Runaway growth in West Europe’s flavoured water market is the result of consumer demand for drinks that combine good taste with an enhanced sense of wellbeing, according to the 2005 West Europe Flavoured Water report from leading drinks consultancy Zenith International. Volumes raced ahead by 17% to reach 1,115 million litres in 2004, despite the damp squib of a poor summer.
Benefiting from the purity and healthiness associated with bottled water, flavoured waters stand out as thirst quenching lighter alternatives to soft drinks, while offering an interesting change from plain bottled water. A small but rising number of flavoured waters also provide added value through the inclusion of functional ingredients such as vitamins, minerals and herbs.
Individual national markets vary considerably in the types of products available and volumes sold. Austria, which has the highest consumption per person, is led by exotically flavoured functional brands that contain an array of health promoting ingredients. Many northern countries are characterised by unsweetened sparkling products that are simply flavoured with either lemon or lime.
The United Kingdom spearheads the West European market with a 26% volume share, closely followed by Germany and France. Together the trio account for over 70% of total sales. Danone’s Volvic fruit flavoured water is the leading brand in all three. Other markets, especially in southern Europe, are still in the early stages of development. Flavoured water evidently offers considerable untapped potential to bottled water and soft drinks companies alike.
“In addition to leveraging the considerable pull of several of Europe’s best known bottled waters, flavoured water products are increasingly marketed under brands from other segments such as sports drinks and iced tea,” commented Zenith’s Research Director Gary Roethenbaugh. “Flavoured waters provide manufacturers with the ultimate in flexibility. At present, the sheer variety of flavours and functional ingredients on offer enables each brand to carve out its own niche.”
Zenith forecasts the West European flavoured water market will continue to grow by an average of 13% a year to pass 2,000 million litres by 2009.
The 2005 Zenith Report on West Europe Flavoured Water contains 227 pages including 173 tables and charts, a comprehensive market commentary and detailed analysis by country. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail [email protected]
Gary Roethenbaugh or Sophie Carkeek, Zenith International Ltd
7 Kingsmead Square w Bath BA1 2AB w United Kingdom
t +44 (0)1225 327900 w f +44 (0)1225 327901