Summary

Since 2020, the global market for bottled water has shown dynamic growth, with the French market contributing to this trend, despite its maturity. The French market has recorded sustained sales, with a preference for still water over sparkling or flavored water, as demonstrated by Cristaline's popularity with the public. However, despite growth, consumers are increasingly sensitive to ecological concerns, prompting them to innovate by offering flavored waters as healthy alternatives to sodas, and by adopting eco-friendly packaging and recycling initiatives.

Major market players such as Danone, Nestlé and Neptune dominate the French market, which is mainly distributed by supermarkets. Price increases have been observed in recent years, due to factors such as rising plastic prices and legislation such as the EGalim law. France's balance of trade in bottled water remains in surplus, benefiting from strong exports of its natural mineral waters

The French bottled water market: consumption trends and changing preferences

Despite its maturity, the French bottled water market is constantly growing and diversifying. With sales of over 2.5 billion euros, the market grew by 3.5% in value. Although annual per capita consumption in France has fallen slightly, millions of French people continue to drink bottled water, with an apparent preference for flat over sparkling varieties. Brands such as Cristaline lead the market in terms of popularity, significantly outperforming other brands in consumer preference.

The majority of French consumers, who account for half the population, buy their bottled water in supermarkets. Large 1.5-2 liter bottles are the most popular, indicating that consumers are opting for value purchases that meet regular hydration needs. The French bottled water market is also becoming increasingly sensitive to innovative products, with flavored waters enjoying impressive sales growth of around 15% in volume and almost 14.5% in value.

Ecological concerns are also shaping consumer behaviour, leading many to give priority to recycling. The recycling rate for plastic packaging shows an upward trend, rising from 23.3% to 26.5%, reflecting growing environmental awareness among the French. In addition, recent studies suggest a significant increase in the frequency of waste sorting by the French public.

In terms of market structure, the bottled water industry is dominated by key players such as Danone, Nestlé Waters and Neptune, collectively holding over 75% of market share. These leaders remain successful thanks to their diversified portfolios, which include still and sparkling water options across different brands.

Consumer prices were on a downward trend, but have since been on the rise. This increase could be attributed to multiple factors, including rising production costs, the move towards higher-value products, and the regulatory influences of the EGalim law, which restricts certain promotional pricing practices.

In summary, despite facing challenges such as ecological impacts and mature market conditions, the French bottled water market is proving resilience, with changing consumer preferences towards healthier, more environmentally-friendly products stimulating both innovation and growth..

Dominant forces in the French bottled water market

In the French bottled water industry, a few large companies dominate the competition and hold the majority of market share, thanks to a strong portfolio of popular sub-brands. These conglomerates have succeeded in maintaining their dominant position by combining brand loyalty, extensive distribution networks and a diversified range of products that cater to different consumer preferences.

  • Neptune: A subsidiary of the Alma group and an industry giant, Neptune boasts a formidable presence thanks to its flagship brand, Cristaline, which is the preferred bottled water brand of French consumers. With its emphasis on affordability and availability, Cristaline has become a household name in France. In addition to Cristaline, Neptune's portfolio includes a range of other important brands such as Saint-Yorre and Vichy Célestins, each with its own mineral content and health benefits.
  • Nestlé Waters France: Nestlé Waters, one of the world's leading water companies, is deeply rooted in the French bottled water market. It offers a variety of still and sparkling waters, with well-known brands such as Vittel, Contrex and Perrier. San Pellegrino and Acqua Panna add an Italian touch to the range, to satisfy international mineral water lovers.
  • Danone Eaux France: Known for promoting well-being through hydration, Danone offers a range of health-oriented waters. With world-renowned brands such as Evian and Volvic, Danone secures its position in the market. Badoit and Taillefine also contribute to Danone's dominant position in the sparkling and diet water segments, respectively.
  • Groupe Ogeu: Also operating as a more specialized market player, Groupe Ogeu harnesses the power of regional appeal and tradition to sell its natural waters. Unlike the multinational giants, Ogeu positions itself as a supplier of authentically French mineral water with historical roots.
  • L'eau de Treignac: Representing the smallest, most artisanal end of the spectrum, Treignac's focus is on the quality and purity of its product. Aimed at a niche market that appreciates exclusivity and distinct mineral properties, Treignac appeals to connoisseurs and consumers who care about the environment and want to support local industry.

