Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total sales volume of bottled water in Brazil, 2005-12
- Figure 2: Retail sales volume of bottled water in Brazil, 2007-12
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- Figure 3: Retail sales value of bottled water in Brazil, 2007-12
- Figure 4: Retail sales volume of bottled water, by segment, 2011-12
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- Figure 5: Retail sales value of bottled water, by segment, 2011-12
- Forecast
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- Figure 6: Retail sales volume forecast of bottled water, 2008-18
- Figure 7: Retail sales value forecast of bottled water, 2008-18
- Companies
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- Figure 8: Bottled water companies' market share, by volume, 2012
- The issues
- Interest in health creates opportunities for the bottled water category
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- Figure 9: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” Brazil, January 2013
- Brazilian consumers’ environmental awareness creates opportunities for the bottled water category
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- Figure 10: Agreement with the statement: “I would be more inclined to buy bottled water if the packaging were less harmful to the environment," January 2013
- Premium bottled water is a future source of revenues for the category
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- Figure 11: Agreement with the statement: “I prefer buying bottled water by well-known brands (e.g., Crystal, Bonafont) to buying regional brands,” January 2013
- Brazilian idiosyncrasies create fierce competition to bottled water at home
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- Figure 12: Agreement with the statement: “Bottled water is healthier than tap/filtered water,” by region, January 2013
- What we think
Health Factors Provide Opportunities for the Bottled Water Category
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- Key points
- Bottled mineral water can position itself as playing a role in the fight against obesity
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- Figure 13: Attitudes towards healthy diets, June 2012
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- Figure 14: Attitudes towards carbonated soft drinks, August 2011
- Exercise-related usage can be better exploited by the bottled water category
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- Figure 15: Attitudes towards healthy habits, June 2012
- Figure 16: Agreement with the statement: “Bottled water is the best way to keep hydrated during and after exercising,” January 2013
- Bottled water with functional benefits is well accepted by Brazilians, but regulations pose obstacles to innovation
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- Figure 17: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” Brazil, January 2013
- Figure 18: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” UK, December 2012
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- Figure 19: New product launches in the bottled water category in Brazil, by claim, 2012
- What it means
Brazilian Consumers’ Environmental Awareness Creates Opportunities for the Bottled Water Category
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- Key points
- Gaps in recycling are opportunities for bottled mineral water companies
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- Figure 20: Share of recycled PET plastic of total resin produced—Brazil, 2004-11
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- Figure 21: Agreement with the statement: “I would recycle if there was selective collection in my area,” by region, June 2012
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- Figure 22: Agreement with the statements: “I would like to know more about recycling” and “I don’t know why it is important to recycle,” June 2012
- Sustainable packaging is one of the main tools the industry can use to attract consumers in the short term
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- Figure 23: Likelihood of considering “green factors” at the time of purchase, June 2012
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- Figure 24: Agreement with the statement: “I would be more inclined to buy bottled water if the packaging were less harmful to the environment,” January 2013
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- Figure 25: New Product launches in the bottled water market in Brazil, by claim “ethical/environmentally friendly package,” 2009-12
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- Figure 26: New product launches in the bottled water market in Brazil, by packaging material, 2009-12
- Consumers expect more from companies, and a solid “green” positioning is key for bottled water companies
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- Figure 27: “What responsibility do you think the following entities have to preserve the environment?” June 2012
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- Figure 28: Agreement with the statement: “I don’t believe companies are as “green” as they say they are,” by age group, June 2012
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- Figure 29: Agreement with the statements “My purchase decisions could have an impact on companies’ ethical and environmental behaviour” and “I would stop buying a product if I discovered it was not “green” or sustainable,” June 2012
- What it means
Growth Opportunities from Premium Bottled Water
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- Key points
- The bottled water category should consider added-value products to reach niche markets
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- Figure 30: annual per capita expenditure on bottled mineral water, selected countries, 2012 (est.)
