Bottled Water Tables Rise
U.S. bottled water sales
and consumption continue to rise, as consumers increasingly choose bottled
water over other commercial beverages. This upward trend is reflected by
sales for 2004 with bottled water volume of nearly 6.8 billion gallons, an
8.6 percent increase over 2003, and a 2004 bottled water per capita
consumption level of 23.8 gallons, compared to 22.1 gallons per capita the
previous year, reports the International Bottled Water Association.
Bolstering this sentiment, sales of bottled water
continue to be robust for the year ending in June. Bottled water sales in
the United States are up 15.9 percent, reaching nearly $2.6 billion in
food, drug and mass merchandising outlets, excluding Wal-Mart, according to
Information Resources Inc.
PepsiCo’s Aquafina brand still floats atop the
category with more than $380.6 million in sales, up less than a percent
from this time last year. Private label still sits solidly in the No. 2
spot with nearly $338.3 million in sales, an increase of 23.7 percent from
a year ago.
The strength of private label sales demonstrates that
consumers drink bottled water for its perceived purity and healthfulness.
Brand loyalty is secondary and consequently, price sensitive. Private label
is reaping the benefits, especially in convenience-size bottles.
The water category is expanding with the help of
flavored waters. Lightly sweetened, flavored waters are striking a chord
with consumers. Coca-Cola
North America entered into flavored water beverages with Dasani Lemon and
Dasani Raspberry flavors in February. The two new flavors are available in
20-ounce plastic bottles and six-packs of 500 ml. bottles. Propel Fitness Water, PepsiCo’s Gatorade spin-off,
added a Melon flavor this year, bringing the product line to eight flavors:
Berry, Black Cherry, Grape, Kiwi-Strawberry, Lemon, Peach and Tropical
Citrus. Propel is based on Gatorade’s hydration expertise,
specifically developed to address the hydration needs of active people who
typically drink plain water during their workouts.
Also a contender in the sports drink category, Powerade
released Powerade Option, available in Strawberry, Black Cherry and Lemon
flavors as an alternative for anyone seeking hydration. The new line
provides electrolytes and B vitamins at levels comparable to regular
Powerade, but with fewer carbohydrates and calories.
Glaceau, Whitestone, N.Y., launched Glaceau
Vitaminwater Perform, a lemon-lime-flavored nutrient-enhanced bottled water
with calcium, magnesium and potassium. Vitaminwater finds its niche as a
natural, low-calorie, nutrient-enhanced water line that offers the same
electrolyte power as sports drinks without the addition of sodium.
Reaching for its own customer base, Triple A Products
LLC, Lake Success, N.Y., launched VitaZest Vitamin & Fruit Enriched
Water as a new alternative in specialized water drinks. VitaZest has no
carbs, calories, sugar or caffeine. Each bottle contains 10 essential
vitamins and minerals, with up to 125 percent vitamin C in some flavors.
The enriched water comes in eight flavors, and Triple A
Products hopes the line’s natural colors and natural fruit flavors appeal to health-conscious consumers. BI
|Global bottled water sales|
(millionS of dollars)
|Still bottled water||$73,958.5||$79,614.9|
|Carbonated bottled water||$28,438.9||$29,640.8|
|Flavored bottled water||$3,075.9||$3,394.2|
|Functional bottled water||$2,997.4||$3,417.9|
|Source: Euromonitor International, 2005|
|Top bottled waters by brand
|% Change Vs. Prior Year
||% Change Vs. Prior Year
|Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005|