Each of these players brings its own contribution to the table, whether it's a focus on quality and tradition, health and well-being, or brand power and recognition. Together, they highlight

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Summary and extracts

1 Market overview

1.1. Presentation and definition of the market

In France, the activities related to the consumption of bottled water include still water (spring water, mineral water and water made drinkable by treatment), carbonated water and flavored water.

The global market is experiencing sustained growth, thanks to population growth and the development of emerging countries, which are consuming more and more bottled water. Sales are expected to grow at a CAGR of 9.99% between 2017 and 2021.

European markets, such as the French market, are more developed and therefore experience lower growth. However, bottled water benefits from an image of quality and safety that ensures its popularity among the population, and the rise of flavored beverages to replace sodas allows players to reinvent themselves.

Like the global market, the French bottled water market is concentrated around historical and international leaders such as Danone Eaux France, Nestlé Waters France and Neptune (a subsidiary of the Alma group) whose Cristaline brand is the market leader. The distribution of bottled water is mainly carried out through supermarkets .

The players have to face two major obstacles: the ecological argument and the price argument. Without recycling, bottled water has a considerable impact on the environment because of its plastic container. The market players must therefore face up to the increased competition from tap water consumption, which is more environmentally responsible and much more economical.

Numerous innovations are therefore being developed to reduce the carbon footprint of water bottles, and to promote their growth. Marketing efforts to promote the nutritional qualities of these products are also constant and aim to justify their higher price.

1.2. Strong growth in world consumption

The global bottled water market reached a value of US$ *** billion in ****. This market is expected to grow at a CAGR of *.*% between **** and ****.

The CAGR of the major global markets will be as follows:

Bottled water compound annual growth rate (***) World, ****, in % Source: ****

This graph shows the growth rate of ...

1.3. A growing French market

The French market continues to grow, despite its maturity. Between the end of November **** and the end of November ****, sales of bottled water increased by *.*% in value to €*.* billion. The data is calculated in CAM (***). CAM data for the end of November **** is not available.

On the other hand, for the ...

1.4 France's trade balance is clearly in surplus

In order to study the foreign trade of French bottled waters, it is necessary to analyze the products with the following HS codes:

******** - Waters, including mineral waters and aerated waters, containing added sugar or other sweetening matter or flavored, directly consumable as a beverage ******** - Natural mineral waters, not ...

2 Analysis of the demand

2.1. Water consumer preferences

The water consumption of a French person is as follows:

Annual consumption of packaged water per capita France, ****-****, in L Source: ****

The graph above shows the annual consumption of bottled water by a French person.

The French consumption of bottled water is significantly more oriented towards still water: in fact, ...

2.2. The main purchasing channels

Consumption of bottled water:

Percentage of French people consuming bottled water France, ****-****, in % Source: ****

The graph above shows the share of the French population consuming bottled water. It is possible to conclude that in **** one French person out of two will buy a bottle of water.

Purchasing channels for bottled ...

2.3. The French are more and more sensitive to innovations and ecology

As a replacement for soda, the French are turning to flavored waters to quench their thirst. As a result, this market is experiencing strong growth and has seen sales increase by **% in volume and **.*% in value, in rolling annual growth as of May **, ****. Carbonated waters are the fastest growing in volume, ...

2.4 French people's favorite bottled water brands

The graph below was obtained from the survey conducted by OpinionWay about the favorite brands of the French in March ****. The respondents answered to the question "Do you like this or that brand of still water?" and for each brand, the percentage corresponds to the proportion of respondents who answered " ...

3 Market structure

3.1. Value chain

The value chain of bottled water begins with the collection of water underground, or in surface water for water that is then treated. Spring and mineral waters are consumable as they are and undergo little treatment (***). Their disinfection is forbidden. Water made drinkable by treatment, on the contrary, must be disinfected ...

3.2. A highly concentrated market

When we look at the water market, we see that it is quite concentrated. Three groups hold more than three quarters of the market: Neptune and Nestlé Waters, with **.*% of the market each, and Danone, with **.*% of the market.

Market share of major water brands France, ****, in % Source: ****

The market is ...

3.3 A dynamic French production

Naf code **.**A, which includes the production of natural mineral waters and other bottled waters, provides us with information on French production. The turnover of the table water industry has been steadily increasing since **** and has seen an increase of **.*% in **** and **.*% since ****.

