The U.S. Market for Bottled Water and Related Water Products
Nov 1, 2001
220 Pages - Pub ID: LA444613
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  1. Executive Summary
    The Products
    • Code of Federal Regulation Definitions
    • Nutrition Labeling and Education Act (NLEA)
    • FDA Descriptors
    • Methods Used to Ensure Bottled Water Quality
    • History of Bottled Water
    • Bottled Water in the United States
    • Total Water Product Market Has Three Components
    • Bottled Water Product Categories
    • Noncarbonated Bottled Water
    • Carbonated Water/Seltzer/Club Soda
    • Distilled Water
    • Commercial and Home-Delivered Bottled Water
    • Related Water Products
    • Water Filtration Devices
    • Water Softeners
    • Germicidal Tablets

    The Market
    • Total Water Products Market Size and Growth
    • Table 1-1: U.S. Total Water Products Dollar Sales, 1997-2001 (dollars, percent)
    • Retail Bottled Water is Largest Component
    • Table 1-2: U.S. Total Water Products Dollar Sales by Market Segment, 2001 (dollars, percent)
    • Bottled and Enhanced Water Market Size and Growth
    • Table 1-3: U.S. Retail Sales and Share of Bottled and Enhanced Water: By Market Segment, 2001 (dollars, percent)
    • Noncarbonated Bottled Water
    • Carbonated Water/Seltzer/Club Soda
    • Distilled Water
    • Table 1-4: U.S. Retail Sales of Bottled Water by Segment, 1997-2001 (dollars): noncarbonated, carbonated, distilled
    • Commercial and Home-Delivered Water Market Size and Growth
    • Table 1-5: U.S. Dollar Sales of Commercial/ Home-Delivered Water, 1997-2001 (dollars, percent)
    • Related Water Products
    • Water Filtration Devices
    • Water Softeners
    • Germicidal Tablets
    • Table 1-6: Dollar Sales of Related Water Products, 1999-2001 (dollars; percent):
    • Domestic Waters Dominate Imports
    • Per Capita Growth Has Been Extraordinary
    • Strong Economy a Key to Future Growth

    The Marketers
    • Marketer Overview
    • Coke and Pepsi Shape New Market
    • Other Marketers React By Consolidating
    • Number of Marketers Expected to Shrink
    • New Entrants Find Niches
    • Big Role for Private Label
    • Perrier Group Leads Overall Retail Market
    • Perrier Group of America Leads Noncarbonated Bottled Water Segment
    • Aquafina is Noncarbonated Bottled Water Brand Leader
    • Cadbury Leads Carbonated Water/Seltzer/Club Soda
    • Canada Dry is Top Brand
    • Perrier Group of America is Leader in Distilled Bottled Water Market
    • Private Label Holds Largest Share
    • Perrier Group of America Leader in Commercial/Home-Delivered Category
    • Brita Dominates Water Filtration Devices Category
    • Morton Dominates Water Softener Market
    • WPC Leader in Germicidal Tablets
    • Coke and Pepsi Lift Category Ad Spending
    • Product Introductions Increase
    • Preference for Purity
    • Nutraceutical Waters
    • Energy Waters
    • Oxygenated Waters
    • Flavored Waters

    Distribution & Retail
    • A Priority for Success
    • Soft Drink Companies Use Their Strengths
    • Two Principal Delivery Methods
    • Supermarkets Dominate Retail Sales
    • Ordering Via The Internet
    • Commercial-Delivered Water
    • Home-Delivered Waters
    • No Clear Logic to Pricing
    • Private Labels Hold Price Line
    • Mass Merchandisers Leading Outlet for Filtration Devices
    • Supermarkets Lead in Water Softener Sales
    • Mass Merchandisers Top Channel for Tablets

    The Consumer
    • Motivating Factors
    • A Young, Affluent, Well-Educated Audience
    • About One in Three Households Use Water Filtration Devices

