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Bottled Water - US - March 2013

“Bottled water has been able to rebound from declines showcased during the worst of the economic downturn, but it still faces challenges, such as consumers being more likely to drink tap water than bottled water. However, bottled waters have been able to appeal based on taste, convenience, and value-added products. Manufacturers must continue to address these key issues in order to propel the growth in the category, which also faces competition from within due to the growth of flavored sparkling water.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • Has bottled water been able to rebound from its recessionary decline?
  • What are the lasting effects of bottled water’s eco-backlash?
  • Can sparkling bottled water continue to glisten?
  • What is enhanced water’s place in the new bottled water landscape?
  • How can bottled water capitalize on the growth of beverage mixes?

 

The bottled water segment has rebounded from recessionary declines shown in 2008-09 as well as negative perceptions about its possible environmental effects. However, consumers are not returning in droves due to increased price-consciousness that has encouraged ongoing tap water consumption. But bottled water still appeals to consumers based on convenience and taste. Manufacturers need to remain innovative and proactive about bottled water’s drawbacks, such as eco-friendliness, by releasing consumer-facing philanthropic activities. In addition, companies can take advantage of consumer desire for healthier beverage options and customization, which is addressed by beverage mixes that are encouraging additional water consumption. Brands that can appeal to these trends without losing key connections will be poised to grow along with the overall category.

Mintel covers the U.S. market for bottled water as defined by the International Bottled Water Association (IBWA). The IBWA 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. Flavored carbonated and noncarbonated waters also are included. Therefore, the following types of bottled water are included in the report:

  • Convenience/PET still bottled water
  • Flavored and flavored and enhanced bottled water
  • Jug/bulk still bottled water
  • Flavored and unflavored sparkling/mineral bottled water

In addition, this report will include a special supplement on the sales, marketing strategies, and consumer use of powdered and liquid beverage mix products, including Crystal Light and MiO, as it relates to water consumption.

Not included in this report are the following: water sold from bulk dispensers or coolers; water sold in restaurants; and home or office water delivery.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Convenience, healthier habits encourage consumers to return to bottled water
                            • Figure 1: Total U.S. sales and fan chart forecast, bottled water, at current prices, 2007-17
                          • Growth in sparkling water outpaces smaller increases in still water categories
                            • Figure 2: Total U.S. retail sales, bottled water, by segment, at current prices, 2007-12
                          • Market factors
                            • Tap water tops bottled water in terms of consumption preference
                              • Category’s fate is tied to economic stabilization
                                • Low- to no-calorie counts help position bottled water as proactive about obesity
                                  • Hispanics opt for bottled water as a healthier beverage
                                    • Retail channels
                                      • Other retail channel retains its dominance in bottled water sales
                                        • Figure 3: U.S. bottled water sales, by channel, 2007-12
                                      • Leading companies
                                        • Nestlé Waters enjoys status as leading bottled water manufacturer
                                          • Figure 4: MULO sales of bottled water, by leading companies, rolling 52 weeks 2011 and 2012
                                        • The consumer
                                          • Water more likely to be on the increase than other surveyed beverage categories
                                            • Figure 5: Increase in personal nonalcoholic drinking habits, by water categories, November 2012
                                          • Lowest price, taste most important purchase factors for unflavored still water
                                            • Figure 6: Factors influencing unflavored noncarbonated bottled water purchase, November 2012
                                          • Flavor, formulation most important for flavored bottled water drinkers
                                            • Figure 7: Factors influencing flavored and/or enhanced bottled water consumption, November 2012
                                          • Healthy reputation bringing more consumers to the sparkling water segment
                                            • Figure 8: Change in sparkling water drinking habits, by reasons for personal consumption, November 2012
                                          • What we think
                                          • Issues in the Market

                                              • Has bottled water been able to rebound from its recessionary decline?
                                                • Figure 9: Consumption of noncarbonated bottled spring water, Spring 2008-12
                                              • What are the lasting effects of bottled water’s eco-backlash?
                                                • Can sparkling bottled water continue to glisten?
                                                  • What is enhanced water’s place in the new bottled water landscape?
                                                    • How can bottled water capitalize on the growth of beverage mixes?
                                                    • Insights and Opportunities

