The essence of this market is to offer quality, convenient, and safe hydration products that meet the needs of consumers especially in areas where clean tap water is difficult to obtain or where people are into an active lifestyle to the extent that they require hydration on the go.
Consumers and awareness about the health, wellness and hydration have increased continuously making bottled water business prosperous all over the world. Due to the movements of consumers to non-sugary drinks, bottled water has branded itself as a type of clean-label and non-caloric drink. The expansion of the market has also been brought about by increased urbanization, busy living as well as better distribution channels- online and offline.
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Market Drivers
1.Increasing Health Consciousness and switching to Sugary Drinks
Increased interest in health and wellness across the world is one of the leading reasons influencing the growth of bottled water market. The health-conscious consumers are shunning sugar-saturated soda and juice and opting to choose natural sources of hydration such as bottled water. Among the millennials and fitness enthusiasts, the need of zero-calorie and chemical free beverages is very high. Bottled water brands are riding on this wave by including health benefits, mineral content and eco-friendly harvests, making water the day to day water refresher.
- Poor clean drinking water supply in the developing world
In emerging areas, clean drinking water is not readily available. Access to clean and potable water is scarce or insecure in most regions of the world especially in developing nations. It has caused a greater number of people to put their trust in bottled water as a daily source of consumption. The growth in urban population, alongside the chances of polluted water, and outdated infrastructure systems augment the demand of clean and packaged drinking water. This has led to an unprecedented rise in the consumption of bottled water in metropolitan and semi-urban territories which is facilitated by efficient distribution networks and brand inference.
Product Type Segment Analysis: Spring Water
One of the most popular types of the bottled water segment is spring water being the most appreciated type of bottled water due to its natural supplement and its perceived purity. Spring water is retrieved out of underground aquifers and it is commonly advertised as mineral-rich, untouched, and naturally filtered. Consumers, who are attracted to health and naturalness, will choose spring water instead of distilled or purified one. It is also being powered by premium positioning where the growing number of brands are supplying natural spring water in eco friendly packaging. The sector enjoys the growing popularity of traceable supply and openness regarding the origins of water.
Packaging Segment Analysis: Plastic Bottles
The plastic bottles have had monopoly in the bottled water industry in packaging market because of their less costly and light weight, and convenience. They are the common types of packaging of both the small-sized bottles that have one person and larger family packs. PET (polyethylene terephthalate) has enabled manufacturers to come up with hard transparent bottles which can be recycled and safe to be used in the beverages. Irrespective of the growing environmental awareness, plastic is still being used widely because the plastic is cheap and versatile. Nevertheless to manage sustainability, companies are investing in the market on recyclable bottles of water that contain plastic and alternatives that are of plant origin and are biodegradable since the world is working to cut down plastic waste.
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Regional Analysis: North America and Europe
In North America, especially in the U.S and Canada bottled waters market has replaced the carbonated drinks as the most consumed packaged drinks. Increasing importance to hydration, fitness advice, and popularity of the flavored and functional types of bottled water all contribute to the market growth. In this case the consumers are brand loyal and are very premium and green.
Environmental sustainability and mineral content in Europe are important factors used to make buying decisions. Germany, France, and Italy are countries where drinking bottled mineral water has a tradition. European market is in maturity, yet it is still developing due to the introduction of sustainable packaging products, glass bottles and recycled products. Water quality and origin labeling requirements are also used to dictate the products that will be offered in the area.
Competitive Landscape and Industry Players
The international market of bottled water is competitive and competitors would be the larger multinational companies to the local niche market. Businesses strive with each other based on the tool of supply source competence, innovative package development, consumer confidence in brands as well as sustainability behaviours. It promotes consumer loyalty through marketing strategies on wellness, purity and eco-consciousness. One of the most important sales channels that allow reaching deeper penetration in the market is e-commerce systems and convenience stores.
Key industry players include:
- Nestlé Waters (Perrier, S. Pellegrino, Pure Life)
- Danone (Evian, Volvic)
- The Coca-Cola Company (Dasani, Smartwater)
- PepsiCo Inc. (Aquafina)
- FIJI Water
- Tata Global Beverages (Himalayan)
- Gerolsteiner Brunnen
- Bisleri International
- CG Roxane (Crystal Geyser)
These companies are focusing on sustainable bottled water packaging, natural spring water sourcing, and premium mineral water products to differentiate in the global market.
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