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Bottled Water - US - February 2018

The bottled water category continues steady growth contributed by all segments. As consumer concern over sugar and hydration grows, still and sparkling waters alike reap the benefits. Brands at both ends of the price spectrum are finding success: private label often winning via price, and premium bottled water appealing via taste, water source, and claims regarding health or functional benefits. As the category evolves, new drinking occasions emerge as opportunities for brand communication and growth. To ensure future success, sparkling water will need to recruit new drinkers to the category and brands must educate consumers on the meaning of unfamiliar claims.

This report examines the following issues:

  • Category growth eventually will begin to taper
  • Consumers don’t understand the claims they see
  • Not all consumers are willing to pay for luxury waters

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Bottled water reaps benefits of current concerns and trends
            • Figure 1: Total US sales and fan chart forecast of bottled water, at current prices, 2012-22
          • The issues
            • Category growth eventually will begin to taper
              • Figure 2: Total US retail sales and forecast of bottled water, by segment, at current prices, 2012-22
            • Consumers don’t understand the claims they see
              • Figure 3: Attitudes toward bottled water, November 2017
            • Not all consumers are willing to pay for luxury waters
              • Figure 4: Premium bottled water qualities, November 2017
            • The opportunities
              • Sparkling water has ample room for growth
                • Figure 5: Water consumption, November 2017
              • Keep it simple
                • Figure 6: Appealing attributes, November 2017
              • Bottled water doesn’t have to be expensive to appear premium
                • Figure 7: Premium bottled water qualities, by generation, November 2017
              • What it means
              • The Market – What You Need to Know

                • Strong sales continue as bottled water booms ahead
                  • Sparkling water continues double-digit growth streak
                    • Access to filtered water at home remains strong as consumers shift drinking behaviors in favor of water
                      • Acquisitions, sin taxes, and natural disasters effect category in totality
                      • Market Size and Forecast

                        • Bottled water category grows another 6% in 2017
                          • Figure 8: Total US sales and fan chart forecast of bottled water, at current prices, 2012-22
                          • Figure 9: Total US sales and forecast of bottled water, at current prices, 2012-22
                          • Figure 10: Total US retail sales and forecast of bottled water, at inflation-adjusted prices, 2012-22
                      • Market Breakdown

                        • Convenience/PET still bottled water maintains momentum
                          • Figure 11: Total US retail sales of bottled water, by segment, market share at current prices, 2017
                          • Figure 12: Total US retail sales and forecast of bottled water, by segment, at current prices, 2012-22
                        • Sparkling water to remain fastest growing, though taper
                          • Figure 13: Total US retail sales and forecast of bottled water, percent change by segment, at current prices, 2012-22
                        • Sales shift out of drugstores
                          • Figure 14: Market share based on total US retail sales of bottled water, by channel, at current prices, 2015 and 2017
                          • Figure 15: US supermarket, convenience store, and other retail channel sales of bottled water, at current prices, 2012-17
                          • Figure 16: US drugstore sales of bottled water, at current prices, 2012-17
                      • Market Perspective

                        • At-home water technology challenges the need for bottled water purchase
                          • Filters
                            • At-home carbonation
                              • Figure 17: Jillian Michaels Sodastream infomercial 1', November 2017
                            • On-the-go water filtration
                              • Figure 18: QUARTZ – The World's First Self-Cleaning Water Bottle, November 2017
                            • Acquisition of Topo Chico helps Coca-Cola bolster their bottled water arsenal
                              • CSD consumers make a shift to drink more water
                                • Figure 19: Replacement beverages, December 2016
                              • Raw water movement emphasizes desire for natural, unprocessed food and drink
                              • Market Factors

                                • Sin taxes benefit bottled water
                                  • Natural disasters effect US water quality
                                    • Key consumers gain more spending power
                                      • Figure 20: Share of population by generation in 2018
                                  • Key Players – What You Need to Know

                                    • Competition heats up in bottled water category
                                      • La Croix sets the stage for other sparkling water brands to grow
                                        • Bland packaging falls by the wayside
                                          • Bottled water advertising grows the less commoditized the category becomes
                                          • Company and Brand Sales of Bottled Water

                                            • Smaller brands chip away at key category players
                                              • Figure 21: Multi-outlet sales of bottled water, by leading companies, rolling 52 weeks 2016 and 2017
                                            • PepsiCo, private label, smaller players grow in convenience/PET still water segment
                                              • Figure 22: Multi-outlet sales of convenience/PET still water, percent change, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                            • Success in sparkling water segment among large companies push category forward
                                              • Figure 23: Multi-outlet sales change of sparkling/mineral water, by leading companies, rolling 52 weeks 2016 and 2017
                                            • Cott Corp. takes a hit in jug water segment
                                              • Figure 24: Multi-outlet sales of jug/bulk water, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                          • What’s Working?