                                                      • Bottled waters that give back create additional purchase justification
                                                        • Branded water refill stations address missed on-the-go opportunities
                                                          • New packaging could expand appeal of sparkling water among men
                                                          • Trend Applications

                                                              • Trend: Help Me Help Myself
                                                                • Trend: Make It Mine
                                                                  • 2015 Trend: Old Gold
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Consumers switch focus from wallet to waistline, boosting water sales
                                                                        • Sparkling water leads to bubbly results for bottled water category
                                                                          • Sales and forecast of market
                                                                            • Figure 10: Total U.S. retail sales and forecast of U.S. bottled water market, at current prices, 2007-17
                                                                            • Figure 11: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
                                                                          • Fan chart forecast
                                                                              • Figure 12: Total U.S. sales and fan chart forecast of U.S. bottled water market, at current prices, 2007-17
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Economic stabilization could lead to better rebound for industry
                                                                                • Figure 13: Real disposable personal income, January 2007-December 2012
                                                                              • Spotlight on obesity bodes well for low- to no-calorie waters
                                                                                • Hispanics, blacks embrace bottled water
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Tap water continues to edge out bottled, but some consumers drink both
                                                                                      • Figure 14: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
                                                                                      • Figure 15: Change in tap water consumption, by reasons for personal consumption, November 2012
                                                                                    • Filtered water devices deter some consumers from bottled water
                                                                                      • Bottled water consumption overlaps with other nonalcoholic categories
                                                                                        • Figure 16: Bottled water drinking habits, by personal nonalcoholic drinking habits, November 2012
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Consumers return to bottled water following recessionary drought
                                                                                          • Sales of bottled water, by segment
                                                                                            • Figure 17: Total U.S. retail sales and forecast of bottled water, by segment, at current prices, 2007-17
                                                                                          • Sparkling water stealing market share from still water segments
                                                                                            • Figure 18: Total U.S. retail sales of bottled water, by segment, at current prices, 2010 and 2012
                                                                                          • Launches split between new packaging, product innovations
                                                                                            • Figure 19: Bottled water new product launches, by launch type, Feb. 1, 2012-Feb. 1, 2013
                                                                                            • Figure 20: Bottled water launches, by claim category, Feb. 1, 2012-Feb. 1, 2013
                                                                                            • Figure 21: Bottled water launches, by package material, Feb. 1, 2012-Feb. 1, 2013
                                                                                        • Segment Performance—Noncarbonated Bottled Water

                                                                                          • Key points
                                                                                            • Convenience, health help still bottled water regain sales momentum
                                                                                              • Sales and forecast of convenience/PET still bottled water
                                                                                                • Figure 22: Total U.S. retail sales and forecast of convenience/PET still bottled water, 2007-17
                                                                                              • Private label bottled water showcases strong growth
                                                                                                • Figure 23: Total retail sales and forecast of convenience/PET still bottled water, by subsegment, 2007-17
                                                                                              • Larger volume still water continues to struggle
                                                                                                • Sales and forecast of jug/bulk bottled water sales
                                                                                                  • Figure 24: Total U.S. retail sales and forecast of jug/bulk bottled water, at current prices, 2007-17
                                                                                              • Segment Performance—Sparkling Water

                                                                                                • Key points
                                                                                                  • Sparkling water to continue rapid growth through 2017
                                                                                                    • Sales and forecast of sparkling water
                                                                                                      • Figure 25: Total U.S. retail sales and forecast of sparkling bottled water, at current prices, 2007-17
                                                                                                    • Flavored sparkling water leading segment’s growth
                                                                                                      • Figure 26: Total retail sales and forecast of sparkling water, by subsegment, at current prices, 2007-17
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Stock-up purchases fuel sales in other, supermarket channels
                                                                                                        • Sales of bottled water market, by channel
                                                                                                          • Figure 27: Sales of U.S. bottled water market, by channel, 2007-12
                                                                                                        • Other retail channel steals share from supermarkets
                                                                                                          • Figure 28: Total U.S. retail sales of bottled water, by channel, at current prices, 2010-12
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Nestlé’s portfolio fends off private label as the best seller in 2012
                                                                                                            • Figure 29: MULO sales of bottled water, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                        • Brand Share—Unflavored Noncarbonated Water

