2020
9
US Still and Sparkling Waters Market Report 2020
2021-03-12T03:41:03+00:00
OX986836
3695
135500
[{"name":"Bottled Water","url":"https:\/\/store.mintel.com\/industries\/drinks\/bottled-water"}]
Report
en_GB
"The bottled water market is characterized by the push and pull of two consumer desires; a pull from consumers interested in sustainability and a push from interest in health and…

US Still and Sparkling Waters Market Report 2020

£ 3,695 (Excl.Tax)

Description

“The bottled water market is characterized by the push and pull of two consumer desires; a pull from consumers interested in sustainability and a push from interest in health and wellness. Bottled water brands must make strides toward sustainability or risk being replaced by refillable water bottles and focus marketing messages on the reasons why consumers love bottled water. Sparkling water remains one of the fastest growing drinks in the beverage industry due to consumers’ interest in healthful, refreshing beverages and product innovation from brands big and small.”

– Caleb Bryant, Associate Director, Food & Drink

This Report looks at the following areas:

  • Bottle backlash begins
  • Gen Z ditches bottled water
  • Private label overshadows national brands

 

Table of Contents

  1. Overview

    • What you need to know
    • Definition
  2. Executive Summary

    • Market overview
      • Figure 1: Total US sales and fan chart forecast of packaged water, at current prices, 2011-21
    • Top takeaways
    • The issues
    • Bottle backlash begins
      • Figure 2: Reasons for buying bottled water less, November 2019
    • Gen Z ditches bottled water
      • Figure 3: Water type consumption, by generation, November 2019
    • Private label overshadows national brands
    • The opportunities
    • Interest in healthy living benefits bottled water
      • Figure 4: Changes in bottled water purchases and reasons for buying more, November 2019
    • Taste and functionality are key bottled water strengths
      • Figure 5: Bottled water attitudes – health and taste, any agree, by generations, November 2019
    • Companies need to invest in hydration solutions
    • Boomers are a prime target consumer group for sparkling water brands
    • What it means
  3. The Market – What You Need to Know

    • Water rises
    • Companies bet on a bottle-less future
    • Young consumers will shape the market
  4. Market Size and Forecast

    • Water sales surpass $20 billion
      • Figure 6: Total US sales and fan chart forecast of packaged water, at current prices, 2011-21
      • Figure 7: Total US retail sales and forecast of still and sparkling waters, at current prices, 2014-24
  5. Market Breakdown

    • Still water slows but remains strong
      • Figure 8: Total US retail sales and forecast of still and sparkling waters, by segment, at current prices, 2014-24
      • Figure 9: Total US retail sales and forecast of still and sparkling waters, by segment, at current prices, 2014-24
  6. Market Perspective

    • Beverage companies think outside the bottle
  7. Market Factors

    • WWGD? What would Greta do?
    • Obesity rate climbs upward
      • Figure 10: Percent of people aged 20+ who are obese, 2001-2 to 2015-16
  8. Key Players – What You Need to Know

    • Brands innovate with caffeine and flavor
    • Big brands struggle with market changes
    • Consumer interest in hydration creates new opportunities
  9. Company and Brand Sales of Packaged Water

    • Troubled times for Nestle, yet private label thrives
      • Figure 11: Multi-outlet sales of convenience/pet still water, by leading companies and brands, rolling 52 weeks 2018 and 2019
    • PepsiCo’s Bubly rises to the top of the pack
      • Figure 12: Multi-outlet sales of seltzer/sparkling/mineral, by leading companies and brands, rolling 52 weeks 2018 and 2019
  10. What’s Working

    • Water gets a jolt
    • Flavor innovation keeps consumers interested
      • Figure 13: Top 15 flavored waters ranked by “tasty” score, T2B 5-pt scale, launched January 2017-December 2019
    • Functional water diversifies
  11. What’s Struggling

    • Brand that started it all falls
    • Nestle reflects the wider market
  12. What to Watch

    • Water kefir plays into the gut health trend
    • The hottest category paired with the trendiest ingredient, what could go wrong?
      • Figure 14: Experience and interest in functional ingredients, October 2019
    • Will consumers gel with gel water?
    • Enhance sales with concentrates
  13. The Consumer – What You Need to Know

