Bottled Water - China - March 2014
“China’s bottled water market has enjoyed volume compound annual growth of 20.5% between 2008 and 2013. This rate is expected to slow in the next five years, but should still maintain double-digit annual gains. Value sales are expected to grow slightly ahead of volumes due to price increases and higher demand for value-added products. The bottled water market remains highly fragmented and is dominated by regional brands. In fact, only the top three companies have double-digit market share.
Pure sourcing is key to attracting bottled water consumers, which has created intense competition between manufacturers for acquiring water sources and has even led to merger and acquisition activity. Wide availability in both the on-trade and off-trade, as well as the introduction of smaller pack sizes, is encouraging impulse purchases and on-the-go consumption.”
– Eileen Ngieng, Senior Research Analyst
Some questions answered in this report include:
- What is the current state of the bottled water market, and how is the market expected to develop in the near future? What are the key market drivers and restraints?
- What influences consumer behaviour and attitudes towards bottled water, and what are the key factors affecting product choice and encouraging consumption?
- What areas offer future potential for product development?
Bottled water entered the Chinese market in the 1990s and has posted significant growth since. Growth is expected to slow over the next five years, but will remain in double digits. The market has benefited from water’s naturalness, cheapness and its association with health. However, there are still many areas to improve on, including a lack of variety. Convenience, product innovation, functionality and better availability can all be explored further to improve prospects in the Chinese market.
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