Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Bottled Water - US - May 2012

In 2011, bottled water sales are estimated at $12.1 billion, which is 3.1% growth in dollar sales over 2010. The market is beleaguered with a number of issues including attrition from some of the key consumer groups such as blacks, Hispanics, and teens; growth of cheaper-priced private label bottled water; consumer criticism of the industry’s high carbon footprints; and consumer unwillingness to drink high-calorie enhanced/flavored water. Nevertheless, there are some bright spots in the market such as sparkling water, which offers health-conscious consumers a low/no-calorie option over soda; water sourced from a natural source; and low/no-calorie enhanced/flavored bottled water.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                        • The market
                          • Bottled water makes anemic recovery in 2011
                            • Figure 1: Percent change in dollar sales of bottled water segments over the previous year, 2007-11
                          • Private label market share exhibits growth
                            • Figure 2: Trend in FDMx dollar sales share of branded and private label bottled water (total), 2006-16
                          • Enhanced/flavored bottled water sales growth slows
                            • Figure 3: Trend in FDMx* dollar sales growth/decline of flavored/enhanced and flavored (only) convenient/PET bottled water, 2006-16
                          • Growth potential from sparkling/mineral water during 2011-16
                            • Figure 4: Annual rate of change in dollar sales of sparkling/mineral water, 2006-16
                          • Forecast
                            • Figure 5: Fan chart forecast for bottled water, at best-, worst-, and central-case scenarios, 2006-16
                          • Market factors
                            • Decline in households with children negatively influences the market
                              • Figure 6: Households with and without presence of children, by percent of total, 2001-11
                            • Blacks and Hispanics offer growth opportunities
                              • Figure 7: Rate of change in the U.S. population, by blacks/Hispanic origin, 2006-16
                            • Companies, brands, and innovation
                              • The top three companies account for nearly two thirds of the total market sales in FDMx
                                • Figure 8: Selected FDMx manufacturers sales of bottled water, 2011 and 2012
                              • New product introductions rebound in 2011
                                • Figure 9: New bottled water product count, 2006-11
                              • The consumer
                                • Bottled water usage remains stable among adults in 2011
                                  • Figure 10: New bottled water product count, 2006-11
                                • Filtered water more popular than bottled water
                                  • Figure 11: Daily water consumption, by type and volume, February 2012
                                • Taste is the top factor in purchasing non-carbonated, non-enhanced/non-flavored (plain) bottled water
                                  • Figure 12: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, February 2012
                                • Young adults more interested in environmentally friendly efforts and packaging
                                  • Figure 13: Importance of environmentally friendly attributes in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, February 2012
                                • Enhanced water claims/flavors important to consumers
                                  • Figure 14: Degree of importance of various factors in flavored/enhanced bottled water purchase decision, February 2012
                                • What we think
                                • Issues in the market

                                    • What influence do private labels have on the market?
                                      • What segments/subsegments offer the biggest growth opportunities in the next five years?
                                        • Do consumers consider the industry’s high carbon footprints when purchasing bottled water?
                                          • What are the growth prospects for enhanced bottled water?
                                          • Insights and Opportunities

                                            • Know your competition
                                              • Bottled water and growing popularity of water enhancers
                                                • Unique packaging to create differentiation
                                                • Inspire Insights

