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1. AMATI
& Associates
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MARKET SNAPSHOT:
GLOBAL BOTTLED WATER

2. AMATI
& Associates
2
Blurring Boundaries: the bottled water category is building on insights and
strategies from soft drinks, leveraging typical rituals from cocktails,
borrowing codes from Ready-to-Serve and Ready-to-Drink beverages

3. AMATI
& Associates
2007 2008 2009 2010 2011 2012
Volume Size (Liter Billions)
Market Trends
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2007 2008 2009 2010 2011 2012
Value Size (EUR Billions)
Market still positively moving both in volume and value terms
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4. AMATI
& Associates
Still
Unflavored
Sparkling
Unflavored
Sparkling
Flavored
Still
Flavored
Global Sales by Category (Value; 2011)
Market Trends
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Traditional Still Water represents largest piece of the category, with Europe being traditionally an exception
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Asia Pacific
Europe
South America
North America

5. AMATI
Associates
5
US, China and Mexico are the biggest markets, with the most interesting growth prospects coming from
Thailand, China and Indonesia
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Highest potential Market
Country Sizes Volume
US
China
Mexico
Brazil
Indonesia
Thailand
Italy
Germany
France
Spain
ROW
CAGR 2008-2011

6. AMATI
Associates
Mexico
Italy
Thailand
UAE
Belux
France
Germany
Lebanon
Spain
Switzerland
US
Global Average
Pro-capita consumption (liters; 2012)
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Mexico and then Italy rank at the top of the pro-capita consumption world list
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Highest potential Market

7. AMATI
Associates
Super/
Hyper
On-trade
Independent
Retailers
Convenience
others
Global Sales by Channel (Value; 2012)
Channels
While globally the on-premise is the second most important channel, it comes with different weights in US and
Europe
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Super/Hyper
On-trade
Independent
Retailers
Convenience
others
US Sales by Channel (Value; 2012)
Super/HyperOn-trade
Independent
Retailers
Convenience
Europe Sales by Channel (Value;
2012)

8. AMATI
Associates
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Focus United Stated ILLUSTRATIVE

9. AMATI
Associates
Average Price Structure in US
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Marketing and Selling expenses count for a big chunk of the retail price, with distributors margins being
multiples of the producers’
ILLUSTRATIVE
Cost of Goods Marketing Trade Allowances EBITA Retail Margin Retail Price
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SGA

10. AMATI
Associates
US Market Positioning
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The top three distributors of Bottled Waters in the US have found for their brands ownable territories in
consumers’ hearts and minds
Well-being
ILLUSTRATIVE
MeUs
Wellness
Pleasure
Epicure
Sustainable Lifestyle
Fit look good
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3
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Bright

11. AMATI
Associates
11
Focus Innovation ILLUSTRATIVE

12. AMATI
Associates
New Products and Line Extensions
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MiO Water Enhancer was launched by Kraft in 2011, with Energy and Light extension reaching market in ‘12
and ‘13
ILLUSTRATIVE

13. AMATI
Associates
New Products and Line Extensions
13
Coca-Cola owned Dasani’s has launched a brand extension in the liquid flavoring additives (Oct ‘12)
ILLUSTRATIVE

14. AMATI
Associates
New Products and Line Extensions
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Fruitwater from Coca-Cola’s Glaceau, sparkling fruit-flavored water with no calories launched in 2013
ILLUSTRATIVE

15. AMATI
Associates
New Products and Line Extensions
15
Evian Limited Edition bottle in collaboration with DVF, launched in Dec ‘12
ILLUSTRATIVE

16. AMATI
Associates
New Products and Line Extensions
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Vichy Catalan – the sodium rich Catalan water – just recently launched a brand extension in tonic waters by
positioning as the perfect cocktail mixer (May 2013)
ILLUSTRATIVE

17. AMATI
Associates
New Products and Line Extensions
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Nestle also launched a Limited Edition bottle, alongside a campaign celebrating Luciano Pavarotti’s heritage
and legacy
ILLUSTRATIVE

18. AMATI
Associates
New Products and Line Extensions
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Ethical brand ONE enters the booming flavored waters segment (2013)
ILLUSTRATIVE

19. AMATI
Associates
New Products and Line Extensions
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Chi Coconut Water, extends into flavored waters and flavored milk (2013)
ILLUSTRATIVE

20. AMATI
Associates
AMATI
Associates
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