    Scope and Methodology
  2. The Products
    • Classification of Bottled Water
    • Code of Federal Regulation Definitions
    • 1974 Safe Drinking Water Act (SWDA)
    • Nutrition Labeling and Education Act (NLEA)
    • FDA Descriptors
    • Mineral Water
    • Purified Water
    • Spring Water
    • Well Water
    • Artesian Water
    • Sparkling Water
    • Carbonated Water a Separate Product

    History of Bottled Water
    • Overview
    • Bottled Water Develops at Spas
    • Shift to Cities Spurs Growth
    • History of Bottled Water in the United States
    • Small Bottled Water Market Before Perrier Launch
    • Perrier and After
    • Another Yuppie Success Story
    • Perrier Recall
    • Bottled Water Booms with 1990s Economy

    Bottled Water Sources
    • Overview
    • Domestic vs. Imported
    • Springs, Taps, Glaciers, and Icebergs
    • From Source to Consumer
    • Source Protection and Source Monitoring
    • Reverse Osmosis
    • Ozonation
    • Micron Filtration
    • Distillation
    • Testing
    • Bottlers and Distributors

    Bottled Water Categories
    • Special Note
    • Noncarbonated Bottled Water
    • Carbonated Water
    • Seltzer
    • Club Soda
    • Tonic Water
    • Distilled Water

    Commercial and Home-Delivered Bottled Water
    • Overview
    • Three- to Five-Gallon Containers
    • The Office Water Cooler
    • Water Cooler Industry Grew in the 1980s
    • Commercial and Home-Delivered Water Products Today
    • Automatic-Fill Water Coolers

    Added Ingredients
    • Beyond Purity
    • Flavorings and Sweeteners
    • Blurring Line Between Waters and Soft Drinks
    • Artificial Sweeteners
    • Nutraceuticals
    • Oxygen
    • Alcohol

    Related Product Categories
    • Overview
    • Water Filtration Devices
    • Granular Active Carbon
    • Reverse Osmosis Systems
    • Ultraviolet Light
    • Distillation
    • Water Filtration Bottles and Pitchers
    • Water Softeners and Treatments
    • Germicidal Tablets
    • Water Testing Kits

    Regulatory Environment
    • A Highly Regulated Market
    • Government Regulation: Federal
    • Quality Standards
    • Good Manufacturing Practices
    • Standards of Identity
    • EPA Monitors Public Water Supplies
    • New FDA Labeling Proposals in Development
    • Government Regulation: State
    • International Standards
    • Industry Self-Regulation
    • Production Facilities Audits

    Packaging
    • Important for Positioning
    • Packaging Materials
    • PET Bottles
    • Packaging Trends
    • Cans
    • Water in Tetrapack
    • Retail Container Sizes
    • Table 2-1: Various Bottled Water Container Sizes (ounces, milliliters)
    • Different Shapes, Colors, and Textures Featured
    • More Cap Variations
    • More Multipacks
  3. The Market
    Market Size, Growth, and Composition
    • Total Water Products Market Has Three Components
    • Total Water Product Sales Estimated at $6 Billion
    • Table 3-1: U.S. Total Water Products Dollar Sales, 1997-2001 (dollars, percent)
    • Retail Bottled Water is Largest Component
    • Figure 3-1: U.S. Total Water Products Dollar Sales, 1997-2001 (dollars, percent)
    • Table 3-2: U.S. Total Water Products Dollar Sales by Market Segment, 2001 (dollars, percent)
    • Sales of All Bottled Water Estimated at $5.7 Billion
    • Table 3-3: U.S. Dollar Sales of Bottled and Enhanced Water, 1997-2001 (dollars, percent)
    • Bottled Water Share: Retail vs. Commercial/Home-Delivered
    • Figure 3-2: U.S. Sales of Bottled Water: Dollar Share of Retail vs. Commercial/Home-Delivered, 2001 (percent)
    • The Retail Category: Noncarbonated Water the Dominant Segment
    • Overall Good Growth Since 1997
    • Noncarbonated Outpaces Other Segments
    • Sales Fluctuate for Carbonated Water
    • Figure 3-3: Dollar Sales of Retail Bottled Water by Segment, 2001 (percent)
    • Distilled Water Sales Are Down
    • Table 3-4: U.S. Retail Sales of Bottled Water by Segment, 1997-2001 (dollars): noncarbonated, carbonated, distilled
    • Supermarkets Main Distribution Channel
    • Mass Merchandiser Sales Growing Fastest
    • Table 3-5: Bottled and Enhanced Water Dollar Sales and Share by Distribution Channel, 2001 (dollars, percent)
    • Single-Serve vs. Multipacks
    • Bottled Water Sales through Other Channels
    • Bottled Water in Foodservice
    • The Commercial Category: Good Growth but Rate Down Slightly
    • Table 3-6: U.S. Dollar Sales of Commercial/ Home-Delivered Water, 1997-2001 (dollars, percent)
    • Related Water Product Sales: Filtration Devices
    • Sales: Water Softeners/Treatments
    • Sales: Germicidal Tablets
    • Table 3-7: Dollar Sales of Related Water Products, 1999-2001 (dollars; percent)
    • Related Products: Sales by Distribution Channel
    • Table 3-8: Dollar Sales and Share of Related Water Products by Distribution Channel, 2001 (dollars, percent): Supermarkets, Mass Merchandisers, Drugstores, Other