                                                                                                          • Key points
                                                                                                            • National brands remain competitive with regional spring water offerings
                                                                                                              • Manufacturer sales of convenience/PET still bottled water
                                                                                                                • Figure 30: MULO sales of convenience/PET still bottled water, by leading companies, 2011-12
                                                                                                              • Greener packaging a focus for many unflavored bottled water brands
                                                                                                                • Bulk bottled water sales remain steady through 2012
                                                                                                                  • Manufacturer sales of jug/bulk bottled water
                                                                                                                    • Figure 31: MULO sales of jug/bulk bottled water, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                • Brand Share—Flavored Noncarbonated Water

                                                                                                                  • Key points
                                                                                                                    • Vitaminwater Zero one of few bright spots in flavored water segment
                                                                                                                      • Manufacturer sales of flavored and/or enhanced bottled water
                                                                                                                        • Figure 32: MULO sales of flavored still bottled water, by leading companies, 2011 and 2012
                                                                                                                      • Innovations hope to reinvigorate flavored segment
                                                                                                                      • Brand Share—Sparkling Water

                                                                                                                        • Key points
                                                                                                                          • Imported brands continue to drive unflavored sparkling water sales
                                                                                                                            • Manufacturer sales of unflavored sparkling water
                                                                                                                              • Figure 33: MULO sales of unflavored sparkling/mineral water, by leading companies, 2011 and 2012
                                                                                                                            • Sparkling Ice leading the impressive growth of flavored sparkling water
                                                                                                                              • Manufacturer sales of flavored sparkling water
                                                                                                                                • Figure 34: MULO sales of flavored sparkling/mineral water, by leading companies, 2011 and 2012
                                                                                                                              • Private label capitalizing on growth in flavored sparkling spring water
                                                                                                                              • Innovations and Innovators

                                                                                                                                • Uncommon flavors could encourage trial among curious consumers
                                                                                                                                  • Seeking connection through targeted formulations, products
                                                                                                                                    • Celebrity partnerships add intrigue to existing, new brands
                                                                                                                                      • Global innovations offer new shapes, claims to consider
                                                                                                                                      • Marketing Strategies

                                                                                                                                        • Brand analysis: Aquafina
                                                                                                                                            • Figure 35: Brand analysis of Aquafina, 2013
                                                                                                                                          • Online initiatives
                                                                                                                                            • Brand analysis: Vitaminwater
                                                                                                                                              • Figure 36: Brand analysis of Vitaminwater, 2013
                                                                                                                                            • Online initiatives
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 37: Glaceau Vitaminwater, TV ad, 2013
                                                                                                                                              • Print and other
                                                                                                                                                • Brand analysis: Perrier
                                                                                                                                                  • Figure 38: Perrier, TV ad, 2012
                                                                                                                                                  • Figure 39: Brand analysis of brand, 2013
                                                                                                                                                • Online initiatives
                                                                                                                                                • Consumption of Water vs. Other Beverages

                                                                                                                                                  • Key points
                                                                                                                                                    • Water consumption on the increase, more than other beverages
                                                                                                                                                      • Figure 40: Change in personal nonalcoholic drinking habits, by water categories, November 2012
                                                                                                                                                    • Tap, unflavored bottled water lead growing segments
                                                                                                                                                      • Figure 41: Change in personal nonalcoholic drinking habits, by individual categories, November 2012
                                                                                                                                                    • Bundle offers could take advantage of cross-consumption
                                                                                                                                                      • Figure 42: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
                                                                                                                                                    • Store brand an active competitor to branded bottled water
                                                                                                                                                      • Figure 43: Attitudes and behaviors toward store brand bottled water, by age, November 2012
                                                                                                                                                      • Figure 44: Attitudes toward tap water and store brands, by household income, November 2012
                                                                                                                                                    • Households with children are particularly fond of bottled water
                                                                                                                                                      • Figure 45: Change in water drinking habits, by presence of children in household, November 2012
                                                                                                                                                    • Teens’ noncarbonated water consumption has declined since 2007
                                                                                                                                                      • Figure 46: Teen consumption of noncarbonated bottled spring water, April 2007-June 2012
                                                                                                                                                    • Men, particularly young men, fans of flavored, sparkling waters
                                                                                                                                                      • Figure 47: Change in flavored and sparkling bottled water, by gender and age, November 2012
                                                                                                                                                  • Unflavored Bottled Water—Usage and Preferences