- Figure 31: Agreement with the statement: “I prefer buying bottled water by well-known brands (e.g., Crystal, Bonafont) to buying regional brands,” January 2013
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- Figure 32: Agreement with the statement: “I see no difference between brands of bottled water, they all taste the same,” January 2013
- Bottled water can take advantage of the premiumization trend
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- Figure 33: Agreement with the statement: “It is worth paying more for premium beers,” by socioeconomic group, June 2012
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- Figure 34: Agreement with the statement: “I prefer premium coffee over regular brands,” November 2012
- Flavored bottled water can be an opportunity for the category
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- Figure 35: Volume share of bottled mineral water segmentsin Brazil and the U.S., 2011
- Figure 36: Share of flavored water of the total new product launches in the bottled water category, UK, U.S. and Brazil, 2012
- What it means
In-home Consumption Trends
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- Key points
- Tap/filtered water remains a key obstacle to faster growth of bottled water
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- Figure 37: Frequency of drinking tap/filtered water, January 2013
- The low quality of drinking water available to Brazilians creates opportunities for bottled water
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- Figure 38: Per capita consumption of bottled water in Mexico and Brazil, 2007-11
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- Figure 39: Agreement with the statement: “Bottled water is purer than tap/filtered water,” by region, January 2013
- Figure 40: Agreement with the statement: “Bottled mineral water is healthier than tap/filtered water,” by region, January 2013
- What it means
Appendix – The Market
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- Figure 41: Retail sales of bottled water in Brazil, value, 2008-18
- Figure 42: Best- and worst-case forecast of retail sales of bottled water in Brazil, value, 2008-18
- Figure 43: Retail sales of bottled water in Brazil, volume, 2008-18
- Figure 44: Best- and worst-case forecast of retail sales of bottled water in Brazil, volume, 2008-18
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- Figure 45: Retail market volume of bottled water, per segment, liters, 2011-12
- Figure 46: Retail market value of bottled water, by segment, 2011-12
- Figure 47: Market share of water bottled by volume, by manufacturer, 2012
- Figure 48: Annual per capita expenditure on bottled mineral water in the world, in U.S. dollars, 2012 (est.)
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- Figure 49: Per capita consumption of bottled water in Mexico and Brazil, in liters, 2007-11
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Appendix – The Consumer
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- Frequency of drinking bottled water
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- Figure 50: Frequency of drinking bottled water, higher frequencies, January 2013
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- Figure 51: Frequency of drinking bottled water, lower frequencies, January 2013
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- Figure 52: Frequency of consumption of unflavored still mineral water, by demographics, higher frequencies, January 2013
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- Figure 53: Frequency of consumption of unflavored still water, by demographics, lower frequencies, January 2013
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- Figure 54: Frequency of drinking flavored still mineral water, by demographics, higher frequencies, January 2013
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- Figure 55: Frequency of drinking flavored still mineral water, by demographics, lower frequencies, January 2013
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- Figure 56: Frequency of drinking unflavored sparkling mineral water, by demographics, higher frequencies, January 2013
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- Figure 57: Frequency of drinking unflavored sparkling mineral water, by demographics, lower frequencies, January 2013
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- Figure 58: Frequency of drinking flavored sparkling mineral water, by demographics, January 2013
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- Figure 59: Frequency of consumption tap/filtered water, by demographics, January 2013
- Place of purchase
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- Figure 60: Place of purchase of bottled mineral water, January 2013
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- Figure 61: Place of purchase of bottled mineral water, by demographics, January 2013
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- Figure 62: Place of purchase of bottled mineral water, by frequency of drinking unflavored still mineral water, by higher frequencies, January 2013
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- Figure 63: Place of purchase of bottled mineral water, by frequency of drinking unflavored still mineral water, by lower frequencies, January 2013
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- Figure 64: Place of purchase of bottled mineral water, by frequency of drinking flavored still mineral water, higher frequencies, January 2013
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- Figure 65: Place of purchase of bottled mineral water, by frequency of drinking flavored still mineral water, by lower frequencies, January 2013
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- Figure 66: Place of purchase of bottled mineral water, by frequency of drinking unflavored sparkling mineral water, by higher frequencies, January 2013
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- Figure 67: Place of purchase of bottled mineral water, by frequency of drinking unflavored sparkling mineral water, by lower frequencies, January 2013
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- Figure 68: Place of purchase of bottled mineral water, by frequency of drinking bottled water, January 2013
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- Figure 69: Place of purchase of bottled mineral water, by frequency of drinking tap/filtered water, January 2013
- Attitudes towards drinking water
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- Figure 70: Attitudes towards drinking water, January 2013
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- Figure 71: Most popular attitudes towards drinking water, by demographics, January 2013
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- Figure 72: Least popular attitudes towards drinking water, by demographics, January 2013
- Attitudes towards buying bottled water
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- Figure 73: Attitudes towards buying bottled water, January 2013
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- Figure 74: Attitudes towards buying bottled water in relation to tap/filtered water by demographics, January 2013
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- Figure 75: Attitudes towards buying bottled water in relation to brand and added benefits, by demographics, January 2013
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- Figure 76: Attitudes towards buying bottled water in relation to well-known brands and environmental attitudes, by demographics, January 2013
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- Figure 77: Attitudes towards buying bottled water in relation to health benefits, by demographics, January 2013
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- Figure 78: Attitudes towards buying bottled water in relation to hydration and flavored water, by demographics, January 2013
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- Figure 79: Attitudes towards buying bottled water in relation to buying glass containers and expenditure, by demographics, January 2013
Appendix – GNPD Data
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- Figure 80: New product launches in the bottled water market in Brazil, by claim, 2012
- Figure 81: new product launches in the bottled water market in Brazil, share of products featuring ethical/environmentally friendly packaging, 2009-12
- Figure 82: new product launches in the bottled water market in Brazil, by packaging material, 2009-12
- Figure 83: Share of flavored bottled water in new product in UK, U.S. and Brazil, 2012
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