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Bottled Water - US - January 2016

The IBWA (International Bottled Water Association) defines bottled water as water sealed in a sanitary container to be sold for human consumption. This water may be artificially purified or tapped from a natural spring, may be still or sparkling (carbonated), flavored or unflavored.

For this market report, Mintel defines bottled water as water intended for human consumption that is sealed in a sanitary, food-grade container. Bottled waters are segmented as follows:

  • Convenience/PET still bottled water – May be plain, flavored, or enhanced with vitamins, minerals, or other supplements.
  • Sparkling bottled water – May be plain, flavored, or enhanced; includes sweetened flavored sparkling waters such as Sparkling Ice.
  • Jug/bulk still bottled water – Plain water sold in multiserve containers; excludes jug/bulk containers that are filled by the consumer.

Highlights:

  • Preference for tap water
  • Most bottled water varieties consumed moderately
  • Consumers drink a variety of beverages

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Preference for tap water
            • Figure 1: Consumption – Any/frequent drinkers, October 2015
          • Most bottled water varieties consumed moderately
            • Figure 2: Consumption – Frequent/moderate drinkers only, October 2015
          • Consumers drink a variety of beverages
            • Figure 3: Beverage and coffee tracker – Any consumption, September 2015 and October 2015
          • The opportunities
            • New approaches to environmental concerns
              • Figure 4: Environmental attitudes and behaviors, October 2015
            • Consumers want added function
              • Figure 5: Ideal bottled water – Function/attributes, October 2015
            • Premium waters gain traction
              • Figure 6: Attitudes and behaviors toward premium water, October 2015
            • What it means
            • The Market – What You Need to Know

              • Category grows 6.4% in estimated 2015
                • Bottled water segments see sales growth
                  • Water filtration innovation, other beverages create competition
                    • Health among drivers aiding bottled water growth
                    • Market Size and Forecast

                      • Category growth forecast to continue through 2020
                        • Figure 7: Total US sales and fan chart forecast of bottled water, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of bottled water, at current prices, 2010-20
                        • Figure 9: Total US sales and forecast of bottled water, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Bottled water segments continue to see sales growth
                        • Figure 10: Total US retail sales and forecast of bottled water, by segment, at current prices, 2010-20
                      • Sparkling water experiences strongest growth through 2020
                        • Figure 11: Growth and projected growth rates of bottled water (% change), by segment, at current prices, 2010-20
                      • Other channels dominate category sales, supermarkets close behind
                        • Figure 12: Total US retail sales of bottled water, by channel, at current prices, 2013 and 2015
                      • Natural channel sales grow
                        • Figure 13: Natural supermarket sales of bottled water, at current prices, rolling 52 weeks Oct. 6, 2013-Oct. 4, 2015
                        • Figure 14: Natural supermarket sales of bottled water, by segment, at current prices, October 2015
                      • Lime sparkling waters leads flavored waters at natural channels
                        • Figure 15: Natural supermarket sales of flavored sparkling water, by flavor, at current prices, October 2015
                        • Figure 16: Natural supermarket sales of flavored still water, by flavor, at current prices, October 2015
                    • Market Perspective

                      • Water filtration products have high overall penetration
                        • Bottled water sees competition from coffee, CSDs
                          • Figure 17: Beverage and Coffee tracker – Any consumption, September 2015 and October 2015
                      • Market Factors

                        • Health concerns remain top-of-mind with consumers
                          • Figure 18: Important to achieve good health – Any top three rank, May 2015
                        • Key age group of bottled water drinkers on the rise
                          • Figure 19: Growth rates of population (% change), by age, 2010-20
                        • Declining household income challenges bottled water market
                          • Figure 20: Median household income, in inflation-adjusted dollars, 2004-14
                        • Households with children decline
                          • Figure 21: Households, by presence of own children, 2003-13
                        • Hispanic population experiencing growth
                          • Figure 22: Growth rates of population (% change), by race and Hispanic origin, 2010-20
                      • Key Players – What You Need to Know

                        • Leading companies experience growth
                          • Innovation helps fuel growth across bottled water types
                            • Price, waste, threat of bans challenge bottled water industry
                              • Flavors, sources, and functionality create unique innovations
                              • Manufacturer Sales of Bottled Water

                                • Leading companies see MULO sales growth
                                  • Manufacturer sales of bottled water
                                    • Figure 23: MULO sales of bottled water, by leading companies, rolling 52 weeks 2014 and 2015
                                • What’s Working?

                                  • Premium/craft/artisan waters increase presence at MULO channels
                                    • Enhanced and functional water innovation continues
                                      • Sparkling water sees continued growth and innovation
                                        • For the greater good
                                        • What Are the Challenges?

                                          • Price and packaging waste challenge greater growth
                                            • Industry continues to justify benefits in wake of bans
                                              • California drought fuels protest
                                              • What’s Next?

                                                • Bottled water flavors become more sophisticated
                                                  • Premium, artesian, and craft waters gain traction
                                                    • Brands innovate with new water sources
                                                      • Bottled waters see more functionality
                                                        • Waters fuse with other beverages
                                                        • The Consumer – What You Need to Know

                                                          • Men, consumers aged 25-34, Hispanics among core drinkers
                                                            • Ideal bottled water is natural and unflavored
                                                              • Supermarkets, mass merchandisers top purchase locations
                                                                • Price important consideration in bottled water purchase
                                                                  • Environmental concerns impact bottled water purchases
                                                                    • Majority prefer premium waters
                                                                      • Majority finds category too large, prefer water filtration methods
                                                                      • Consumption of Bottled Water

                                                                        • Still, unflavored bottled water, and tap water most consumed types
                                                                          • Figure 24: Consumption – Any/frequent/moderate drinkers, October 2015
                                                                      • Core Consumers