                                                    • Trend: The Big Issue
                                                      • Trend: Accentuate the Negative
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Bottled water makes anemic recovery in 2011
                                                            • Growth opportunities exist in the market
                                                              • Sales and forecast of bottled water
                                                                • Figure 15: Total U.S. retail sales and forecast of bottled water, at current prices, 2006-16
                                                                • Figure 16: Total U.S. retail sales and forecast of bottled water, at inflation-adjusted prices, 2006-16
                                                              • Fan chart forecast
                                                                  • Figure 17: Fan chart forecast for bottled water, at best-, worst-, and central-case scenarios, 2006-16
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Demographic factors
                                                                      • Households with kids show decline in 2011—a negative for the market
                                                                        • Figure 18: Households, by presence of children, 2001-11
                                                                      • Female population expected to grow at a slower rate
                                                                        • Figure 19: Population of women, by age, 2006-16
                                                                      • Hispanics and blacks offer growth opportunities
                                                                        • Figure 20: Population, by race and Hispanic origin, 2006-16
                                                                        • Figure 21: Average number of children in households, by race/Hispanic origin of householder, 2011
                                                                        • Figure 22: Household size, by race/Hispanic origin of householder, 2011
                                                                      • Teens are an important consumer
                                                                        • Figure 23: teens population, 2006-16
                                                                      • Economic and social factors
                                                                        • Rise in commodity prices may hurt market growth
                                                                          • Cities, college campuses continue to ban bottled water
                                                                            • Major players engaged in offering environmentally friendly packaging
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Tap water continues to pose threat to bottled water
                                                                                  • Filtered water offers similar product at cheaper prices
                                                                                    • Figure 24: Brita TV ad, “Make A Difference,” 2011
                                                                                  • Does bottled water compete with filtered/tap water?
                                                                                    • Flavors and vitamins in enhanced water can be replaced by other competing beverages
                                                                                      • Figure 25: Common claims in flavored/enhanced water, sports drinks, RTD tea, and juice drinks, Jan. 2011-May 2012
                                                                                      • Figure 26: Common flavors in flavored/enhanced water, sports drinks, RTD tea, and juice drinks, Jan. 2011-May 2012
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Figure 27: U.S. sales of bottled water, by segment, 2006-16
                                                                                      • Figure 28: U.S. sales of bottled water, by segment, 2009-11
                                                                                  • Segment Performance—Convenience/PET Bottled Water

                                                                                    • Key points
                                                                                      • Branded PET bottled water continues to cede share to private labels
                                                                                        • Figure 29: Trend in FDMx dollar sales share of branded and private label convenience/PET bottled water, 2006-16
                                                                                      • Enhanced/flavored bottled water contributes to segment growth
                                                                                        • Figure 30: Trend in FDMx* dollar sales growth/decline of flavored/enhanced and flavored (only) convenient/PET bottled water, 2006-16
                                                                                      • Total sales of convenience/PET bottled water
                                                                                        • Figure 31: U.S. sales of convenience/PET bottled water, 2006-16
                                                                                    • Segment Performance—Jug/Bulk Bottled Water

                                                                                      • Key points
                                                                                        • Lack of convenience and competition from filtration devices negatively influence the segment
                                                                                          • Figure 32: Aqua Falls TV ad, “Affordable Water,” 2011
                                                                                        • Future outlook remains grim
                                                                                          • Total sales of jug/bulk bottled water
                                                                                            • Figure 33: U.S. sales of jug/bulk bottled water, 2006-16
                                                                                        • Segment Performance—Sparkling/Mineral Bottled Water

                                                                                          • Key points
                                                                                            • Sparkling water exhibits impressive growth in 2011
                                                                                              • Figure 34: Trends in FDMx dollar and volume sales and prices of sparkling bottled water, 2006-16
                                                                                            • Flavor innovation in the segment can bring growth
                                                                                              • Total sales of sparkling/mineral bottled water
                                                                                                • Figure 35: U.S. sales of sparkling/mineral bottled water, 2006-16
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Supermarkets lose market share to drug stores and other
                                                                                                  • Figure 36: U.S. sales of bottled water, by retail channel, 2009 and 2011
                                                                                              • Leading Companies

                                                                                                • Key points
                                                                                                  • The top three companies lose market share to private labels and “other” players
                                                                                                    • Private labels continue to grow market share
                                                                                                      • Figure 37: FDMx sales of bottled water, by leading manufacturers, 2011 and 2012
                                                                                                  • Brand Share—Convenience/PET Bottled Water

                                                                                                    • Key points
                                                                                                      • Nestlé turns in lackluster performance
                                                                                                        • Coca-Cola’s Dasani rebounds, Glacéau Zero continues its winning streak
                                                                                                          • PepsiCo’s Aquafina, SoBe Lifewater disappoint
                                                                                                            • Private labels gain market share
                                                                                                              • Figure 38: FDMx sales of leading convenience/PET bottled water brands, 2011 and 2012
                                                                                                          • Brand Share—Jug/Bulk Bottled Water

