Table of Contents
Executive Summary
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- The market
- Bottled water market growth projected to continue
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- Figure 1: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18
- Cold drink mix market sales forecast to increase with focus on health, new launches
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- Figure 2: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18
- Sparkling water growth continues as convenience/PET stalls
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- Figure 3: Total US retail sales and forecast of bottled water at current prices, 2008-13
- Market factors
- Drop in disposable personal income in 2013 challenged market
- Health concerns support new water initiatives, category exposure
- Beverage drink mix innovation supports bottled water sales
- Leading companies
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- Figure 4: MULO share of bottled water sales, by leading companies, rolling 52 weeks 2013
- The consumer
- Tap water remains competition for bottled water market
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- Figure 5: Water and beverage mix consumption, January 2014
- Consumers drinking water for a healthier lifestyle
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- Figure 6: Reasons for consuming water, January 2014
- Consumers are drinking water for beverage replacement
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- Figure 7: Reasons for consuming water, January 2014
- Cold beverage mixes help consumers drink more water
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- Figure 8: Reasons for consuming beverage mixes, January 2014
- What we think
Issues and Insights
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- High consumption of still water, but sales growth stalls
- Issues
- Insight
- Consumers are drinking a variety of beverages and water products
- Issues
- Insight
- Standing out in a crowded market
- Issues
- Insight
Trend Applications
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- Trend: Cool Vending
- Trend: The Big Issue
- Mintel Futures: Brand Intervention
Market Size and Forecast – Bottled Water
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- Key points
- Health helps drive bottled water market growth
- Sales and forecast of US bottled water market
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- Figure 9: Total US sales and forecast of bottled water, at current prices, 2008-18
- Figure 10: Total US sales and forecast of market, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18
Market Size and Forecast – Cold Drink Mixes
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- Key points
- Cold drink mix category forecast to see steady increases through 2018
- Sales and forecast of cold drink mixes
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- Figure 12: Total US retail sales and forecast of drink mixes, at current prices, 2008-18
- Figure 13: Total US sales and forecast of drink mixes, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 14: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18
Market Drivers
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- Key points
- Drop in disposable personal income in 2013 challenged market
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- Figure 15: Real disposable personal income, February 2007-October 2013
- Health concerns support new water initiatives, category exposure
- Strong multicultural interest, population growth support market
- Beverage drink mix innovation supports bottled water sales
Competitive Context
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- Key points
- Tap water remains most consumed segment
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- Figure 16: Tap water consumption, January 2014
- Increased interest in portable filtered water devices
- Environmental concerns support tap water use, filtration systems
- Bottled water usage continues to overlap with other non-alcoholic categories
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- Figure 17: Non-alcoholic and alcoholic drink purchases, November 2013
Segment Performance – Bottled Water
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- Key points
- Sparkling water growth continues to skyrocket in estimated 2013
- Sales of bottled water, by segment
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- Figure 18: Total US retail sales and forecast of bottled water at current prices, 2008-18
- Sparkling water gains market share from convenience/PET still water
- Sales of bottled water, by segment
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- Figure 19: Total US retail sales of bottled water, by segment, at current prices, 2011 and 2013
Segment Performance – Non-carbonated Bottled Water
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- Key points
- Convenience/PET still water growth stalls in estimated 2013
- Sales and forecast of convenience/PET still bottled water
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- Figure 20: Total US retail sales and forecast of convenience/PET still bottled water at current prices, 2008-18
- Private label sees consistent growth, flavored water sales continue to dive
- Sales and forecast of convenience/PET still bottled water
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- Figure 21: Total US retail sales and forecast of convenience/PET still bottled water, at current prices, 2008-13
- Jug/bulk water sales remain stagnant
- Sales and forecast of jug/bulk water
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- Figure 22: Total US retail sales and forecast of jug/bulk water, at current prices, 2008-18
Segment Performance – Sparkling Water
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- Key points
- Sparkling water benefits from health trends, economic recovery
- Sales and forecast of sparkling bottled water
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- Figure 23: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-18
- Flavored sparkling water category grows sales, new launches
- Sales and forecast of sparkling bottled water
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- Figure 24: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-13
Retail Channels
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- Key points
- Other retail channel dominates sales, drug stores show strongest growth
- Sales of bottled water, by channel
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- Figure 25: US retail sales of bottled water, by channel, at current prices, 2008-13
- All retail channels see sales growth from 2011-13
- Sales of bottled water, by channel
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- Figure 26: US retail sales of bottled water, by channel, at current prices, 2011-13
