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Bottled Water - US - March 2015

Sales of bottled water are forecast to increase moderately between 2015 and 2020, based mostly on the need for everyday hydration and the perception that adequate hydration is beneficial for overall health, but also on a growing number of consumers switching from sugary drinks such as soda and juice to more healthful alternatives.

The convenience/PET segment dominates sales, but sparkling and enhanced water brands are likely to benefit most from this shift, especially if they can target the needs of high-volume buyers such as Millennials, households with children, and Hispanics.

The International Bottled Water Association (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, and may be still or sparkling (carbonated), flavored or unflavored. For this report, Mintel defines bottled water as water intended for human consumption that is sealed in a sanitary, food-grade container.

Bottled waters are segmented as follows:

The bottled water category includes the following products:

  • Convenience/PET still bottled water – may be plain, flavored, or enhanced with vitamins, minerals or other supplements

  • Sparkling bottled water – may be plain, flavored, or enhanced; includes sweetened flavored sparkling waters such as Sparkling Ice (as the bottled water category continues to evolve and product crossover and segment blurring continues at a rapid pace, similar to the total beverage category, distinctions between flavored and enhanced water product segments remain challenging)

  • Jug/bulk still bottled water – plain water sold in multiserve containers; excludes jug/bulk containers that are filled by the consumer.

 

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • Moderate growth driven by avoidance of sugary drinks
                      • Figure 1: Total US retail sales and forecast of bottled water, at current prices, 2009-19
                    • Convenience/PET leads but sparkling grows most
                      • Figure 2: Total US retail sales of bottled water, by segment, in millions, at current prices, 2012 and 2014
                    • Key players
                      • Figure 3: MULO share of sales of bottled water, by rolling 52 weeks 2013 and 2014
                    • The consumer
                      • Consumers most apt to buy unflavored still bottled and jug/bulk water
                        • Figure 4: Bottled water purchases – Any purchase, December 2014
                      • Most drink bottled water for hydration, health, taste; 28% drink as an alternative to less healthful beverages
                        • Figure 5: Reasons for drinking bottled water, December 2014
                      • Environmental, health concerns important to many users
                        • Figure 6: Attitudes and behaviors toward bottled water, December 2014
                      • What we think
                      • Issues and Insights

                          • Should the convenience/PET category focus on enhanced water to grow?
                            • Issues
                              • Insight: Provide a wider range of benefits, combined with flavor
                                • Can sparkling water be more than just an alternative to sugary drinks?
                                  • Issues
                                    • Insight: Functional benefits can draw users seeking added features
                                      • How can brands maintain the attention of Millennials?
                                        • Issues
                                          • Insight: Transparent claims, wide distribution, environmental responsibility
                                          • Market Size and Forecast

                                            • Key points
                                              • Sales and forecast of bottled water
                                                • Figure 7: Total US retail sales and forecast of bottled water, at current prices, 2009-19
                                                • Figure 8: Total US retail sales and forecast of bottled water, at inflation-adjusted prices, 2009-19
                                              • Fan chart forecast
                                                • Figure 9: Total US retail sales and forecast of bottled water, at current prices, 2009-19
                                              • Fan chart methodology
                                              • Market Drivers

                                                • Key points
                                                  • Bottled water sales benefit from sugary drink avoidance
                                                    • Figure 10: Beverage tracker, June-December 2014
                                                    • Figure 11: Beverage tracker, June-December 2014 (continued)
                                                    • Figure 12: Beverage tracker (percentage point change), June-December 2014
                                                  • Hydration/health is a key driver
                                                    • Demographics play a significant role in purchases
                                                        • Figure 13: Population, by generation, 2010-20
                                                        • Figure 14: Population by race and Hispanic origin, 2010-20
                                                        • Figure 15: Median household income, in inflation-adjusted dollars, 2003-13
                                                        • Figure 16: Households, by presence of own children, 2003-13
                                                    • Segment Performance