                                                                                                                                                    • Key points
                                                                                                                                                      • Portability is a top reason for unflavored bottled water consumption
                                                                                                                                                        • Figure 48: Unflavored noncarbonated water consumption, by reasons for consumption, November 2012
                                                                                                                                                      • Lowest price, taste most important purchase factors
                                                                                                                                                        • Figure 49: Factors influencing unflavored still water consumption, by gender and age, November 2012
                                                                                                                                                      • Eco-friendly packaging more important to young men and women
                                                                                                                                                        • Unflavored bottled water has taste appeal compared to tap water
                                                                                                                                                          • Figure 50: Reasons for consumption of unflavored water, November 2012
                                                                                                                                                        • Teens prefer unflavored bottled water options
                                                                                                                                                          • Figure 51: Teen consumption of still bottled spring water, by gender and age, April 2011-June 2012
                                                                                                                                                          • Figure 52: Teen consumption of still bottled spring water, by gender and age, April 2011-June 2012
                                                                                                                                                      • Flavored Bottled Water—Usage and Preferences

                                                                                                                                                        • Key points
                                                                                                                                                          • Women aged 18-54, young men flock to flavored noncarbonated water
                                                                                                                                                            • Figure 53: Consumption of still bottled spring water, by gender and age, April 2011-June 2012
                                                                                                                                                          • Flavor beats out lowest price as most important purchase factor
                                                                                                                                                            • Figure 54: Factors influencing flavored and/or enhanced water consumption, by age, November 2012
                                                                                                                                                          • An enhanced water a day keeps the doctor away?
                                                                                                                                                            • Figure 55: Attitudes and behaviors toward enhanced bottled water, by age, November 2012
                                                                                                                                                          • Flavored, functional waters face pressure from beverage mixes
                                                                                                                                                            • Figure 56: Factors influencing flavored water consumption, by beverage mix use, November 2012
                                                                                                                                                          • Reduced calories should continue to be focus for flavored waters
                                                                                                                                                            • Figure 57: Personal flavored water consumption, by reasons for consumption of water, November 2012
                                                                                                                                                        • Sparkling Bottled Water—Usage and Preferences

                                                                                                                                                          • Key points
                                                                                                                                                            • Sparkling water seen as healthier than soft drinks
                                                                                                                                                              • Figure 58: Attitudes and behaviors toward sparkling bottled water, by health, by age, November 2012
                                                                                                                                                            • Nearly half drink sparkling water because of doctor recommendation
                                                                                                                                                              • Figure 59: Change in sparkling water drinking habits, by reasons for consumption of water, November 2012
                                                                                                                                                            • Unflavored sparkling water skews older, flavored options younger
                                                                                                                                                              • Figure 60: Consumption of sparkling water, by gender and age, April 2011-June 2012
                                                                                                                                                            • Flavored sparkling water usage trending upward since 2008
                                                                                                                                                              • Figure 61: Consumption of sparkling water/seltzers/natural sodas, by type, April 2007-June 2012
                                                                                                                                                            • Sparkling water consumption among teens declining
                                                                                                                                                              • Figure 62: Teen consumption of sparkling water, seltzers, or natural sodas, April 2007-June 2012
                                                                                                                                                            • Teen girls more active in sparkling water category than boys
                                                                                                                                                              • Figure 63: Teen consumption of sparkling water, by gender and age, April 2011-June 2012
                                                                                                                                                              • Figure 64: Teen consumption of sparkling water, by gender, April 2011-June 2012
                                                                                                                                                            • Flavor innovation could bring in more sparkling water consumers
                                                                                                                                                              • Figure 65: Attitudes and behaviors toward sparkling bottled water, by flavor, by age, November 2012
                                                                                                                                                          • Packaging Preferences for Bottled Water

