1.1 Definition and presentation
The market for bottled water includes mineral water, i.e. purified, - natural or carbonated - marketed in glass or plastic bottles. The first mention of a bottle of mineral water dates back to the end of the 16th century, when Henry II of France decided to obtain control over the famous thermal waters of Spa - a town in the Ardennes. It was only three centuries later, however, that we began to talk about a real water bottling industry.
In Italy the supply chain of bottled water is highly concentrated, more than three quarters of the market is in fact in the hands of a few giants, despite a very high fragmentation of brands.
The sector will be strongly influenced by a multiplicity of opposing trends that will impact the market in a different way, bringing a relative uncertainty about its evolution. On the one hand, the progressive awareness by consumers of the environmental impact of bottled water will mark a negative trend in demand, offset on the other hand by the continuing different needs of consumers and a general skepticism towards tap water. In addition, at a global and national level, the progressive attention to the preservation of the ecosystem, in particular through the recycling of materials to protect energy and costs, leads to the stipulation of increasingly stringent regulations, which are considered to have a decisive impact on the production and distribution of bottled water in Italy.
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