The bottled water market - France

The French bottled water market has a consolidated structure, dominated by still waters, which account for 66% of sales by value. This segment, essential to French drinking habits, recorded growth of +8.8% in value and +2.3% in volume in 2023, making it the market's main driver. Bottled water's place in the world of non-alcoholic beverages is confirmed by its sales of 2.67 billion euros, placing it second behind soft drinks (4.27 billion), and well ahead of fruit juices (2.03 billion). internationally, France enjoys a strong position: in 2023, exports of bottled water reached $1.04 billion, against $183.8 million in imports, generating a trade surplus of over $850 million, despite a slight decline in the coverage rate. Italy remains France's leading supplier, accounting for 77% of imports, while French brands are gaining ground on export shelves thanks to their reputation for purity and natural origin. The market is driven by three major groups: Danone Eaux France, Nestlé Waters, and Neptune (Cristaline). Cristaline far outstrips its competitors in terms of awareness and market share, with 60% of French people claiming to drink it, compared with 22% for Evian, 19% for Perrier and 17% for Vittel. Distribution remains highly concentrated around traditional channels: hypermarkets (40.3%) and supermarkets (28.7%) account for almost 70% of sales by value, although online channels are gaining ground. The flavored water segment, particularly sugar-free and natural versions, is also enjoying dynamic growth (+6% in 2024), driven by product innovation and growing demand for healthy beverages. Players like Carola, with recipes inspired by mocktails, are performing well above average (+15%). Despite this vitality, the market faces a number of challenges. On the one hand, consumer expectations are evolving towardsgreater environmental responsibility: 71% of French people say they are in favor of reducing the use of plastic bottles, for ecological, economic or both reasons. On the other, fiscal and regulatory pressure is intensifying: an amendment passed by the French Senate would raise VAT on bottled water from 5.5% to 20% from 2025, justified by a carbon footprint claimed to be 2,023 times greater than that of tap water. Last but not least, competition from tap water is making itself increasingly felt. While 80% of French people say they will have confidence in tap water in 2024 (compared with 85% in 2022), the temporary mistrust observed in 2023 (78%) and the scandals linked to certain unlawful industrial practices could nonetheless slow down the transition.however, this could slow down the transition to exclusively "on-tap" consumption, and maintain the appeal of bottled water, perceived as safer and more convenient. The bottled water market is mature, exporting and innovative, but it must now deal with strong ecological injunctions, a changing tax system, and consumers in search of meaning, naturalness and transparency.