                                                                        • Men heaviest water drinkers
                                                                            • Figure 25: Consumption – Any, by gender, October 2015
                                                                          • Consumers aged 25-34 heaviest consumers of each bottled water type
                                                                              • Figure 26: Consumption – Any, by age, October 2015
                                                                            • Higher income influences bottled water consumption
                                                                                • Figure 27: Consumption – Any, by household income, October 2015
                                                                              • Parents heavy bottled water drinkers
                                                                                  • Figure 28: Consumption – Any, by presence and age of children in the household, October 2015
                                                                                • The Hispanic bottled water consumer
                                                                                    • Figure 29: Consumption – Any, by Hispanic origin, October 2015
                                                                                • Ideal Bottled Water

                                                                                  • Ideal bottled water natural, unflavored spring water with vitamins
                                                                                    • Spring water preferred water source
                                                                                      • Figure 30: Ideal bottled water – Source, October 2015
                                                                                      • Figure 31: Ideal bottled water – Source, by age and age of children in household, October 2015
                                                                                    • Unflavored bottled water preferred
                                                                                      • Figure 32: Ideal bottled water – Flavor, October 2015
                                                                                      • Figure 33: Ideal bottled water – Flavor, by age, October 2015
                                                                                    • Four in five consumers want additional function
                                                                                      • Figure 34: Ideal bottled water – Function/attributes, October 2015
                                                                                      • Figure 35: Ideal bottled water – Function/attributes, by age, October 2015
                                                                                    • Natural, no artificial ingredients top claims
                                                                                      • Figure 36: Ideal bottled water – Product claims, October 2015
                                                                                      • Figure 37: Ideal bottled water – Product claims, by age, October 2015
                                                                                      • Figure 38: Ideal bottled water – Product claims, by select demographics, October 2015
                                                                                  • Purchase Location

                                                                                    • Supermarkets, mass merchandisers top purchase locations
                                                                                        • Figure 39: Purchase location, October 2015
                                                                                        • Figure 40: Share of bottled water new product/new variety/new range extension, by retail location, rolling year ending Jan. 5, 2016
                                                                                      • Hispanics shop at supermarkets
                                                                                        • Figure 41: Purchase location, by Hispanic origin, October 2015
                                                                                      • Income level impacts bottled water retail purchases
                                                                                        • Figure 42: Purchase location, by household income, October 2015
                                                                                      • Function, flavor have greatest impact at natural, c-store channels
                                                                                        • Figure 43: Product attributes, by purchase location, October 2015
                                                                                    • Purchasing Attributes

                                                                                      • Price important consideration
                                                                                        • One third of drinkers look for no artificial ingredients
                                                                                          • Consumers purchase in bulk
                                                                                            • Figure 44: Purchasing attributes, October 2015
                                                                                          • Attributes worth price for core consumers
                                                                                            • Figure 45: Purchasing attributes, by select demographics, October 2015
                                                                                            • Figure 46: Purchasing attributes, by age, October 2015
                                                                                        • Attitudes and Behaviors – Environmental Impact

                                                                                          • Environmental concerns impact bottled water purchases
                                                                                            • Preferences for reusable packaging over biodegradable
                                                                                              • Figure 47: Environmental attitudes and behaviors, October 2015
                                                                                            • Environmental concerns decrease with age
                                                                                              • Figure 48: Environmental attitudes and behaviors, by age, October 2015
                                                                                          • Attitudes and Behaviors – Premium Waters

                                                                                            • Majority prefer premium waters
                                                                                              • Figure 49: Attitudes and behaviors toward premium water, October 2015
                                                                                              • Figure 50: Attitudes and behaviors toward premium water, by select demographics, October 2015
                                                                                              • Figure 51: Attitudes and behaviors toward premium water, by age, October 2015
                                                                                          • Attitudes and Behaviors – Bottled Water Preferences

                                                                                            • Majority find category too large, prefer water filtration methods
                                                                                              • Figure 52: Attitudes and behaviors toward product choice and water filtration, October 2015
                                                                                              • Figure 53: Attitudes and behaviors toward product choice, by select demographics, October 2015
                                                                                              • Figure 54: Attitudes and behaviors toward product choice and water filtration, by age, October 2015
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Sales data
                                                                                                • Fan chart forecast
                                                                                                  • Consumer survey data
                                                                                                    • Abbreviations and terms
                                                                                                      • Abbreviations
                                                                                                      • Appendix – Market

                                                                                                          • Figure 55: Total US retail sales and forecast of convenience/PET still water, at current prices, 2010-20
                                                                                                          • Figure 56: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 57: Total US retail sales and forecast of jug/bulk still water, at current prices, 2010-20
                                                                                                          • Figure 58: Total US retail sales and forecast of jug/bulk still water, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 59: Total US retail sales and forecast of sparkling/mineral water/seltzer, at current prices, 2010-20
                                                                                                          • Figure 60: Total US retail sales and forecast of sparkling/mineral water/seltzer, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 61: US supermarket sales of bottled water, at current prices, 2010-15
                                                                                                          • Figure 62: US convenience stores sales of bottled water, at current prices, 2010-15
                                                                                                          • Figure 63: US drug store sales of bottled water, at current prices, 2010-15
                                                                                                          • Figure 64: US sales of bottled water through other retail channels, at current prices, 2010-15
                                                                                                      • Appendix – Key Players

                                                                                                          • Figure 65: MULO sales of jug/bulk bottled water, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                          • Figure 66: MULO sales of convenience/PET still water, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                          • Figure 67: MULO sales of sparkling water, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                                                      Companies Covered

                                                                                                      • Walmart Stores (USA)

                                                                                                      Bottled Water - US - January 2016

                                                                                                      US $3,995.00 (Excl.Tax)