After two years of decline following the global economic downturn, premium water recorded its fourth consecutive year of growth in 2013. A new study by leading food and drink consultancy Zenith International reports that worldwide sales of premium water advanced by 3.6% in 2013 to 10.5 billion litres, taking its overall retail value to almost €11 billion.
Gains over the past year have been driven by strong market performance throughout Asia Pacific and the Middle East, where rising levels of disposable income have allowed consumers to trade up from mainstream products to those offering a perceived higher quality. The poor quality of some tap water and the increased popularity of sparkling water in key regions have also contributed to this growth. In China, consumption of premium water has more than doubled since 2010.
“In mature markets, improving economic conditions are encouraging shoppers to loosen their purse strings,” commented Zenith Market Intelligence Consultant Simon Redwood. “In emerging markets, the growing middle class often views premium water as reaffirming social status on top of providing a safe, good tasting alternative to tap water or local brands.”
Zenith forecasts that the global market for premium water will rise further to 12.7 billion litres by 2018. “More consumers are coming to understand the importance of hydration. All packaged water is expected to see continued strong growth and premium water is set to benefit as a result,” concluded Simon Redwood.
The Zenith 2014 Premium Water Report contains 112 pages of charts, tables and commentary including a focus on five key markets: China, Germany, Japan, UAE and USA. Contact Zenith International, email mfedor@zenithinternational.com