                                                                                                                                                            • Key points
                                                                                                                                                              • Higher-income respondents less concerned with environmental claims
                                                                                                                                                                • Figure 66: Environmental packaging preferences for bottled water, by household income, November 2012
                                                                                                                                                              • Active-release caps find appeal with consumers younger than age 44
                                                                                                                                                                • Figure 67: Important closure preferences for bottled water, by age, November 2012
                                                                                                                                                              • Single-serving, sport caps receive parental approval
                                                                                                                                                                • Figure 68: Packaging preferences of bottled water, by parents with children and age, November 2012
                                                                                                                                                              • Kid-friendly a possibility for new flavored waters, liquid beverage mixes
                                                                                                                                                                • Figure 69: Packaging size and closure preferences, by flavored product consumption, November 2012
                                                                                                                                                              • Sparkling water could grow from bulk, eco-friendly packaging options
                                                                                                                                                                • Figure 70: Packaging preferences, by any personal consumption of sparkling water, November 2012
                                                                                                                                                              • Environmental concern higher among consumers who are cutting back
                                                                                                                                                                • Figure 71: Attitudes and behaviors toward eco-friendly packaging, by water drinkers, November 2012
                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Unflavored noncarbonated water most likely to see rise in consumption
                                                                                                                                                                  • Figure 72: Change in personal drinking habits, by race and Hispanic origin, November 2012
                                                                                                                                                                • Black consumers most likely to choose flavored noncarbonated water
                                                                                                                                                                  • Figure 73: Consumption of noncarbonated spring water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                  • Figure 74: Consumption of noncarbonated spring water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                • Hispanic, other race teens over index on noncarbonated water usage
                                                                                                                                                                  • Figure 75: Teen consumption of spring water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                • Sparkling water drinkers show preference for unflavored varieties
                                                                                                                                                                  • Figure 76: Consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                  • Figure 77: Consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                • Nonwhite teens share adult affinity with sparkling water
                                                                                                                                                                  • Figure 78: Teen consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                • Hispanics embrace water as part of healthier lifestyle
                                                                                                                                                                  • Figure 79: Reasons for personal consumption of water, by race and Hispanic origin, November 2012
                                                                                                                                                                  • Figure 80: Attitudes toward sparkling and flavored water, by race and Hispanic origin, November 2012
                                                                                                                                                                • Packaging preferences highest among consumers of other race
                                                                                                                                                                  • Figure 81: Important packaging preferences, by race and Hispanic origin, November 2012
                                                                                                                                                                  • Figure 82: Attitudes toward eco-friendly packaging, by race and Hispanic origin, November 2012
                                                                                                                                                              • Special Supplement—Beverage Mixes

                                                                                                                                                                • Key points
                                                                                                                                                                  • MiO enlivens beverage mix segment with liquid format
                                                                                                                                                                    • Mio’s success inspires new squeezable beverage mixes
                                                                                                                                                                      • Private label heats up competition in beverage mix launches
                                                                                                                                                                        • Figure 83: Beverage mix and/or concentrate launches, by launch type, February 2012-13
                                                                                                                                                                        • Figure 84: Beverage mix and/or concentrate launches, by package type, February 2012-13
                                                                                                                                                                      • Manufacturer sales of fruit drink beverage mixes
                                                                                                                                                                        • Figure 85: MULO sales of fruit drink mixes, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                                      • Manufacturer sales of energy beverage mixes
                                                                                                                                                                        • Figure 86: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                                      • Beverage mix innovations go beyond stick packs, MiO
                                                                                                                                                                        • Higher-volume liquid beverage mixes could be next frontier
                                                                                                                                                                          • Marketing strategies
                                                                                                                                                                            • Brand analysis: MiO
                                                                                                                                                                                • Figure 87: Brand analysis of MiO, 2013
                                                                                                                                                                              • Online initiatives
                                                                                                                                                                                • TV presence
                                                                                                                                                                                  • Figure 88: MiO Liquid Water Enhancer, TV ad, 2012
                                                                                                                                                                                  • Figure 89: MiO Liquid Water Enhancer, TV ad, 2013
                                                                                                                                                                                • Print and other
                                                                                                                                                                                  • Figure 90: MiO Liquid Water Enhancer, Winter 2012
                                                                                                                                                                                • Brand analysis: True Lemon
                                                                                                                                                                                  • Figure 91: True Lemon, TV ad, 2012
                                                                                                                                                                                  • Figure 92: Brand analysis of brand, 2013
                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                  • The consumer—beverage mix usage and preferences
                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Respondents using more beverage mixes are also drinking more water
                                                                                                                                                                                        • Figure 93: Change in personal nonalcoholic drinking habits, by beverage mix users, November 2012
                                                                                                                                                                                        • Figure 94: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
                                                                                                                                                                                      • Beverage mix usage slightly more popular than flavored water
                                                                                                                                                                                        • Figure 95: Change in personal nonalcoholic drinking habits, by beverage mixes, November 2012
                                                                                                                                                                                      • Beverage mixes should consider varieties inspired by competition
                                                                                                                                                                                        • Figure 96: Change in personal nonalcoholic drinking habits, beverage mix usage, November 2012
                                                                                                                                                                                      • Young men more likely than women to use beverage mixes
                                                                                                                                                                                        • Figure 97: Change powdered and liquid beverage mix usage, by gender and age, November 2012
                                                                                                                                                                                      • Millennials enjoy beverage mixes, while room to grow with ages 55+
                                                                                                                                                                                        • Figure 98: Change in beverage mix usage, by age, November 2012
                                                                                                                                                                                      • Beverage mix usage more prominent among nonwhite respondents
                                                                                                                                                                                        • Figure 99: Change in personal beverage mix usage, by race and Hispanic origin, November 2012
                                                                                                                                                                                      • Powdered beverage mixes find appeal with blacks, Hispanics
                                                                                                                                                                                        • Figure 100: Consumption of powdered soft drinks, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                      • Families gravitate toward beverage mixes
                                                                                                                                                                                        • Figure 101: Change in beverage mix usage, by presence of children in household, November 2012
                                                                                                                                                                                      • Calories should remain an important consideration for new mixes
                                                                                                                                                                                        • Figure 102: Beverage mix usage, by reasons for personal consumption of water, November 2012
                                                                                                                                                                                    • Social Media—Bottled water and Beverage Mixes