- Income affects purchase location for bottled water
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- Figure 27: Bottled water shopping behavior, by household income, January 2014
- Millennials versatile in beverage mix purchases
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- Figure 28: Beverage mix shopping behavior, by generations, January 2014
- Enhanced waters see success in natural markets
- SPINS sales of bottled water
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- Figure 29: Sales of bottled water, 2011-13
- Powdered drink mixes experience growth in natural channels
- SPINS sales of powdered drink mixes
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- Figure 30: Sales of powdered drink mixes, 2011-13
Leading Companies
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- Key points
- Nestlé S.A. continues to lead bottled water category, but challenged by private label
- MULO sales of bottled water
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- Figure 31: MULO sales of bottled water, by leading companies, rolling 52 weeks 2012 and 2013
- Kraft Foods dominates the cold drink mix category
- MULO sales of drink mixes
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- Figure 32: MULO sales of drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Unflavored Non-carbonated Water
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- Key points
- Nestlé S.A. brands see declines, Coca-Cola brands on the upswing
- MULO sales of unflavored still water
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- Figure 33: MULO sales of unflavored still water, by leading companies, rolling 52 weeks 2012 and 2013
- Still unflavored bottled water brands go green
- Still flavored water brands lose sales in 2013
- MULO sales of flavored still water
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- Figure 34: MULO sales of flavored still water, by leading companies, rolling 52 weeks 2012 and 2013
- Brand loyalty gap increasing between private label and branded products
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- Figure 35: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Nestlé S.A., private label lead jug/bulk bottled water market
- MULO sales of jug/bulk bottled water
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- Figure 36: MULO sales of jug/bulk water, by leading companies, rolling 52 weeks 2012 and 2013
- Value, brand loyalty continue private label success
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- Figure 37: Key purchase measures for the top brands of jug/bulk still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Sparkling Water
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- Key points
- Nestlé sees sales gains, loses market share to other brands
- MULO sales of unflavored sparkling water
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- Figure 38: MULO sales of unflavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
- Sparkling water segment continues to see growth
- MULO sales of flavored sparkling water
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- Figure 39: MULO sales of flavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
- Branded sparkling drinks gain on private label’s household penetration
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- Figure 40: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Drink Mixes
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- Key points
- Kraft Foods brands dominate fruit drink mix segment
- MULO sales of fruit drink mixes
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- Figure 41: MULO sales of fruit drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
- Little brand competition for Kraft Foods in energy drink mix market
- MULO sales of energy drink mixes
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- Figure 42: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
- PepsiCo losing sports drink market to MiO Fit, Powerade
- MULO sales of sports drink mixes
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- Figure 43: MULO sales of sports drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
- Tea brands enter liquid water enhancer market
- MULO sales of instant tea mixes
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- Figure 44: MULO sales of instant tea mixes, by leading companies, rolling 52 weeks 2012 and 2013
- Crystal Light sees decreasing brand loyalty
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- Figure 45: Key purchase measures for the top brands of drink mixes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Innovations and Innovators
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- Staying environmentally friendly
- Water escapes the bottle
- Premium offers a side of art
Marketing Strategies
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- Overview of the brand landscape
- New interactive campaigns
- Perrier invites consumers to the “Secret Place”
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- Figure 46: Perrier, Perrier Secret Place, April 2013
- San Pellegrino launches international campaign
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- Figure 47: San Pellegrino, “Three Minutes in Italy,” August 2013
- Evian’s “Roller Babies” goes viral
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- Figure 48: Evian, “baby&me,” April 2013
- Interesting partnership for Aquahydrate
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- Figure 49: Fiat, “Mirage,” February 2014
- Targeting kids
- Kool-Aid launches new campaign alongside liquid enhancers
- Pleasant Kids Water Flavored Enhancers
- Aquafina FlavorSplash targets teens
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- Figure 50: Aquafina, “Austin Mahone – Aquafina FlavorSplash Commercial,” January 2014
- Liquid mixes released
- Skinnygirl Water Enhancers
- Coca-Cola Minute Maid Drops
- Coca-Cola Co. Powerade drops
- Teas enters liquid water enhancer market
Social Media – Bottled Water and Cold Beverage Mixes
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- Key points
- Key social media metrics
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- Figure 51: Key performance indicators, Feb. 3, 2013-Feb. 2, 2014
- Market overview
- Brand usage and awareness
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- Figure 52: Brand usage and awareness of bottled water and cold beverage mix brands, January 2014
- Interaction with brands
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- Figure 53: Interaction with bottled water and cold beverage mix brands, January 2014
- Online conversations
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- Figure 54: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
- Where are people talking about bottled water and cold beverage mix brands?