                                            • La Croix’s popularity pushes sparkling water segment forward
                                              • Figure 25: Multi-outlet sales and sales change of sparkling/mineral water, by largest positive sales change, rolling 52 weeks 2016 and 2017
                                            • Private label water
                                              • Figure 26: Multi-outlet sales change of private label bottled water, rolling 52 weeks 2016 and 2017
                                            • Premium priced waters reign supreme
                                              • Canned water takes charge
                                                • Figure 27: Water packaging type, percent per six-month period, six-month periods Q1 2013-Q2 2017
                                            • What’s Struggling?

                                              • Bland bottles fade to the background
                                                • Waning Nursery water hurts Cott Corp
                                                  • Figure 28: Multi-outlet sales of jug/bulk water, Cott Corp leading brands, rolling 52 weeks 2016 and 2017
                                              • What’s Next?

                                                • Water advertising turns mainstream
                                                  • Figure 29: Culligan Water, “As You Wish,” January 2018
                                                • "Unbottled" water gaining ground
                                                  • Perks of natural water in the forefront
                                                  • The Consumer – What You Need to Know

                                                    • Unflavored bottled water is drunk more than tap water
                                                      • Hydration and thirst are main motivators to drink water
                                                        • Premium waters should come with better taste and natural water
                                                          • Spring water most appealing attribute
                                                            • Majority of consumers don’t understand claims on bottled waters
                                                              • Unflavored, still bottled water and enhanced water fight for the same occasions
                                                              • Consumption of Bottled Water and Water Enhancers

                                                                • Though a thriving segment, sparkling water shows limited reach
                                                                  • Figure 30: Water consumption – Nets, November 2017
                                                                  • Figure 31: Water consumption, November 2017
                                                                • Enhanced waters appeal to male consumers
                                                                  • Figure 32: Water consumption, by gender, November 2017
                                                                • Youngest consumers drive emerging bottled water trends
                                                                  • Figure 33: Water consumption – Still water, by age, November 2017
                                                                  • Figure 34: Water consumption – Sparkling water, by age, November 2017
                                                                • Tap water a big competitor for white, non-Hispanic consumers
                                                                  • Figure 35: Water consumption, by race and Hispanic origin, November 2017
                                                              • Consumption of Bottled Water and Water Enhancers – Repertoire Analysis

                                                                • Half of consumers drink one or two types of water or water enhancers
                                                                  • Figure 36: Repertoire of consumption of bottled water and water enhancers, November 2017
                                                                • Younger Millennials (aged 24-30) have the largest repertoires
                                                                  • Figure 37: Repertoire of consumption of bottled water and water enhancers, by generation, November 2017
                                                                • Higher income expands younger consumer choices
                                                                  • Figure 38: Repertoire of consumption of bottled water and water enhancers, by age and income, November 2017
                                                                • Asian, Black consumers have the most limited repertoire
                                                                  • Figure 39: Repertoire of consumption of bottled water and water enhancers, by race and Hispanic origin, November 2017
                                                              • Reasons for Drinking

                                                                • Practical reasons drive water consumption
                                                                  • Figure 40: Reasons for drinking – Net: any water, November 2017
                                                                • Flavored, sparkling waters consumed for taste more than hydration
                                                                  • Figure 41: Reasons for drinking, by water type, November 2017
                                                                • Value-focused men drink enhanced bottled waters
                                                                  • Figure 42: Reasons for drinking – Good value, by gender, November 2017
                                                                • Older Millennials use sparkling waters to cut back on caffeine and calories
                                                                  • Figure 43: Reasons for drinking – Sparkling water, November 2017
                                                                • Convenience, quality, and value attract multicultural consumers to flavored water
                                                                  • Figure 44: Reasons for drinking – Flavored water, November 2017
                                                              • Expected Qualities of Premium Bottled Water

                                                                • Taste and water source are two main components of premium water
                                                                  • Figure 45: Premium bottled water qualities, November 2017
                                                                • Unique packaging stands out to iGen bottled water consumers
                                                                  • Figure 46: Premium bottled water qualities, by generation, November 2017
                                                                • Urban areas are a key location to appeal via packaging
                                                                  • Figure 47: Premium bottled water qualities, by location, November 2017
                                                                • Black consumers expect added benefits from premium bottled water at reasonable cost
                                                                  • Figure 48: Premium bottled water qualities, by race and Hispanic origin, November 2017
                                                              • Appealing Bottled Water Attributes

