Emerging Economies Drive Global Bottled Water Growth
Source: Supermarket.co.za
October 26, 2007

Global bottled water consumption advanced 8% to 187 billion litres in 2006, according to the new 2007 Global Bottled Water report from leading drinks consultancy Zenith International.

The emerging economies of Asia and East Europe drove volume sales, accounting for almost half of worldwide growth last year.

Asia/Australasia strengthened its position as global number one with a 26% share. Led by high double digit rises in India, Malaysia, China and Pakistan, the region achieved an 11% increase on 2005 volumes.

East Europe is also becoming more prosperous and experienced a heatwave in the summer, pushing the market forward by 14%. Africa saw strong growth of 11% too, but from a lower base. The main impetus elsewhere was provided by North America, which improved sales by 9%. Consumption rose in all other regions, with the Middle East, Latin America and West Europe up by 7%, 5% and 3% respectively.

"Consumers are benefiting as bottled water becomes more widely accessible and as its health, wellbeing and hydration attributes become more universally accepted," commented Zenith Research Director Gary Roethenbaugh. "Global volumes are expected to overtake carbonated soft drinks within two years, according to Zenith estimates." Among other points highlighted by the Zenith report: ? In terms of absolute growth in 2006, North America came second after Asia/Australasia, accounting for 21% of extra volume sold. ? The United States and China were the two largest national markets in 2006. ? Still water continues to outpace sparkling water, reaching 85% of total volume last year. ? Bulk sizes above 10 litres have risen to a 36% overall share.

The world’s top four bottled water groups ­ respectively Nestlé, Danone, Coca-Cola and PepsiCo ­ held a combined 33% share of total volume in 2006. The top five global brands in volume terms were Aqua from Danone, Pure Life from Nestlé, Aquafina from PepsiCo, Electropura also from PepsiCo and Poland Spring from Nestlé Waters North America. Coca-Cola had two brands in the top 10 ­ Dasani and Ciel.

Providing detailed forecasts by country for the next five years, Zenith predicts bottled water consumption will reach 251 billion litres in 2011.

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