 2006-June 2007
- Amount of bottled water consumed per week
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- Figure 35: Mean number of glasses of bottled water (non-carbonated and carbonated) consumed per week, May 2006-June 2007
- Brand preference
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- Figure 36: Brand preference for non-carbonated and carbonated bottled water, May 2006-June 2007
- Teen consumption of bottled water
- Overview
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- Figure 37: Usage of bottled water by teenagers, by gender, age and race/ethnicity, full year 2006
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- Figure 38: Types of beverages consumed by teenagers, by gender, full year 2006
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- Figure 39: Usage of bottled water by teenagers, sparkling vs non-sparkling, 2003-07
- Flavored or unflavored?
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- Figure 40: Teenagers’ use of flavored and unflavored bottled water, by gender, full year 2006
- Amount of bottled water consumed per week by teens
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- Figure 41: Mean number of glasses of bottled water (non-carbonated and carbonated) consumed per week by teenagers, full year 2006
- Teens’ brand preferences
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- Figure 42: Teens’ brand preferences for non-carbonated and carbonated bottled water, full year 2006
The Consumer: Attitudes and Opinions
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- Summary
- Consumption of flavored and enhanced water
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- Figure 43: Usage of enhanced water, by type, by age, November 2007
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- Figure 44: Usage of enhanced water, by type, by race/ethnicity, November 2007
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- Figure 45: Usage of enhanced water, by type, by presence of children in the household, November 2007
- Reasons for drinking bottled water
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- Figure 46: Reasons for buying/drinking bottled water, by age, November 2007
- Issues of choice and conservation
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- Figure 47: Agreement with specific questions concerning bottled water choice and conservation, by age, November 2007
- Bottled water brand loyalty
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- Figure 48: Agreement with specific questions concerning bottled water, by age, November 2007
- Water with benefits
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- Figure 49: Interest in specific enhanced water attributes, by age, November 2007
- Why respondents do not drink bottled water
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- Figure 50: Reasons for not drinking bottled water, by age, November 2007
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- Figure 51: Reasons for not drinking bottled water, by household income, November 2007
Market Forecast
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- Figure 52: Forecast of total U.S. retail sales of bottled water, at current and constant prices, 2007-12
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- Figure 53: Forecast of sales of bottled water, at current and constant prices, 2007-12
- Convenience/PET still water
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- Figure 54: Forecast of sales of convenience/PET still water, at current and constant prices, 2007-12
- Jug/bulk still water
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- Figure 55: Forecast of sales of jug/bulk still water, at current and constant prices, 2007-12
- Sparkling/mineral water
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- Figure 56: Forecast of sales of sparkling/mineral water, at current and constant prices, 2007-12
- Forecast factors
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Appendix: Trade Associations
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