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Key social media metrics
                                                                                                                                                                                          • Figure 103: Key brand metrics, bottled water and beverage mixes, February 2013
                                                                                                                                                                                        • Market overview
                                                                                                                                                                                          • Brand usage and awareness
                                                                                                                                                                                            • Figure 104: Usage and awareness of selected bottled water and beverage mix brands, November 2012
                                                                                                                                                                                          • Interaction with brands
                                                                                                                                                                                            • Figure 105: Interaction with selected bottled water and beverage mix brands, November 2012
                                                                                                                                                                                          • Online conversations
                                                                                                                                                                                            • Figure 106: Percentage of consumer conversation by selected brands, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                            • Figure 107: Online mentions for selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                          • Where are people talking about bottled water brands?
                                                                                                                                                                                            • Figure 108: Mentions by page type, selected brands, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                          • What are people talking about?
                                                                                                                                                                                            • Figure 109: Mentions by type of conversation, selected brands, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                            • Figure 110: Areas of discussion for selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                            • Figure 111: Areas of discussion for selected brands, by page type, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                          • Brand analysis
                                                                                                                                                                                            • Vitaminwater
                                                                                                                                                                                              • Figure 112: Vitaminwater key social media indicators, February 2013
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Dasani
                                                                                                                                                                                                  • Figure 113: Dasani key social media indicators, February 2013
                                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Evian
                                                                                                                                                                                                      • Figure 114: Evian key social media indicators, February 2013
                                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Crystal Light
                                                                                                                                                                                                          • Figure 115: Crystal Light key social media indicators, February 2013
                                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                            • MiO
                                                                                                                                                                                                              • Figure 116: MiO key social media indicators, February 2013
                                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                • San Pellegrino
                                                                                                                                                                                                                  • Figure 117: San Pellegrino key social media indicators, February 2013
                                                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                    • La Croix
                                                                                                                                                                                                                      • Figure 118: La Croix key social media indicators, February 2013
                                                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                      • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                          • Overview of bottled water
                                                                                                                                                                                                                            • Convenience/PET still water
                                                                                                                                                                                                                              • Key purchase measures—Convenience/PET Still Water
                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 119: Brand map, convenience/PET still water buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                    • Figure 120: Key purchase measures, convenience/PET still waters, by household penetration, 2012*
                                                                                                                                                                                                                                  • Jug/bulk still water
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—Jug/bulk still water
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 121: Brand map, select brands of jug/bulk still water buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 122: Key purchase measures for top jug/bulk still water brands, by household penetration, 2012*
                                                                                                                                                                                                                                        • Sparkling/mineral water
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—Sparkling/mineral water
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 123: Brand map, select sparkling waters, by buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 124: Key purchase measures for sparkling water brands, by household penetration, 2012*
                                                                                                                                                                                                                                            • Appendix—Social Media