                                                      • Key points
                                                        • Convenience/PET holds majority share, but sparkling grows fastest
                                                          • Sales of bottled water, by segment
                                                            • Figure 17: Total US retail sales of bottled water, by segment, at current prices, 2012 and 2014
                                                          • Sales and forecast of convenience/PET still water
                                                            • Figure 18: Total US retail sales and forecast of convenience/PET still water, at current prices, 2009-19
                                                          • Flavored still bottled water declines significantly
                                                            • Figure 19: Total US retail sales of still bottled water, by segment, at current prices, 2009-14
                                                          • Sales and forecast of sparkling/mineral water
                                                            • Figure 20: Total US retail sales and forecast of sparkling/mineral water, at current prices, 2009-19
                                                          • Flavored sparkling bottled water sales increase rapidly
                                                            • Figure 21: Total US retail sales of sparkling bottled water, by segment, at current prices, 2009-14
                                                          • Sales and forecast of jug/bulk still water
                                                            • Figure 22: Total US retail sales and forecast of jug/bulk still water, at current prices, 2009-19
                                                        • Retail Channels

                                                          • Key points
                                                            • Supermarkets increase sales, but other channels comprise most share
                                                              • Sales of bottled water, by channel
                                                                • Figure 23: Total US retail sales of bottled water, by channel, 2012 and 2014
                                                              • Supermarkets grow 2012-14, face increasing competition from other channels
                                                                • Figure 24: US supermarket sales of bottled water, 2009-14
                                                              • Drug stores show solid growth but share remains small
                                                                • Figure 25: US drug store sales of bottled water, 2009-14
                                                              • Other channel sales underscore the wide range of bottled water retailers
                                                                • Figure 26: US other channel sales of bottled water, 2009-14
                                                              • Millennials most likely to report buying at a wide range of channels
                                                                • Figure 27: Where bottled water is bought, by generations, December 2014
                                                              • Enhanced and flavored sparkling shows strong growth through natural channel
                                                                • Figure 28: Natural supermarket sales of bottled water, by segment, at current prices, rolling 52 weeks 2012 and 2014
                                                            • Leading Companies

                                                              • Key points
                                                                • Nestlé leads MULO sales; private label follows closely, gains most
                                                                  • MULO sales of bottled water
                                                                    • Figure 29: MULO sales of bottled water, by rolling 52 weeks 2013 and 2014
                                                                  • MULO sales of convenience/PET still water
                                                                    • Figure 30: Pure Life television ad, 2014
                                                                    • Figure 31: Dasani PlantLife television ad, 2015
                                                                    • Figure 32: MULO sales of convenience/PET still water, 2013 and 2014
                                                                  • MULO sales of sparkling/mineral water
                                                                    • Figure 33: Sparkling ICE television ad, 2014
                                                                    • Figure 34: Perrier television ad, 2015
                                                                    • Figure 35: MULO sales of sparkling water, 2013 and 2014
                                                                  • MULO sales of jug/bulk bottled water
                                                                    • Figure 36: Crystal Geyser television ad, 2015
                                                                    • Figure 37: MULO sales of jug/bulk bottled water, 2013 and 2014
                                                                • Innovations and Innovators

                                                                  • Environmentally friendly remains top claim; low/no/reduced calorie claims increase
                                                                    • Figure 38: Top 10 bottled water product claims, by percentage of total claims, 2010-14
                                                                  • Brands look for ways to reduce their carbon footprint
                                                                    • The rise of enhanced water increases fortification claims
                                                                      • Flavors get more exotic
                                                                      • The Consumer – Reasons for Drinking Bottled Water

                                                                        • Key points
                                                                          • Most use for hydration, overall health, especially Boomers
                                                                              • Figure 39: Reasons for drinking bottled water, by generations, December 2014
                                                                          • The Consumer – Jug/Bulk and Unflavored Still Bottled Water

