Mineral water is drinking water that orginates from under the ground and generally exploited for commercial reasons.
The French bottled water market is estimated by IRI at 1.76 billion euros per year. The consumption of bottled still water has increased from an average of 9 litres per person in 1999 to about 27 litres in 2013, a 200% increase in 14 years, according to a study by Canadean. In France, 175 bottles of water are sold every second, or 4.5 billion bottles per year.
The French bottled water market is highly concentrated. Three groups hold nearly 80% of the market share. The Neptune (incuding Saint-Yorre, Vichy, Célestins, Thonon, Pierval, Chateldon, Courmayeur, Cristaline, Vernière, Rozana) and Nestlé Waters (including Vittel, Contrex, Nestlé Purelife, Perrier, San Pellegrino, Acqua Panna, Hépar, Quézac, Valvert, Charmoise) groups each hold 28.4% market share in 2013. Third position is held by Danone, with a 19.3% stake with its brands Aqua, Evian, Bonafont, Mizone, Villa del Sur, Font Vella, Volvic and Badoit.
The numerous takeovers demonstrate that the market is very concentrated, on a national and international scale.
In order to revitalize the mineral water market, manufacturers are relying in particular on advertising and commercial actions. By 2012, the advertising budget of manufacturers in the sector had increased by 10% according to Kantar Media.
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