North America Alkaline Water Market Quadruples in Four Years
Alkaline water has become an international growth phenomenon, according to the new 2018 Global Alkaline Water Report from food and drink experts, Zenith Global. In North America, where the concept is capturing the minds and market share of health-conscious consumers looking for water with added value functional benefits, sales have grown by over 40 percent a year since 2013. From a minor niche five years ago, alkaline water has surged ahead to gain mass appeal, led by brands such as Core and Essentia.
Global sales have risen by 18 percent a year to $631 million (USD) at consumer prices in 2017 and are rapidly heading towards $1 billion. Consumption volumes are estimated at 521 million liters (137.6 million gallons) in 2017, representing growth of 10 percent a year since 2013 and this is forecast to accelerate. Influenced partly by a move away from high sugar carbonated soft drinks, the uptake of alkaline water has been motivated by a range of health and wellness drivers, with a broadening consumer appeal.
Alkaline water typically has a pH of between 7 and 10. It may either come direct from a naturally high pH source or be enhanced by processing to achieve an elevated pH. Most alkaline waters are promoted as premium products for active, healthy lifestyles.
The 2018 Zenith Global Alkaline Water Report contrasts the high growth status of the North American market with the maturity of the Japanese market as well as assessing the burgeoning potential for West Europe. The report also analyses typical consumption occasions and leading consumer groups, along with the key cultural and regulatory factors, which may help shape the future success of the category in any particular market.
2.5 Million Water Coolers in East Europe By 2022
Growing faster than West Europe, the total number of water coolers in East Europe rose by 3.6 percent to 2.1 million units in December 2017, according to a new report from Zenith Global. Water demand was even stronger, with sales increasing by 5.0 percent to 2.3 billion liters (0.6 billion gallons) in 2017, one billion liters (0.2 billion gallons) more than the bottled water cooler market in West Europe. The volume of bottled water through coolers and dispensers/pumps in East Europe has increased to 12.2 percent of total bottled water consumption, compared with four percent 20 years ago.
Bottled water coolers dominate with 62.5 percent of total placements, but their share has fallen from 64.4 percent in 2013. POU mains water coolers accounted for just 4.5 percent of the total in 2017, but their number jumped by 10.6 percent in 2017 and was 59 percent higher than in 2013. Dispensers and pumps represented the remaining 33.0 percent, advancing by 5.1 percent to 0.7 million units and driven by their strength in Russia.
Russia retains the lead as the largest East European cooler market at 42.7 percent of the total in 2017, followed by Poland on 19.1 percent and Ukraine on 11.3 percent, together accounting for nearly three quarters of the region’s overall installed base. In terms of additional units, 2017 growth was driven by Russia, the Czech Republic and Romania, jointly contributing 65,000 new installations. By 2022, Zenith Global forecasts that the total East European market will increase almost 20 percent to exceed 2.5 million units, with bottled water coolers representing 61 percent of the total.