                                                                            • Key points
                                                                              • Highest household penetration for unflavored still and jug/bulk waters
                                                                                  • Figure 40: Bottled water purchases (jug/bulk and unflavored still), December 2014
                                                                                  • Figure 41: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by generations, December 2014
                                                                                  • Figure 42: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by household income, December 2014
                                                                                  • Figure 43: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by presence of children in household, December 2014
                                                                                • Bottled water versatility encourages unflavored still and jug/bulk purchases
                                                                                    • Figure 44: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by reasons for drinking bottled water, December 2014
                                                                                    • Figure 45: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by reasons for drinking bottled water, December 2014 (continued)
                                                                                    • Figure 46: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by where bottled water is bought, December 2014
                                                                                    • Figure 47: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by where bottled water is bought, December 2014 (continued)
                                                                                  • Many buy despite environmental, health objections
                                                                                      • Figure 48: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by attitudes and behaviors toward bottled water, December 2014
                                                                                      • Figure 49: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by attitudes and behaviors toward bottled water, December 2014(continued)
                                                                                    • Incentivizing purchases through added product features
                                                                                        • Figure 50: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by what persuades users to buy bottled water, December 2014
                                                                                        • Figure 51: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by what persuades users to buy bottled water, December 2014 (continued)
                                                                                    • The Consumer – Flavored Still Bottled Water

                                                                                      • Key points
                                                                                        • A third buy flavored still bottled water
                                                                                            • Figure 52: Bottled water purchases (flavored still), December 2014
                                                                                            • Figure 53: Bottled water purchases (flavored still) – Any purchase, by gender, December 2014
                                                                                            • Figure 54: Bottled water purchases (flavored still) – Any purchase, by generations, December 2014
                                                                                            • Figure 55: Bottled water purchases (flavored still) – Any purchase, by household income, December 2014
                                                                                            • Figure 56: Bottled water purchases (flavored still) – Any purchase, by presence of children in household, December 2014
                                                                                          • Those who drink water for extra nutrition very likely to buy flavored water
                                                                                              • Figure 57: Bottled water purchases (flavored still) – Any purchase, by reasons for drinking bottled water, December 2014
                                                                                              • Figure 58: Bottled water purchases (flavored still) – Any purchase, by reasons for drinking bottled water, December 2014 (continued)
                                                                                              • Figure 59: Bottled water purchases (flavored still) – Any purchase, by where bottled water is bought, December 2014
                                                                                              • Figure 60: Bottled water purchases (flavored still) – Any purchase, by where bottled water is bought, December 2014 (continued)
                                                                                            • Flavored water brands may appeal to those looking for functional water, but enhanced, flavored brands will likely appeal more
                                                                                                • Figure 61: Bottled water purchases (flavored still) – Any purchase, by attitudes and behaviors toward bottled water, December 2014
                                                                                                • Figure 62: Bottled water purchases (flavored still) – Any purchase, by attitudes and behaviors toward bottled water, December 2014 (continued)
                                                                                              • Added features likely to encourage flavored water sales
                                                                                                  • Figure 63: Bottled water purchases (flavored still) – Any purchase, by what persuades users to buy bottled water, December 2014
                                                                                                  • Figure 64: Bottled water purchases (flavored still) – Any purchase, by what persuades users to buy bottled water, December 2014 (continued)
                                                                                              • The Consumer – Enhanced Water

                                                                                                • Key points
                                                                                                  • A third or more third buy enhanced water
                                                                                                      • Figure 65: Bottled water purchases (enhanced), December 2014
                                                                                                      • Figure 66: Bottled water purchases (enhanced) – Any purchase, by gender, December 2014
                                                                                                      • Figure 67: Bottled water purchases (enhanced) – Any purchase, by generations, December 2014
                                                                                                      • Figure 68: Bottled water purchases (enhanced) – Any purchase, by household income, December 2014
                                                                                                      • Figure 69: Bottled water purchases (enhanced) – Any purchase, by presence of children in household, December 2014
                                                                                                    • Enhanced water can be marketed for a wider range of purposes than other types
                                                                                                        • Figure 70: Bottled water purchases (enhanced) – Any purchase, by reasons for drinking bottled water, December 2014
                                                                                                        • Figure 71: Bottled water purchases (enhanced) – Any purchase, by reasons for drinking bottled water, December 2014 (continued)
                                                                                                        • Figure 72: Bottled water purchases (enhanced) – Any purchase, by where bottled water is bought, December 2014
                                                                                                        • Figure 73: Bottled water purchases (enhanced) – Any purchase, by where bottled water is bought, December 2014 (continued)
                                                                                                      • High likelihood to buy enhanced water despite objections to plastic bottles
                                                                                                          • Figure 74: Bottled water purchases (enhanced) – Any purchase, by attitudes and behaviors toward bottled water, December 2014
                                                                                                          • Figure 75: Bottled water purchases (enhanced) – Any purchase, by attitudes and behaviors toward bottled water, December 2014 (continued)
                                                                                                        • Added features may encourage enhanced water purchases
                                                                                                          • Figure 76: Bottled water purchases (enhanced) – Any purchase, by what persuades users to buy bottled water, December 2014
                                                                                                          • Figure 77: Bottled water purchases (enhanced) – Any purchase, by what persuades users to buy bottled water, December 2014 (continued)
                                                                                                      • The Consumer – Sparkling Water