    Imports and Exports
    • Domestic Waters Dominate Imports
    • Leading Sources of Imports
    • Domestic Domination Will Continue
    • Table 3-9: U.S. Imports of Mineral and Aerated Waters, without Sugar, Sweetening, or Flavoring, 1995-2001 (dollars, percent)
    • Table 3-10: U.S. Imports of Mineral and Aerated Water, without Sugar, Sweetening, or Flavoring: By Country of Origin, 1999 (dollars): 9 Countries
    • Exports Are Minor Aspect of Business
    • Japan Major Export Destination
    • Table 3-11: Value of U.S. Exports of Mineral and Aerated Waters, without Sugar, Sweetening, or Flavoring, 1995-2001 (dollars, percent)
    • Table 3-12: U.S. Exports of Mineral and Aerated Water, without Sugar, Sweetening, or Flavoring: By Country of Destination, 1999 (dollars): 10 Countries

    Per Capita Consumption
    • Per Capita Growth Has Been Extraordinary
    • Table 3-13: U.S. Per Capita Consumption of Bottled Water, 1997-2001 (gallons, percent)
    • Figure 3-4: U.S. Per Capita Consumption of Bottled Water, 1990-2001 (gallons)

    Factors in Future Growth
    • Overview
    • Strong Economy a Key to Future Growth
    • Water Filtration Devices Could Benefit From Downturn
    • The Private-Label Alternative
    • Demographics Favor Increased Consumption
    • Multipacks Support Category Growth
    • More Sizes Appeal to Consumers‘ Varied Needs
    • Flavor Enhancements Also Appeal to Consumers
    • Health Concerns Important Factor
    • Concerns About Municipal Water Supplies Will Continue to Drive Sales
    • World Wildlife Fund Study Fuels Controversy
    • Bottled Water Association Fires Back
    • Fluoridation Still an Issue
    • Fluoride Added to Bottled Water
    • Bottled Water Part of Active Lifestyle
    • Water vs. Other Beverages
    • Hydrating vs. Dehydrating Beverage Consumption
    • Table 3-14: Hydrating vs. Dehydrating Beverage Consumption (dollars): daily servings, 11 beverages
    • Convenience Key For Filtration Device Sales