                                                                                                            • Key points
                                                                                                              • Private labels continue to rule the segment
                                                                                                                • Nestlé gains on the strength of Pure Life
                                                                                                                  • Figure 39: FDMx sales of leading jug/bulk bottled water brands, 2011 and 2012
                                                                                                              • Brand Share—Sparkling/Mineral Bottled Water

                                                                                                                • Key points
                                                                                                                  • Nestlé’s premium brands exhibit impressive growth
                                                                                                                    • National Beverage Corp.’s La Croix offers flavors and value
                                                                                                                      • Talking Rain expands distribution to national from regional
                                                                                                                        • Figure 40: FDMx sales of leading sparkling/mineral bottled water brands, 2011 and 2012
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Key points
                                                                                                                        • New product introductions rebound in 2011
                                                                                                                          • Figure 41: New bottled water products count, 2006-12
                                                                                                                        • Environmentally friendly packaging the top claim in bottled water
                                                                                                                          • Figure 42: Top 10 claims in new bottled water products, 2006-11
                                                                                                                        • New bottled water products: private labels vs. branded
                                                                                                                          • Figure 43: New bottled water product counts, by branded and private label, 2006-11
                                                                                                                        • Artesian claims on the rise in bottled water
                                                                                                                          • Bottled water with functional ingredients
                                                                                                                            • Purity claims to the max
                                                                                                                              • Going beyond vitamins and minerals—alkaline water
                                                                                                                                • Flavor palate expands beyond fruits
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Key points
                                                                                                                                    • Coca-Cola supports Dasani “PlantBottle” with green efforts
                                                                                                                                      • Nestlé Pure Life markets hydration at a value price to families and Hispanics
                                                                                                                                        • Blue Delta promotes alkaline water
                                                                                                                                          • Figure 44: Blue Delta Alkaline Water TV ad, “Cleansing,” 2011
                                                                                                                                        • Crystal Geyser underscores the natural source in TV ad
                                                                                                                                          • Figure 45: Crystal Geyser TV ad, “The Source,” 2011
                                                                                                                                      • Bottled Water—Usage, Type, and Brands

                                                                                                                                        • Key points
                                                                                                                                          • Bottled water usage remains stable in 2011
                                                                                                                                            • Figure 46: Trends in the incidence of personal consumption of bottled water, 2004/05-2010/11
                                                                                                                                            • Figure 47: Trends in the mean frequency of drinking bottled water, 2005-11
                                                                                                                                          • Women and adults aged 18-34 are the key consumers
                                                                                                                                            • Figure 48: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda, by gender, age, household income, presence of children, and region, October 2010-November 2011
                                                                                                                                            • Figure 49: Volume consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda, by gender, age, household income, presence of children, and region, April 2010-June 2011
                                                                                                                                          • Majority of bottled water users drink unflavored type
                                                                                                                                            • Figure 50: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda by type, by gender, October 2010-November 2011
                                                                                                                                          • Adults aged 18-34 are the key flavored water consumers
                                                                                                                                            • Figure 51: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda by type, by age, October 2010-November 2011
                                                                                                                                          • Aquafina is the top non-carbonated bottled water brand
                                                                                                                                            • Figure 52: Non-carbonated bottled water brands consumed in the past seven days, by age, October 2010-November 2011
                                                                                                                                          • Perrier and San Pellegrino grow consumer base in sparkling water
                                                                                                                                            • Figure 53: Sparkling water/seltzer/natural soda brands consumed in the past seven days, by age, October 2010-November 2011
                                                                                                                                          • Filtered water more popular than bottled water
                                                                                                                                            • Figure 54: Daily water consumption, by type and volume, February 2012
                                                                                                                                            • Figure 55: Daily water consumption by volume, by age, February 2012
                                                                                                                                            • Figure 56: Daily water consumption by volume, by presence of children in household, February 2012
                                                                                                                                        • Importance of Various Attributes in Bottled Water Purchase Decision