                                                                                                        • Key points
                                                                                                          • Roughly a third buy sparkling water
                                                                                                              • Figure 78: Bottled water purchases (sparkling), December 2014
                                                                                                              • Figure 79: Bottled water purchases (sparkling water) – Any purchase, by gender, December 2014
                                                                                                              • Figure 80: Bottled water purchases (sparkling) – Any purchase, by generations, December 2014
                                                                                                              • Figure 81: Bottled water purchases (sparkling) – Any purchase, by race/Hispanic origin, December 2014
                                                                                                              • Figure 82: Bottled water purchases (sparkling) – Any purchase, by household income, December 2014
                                                                                                              • Figure 83: Bottled water purchases (sparkling) – Any purchase, by presence of children in household, December 2014
                                                                                                            • Sparkling brands have an opportunity to offer product enhancements
                                                                                                                • Figure 84: Bottled water purchases (sparkling) – Any purchase, by reasons for drinking bottled water, December 2014
                                                                                                                • Figure 85: Bottled water purchases (sparkling) – Any purchase, by reasons for drinking bottled water, December 2014 (continued)
                                                                                                                • Figure 86: Bottled water purchases (sparkling) – Any purchase, by where bottled water is bought, December 2014
                                                                                                                • Figure 87: Bottled water purchases (sparkling) – Any purchase, by where bottled water is bought, December 2014 (continued)
                                                                                                              • Home sparkling water appliance owners very likely to buy sparkling water
                                                                                                                  • Figure 88: Bottled water purchases (sparkling) – Any purchase, by attitudes and behaviors toward bottled water, December 2014
                                                                                                                  • Figure 89: Bottled water purchases (sparkling) – Any purchase, by attitudes and behaviors toward bottled water, December 2014 (continued)
                                                                                                                • Added features/packaging/labeling, new flavors may attract more buyers
                                                                                                                  • Figure 90: Bottled water purchases (sparkling) – Any purchase, by what persuades users to buy bottled water, December 2014
                                                                                                                  • Figure 91: Bottled water purchases (sparkling) – Any purchase, by what persuades users to buy bottled water, December 2014 (continued)
                                                                                                              • The Consumer – Important Bottled Sparkling Water Attributes

                                                                                                                • Key points
                                                                                                                  • Little difference in attribute importance between regular and unflavored
                                                                                                                      • Figure 92: Important bottled sparkling water attributes, December 2014
                                                                                                                  • The Consumer – Where Bottled Water Is Bought

                                                                                                                    • Key points
                                                                                                                      • Most buy at supermarkets; households with kids use wide range of stores
                                                                                                                          • Figure 93: Where bottled water is bought, by age, December 2014
                                                                                                                          • Figure 94: Where bottled water is bought, by presence of children in household, December 2014
                                                                                                                      • The Consumer – Attitudes and Behaviors toward Bottled Water

                                                                                                                        • Key points
                                                                                                                          • Environmental, health issues important to many users
                                                                                                                              • Figure 95: Attitudes and behaviors toward bottled water, by generations, December 2014
                                                                                                                              • Figure 96: Attitudes and behaviors toward bottled water, by presence of children in household, December 2014
                                                                                                                          • The Consumer – What Persuades Users to Buy

