2022
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Germany Bottled Water Market Report 2022
2022-09-01T09:02:22+01:00
REPB9F5F157_CAC9_4E23_B104_8A9E65DEF838
2600
155332
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Report
en_GB
Despite the cost of living crisis, new bottled water concepts like low carbonation or added electrolytes offer growth opportunities for brands. Olivia Placzek, Research Analyst – Food & Drink…

Germany Bottled Water Market Report 2022

 2,600 (Excl.Tax)

Description

The Bottled Water Germany Market Report 2022 identifies consumers’ attitudes towards bottled water, reasons for drinking bottled water, and advertising and marketing of packaged water. This report covers the bottled water in Germany market size, market forecast, market segmentation and industry trends for the German packaged water market.

Click here to view the German version of our Bottled Water Germany Market Report 2022.

Current Market Landscape

While inflation puts pressure on consumers’ incomes with current consumers of bottled water having cut back on their consumption of it, an exceptionally hot summer and the deeply ingrained consumption of sparkling water will cause sales to rise. Price inflation will largely drive an increase in value sales.

Moreover, our bottled water in Germany market research has shown a rising interest in flavour concentrates from packaged water brands that allow them to make flavoured waters at home. Because a significant number of Germans use a sparkling water maker at home, brands have an opportunity to develop flavour concentrates to add excitement to both bottled water and homemade sparkling water.

Bottled Water Germany Market Share and Key Industry Trends

The enduring focus on health and hydration will continue to benefit bottled water over sugary soft drinks with a significant number of German bottled water drinkers/buyers agreeing that drinking fortified water is a good way to boost vitamin/mineral intake. However, the shift towards more working from home will dent on-the-go consumption. The income squeeze will hamper further volume growth as Germans will be encouraged to use sparkling water makers more.

  • 41% of German bottled water drinkers are interested in flavour concentrates from bottled water brands that allow them to make flavoured waters at home.
  • 34% of Germans use a sparkling water maker at home.
  • 17% of Germans currently drink bottled water, but have cut back.
  • 34% of Germans agree that bottled water in bottles made of recycled plastic is still bad for the environment.

Future Trends in the Bottled Water Market Germany

An increased use of tap water, free water sources to refill bottles and at-home sparkling water makers as consumers try to live more sustainably will continue to challenge bottled water brands and will decrease volume long-term as a lot of Germans agree that packaged water in bottles made of 100% recycled plastic is still bad for the environment. While our bottled water in Germany market report identifies the strive for more sustainability as a cause for worry, brands may take this opportunity and look to more sustainable packaging materials as they strive to improve their eco credentials.

Read on to discover more details or take a look at all of our German Alcoholic Drink and Non-alcoholic Drinks Market Research.

Quickly Understand

  • The impact of the current economic situation on bottled water sales.
  • Consumption of bottled water, including changes to consumption in the last three years, which types of bottled water are most widely consumed and which types are seeing the most growth.
  • Attitudes towards bottled water, reasons for choosing bottled water and interest in new bottled water concepts.
  • Reasons for drinking bottled water, including for energy or mental focus
  • How bottled water brands are innovating and bringing new concepts to the market.

Covered in this Report

Products:bottled water, still and sparkling variants (excluding sales through foodservice channels) flavoured (with fruit, spice, or coffee) and unflavoured (which have not been artificially flavoured) variants.

Brands: Thalheimer, Hohes C, Coca-Cola, Margon, Rossmann, Sound, and more.

Expert Analysis from a Specialist in the Field

This report, written by Olivia Placzek, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends in the bottled water market Germany and add expert context to the numbers.

Despite the cost of living crisis, new bottled water concepts like low carbonation or added electrolytes offer growth opportunities for brands.
Olivia Placzek
Olivia Placzek
Food & Drink Research Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: consumption of bottled water in the last three months, 2019 and 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: company retail value and volume market shares of bottled water, 2021
  2. MARKET DRIVERS

    • Graph 3: key economic data, in real terms, 2019-23
    • Graph 4: average summer temperature, 2016-21
    • Graph 5: who consumers hold most responsible for increasing the amount of packaging that is recycled, 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Consumption of bottled water
    • Graph 6: consumption of bottled water in the last three months, 2019 and 2022
    • Graph 7: types of bottled water drunk in the last three months, 2019 and 2022
    • Graph 8: consumption of bottled water once a day or more, 2019 and 2022
    • Graph 9: other types of bottled water drunk, by type drunk, 2022
    • Use of refillable bottles, in-home water filters and sparkling water makers
    • Graph 10: use of refillable water bottles when out of home, 2019 and 2022
    • Graph 11: use of a sparkling water maker at home, by age, 2022
    • Graph 12: use of a water filter jug/machine/filter tap at home, by age, 2022
    • Attitudes towards water and interest in bottled water concepts
    • Graph 13: attitudes towards water and bottled water, 2022
    • Graph 14: interest in select bottled water concepts, 2022
    • Graph 15: interest in flavour concentrates from bottled water brands, by type of water drunk in the last three months, 2022
    • Reasons for drinking bottled water
    • Graph 16: reasons for drinking bottled water, 2022
    • Graph 17: social media platforms used in the last three months by 16-24s, 2020-22
    • Attitudes towards bottled water
    • Graph 18: attitudes towards bottled water, 2022
    • Graph 19: agreement that bottled water with energy-boosting ingredients is more appealing than energy drinks, by select reasons to drink bottled water, 2022
    • Graph 20: agreement that having a stronger aroma would make flavoured water more appealing, by type of water drunk in the last three months, 2022
    • Graph 21: agreement with select statements about fortified bottled water, by age, 2022
    • Graph 22: agreement that bottled water with added electrolytes is worth paying more for, by type of water drunk in the last three months, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 23: bottled water NPD by leading companies, 2018-22
    • Graph 24: bottled water and flavoured NPD by leading brands, 2018-22
    • Graph 25: water launches, by packaging material, 2020-22
    • Graph 26: bottled water NPD by leading claim categories, 2018-22
    • Graph 27: top five motivations for using functional/fortified food and drink, 2020
    • Advertising and marketing activity
  5. MARKET SHARE

    • Retail market share of bottled water, by value and volume, 2020-21
    • Company retail value and volume shares of flavoured bottled water, 2020-21
    • Company retail value and volume shares of unflavoured bottled water, 2020-21
  6. MARKET SIZE, SEgmentation AND FORECAST

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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