Table water industry turnover index France, ****-****, index ...

3.4 Distribution essentially provided by the mass retail sector, but undermined by the closure of restaurants during the lockdown

Bottled water is distributed through three main channels: supermarkets for consumption at home or on the go, restaurants and bars, and other businesses (***). Large and medium-sized retailers account for the majority of sales.

Nestlé's water division, on the other hand, saw a **% decline in sales in mid-year **** compared to mid-year ...

3.5 Cyclical production that must adapt to demand

As a direct result of the cyclical nature of demand, producers in the bottled water industry experience an increase in sales in the summer months, when temperatures are highest. They must therefore face the drop in sales in winter.

Sales peak in July and August, while November and December are the ...

4 Analysis of the offer

4.1. Plain waters represent the majority of the market

Plain waters accounted for **% of sales in supermarkets in CAM on April **, ****, compared to **.*% for carbonated waters and *.*% for flavored waters. However, it is the latter that are experiencing the strongest growth (***). This one moreover seems to continue with an increase in sales of **.*% in CAM at the end of May ...

4.2. Prices on the rise since 2017

Consumer prices for mineral or spring water fell sharply between **** and **** but appear to be starting to rise since ****. The reasons for this recent price increase are multiple. First, producers have been passing on higher plastic prices to consumers, taking advantage of the oligopolistic market structure to do so. In addition, ...

4.3 An offer in competition with tap water

The main competitor of bottled water is tap water. If the consumption of bottled water is increasing, it thus remains lower than that of tap water. The barometer of the perception of water estimated in **** that **% of French people consumed tap water every day against only **% for bottled water. However, **% of ...

4.4 Bottled water is renewed

More environmentally friendly bottles

Since the ****s, plastic water bottles have been made entirely of PET (***), a fully recyclable material. The bottles, once sorted, crushed and melted to form granules, can be reused to make pens, clothes or other bottles.

However, the reality is quite different, since a large part of ...

5 Regulation

5.1 Current regulations

Quality criteria

Water is subject to specific regulations (***) which distinguishes, under this term, three types of water according to their origin, their stability and the treatments to which they have been subjected:

natural mineral water ; spring water water made drinkable by treatment.

Three types of bottled water:

Water made drinkable by ...

List of charts

  • Evolution of the global bottled water market size, in value
  • Share of global bottled water sales volume
  • Compound annual growth rate (CAGR) for bottled water
  • Bottled water sales
  • Annual consumption of packaged water
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Latest news

Perrier sparkling water faces production cutback - 18/04/2023
  • Reduced flow of water from Perrier natural spring due to climatic events
  • Annual production at Vergèze: approx. 1.6 billion bottles
  • Number of employees (including temporary staff): approx. 1,000
  • Downsizing planned: 250 positions by 2024
  • Current investment plan: 40 million euros
  • Investments made since 2016: 170 million euros
Nestlé Waters cuts 200 jobs at Vittel, Hépar and Contrex - 17/05/2023
  • Nestlé Waters is cutting 171 jobs by the end of the year at its bottling plants in Vittel and Contrexéville (Vosges).
  • In 2019, around 100 positions had already been cut.
  • At present, the workforce stands at 721.
  • After the redundancy plan, the workforce is expected to fall to 550.
  • In 2005, there were 2,100 employees at these plants.
  • Nestlé Waters has decided to stop marketing Vittel in Germany in 2022.
  • The suspension of two of the six boreholes dedicated to Hépar water was announced in May.
  • The two suspended boreholes account for 60% of Hépar water production.
Cristaline is affected by the rise in the price of PET. - 07/06/2022
  • Cristaline raises its retail price by 10%
  • The water brand had not changed the price of the six-pack of one-and-a-half-liter bottles since 2002 and the changeover to the euro.
  • Cristaline is the best-selling water brand in France, with 233 million packs sold in 2021, according to NielsenIQ.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Alma Sources (Groupe Alma - Neptune)
Ogeu Groupe
Nestlé Waters
Cristaline
Abatilles Eaux Minérales d'Arcachon
Mont Roucous
Hepar (Nestlé Waters)
Fiji Water
Evian (Danone Groupe)
Volvic (Danone Groupe)
Badoit (Danone)
Perrier (Nestlé)

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