                                                                                                                            • Key points
                                                                                                                              • Labeling, packaging, and flavor features could persuade some users to buy
                                                                                                                                  • Figure 97: What persuades users to buy bottled water, by generations, December 2014
                                                                                                                                  • Figure 98: What persuades users to buy bottled water, by presence of children in household, December 2014
                                                                                                                              • The Consumer – Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Hispanics, Blacks, Asians more likely than Whites to buy select products
                                                                                                                                      • Figure 99: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 100: Bottled water purchases (flavored still) – Any purchase, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 101: Bottled water purchases (enhanced) – Any purchase, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 102: Bottled water purchases (sparkling) – Any purchase, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 103: Reasons for drinking bottled water, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 104: Where bottled water is bought, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 105: Attitudes and behaviors toward bottled water, by race/Hispanic origin, December 2014
                                                                                                                                      • Figure 106: What persuades users to buy bottled water, by race/Hispanic origin, December 2014
                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                    • The consumer – Reasons for drinking bottled water
                                                                                                                                      • Figure 107: Reasons for drinking bottled water, by gender, December 2014
                                                                                                                                      • Figure 108: Reasons for drinking bottled water, by age, December 2014
                                                                                                                                      • Figure 109: Reasons for drinking bottled water, by household income, December 2014
                                                                                                                                      • Figure 110: Reasons for drinking bottled water, by presence of children in household, December 2014
                                                                                                                                    • The cnsumer – Jug/bulk and unflavored still bottled water
                                                                                                                                      • Figure 111: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by gender, December 2014
                                                                                                                                      • Figure 112: Bottled water purchases (jug/bulk and unflavored still) – Any purchase, by age, December 2014
                                                                                                                                    • The consumer – Flavored still bottled water
                                                                                                                                      • Figure 113: Bottled water purchases (flavored still) – Any purchase, by age, December 2014
                                                                                                                                    • The consumer – Enhanced water
                                                                                                                                      • Figure 114: Bottled water purchases (enhanced) – Any purchase, by age, December 2014
                                                                                                                                    • The consumer – Sparkling water
                                                                                                                                      • Figure 115: Bottled water purchases (sparkling) – Any purchase, by age, December 2014
                                                                                                                                    • The consumer – Important bottled sparkling water attributes
                                                                                                                                      • Figure 116: Important bottled sparkling water attributes – Sparkling water, by age, December 2014
                                                                                                                                      • Figure 117: Important bottled sparkling water attributes – Sparkling water, by presence of children in household, December 2014
                                                                                                                                      • Figure 118: Important bottled sparkling water attributes – Unflavored sparkling water, by gender, December 2014
                                                                                                                                      • Figure 119: Important bottled sparkling water attributes – Unflavored sparkling water, by age, December 2014
                                                                                                                                      • Figure 120: Important bottled sparkling water attributes – Unflavored sparkling water, by presence of children in household, December 2014
                                                                                                                                    • The consumer – Where bottled water is bought
                                                                                                                                      • Figure 121: Where bottled water is bought, by gender, December 2014
                                                                                                                                      • Figure 122: Where bottled water is bought, by household income, December 2014
                                                                                                                                      • Figure 123: Attitudes and behaviors toward bottled water, by age, December 2014
                                                                                                                                    • The consumer – Attitudes and behaviors toward bottled water
                                                                                                                                      • Figure 124: Attitudes and behaviors toward bottled water, by gender, December 2014
                                                                                                                                      • Figure 125: Attitudes and behaviors toward bottled water, by age, December 2014
                                                                                                                                      • Figure 126: Attitudes and behaviors toward bottled water, by household income, December 2014
                                                                                                                                    • The consumer – What persuades users to buy
                                                                                                                                        • Figure 127: What persuades users to buy bottled water, by age, December 2014
                                                                                                                                        • Figure 128: What persuades users to buy bottled water, by household income, December 2014
                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                        • American Beverage Association
                                                                                                                                          • International Bottled Water Association (IBWA)
                                                                                                                                            • International Society of Beverage Technologists
                                                                                                                                              • National Association for PET Container Resources
                                                                                                                                                • Sustainable Packaging Coalition (SPC)

                                                                                                                                                Companies Covered

                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                Bottled Water - US - March 2015

                                                                                                                                                US $3,995.00 (Excl.Tax)