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- Figure 55: Mentions by page type, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
- What are people talking about online?
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- Figure 56: Mentions by topic of conversation, bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
- Brand analysis
- Aquafina
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- Figure 57: Aquafina key social media indicators, February 2014
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- Figure 58: Selected Aquafina Twitter mentions, Dec. 4, 2013
- MiO
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- Figure 59: MiO key social media indicators, February 2014
- SoBe Lifewater
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- Figure 60: SoBe Lifewater key social media indicators, February 2014
- Perrier
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- Figure 61: Perrier key social media indicators, February 2014
- Dasani Drops
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- Figure 62: Dasani Drops key social media indicators, February 2014
- Sparkling Ice
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- Figure 63: Sparkling Ice key social media indicators, February 2014
Consumer Section – Still Bottled Water Usage and Preferences
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- Key points
- Millennials over index for still bottled water usage
- Millennials significantly more likely to drink enhanced non-carbonated waters
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- Figure 64: Water and beverage mix consumption – Any consumption, by generations, January 2014
- Households with children consume significantly more still water beverages
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- Figure 65: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
- Men, young consumers drink more still water
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- Figure 66: Adult volume consumption of non-carbonated bottled spring water, by brand, by gender and age, July 2012-September 2013
Consumer Section – Sparkling Water Usage and Preferences
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- Key points
- Young men primary sparkling water consumers
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- Figure 67: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
- Unflavored sparkling water has higher consumption than flavored with adult respondents
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- Figure 68: Water and beverage mix consumption – Any consumption, by generations, January 2014
- Sparkling water consumption highest among households with children
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- Figure 69: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
- Men consume the most sparkling water beverages
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- Figure 70: Adult volume consumption of sparkling water/seltzers/natural sodas, by brand, by gender and age, July 2012-September 2013
Consumer Section – Drink Mixes Usage and Preferences
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- Key points
- Millennials top cold beverage mix consumers
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- Figure 71: Water and beverage mix consumption – Any consumption, by generations, January 2014
- Women aged 55+ consume significantly more mixes than men aged 55+
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- Figure 72: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
- Children influence drink mix purchases
- Households with children have greater mix drink consumption
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- Figure 73: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
- Households with children prefer sugar over sugar-free mixes
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- Figure 74: Household consumption of powdered soft drinks, by type, by presence of children in household, July 2012-September 2013
- Kids are finding less of their favorite drink mix brands at home
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- Figure 75: Kid consumption of powdered soft drinks, by presence in household, April 2008-June 2013
Consumer Section – Important Attributes for Bottled and Sparkling Water
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- Key points
- Value important for unflavored still water
- Functionality important for flavored offerings over unflavored
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- Figure 76: Important water attributes, January 2014
- Multipacks of single-serve offerings preferred
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- Figure 77: Important water attributes, January 2014
Consumer Section – Reasons for Purchasing Bottled Water
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- Key points
- Health, hydration most important reasons for water consumption
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- Figure 78: Lifestyle reasons for consuming water, by generations, January 2014
- Women aged 55+ top consumers of water for health
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- Figure 79: Lifestyle reasons for consuming water, by gender and age, January 2014
- Millennials consume water as a drink replacement
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- Figure 80: Drink replacement reasons for consuming water, by generations, January 2014
Consumer Section – Reasons for Purchasing Drink Mixes
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- Key points
- Respondents use drink mixes for flavors, increasing water consumption
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- Figure 81: Reasons for consuming beverage mixes, by age, January 2014
Consumer Section – Attitudes and Behaviors toward Bottled and Sparkling Water and Drink Mixes
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- Key points
- Older consumers want hydration and health, younger users want functionality
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- Figure 82: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
- Concern with environmental effects of bottled water continues
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- Figure 83: Attitudes toward water and/or beverage mixes, by generations, January 2014
- Millennials interested in refillable, at-home water products
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- Figure 84: Attitudes toward water and/or beverage mixes, by generations, January 2014
Race and Hispanic Origin
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- Key points
- Multicultural users more active across water products
- Drink mixes see interest from Black, Hispanic populations
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- Figure 85: Water and beverage mix consumption – Any consumption, by race and Hispanic origin, January 2014
Appendix – Market Drivers