    Projected Market Growth
    • Total Water Products Market Will Surpass $7.9 Billion by 2006
    • Table 3-15: Projected U.S. Total Water Products Dollar Sales, 2001-2006 (dollars, percent)
    • Bottled Water Market Will Top $7.6 Billion by 2006
    • Table 3-16: Projected U.S. Dollar Sales of Bottled and Enhanced Water, 2001-2006 (dollars, percent)
    • Noncarbonated Segment Will Continue to Lead Growth
    • Table 3-17: Projected Retail Sales of Bottled and Enhanced Water: By Market Segment, 2001-2006 (dollars): noncarbonated, carbonated, distilled
    • Figure 3-5: Projected U.S. Total Water Products‘ Dollar Sales, 2001-2006 (dollars)
    • Commercial/Home-Delivered Water Sales Will Top $3.3 Billion
    • Table 3-18: Projected U.S. Sales of Commercial/ Home-Delivered Water, 2001-2006 (dollars, percent)
    • Sales of Related Water Products Will Grow
    • Table 3-19: Projected Dollar Sales of Related Water Products, 2001-2006 (dollars): Water Filtration Devices, Water Softeners, Germicidal Tablets
  4. The Marketers
    The Marketers
    • Number and Type of Marketers
    • Marketers: Bottled Water Products
    • Marketers: Related Water Products
    • Table 4-1: Selected Marketers and Brands of Bottled and Enhanced Water Products, 2001 (listing): 45 marketers
    • Table 4-2: Selected Marketers and Brands of Related Water Products, 2001 (listing): 13 marketers

    Marketer and Brand Shares: Bottled Water
    • Note on Sources
    • Perrier Group the Market Leader
    • Danone Waters Ranks Second
    • Three Soft Drink Majors Follow
    • Suntory and Concord Head Significant Minors
    • Note on Aberfoyle
    • Private Labels Play Substantial Role
    • Table 4-3: Bottled Water: Overall Leading Marketers, 2001 (percent): 7 marketers, private label
    • Noncarbonated Water: Marketer Share
    • Table 4-4: Noncarbonated Bottled Water: Marketer Shares, 2001 (percent): 5 marketers, private label
    • Noncarbonated Water: Brand Share
    • Table 4-5: Noncarbonated Bottled Water: Brand Shares, 2001 (percent): 12 brands, private label
    • Carbonated Water: Marketer Share
    • Table 4-6: Carbonated Bottled Water: Marketer Shares, 2001 (percent): 8 marketers, private label
    • Carbonated Water: Brand Share
    • Table 4-7: Carbonated Bottled Water: Brand Shares, 2001 (percent): 13 brands, private label
    • Distilled Water: Marketer Shares
    • Significant Minors and Private Label
    • Table 4-8: Distilled Bottled Water: Marketer Shares, 2001 (percent): 5 marketers, private label
    • Distilled Water: Brand Shares
    • Table 4-9: Distilled Bottled Water: Brand Shares, 2001 (percent): 10 brands, private label

    Marketer/Brand Shares: Related Water Products
    • Water Filtration Devices: Brita Leads
    • Table 4-10: Water Filtration Devices: Marketer/Brand Shares, 2001 (percent): 6 marketers, private label
    • Water Softeners: Morton Salt Dominates
    • Table 4-11: Water Softeners: Marketer/Brand Shares, 2001 (percent): 6 marketers, private label
    • Germicidal Tablets: WPC Brands Rules
    • Table 4-12: Water Softeners: Marketer/Brand Shares, 2001 (percent): 6 marketers, private label

    The Competitive Situation
    • Coke and Pepsi Shape New Market
    • Pepsi Soars with Aquafina
    • Coke Comes on Strong with Dasani
    • Coke Entry Upsets Naya
    • Other Marketers React By Consolidating
    • Marketers Go, Brands Remain
    • Number of Marketers Expected to Shrink
    • New Entrants Find Niches
    • Big Role for Private Label
    • Perrier and Danone Follow Multibrand Strategies

    Competitive Profile: Cadbury Beverages, Inc.
    • Company Overview
    • Cadbury Leads the Carbonated Water Segment
    • Testing Snapple Brand in Bottled Water Category

    Competitive Profile: Clorox Company
    • Company Overview
    • Brita Dominates Category
    • Brita Supports Clean Coasts

