The bottled water sector includes spring and mineral water, which can take natural or sparkling form. Moreover, flavoured water is a segment of this market which is gaining in prominence.
Globally, the bottled water market is growing, driven by Asia primarily. Indeed, bottled water serves as a reliable alternative to natural sources of water.
In Belgium, the market continues to expand in volume terms. Belgium has also seen that the per capita consumption is increasing. Flavoured water is growing at the most rapid pace, where traditional bottled water's growth is estimated to flatten for the years to come.
Finally, there is a widespread concern regarding plastic bottling, where both consumers and companies are looking for alternatives to this form of packaging. Today, around 88% of all water bottles sold are bottled in PET form.
1.2 Bottled water in an international context
Bottled water market size World, ****-****, billion liters Source: Euromonitor In **** close to *** billion litres of bottled water was sold. The market is growing at a steady pace driven by Asia primarily, which is emphasized in the next graph.
The market for bottled water grew by a CAGR of *.*% between **** and ...
1.3 The domestic market signals strength
Consumption of bottled water Belgium, ****-****, in million liters Source: ****
The Belgian bottled water market is expanding; between **** and **** the volume growth equalled **.*% in total. This growth comes from several factors including a lack of trust in untreated tap water, the implementation of the sugar tax, and manufacturer campaigns extolling the ...
1.4 International Trade
In this section we use the UN Comtrade code **** - "Waters, including natural or artificial mineral waters and aerated waters, not containing added sugar or other sweetening matter nor flavoured; ice and snow" to obtain data for Belgium's international trade of bottled waters.
Trade values Belgium, ****-****, in USD million and ...
2.1 Bottled water consumption patterns
Distribution of bottled beverages, by product type Belgium, ****, in % Source: fieb-viwf The chart above depicts the distribution of bottled water in Belgium in ****. From this we see that bottled water made up around half (***) of the market for beverages in ****, and was indeed larger than that of soft drinks. In other ...
2.2 Trends, innovations and substitutes
Explosive growth of the flavoured water segment
Flavoured water market size Belgium, ****-****, million liters Source: ****
There is no denying that flavoured water is gaining prominence in Belgium. Between **** and **** the market showed a whopping growth of CAGR **%; this growth is projected to continue, albeit at a slower pace, until **** when ...
3.1 Market & company structre
Company shares of bottled water sales Belgium, ****, in % Source: ****
The market for bottled water in Belgium is concentrated; Spadel, Nestlé, Alma Group, and Danone together account for more than half (***) of sales. Spadel, with SPA as a brand, is dominating the market with around a fifth of sales, which can be ...
The production chain of bottled water is strictly controlled and must adhere to hygiene, safety, and distribution (***) standards. In particular, the chain is structured in the following manner:
Water Filtration in this step the producers must make sure that the water is free from contaminants which can have a harmful effect ...
Top * distribution channels of bottled water Belgium, ****, in % Source: ****
The graph above depicts the most common distribution channels for bottled water in Belgium in ****. Supermarkets accounted for around half (***) of all sales which confirms that bottled water is something which is many times purchased in relation to grocery shopping.
Discounters (***) are ...
4.1 Product overview
Water is a somewhat standardized product already. In its original form, the only factors which, when altered, bring orginiality is adjustments in the production process and the packaging. Neverthless, these factors are important in terms of differentiation and marketing. One example is the Evian drop-shaped water bottle which brought much brand ...
4.2 Price Analysis
The table above is based on prices in Delhaize supermarket. In other words, a distributor's fee applies, and the prices reflect prices which consumers face rather than retailers. In the price comparison above we can see that the price range per liter starts from €*.** and goes up to €*.**. Although this ...
5.1 Regulations in force
Belgium is touched by regulation both on a national and regional (***) level.
In particular, Belgian standards are founded in Directive ****/**/EC, which is transposed into national law by the following frameworks:
The Royal Decree of * February **** on natural mineral waters and spring waters; Royal Decree of ** December **** amending the Royal Decree ...
6.1 Segmentation of actors
- Nestlé Waters
- Coca Cola Waters
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