                                                                                                                                          • Non-carbonated, non-enhanced/non-flavored bottled water
                                                                                                                                            • Taste is the top factor in purchasing non-carbonated, non-enhanced/non-flavored (plain) bottled water
                                                                                                                                              • Single-serve packaging format preferred for convenience
                                                                                                                                                • Source of water important to more than half of all plain bottled water buyers
                                                                                                                                                  • National brands more popular than private label brands
                                                                                                                                                    • Environmentally friendly packaging and efforts important to consumers
                                                                                                                                                      • Figure 57: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, February 2012
                                                                                                                                                    • Young adults more interested in environmentally friendly efforts and packaging
                                                                                                                                                      • Figure 58: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, by age, February 2012
                                                                                                                                                      • Figure 59: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, by presence of children in household, February 2012
                                                                                                                                                    • Importance of various factors in flavored/enhanced bottled water purchase decision
                                                                                                                                                      • Taste is the most preferred attribute in flavored/enhanced bottled water
                                                                                                                                                        • Consumers are wary of high sugar content of flavored/enhanced bottled water
                                                                                                                                                          • Vitamins/minerals, functional claims, flavors—deciding factors for the majority
                                                                                                                                                            • The difference in the preference for private labels and national brands not big
                                                                                                                                                              • Figure 60: Degree of importance of various factors in flavored/enhanced bottled water purchase decision, February 2012
                                                                                                                                                            • Adults aged 18-34 more likely to consider functional attributes
                                                                                                                                                              • Figure 61: Degree of importance of various factors in flavored/enhanced bottled water purchase decision, by age, February 2012
                                                                                                                                                          • Attitudes and Behaviors Toward Bottled Water

                                                                                                                                                            • General attitudes toward hydration, economy, flavors, and carbonation
                                                                                                                                                              • Bottled water taste scores over that of tap water
                                                                                                                                                                • Figure 62: Attitudes toward bottled water, February 2012
                                                                                                                                                                • Figure 63: Attitudes toward bottled water, by age, February 2012
                                                                                                                                                              • Attitudes toward branded and private label bottled water
                                                                                                                                                                • Bottled water vs. other non-alcoholic beverages
                                                                                                                                                                  • Water enhancer products can find bigger growth without the artificial sweetener
                                                                                                                                                                    • Bottled water and health
                                                                                                                                                                      • Figure 64: Attitudes toward bottled water, February 2012
                                                                                                                                                                    • Women are more likely than men to believe in enhanced bottled water claims
                                                                                                                                                                      • Women less interested in sports drinks compared to men
                                                                                                                                                                        • Figure 65: Attitudes toward bottled water, by gender, February 2012
                                                                                                                                                                      • Consumer behavior with respect to bottled water
                                                                                                                                                                        • Shoppers’ behavior toward branded and private label bottled water
                                                                                                                                                                          • Less than 20% of all bottled water shoppers replace other beverages with bottled water
                                                                                                                                                                            • Less than one fifth reduce consumption due to the economy/concern for the environment
                                                                                                                                                                              • Figure 66: Behaviors toward bottled water, by age, February 2012
                                                                                                                                                                            • Nearly half of all bottled water shoppers report recycling their plastic containers
                                                                                                                                                                              • Figure 67: Attitudes toward bottled water, by age, February 2012
                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Blacks and Hispanics are the key consumer in the market
                                                                                                                                                                                • Figure 68: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                              • Bottled water volume consumption up among blacks and Hispanics
                                                                                                                                                                                • Figure 69: Volume consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                              • Blacks among all racial/ethnic groups favor flavored bottled water
                                                                                                                                                                                • Figure 70: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda by type, by age, October 2010-November 2011
                                                                                                                                                                              • Nestlé Pure Life increases penetration among Hispanics
                                                                                                                                                                                • Figure 71: Non-carbonated bottled water brands consumed in the past seven days, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                              • Perrier and San Pellegrino find favor among blacks and Hispanics
                                                                                                                                                                                • Figure 72: Sparkling water/seltzer/natural soda brands consumed in the past seven days, by age, October 2010-November 2011
                                                                                                                                                                              • Blacks and Hispanics more interested in water from natural sources
                                                                                                                                                                                • Figure 73: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision by race/Hispanic origin, February 2012
                                                                                                                                                                              • Hispanics look for functional ingredients, claims, and flavor variety in enhanced/flavored water
                                                                                                                                                                                • Figure 74: Degree of importance of various factors in flavored/enhanced bottled water purchase decision, by race/Hispanic origin, February 2012
                                                                                                                                                                            • Custom Consumer Group

