Annual Water Market Overview - International - 2014
This global annual market overview will provide you with an in-depth review of the key issues in the global water market through 2013 as well as our forecast for what will happen in 2014 and beyond.
The global bottled water market remains a growth sector. However, the majority of the growth is coming from the emerging economies. Consumers in regions such as China, Indonesia, Brazil and India still drink a small amount of bottled water per person compared to Western consumers. This despite rising income levels, often unsafe municipal water supplies and hot climates.
The major multinational water companies are seeking to drive growth in these regions – relying on huge volume sales to offset low profit margins. In Western countries, bottled water has recovered from a disastrous 2009, but most markets, especially in Western and Northern Europe are highly mature. Innovation in these regions is focusing on how to increase profitability to make up for flat volume growth.
Functional water has become the main means to charge more, but the sector is also embracing category blurring to attract drinkers away from rival categories such as juices and carbonated soft drinks (CSDs).
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