    Competitive Profile: Coca-Cola Company
    • Company Overview
    • Dasani Launched in 1999
    • Beverage Leverage Lifts Dasani
    • Dasani Promises ”Life Simplified“

    Competitive Profile: Danone Waters of North America
    • Company Overview
    • Consolidating under One Name
    • McKesson Is Important Acquisition
    • Struggling Naya Acquired
    • Meeting the Fluoridation Issue

    Competitive Profile: Morton Salt
    • Company Overview
    • Morton Dominates Water Softener Market
    • Several Varieties Offered

    Competitive Profile: PepsiCo, Inc.
    • Company Overview
    • PepsiCo Leaps Forward with Aquafina
    • Millions in Advertising
    • Aquafina Ads Take Total Health Position
    • New Campaign Stresses ”Nothing“
    • Sport Tie-In for Aquafina

    Competitive Profile: Perrier Group of America
    • Company Overview
    • Regional Branding an Ongoing Strategy with Cameron Springs
    • Rising Demand Leads to New Plant Construction
    • Perrier Ties with Six Flags

    Competitive Profile: Procter & Gamble
    • Company Overview
    • P&G Pushes PUR

    Competitive Profile: Suntory Water Group, Inc
    • Company Overview
    • Acquisitions Abound in U.S. Market
    • Suntory Goes Online
    • Suntory Partners With PepsiCo

    Competitive Profile: WPC Brands
    • Company Overview
    • Choice of Outdoorsman and Relief Organizations
    • WPC Becoming More Active in Promotion
    • WPC Scores Coup with ”Survivor“

    Brief Competitive Profiles
    • Aqua Vie
    • Energy Brands
    • Fiji Water
    • Hawaii Water

    Advertising and Promotion
    • Coke and Pepsi Lift Category Ad Spending
    • Danone and Perrier Other Major Ad Spenders
    • Advertising Media Employed
    • Advertising Themes
    • Advertising Targeting

    New Product Trends
    • Overview
    • Product Introductions Increase
    • Noncarbonated Waters Outpace Other Types
    • Preference for Purity
    • Nutraceutical Waters
    • Energy Waters
    • Oxygenated Waters
    • Soy Waters
    • Water for Children
    • Water for Women
    • Flavored Waters
    • Diet Waters
    • Waters with Alcohol

    Selected Bottled Water Product Introductions
    • Recent Entries Expand Category
    • Afya One Taste Africa Organic Recovery Drink
    • American Fare Natural Spring Water
    • Aquess Water Soluble Fiber Beverage
    • ArcticSquirt
    • Australiana Taste Australia Organic Carbonated Drinks
    • Borealis Iceberg Water
    • Clearly Canadian Diet Sparkling Flavored Water
    • Crystal Springs Fluoridated Spring Water
    • Dasani Purified Water
    • DNA
    • Echo Springs Spring Water
    • Get Your Phyll! H2O Plus Dietary Supplement Drink
    • Glaceau FruitWater
    • Glaceau SmartWater
    • Glaceau SoyWater
    • Glaceau VitaminWater
    • Glaceau Wellness Water in Orange Carambola
    • H2Wow Bottled Water
    • Healthy California Mind, Body & Spirit Waters
    • Heaven‘s Rain Natural Spring Water
    • Hinckley Springs Fluoridated Spring Water
    • Kero-Coco All Natural Coconut Water
    • Le-Nature‘s Ice Water
    • Looney Tunes Spring Water
    • Meridian Clear Non-Carbonated Spring Water
    • Mojo H20
    • Mountain Valley Spring Half-Pint Power Pack Water
    • O2 Aqua Super Oxygenated Pure Water
    • O2 Go Aqua
    • Original 420 Chronic Tonic Bong Water Carbonated Nutraceutical Energy Drink
    • Oxy-Up Stable Oxygenated Water Dietary Supplement
    • Peace Mountain Mineral Water
    • Peace Mountain Skinny Water
    • Phuse Vitamin Enriched Water
    • PoucH2Oasis Water Pouch Purified Drinking Water
    • Pure Oxygen Water Natural Air Bottled Water
    • Reebok Fitness Water
    • SaddleSprings Naturelle Spring Water
    • Santa Fe Desert Rain Pure Spring Water
    • Selmag Selen Enriched Water
    • Shareables
    • Snapple Snap2O Flavored Water
    • Takionic High-Energy Purified Water
    • Trinity Natural Spring Water
    • Veryfine Fruit2O Plus Spring Water
    • Virgin Fusion Enhanced Water
    • Voss Natural Artesian Water
    • WaterBox Spring Water
    • XS O2 Extreme

