Mineral-, Quell- und Tafelwasser Markt Report 2024 – Deutschland
€2.600 (zzgl. MwSt.)
Beschreibung des Reports
Verbessern Sie das Gesundheitsbild von Tafelwasser als alkoholfreies soziales Getränk, während Sie gleichzeitig Umweltprobleme durch langlebige Verpackung und Nachfüllstationen angehen.
Charlotte Sander – Research Analyst
Was umfasst der Report?
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EXECUTIVE SUMMARY
- The five-year outlook for bottled water
- Market context
- Prices create a shift to own-label water
- Regulations push for sustainable packaging outlook
- BMEL pushes for water refill stations
- Mintel predicts
- Market size & forecast for bottled water
- Value sales are expected to remain stable…
- …and volume sales to decline modestly
- Opportunities
- Rebrand water as a healthy alcohol alternative for social occasions
- Health-conscious consumers welcome immune-boosting fortifications
- Tap into a variety of health needs
- Jump onto the refill trend with water stations and reusable bottles
- The competitive landscape
- Own labels further expand their volume shares
- Graph 1: company retail value and volume market shares of bottled water, 2023
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 2: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers' finances…
- …confidence and expenditure
- Graph 3: financial confidence index, 2022-24
- The impact of the economy on the bottled water industry
- Packaging
- The PPWR pushes for sustainable packaging
- Tethered caps on PET bottles create negative consumer sentiment
- Health
- BMEL nutritional recommendations will increase availability of water refill points and boost health awareness
- Drinking water ordinance regulations have been tightened
- Heatflation: temperature rises drive bottled water sales and prices…
- …but also result in water shortages
- Leisure
- Socialising is crucial for both consumers and brands
- 2024 sports events drive refilling and tap water consumption
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WHAT CONSUMERS WANT AND WHY
- Consumption of bottled water
- Nine out of 10 Germans drink bottled water
- Hydration and taste are the top selling factors
- Enhance the drinking experience for 16-24 year olds – the top bottled water drinkers
- Sparkling water – the most common choice for Germans
- Graph 4: frequency of drinking bottled water in the last three months, by type, 2024
- Sparkling unflavoured water usage remains stable
- Make flavoured water the healthier CSD alternative…
- …by tapping into subtle flavours with fruit-herb mixtures
- Use of refillable bottles, in-home water filters and sparkling water makers
- Tap into increased demand for filtered water
- Graph 5: use of water filter jug/machine/filter tap at home, 2022-24
- Spice up flavours for beverage mixes
- Use of sparkling water makers and refillable bottles is stable in Germany
- Graph 6: use of refillable water bottles when out of home, 2022-24
- Graph 7: use of a sparkling water maker, 2022-24
- Create single-use plastic bottles for multi-purpose use…
- …taking examples from UK brands
- (Ful)filling a purpose with refill points
- Graph 8: use of public water refill points for refilling a reusable bottle, 2022-24
- Reasons for drinking bottled water
- Stand out by highlighting taste and health aspects
- Graph 9: 'I drink bottled water because it…', 2024
- Offer functional water as a booster for energy and focus…
- …with functional health claims
- Support sports performance of young consumers…
- …with added protein and isotonic claims
- Behaviour towards water and interest in bottled water concepts
- Hydration is an important health goal for most consumers
- Graph 10: behaviour towards health and bottled water, 2024
- Packaging type and deposit return schemes are important to Germans
- Graph 11: behaviour towards bottled water, 2024
- Incorporate natural extracts into water…
- …and experiment with probiotic features
- Resealable cans can cater to consumers
- Attitudes towards bottled water
- Enhance sustainable bottle packaging…
- Graph 12: attitudes towards packaging and sustainability in bottled water, 2024
- …while fortifications and flavours spark(le) interest
- Graph 13: attitudes towards flavours and ingredients in bottled water, 2024
- Make water a social drink…
- …and tap into water as the new no-alcohol alternative
- Enhance beauty from within for 16-24 year olds
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LAUNCH ACTIVITY AND INNOVATION
- Branded bottled water dominates launch activity
- Graph 14: bottled water NPD by companies, 2022-24
- 2024 marks a rise in new product launches …
- …aligning with consumers' sustainability requirements
- Use nostalgia to enhance bottle design
- Collaborate with artists for a visual appeal
- Creating flavour by adding fruit and herbs to water
- Canned sparkling water with a hint of flavour
- Highlight natural and harmonious properties
- Vöslauer extends its water range…
- …with fun-to-have products
- Just add fortification and taste to water
- Advertising and marketing activity
- Gerolsteiner highlights hydration and minerals
- EiszeitQuell addresses health-conscious consumers
- Volvic highlights naturalness
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MARKET SHARE
- Retail market share of bottled water, by value and volume, 2022-23
- Bottled water brands remain stable, but own label grows share
- Own labels gained most value share…
- …but less so in volume share, indicating that own-label prices increased in 2023
- Company retail value and volume shares of unflavoured bottled water, 2022-23
- Own-label bottled water shares grow due to the cost-of-living crisis
- Company retail value and volume shares of flavoured bottled water, 2022-23
- Group Danone loses market share in the flavoured bottled water category, while own label grows value
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MARKET SIZE, SEgmentation AND FORECAST
- Volume sales slightly declined again in 2023, while price-driven value sales grew
- Graph 15: retail volume sales of bottled water, 2019-23
- Graph 16: retail value sales of bottled water, 2019-23
- Retail value sales of bottled water, by segment, 2021-23
- Retail volume sales of bottled water, by segment, 2021-23
- Value sales are expected to remain stable…
- …and volume sales are expected to decline moderately
- Outlook for bottled water market beyond 2024
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size and forecast – value
- Market size and forecast – volume
- Market forecast and prediction intervals – value
- Market forecast and prediction intervals – volume
Über den Report
Dieser Marktbericht bietet eingehende Analysen und Einblicke, die sich auf eine Reihe von Daten stützen. Gleichzeitig werden einführende und fortgeschrittene Inhalte bereitgestellt, um Ihnen einen Überblick über die behandelten Themen zu geben.
Die Konsument*innen
Was sie wollen. Warum sie es wollen.
Die Konkurent*innen
Wer liegt vorne. Wie gelingt es an der Spitze zu bleiben.
Der Markt
Größe, Segmentierung, Anteile und Prognosen: Wie sich alles zusammenfügt.
Die Innovationen
Neue Ideen. Neue Produkte. Neues Potenzial.
Die Möglichkeiten
Wo besteht noch ungenutzter Raum. Wie können Sie ihn sich zu Eigen machen.
Die Trends
Was formt die Nachfrage – heute und in Zukunft.
Unten befindet sich ein Musterbreicht - Verstehen Sie was Sie kaufen.
Bitte beachten Sie: Dies ist ein Musterbericht. Alle Zahlen, Diagramme und Tabellen wurden unkenntlich gemacht. Unsere Berichte sind auch in PDF-, Powerpoint-, Word- und Excel Databook-Formaten erhältlich.
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