    • Gen Z use refillable water bottles
    • A third of consumers are drinking more regular bottled water
    • Consumers consider bottled water tasty and healthy
  14. Water Type Consumption

    • Packaged water is a staple beverage
      • Figure 15: Water type consumption, November 2019
    • Water brands need to worry about Gen Z
      • Figure 16: Water type consumption, by generation, November 2019
    • Flavor innovation may drive sales
      • Figure 17: Water type consumption, by changes in unflavored bottled still water purchases, November 2019
  15. Reasons for Changes in Unflavored Bottled Water Purchases

    • Net increased bottled water purchases across the board
      • Figure 18: Changes in bottled water purchases, by select demographics and water attitudes, November 2019
    • Other beverages lose and water wins
      • Figure 19: Reasons for buying bottled water more, November 2019
      • Figure 20: Reasons for buying bottled water more, by age, November 2019
    • Plastic backlash cutting into bottled water
      • Figure 21: Reasons for buying bottled water less, November 2019
  16. Water Product Interest

    • Develop new and unique refillable water bottles
      • Figure 22: Water product interest, November 2019
      • Figure 23: Water product interest, by age and income, November 2019
    • Younger parents want premium products and functional solutions
      • Figure 24: Water product interest, by age and parental status, November 2019
    • Wellness-minded consumers will be early adopters of new products
      • Figure 25: Water product interest, by water attitudes, November 2019
  17. Bottled Water Attitudes

    • Over half of consumers want to ban the bottle
      • Figure 26: Bottled water attitudes – environment, November 2019
      • Figure 27: Bottled water attitudes – environment, any agree, by generation, November 2019
    • Private label water gets the job done
      • Figure 28: Bottled water attitudes – brands, November 2019
    • Bottled water brands need to focus on health and taste
      • Figure 29: Bottled water attitudes – health and taste, November 2019
      • Figure 30: Bottled water attitudes – health and taste, any agree, by generations, November 2019
    • Target multicultural consumers with tasty, functional waters
      • Figure 31: Bottled water attitudes – health and taste, any agree, by race/ethnicity, November 2019
    • Cater to bottled water enthusiasts
      • Figure 32: Bottled water attitudes, any agree, by changes in unflavored bottled still water purchases, November 2019
  18. Sparkling Water Attitudes

    • So long soda?
      • Figure 33: Sparkling water attitudes, among sparkling water drinkers, November 2019
    • Baby Boomer bubbles will pop off
      • Figure 34: Sparkling water attitudes, among sparkling water drinkers, by generation, November 2019
    • Sparkling water can be an alcohol alternative
      • Figure 35: Sparkling water attitudes, among sparkling water drinkers, by generation, November 2019
  19. Sustainable Packaging Price Premium

    • rPET is a crowd pleaser, but all sustainable packaging commands a premium
      • Figure 36: Sustainable packaging perception, November 2019
      • Figure 37: Packaging price premium, November 2019
      • Figure 38: JUST Water – Why JUST
  20. Appendix – Data Sources and Abbreviations

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

      • Figure 39: Total US retail sales of still and sparkling waters, by segment, at current prices, 2017 and 2019
      • Figure 40: Total US retail sales and forecast of still and sparkling waters, at inflation-adjusted prices, 2014-24
      • Figure 41: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2014-24
      • Figure 42: Total US retail sales and forecast of convenience/PET still water, at inflation-adjusted prices, 2014-24
      • Figure 43: Total US retail sales and forecast of seltzer/sparkling/mineral water, at inflation-adjusted prices, 2014-24
  22. Appendix – Retail Channels

      • Figure 44: Total US retail sales of still and sparkling waters, by channel, at current prices, 2014-19
      • Figure 45: Total US retail sales of still and sparkling waters, by channel, at current prices, 2017 and 2019
  23. Appendix – Key Players

      • Figure 46: Multi-outlet sales of still and sparkling water, by leading companies, rolling 52 weeks 2018 and 2019
      • Figure 47: Multi-outlet sales of jug/bulk still water, by leading companies and brands, rolling 52 weeks 2018 and 2019
  24. Appendix – The Consumers

    • Water attitude segment definitions

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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