    Distribution
    • A Priority for Success
    • Soft Drink Companies Use Their Strengths
  5. Distribution and Retail
    • Water is Everywhere
    • New Marketers Need Distributors
    • New Partnerships Could Emerge
    • Multiple Distributors Used
    • Expanded Distribution Requires Expanded Marketing Support
    • Two Principal Delivery Methods
    • Warehouse Delivery
    • Direct Store Delivery

    Retail Outlets
    • Supermarkets Dominate Retail Sales
    • Table 5-1: Bottled and Enhanced Water Sales by Distribution Channel, 1999-2001 (percent)
    • Retailers Devoting More Space to Bottled Waters
    • Mass Merchandisers
    • Drug Stores
    • Other Channels
    • Table 5-2: Bottled and Enhanced Water Volume Sales by Distribution Channel, 2001 (dollars, percent)
    • Health Clubs
    • Ordering via the Internet
    • Water Stores
    • Vending Outlets
    • Foodservice Sales

    Distribution/Retail: Commercial/Home-Delivered Water
    • Commercial-Delivered Water
    • Home-Delivered Water
    • Mexican Market Draws Interest
    • Home Delivery of Smaller Bottles
    • Tanker Delivery
    • Internet Presence

    Retail: Related Water Products
    • Mass Merchandisers Leading Outlet for Filtration Devices
    • Mass Merchandisers Top Channel for Tablets
    • Supermarkets Lead in Water Softener Sales
  6. The consumer
    The Consumer: Overview
    • Motivating Factors in Bottled Water Consumption
    • Rising Incomes A Factor
    • Marketing As a Factor in Success
    • The Exercise Factor
    • Consumer Concerns About Tap Water
    • Foodservice Supports Increased Consumption
    • Awareness of Need for Water
    • But Consumption Falls Short of Recommendations

    The Consumer: User Profiles
    • Note on Simmons Market Research Bureau Data
    • Factors Favoring Use: Noncarbonated Bottled Water
    • Asians and Consumers Besides Whites Have Highest Indices
    • Users Tend to Be Rich, Young, and Female
    • Educational Divide Among Users
    • West Is Strongest Region
    • Factors Favoring use of Aquafina
    • South Top Region for Aquafina
    • Factors Favoring Use: Sparkling Water/Seltzer
    • Factors Favoring Use: Unflavored Sparkling Water/Seltzer
    • Factors Favoring Use: Lightly Flavored Sparkling Water/Seltzer
    • Consumer Use: Water Filtration Devices
    • Cost a Key Factor
    • Education Also a Factor in Consumer Acceptance
    • Table 6-1: Demographic Characteristics Favoring Use of Noncarbonated Bottled Spring Water, 2000
    • Table 6-2: Demographic Characteristics Favoring Use of Aquafina Noncarbonated Bottled Water, 2000
    • Table 6-3: Demographic Characteristics Favoring Use of Sparkling Water/Seltzer, 2000
    • Table 6-4: Demographic Characteristics Favoring Use of Unflavored Sparkling Water/Seltzer, 2000
    • Table 6-5: Demographic Characteristics Favoring Use of Lightly Flavored Sparkling Water/Seltzer, 2000

    Appendix I: Examples of consumer and trade advertising and promotions
    Appendix II: Addresses of selected marketers
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