According to a January statement from the Alexandria, Va.-based The International Bottled Water Association (IBWA), more than seven in 10 Americans (72 percent) say bottled water, still and/or sparkling, is among their most preferred non-alcohol beverage. This marks an increase of 9 percent compared with the previous year, the association notes, citing data from its Harris Poll.
Other poll findings note that nearly 93 percent of respondents say bottled water should be available wherever other drinks are sold; 89 percent note they drink bottled water while traveling; 82 percent consume water at work; and 75 percent drink water at home, the statement said.
“The results of this [Harris Poll] are consistent with the recent consumption figures that show, for a third year in a row, bottled water is the No. 1 packaged beverage in the United States,” said Jill Culora, IBWA’s vice president of communications, in a statement at the time of the announcement.
As consumers seek healthier alternatives to sugary beverages, the bottled water category continues to experience steady growth, experts note.
“The bottled water category has been experiencing robust growth since the early ‘90s, driven primarily by consumer demand for healthier refreshment,” said Gary Hemphill, managing director of research at New York-based Beverage Marketing Corporation (BMC), in Beverage Industry’s October 2018 issue.
(Individual brands)
| DOLLAR SALES | % CHANGE VS. PRIOR YEAR | MARKET SHARE | % CHANGE VS. PRIOR YEAR | |
| Private label | $3,021,607,149 | 12.6 | 24.3 | 1.6 |
| Dasani | $1,059,956,820 | -1.8 | 8.5 | -0.6 |
| Aquafina | $1,055,448,818 | -0.8 | 8.5 | -0.5 |
| Glaceau Smart Water | $831,794,237 | 2.3 | 6.7 | -0.2 |
| Nestle Pure Life | $773,585,907 | -10.9 | 6.2 | -1.1 |
| Category total* | $12,441,198,769 | 5.3 | 100.0 | — |
*Includes brands not listed.
Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 19.
In an October 2018 press release, BMC predicted that bottled water will reach 50 gallons per capita within the next few years and reach close to $23.9 billion in sales by 2022. BMC Chairman and Chief Executive Officer Michael Bellas commented: “Bottled water’s rocket-like rise in popularity coincides with the pronounced shifts in consumer preferences for refreshment and hydration. As the quintessential portable and affordable beverage, bottled water introduces new usage and occasion habits.
“Suitable for consumption at any time of the day or night, and not necessarily in need of being kept ice cold, bottled water simply is the preferred beverage not only for consumers aiming to reduce caloric intake or lessen artificial sweetener usage but also for consumers of all kinds,” he continued.
(Individual brands)
| DOLLAR SALES | % CHANGE VS. PRIOR YEAR | MARKET SHARE | % CHANGE VS. PRIOR YEAR | |
| Private Label | $722,418,345 | 5.7 | 45.1 | 0.2 |
| Poland Spring | $152,968,048 | 3.5 | 9.6 | -0.2 |
| Crystal Geyser | $114,326,743 | 10.4 | 7.1 | 0.3 |
| Deer Park | $64,395,147 | 1.3 | 4.0 | -0.2 |
| Primo | $58,697,478 | 16.6 | 3.7 | 0.4 |
| Category total* | $1,600,166,040 | 5.3 | 100.0 | — |
*Includes brands not listed.
Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 19.
Chicago-based Information Resources Inc. (IRI) echoed similar sentiments. “The water segment has picked up steam in recent years, driven by trends around flavoring, fortification and carbonation, creating a healthy beverage with an indulgent feel,” it stated in its April 2018 New Product Pacesetters report.
Water now competes on a whole different level, the report says, noting the category competes with soft drinks, juices, energy drinks and sports drinks, and virtually every beverage category.
According to IRI data, dollar sales for the overall bottled water category was $17.1 billion for the 52 weeks ending May 19, in total U.S. multi-outlets and convenience stores. Convenience/PET bottled water accounted for $12.4 billion, while seltzer/sparkling/mineral and jug/bulk bottled water accounted for roughly $3 million and $1.6 million, respectively, during the same timeframe.
(Individual brands)
| DOLLAR SALES | % CHANGE VS. PRIOR YEAR | MARKET SHARE | % CHANGE VS. PRIOR YEAR | |
| Private Label | $564,250,158 | 8.9 | 18.5 | -1.1 |
| Sparkling Ice | $460,536,552 | 17.3 | 15.1 | 0.3 |
| La Croix | $446,477,126 | 7.9 | 14.6 | -1.0 |
| Perrier | $285,344,705 | 4.2 | 9.3 | -1.0 |
| Polar | $181,230,076 | 16.4 | 5.9 | 0.1 |
| Category total* | $3,056,128,538 | 15.3 | 100.0 | — |
*Includes brands not listed.
Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 19.
In Beverage Industry’s October 2018 issue, BMC’s Hemphill noted the positive performance of the category, including the sparkling water segment. “The primary growth driver over the years has been the retail PET segment, essentially single-serve bottles of non-carbonated water,” he said. “That said, all segments of the category are experiencing growth. More recently, the category has begun to evolve and we’ve seen exceptional growth from sparkling water.”
The bottled water category likely will continue its upward trajectory, experts say. “While some segments are growing faster than others, we think it is likely we will continue to see growth in all segments of the category in the years ahead,” Hemphill noted.“ BI