                                                                                                                                                                              • Bottled water consumption varies by age and gender
                                                                                                                                                                                  • Figure 75: Bottled water consumption, by gender and age, October 2010-November 2011
                                                                                                                                                                                • Age- and gender-based differences exist in consumption behavior with respect to different sources of water
                                                                                                                                                                                  • Figure 76: Daily water consumption by volume, by gender and age, February 2012
                                                                                                                                                                                • Adults watching diet or dieting are important bottled water consumers
                                                                                                                                                                                  • Figure 77: Bottled water consumption, by gender and age, October 2010-November 2011
                                                                                                                                                                                • Teens reduce bottled water consumption
                                                                                                                                                                                  • Figure 78: personal consumption of bottled water among teens, January 2007-November 2011
                                                                                                                                                                                  • Figure 79: Trends in the mean frequency of drinking bottled water among teens, January 2007-November 2011
                                                                                                                                                                                • Female teens aged 15-17 are key bottled water consumers
                                                                                                                                                                                    • Figure 80: personal consumption of bottled water among teens, by gender and age, October 2010 –November 2011
                                                                                                                                                                                  • Female teens, the key bottled water consumer, prefer flavored water
                                                                                                                                                                                    • Figure 81: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda by type among teens, by gender and age, October 2010-November 2011
                                                                                                                                                                                • Appendix—Retail Channels

                                                                                                                                                                                  • Retail channels—supermarkets
                                                                                                                                                                                    • Figure 82: U.S. sales of bottled water at supermarkets, 2006-11
                                                                                                                                                                                  • Retail channels—drug stores
                                                                                                                                                                                    • Figure 83: U.S. sales of bottled water at drug stores, 2006-11
                                                                                                                                                                                  • Retail channels—other
                                                                                                                                                                                    • Figure 84: U.S. sales of bottled water at other channels, 2006-11
                                                                                                                                                                                • Appendix—Other Useful Tables

                                                                                                                                                                                    • Figure 85: Consumption of non-carbonated bottled water and sparkling water/seltzer/natural soda by type, by region, October 2010-November 2011
                                                                                                                                                                                    • Figure 86: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, by household income, February 2012
                                                                                                                                                                                    • Figure 87: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, by gender and age, February 2012
                                                                                                                                                                                  • Importance of various factors in bottled water purchase decision
                                                                                                                                                                                    • Figure 88: Degree of importance of various factors in non-carbonated, non-flavored/non-enhanced bottled water purchase decision, by region, February 2012
                                                                                                                                                                                  • Attitudes toward bottled water
                                                                                                                                                                                    • Figure 89: Attitudes toward bottled water, by presence of children in household, February 2012
                                                                                                                                                                                    • Figure 90: Attitudes toward bottled water, by age, February 2012
                                                                                                                                                                                    • Figure 91: Attitudes toward bottled water, by presence of children in household, February 2012
                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Coca-Cola Company (The) (USA)
                                                                                                                                                                                  • Crystal Geyser Alpine Spring Water
                                                                                                                                                                                  • DS Waters of America LP
                                                                                                                                                                                  • Gatorade
                                                                                                                                                                                  • National Beverage Corp.
                                                                                                                                                                                  • Nestlé Waters North America Inc.
                                                                                                                                                                                  • Pepsi-Cola North America
                                                                                                                                                                                  • Perrier Vittel UK Ltd
                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                  Bottled Water - US - May 2012

                                                                                                                                                                                  £3,277.28 (Excl.Tax)