Bottled Water - US - March 2015
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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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