Bottled water marketing bottled water delivery aspects

The world bottled water market represents an annual volume of 89 billion litres  and is estimated to be worth US$ 22 billion. Western Europeans are the world's major bottled water consumers (85 litres/person/year), but the most promising markets are in Asia and the Pacific, with an annual increase of 15% for the period 1999-2001.

The average world consumption grows by 7% each year. 75% of the world market is still controlled by local actors. Evian is n1 in the world for still water, with 1'441 million litres sold in 1999.

Bottled water is a particularly competitive market, hence companies need to develop diverse marketing strategies, such as accessing new markets by owning or developing partnership with regional brands, developing new products (e.g.: flavoured water) or by-products (e.g.: cosmetics) and developing services (e.g.: home and office delivery of carboy water).

Bottled water consumption reflects a certain way of life. There is a long tradition in Europe for drinking bottled water. Nowadays, this habit has reached the rest of the world.

Why do consumers choose to drink bottled water? In many cases, bottled water is an alternative to tap water.

Consumers think it tastes better than tap water (no chlorine taste), they perceive it as being safer and of better quality. They also look for security: food scandals in industrialised countries and water-borne diseases in developing countries have a great impact on their attitude. Bottled water is perceived as pure and safe, although it is not necessarily the case.

Consumers care for their health and their well-being: they buy bottled water to feel well, to lose weight. Bottled water is a healthy alternative to other beverages.

Changes in ways of life also explain this boost of bottled water sales. Increasing urbanisation, causing tap water quality to decline, can explain this situation.

In particular, natural mineral water cannot be treated, nor added any element. It is therefore perceived as natural by city dwellers looking for genuine products.

Increasing standards of living and greater use of cars enable people to bring home without pain a higher number of heavy and expensive bottled water: the price of bottled water is an average 500 to 1000 times higher than the one of tap water.

The use of plastic (PVC, then PET) makes bottles lighter and easier to carry than when they were only made of glass.

The expansion of shopping centres, outside city-centres, provide consumers with a greater choice in bottled water brands.

Working habits change in developed countries, with the decline of agriculture and industry.

Most people have office works and the bottle of water is now a common element on a desk, next to the computer and the telephone.

Drinking bottled water is a sign of a rise in the social scale.

Above all, bottled water is a huge marketing success.

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marketing bottled water delivery & distribution aspects