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Description

Description

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's included

What's included

Table of contents

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

                                                                                                                                                                                  About the report

                                                                                                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                  • The Consumer

                                                                                                                                                                                    What They Want. Why They Want It.

                                                                                                                                                                                  • The Competitors

                                                                                                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                  • The Market

                                                                                                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                  • The Innovations

                                                                                                                                                                                    New Ideas. New Products. New Potential.

                                                                                                                                                                                  • The Opportunities

                                                                                                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                  • The Trends

                                                                                                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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