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- Health and lifestyle
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- Figure 86: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 87: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 88: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Unemployment
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- Figure 89: US unemployment rate, by month, 2002-14
- Figure 90: US unemployment and underemployment rates, 2007-14
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- Figure 91: Number of employed civilians in US 2007-14
- Retail channels
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- Figure 92: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
- Racial, ethnic population growth
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- Figure 93: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 94: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 95: US population, by age, 2009, 2014, and 2019
- Figure 96: US households, by presence of own children, 2003-13
Appendix – Other Useful Consumer Tables
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- Figure 97: Water and beverage mix consumption, January 2014
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- Figure 98: Water and beverage mix consumption (nets), January 2014
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- Figure 99: Water and beverage mix consumption – Any more consumption, by gender and age, January 2014
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- Figure 100: Water and beverage mix consumption – Any consumption, by drink replacement reasons for consuming water, January 2014
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- Figure 101: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
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- Figure 102: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
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- Figure 103: Lifestyle reasons for consuming water, by important packaging attributes from bottled water, January 2014
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- Figure 104: Water and beverage mix shopping behaviors, January 2014
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- Figure 105: Bottled water shopping behavior, by gender and age, January 2014
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- Figure 106: Bottled water shopping behavior, by generations, January 2014
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- Figure 107: Beverage mix shopping behavior, by gender and age, January 2014
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- Figure 108: Important packaging attributes from bottled water – Flavored carbonated water, by presence of children in household, January 2014
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- Figure 109: Important packaging attributes from bottled water – Unflavored carbonated water, by presence of children in household, January 2014
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- Figure 110: Important packaging attributes from bottled water – Unflavored non-carbonated water, by gender and age, January 2014
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- Figure 111: Reasons for consuming beverage mixes, by lifestyle reasons for consuming water, January 2014
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- Figure 112: Reasons for consuming beverage mixes, by drink replacement reasons for consuming water, January 2014
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- Figure 113: Attitudes toward water and/or beverage mixes, January 2014
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- Figure 114: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
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- Figure 115: Attitudes toward water and/or beverage mixes, by presence of children in household, January 2014
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 116: Brand usage or awareness, January 2014
- Figure 117: Aquafina usage or awareness, by demographics, January 2014
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- Figure 118: SoBe Lifewater usage or awareness, by demographics, January 2014
- Figure 119: Perrier usage or awareness, by demographics, January 2014
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- Figure 120: Sparkling Ice usage or awareness, by demographics, January 2014
- Figure 121: MiO usage or awareness, by demographics, January 2014
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- Figure 122: Dasani Drops usage or awareness, by demographics, January 2014
- Activities done
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- Figure 123: Activities done, January 2014
- Figure 124: Aquafina – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 125: Aquafina – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 126: Aquafina – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 127: Aquafina – Activities done – I have researched the brand on social media to, by demographics, January 2014
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- Figure 128: SoBe Lifewater – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 129: SoBe Lifewater – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 130: SoBe Lifewater – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 131: SoBe Lifewater – Activities done – I have researched the brand on social media to…, by demographics, January 2014
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- Figure 132: Perrier – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 133: Perrier – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 134: Perrier – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 135: Perrier – Activities done – I have researched the brand on social media to…, by demographics, January 2014
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- Figure 136: Sparkling Ice – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 137: Sparkling Ice – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 138: Sparkling Ice – Activities done – I have researched the brand on social media to…, by demographics, January 2014
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- Figure 139: MiO – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 140: MiO – Activities done – I have researched the brand on social media to…, by demographics, January 2014
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- Figure 141: Dasani Drops – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 142: Dasani Drops – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 143: Dasani Drops – Activities done – I have researched the brand on social media to..., by demographics, January 2014
- Online mentions
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- Figure 144: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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