                                                                                                                                                                                                                                              • Brand usage or awareness
                                                                                                                                                                                                                                                • Figure 125: Brand usage or awareness of bottled water and beverage mix brands, November 2012
                                                                                                                                                                                                                                                • Figure 126: Dasani usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 127: Evian usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 128: Vitaminwater usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 129: San Pellegrino usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 130: La Croix usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 131: Crystal Light usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 132: MiO usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                              • Activities done
                                                                                                                                                                                                                                                • Figure 133: Activities done, November 2012
                                                                                                                                                                                                                                                • Figure 134: Dasani – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 135: Evian – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 136: Vitaminwater – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 137: San Pellegrino – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 138: La Croix – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 139: Crystal Light – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Figure 140: MiO – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                • Figure 141: Percentage of consumer conversation, by selected brands, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                                • Figure 142: Online mentions for selected brands, by day, January 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                                • Figure 143: Mentions by page type, selected brands, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                                • Figure 144: Mentions by type of conversation, selected brands, January 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                                • Figure 145: Areas of discussion, by selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                                • Figure 146: Areas of discussion for selected brands, by page type, Jan. 11, 2013-Feb. 10, 2013
                                                                                                                                                                                                                                            • Appendix—Market Drivers

                                                                                                                                                                                                                                              • Consumer confidence
                                                                                                                                                                                                                                                • Figure 147: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                              • Food cost pressures
                                                                                                                                                                                                                                                • Figure 148: Changes in USDA Food Price Indexes, 2010 through 2013
                                                                                                                                                                                                                                              • Obesity
                                                                                                                                                                                                                                                • Figure 149: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                              • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                • Figure 150: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                              • Racial, ethnic population growth
                                                                                                                                                                                                                                                • Figure 151: Population, by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                • Figure 152: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                            • Appendix—Segment Performance

                                                                                                                                                                                                                                                • Figure 153: Total U.S. retail sales and forecast of convenience/PET still bottled water, at inflation-adjusted prices, 2007-17
                                                                                                                                                                                                                                                • Figure 154: Total U.S. retail sales and forecast of jug/bulk bottled water, at inflation-adjusted prices, 2007-17
                                                                                                                                                                                                                                                • Figure 155: Total U.S. retail sales and forecast of sparkling bottled water, at inflation-adjusted prices, 2007-17
                                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                              • Consumption of water vs. other beverages
                                                                                                                                                                                                                                                • Figure 156: Change in unflavored water consumption, by gender and age, November 2012
                                                                                                                                                                                                                                                • Figure 157: Change in tap, bottled water, and beverage mix use, by generation, November 2012
                                                                                                                                                                                                                                                • Figure 158: Change in beverage mix and bottled water drinking, by tap water drinkers, November 2012
                                                                                                                                                                                                                                              • Packaging preferences for bottled water
                                                                                                                                                                                                                                                • Figure 159: Important packaging preferences for bottled water, by age, November 2012
                                                                                                                                                                                                                                                • Figure 160: Important packaging preferences for bottled water, by household size, November 2012
                                                                                                                                                                                                                                                • Figure 161: Important packaging preferences, by any consumption of select drinks, November 2012
                                                                                                                                                                                                                                              • Other useful charts
                                                                                                                                                                                                                                                • Figure 162: Reasons for personal consumption of water, by generation, November 2012
                                                                                                                                                                                                                                                • Figure 163: Agreement with attitudes and behaviors toward bottled water, by age, November 2012
                                                                                                                                                                                                                                                • Figure 164: Attitudes and behaviors toward bottled water, by race and Hispanic origin, November 2012
                                                                                                                                                                                                                                            • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                  • Nestlé Waters North America Inc.
                                                                                                                                                                                                                                                  • Pepsi-Cola North America
                                                                                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                                                                                  Bottled Water - US - March 2013

                                                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)