                                                                • Spring water is most appealing to consumers
                                                                  • Figure 49: Appealing attributes, November 2017
                                                                • Claims about the water itself are most appealing, though vitamin-enhanced stands out to younger consumers
                                                                  • Figure 50: Appealing attributes – Functional focus, by age, November 2017
                                                                  • Figure 51: Appealing attributes – Water focus, by age, November 2017
                                                                • Young, high-income men are a strong target for introducing new waters
                                                                  • Figure 52: Appealing attributes – Niche and functional claims, any rank, by age and gender, November 2017
                                                                  • Figure 53: Appealing attributes – Niche and functional claims, any rank, by age and income, November 2017
                                                                • Hispanic Millennials especially attracted to spring water, Hispanic non-Millennials have vastly different priorities
                                                                  • Figure 54: Appealing attributes, by Hispanic and Millennial status, November 2017
                                                              • Attitudes toward Bottled Water

                                                                • Only one in five consumers understand claims on bottled water
                                                                  • Figure 55: Attitudes toward bottled water, November 2017
                                                                • Older consumers more likely to stick with private label bottled water, while younger will spend for a brand they like
                                                                  • Figure 56: Attitudes toward bottled water, by generation, November 2017
                                                                • Price may be a deterrent for Midwesterners
                                                                  • Figure 57: Attitudes toward bottled water, by region, November 2017
                                                                • Hispanic Millennials a bright spot for brands
                                                                  • Figure 58: Attitudes toward bottled water, by Hispanic origin and generation, November 2017
                                                              • Bottled Water Drinking Occasions – Correspondence Analysis

                                                                  • Blurred lines between water types and drinking occasions
                                                                    • Figure 59: Correspondence analysis – Drinking occasions by water type, November 2017
                                                                  • Methodology
                                                                    • Still, unflavored water sees competition for consumption during exercise
                                                                      • Figure 60: Bottled water drinking occasions – Unflavored, still bottled water, by age of Millennial, November 2017
                                                                      • Figure 61: Bottled water drinking occasions – Enhanced bottled water, by age of Millennial, November 2017
                                                                    • Sparkling water
                                                                      • Figure 62: Bottled water drinking occasions – Sparkling water, by generation, November 2017
                                                                    • Black consumers a strong target for flavored waters and flavored water mixes
                                                                      • Figure 63: Bottled water drinking occasions – Flavored bottled water, by Black and non-Black consumers, November 2017
                                                                      • Figure 64: Bottled water drinking occasions – Water with added flavor powder or liquid mix, by Black and non-Black consumers, November 2017
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                    • Figure 65: Fan chart of US sales and forecast of PET/convenience water, at current prices, 2012-22
                                                                                    • Figure 66: Fan chart of US sales and forecast of jug/bulk water, at current prices, 2012-22
                                                                                    • Figure 67: Fan chart of US sales and forecast of sparkling water, at current prices, 2012-22
                                                                                    • Figure 68: Total US retail sales and forecast of bottled water, by segment, at current prices, 2012-22
                                                                                    • Figure 69: Total US retail sales of bottled water, by segment, at current prices, 2015 and 2017
                                                                                    • Figure 70: Total US retail sales and forecast of convenience/PET still water, at current prices, 2012-22
                                                                                    • Figure 71: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 72: Total US retail sales and forecast of jug/bulk still water, at current prices, 2012-22
                                                                                    • Figure 73: Total US retail sales and forecast of jug/bulk still water, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 74: Total US retail sales and forecast of seltzer, sparkling, and mineral water, at current prices, 2012-22
                                                                                    • Figure 75: Total US retail sales and forecast of seltzer, sparkling, and mineral water, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 76: Total US retail sales of bottled water, by channel, at current prices, 2012-17
                                                                                    • Figure 77: Total US retail sales of bottled water, by channel, at current prices, 2015 and 2017
                                                                                    • Figure 78: US supermarket sales of bottled water, at current prices, 2012-17
                                                                                    • Figure 79: US convenience store sales of bottled water, at current prices, 2012-17
                                                                                    • Figure 80: US drugstore sales of bottled water, at current prices, 2012-17
                                                                                    • Figure 81: US sales of bottled water through other retail channels, at current prices, 2012-17
                                                                                • Appendix – Key Players

                                                                                    • Figure 82: Multi-outlet sales of convenience/PET still water, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 83: Multi-outlet sales of sparkling/mineral water, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 84: Multi-outlet sales of jug/bulk water, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                • Appendix – The Consumer

                                                                                  • Bottled water drinking occasions – Correspondence analysis – Data and methodology
                                                                                    • Figure 85: Bottled water drinking occasions, November 2017

                                                                                Bottled Water - US - February 2018

                                                                                US $4,395.00 (Excl.Tax)