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Summary of our market study
The global bottled water market has evolved significantly since 2020, with a projected CAGR of 6.7 percent from 2022 to 2030 and a value of $283.01 billion in 2021 . Asia-Pacific is the largest market, with more than 40% of sales, and is expected to grow the fastest.
European markets, on the other hand, show slower growth, with the exception of Italy, where the industry is mainly run by family businesses rather than multinationals. Despite environmental concerns and competition from tap water, consumption of which increased by 5 percent in 2021, with 82.7 percent of Italians drinking it, the bottled water market is innovating to reduce its carbon footprint.[ISTAT]
Trends and dynamics of the Italian bottled water market:
In the Italian market, bottled water continues to exert a significant influence on consumers, with a strong preference for natural still water, accounting for about 69 percent of consumption. Sparkling and naturally effervescent waters also maintain a stable demand, contributing to the rest of consumption. This trend is fueled by ecological considerations, profitability, and increased reliance on municipal water quality.[Beverfood]
Environmental concerns, combined with competitive pricing considerations, are the main challenges for market participants. The environmental impact of plastic bottles has prompted innovations aimed at minimizing the industry's carbon footprint and strengthening sustainable practices. Marketing campaigns emphasizing the health benefits of bottled water also seek to justify the cost differential from cheaper tap water.
The analysis reveals a wide distribution of consumption in Italy, with a marked concentration in the Northwest, accounting for about 29 percent of the total, followed closely by southern regions and central Italy, including Sardinia. The Northeast, while close, accounts for a smaller share of about 18 percent. The islands and Umbria are regions with significantly high per capita consumption rates.
In terms of trade flows, Italy has a formidable export capacity, which has always exceeded imports, leading to a substantial trade surplus in the sector. The United States and France are the main export destinations, together accounting for about half of the total.[UNcomtrade]
Some of the major companies analyzed:
- Sanpellegrino SpA - Part of the multinational Nestlé, Sanpellegrino SpA has a long history of market leadership in Italy. Its product range is of uncompromising quality, including the prestigious sparkling mineral water S. Pellegrino. Pellegrino, which is recognized worldwide, particularly in high-end gastronomic circles. It also boasts the smooth mineral water Acqua Panna, from Tuscany, and the oligomineral product Levissima, from the mountainous regions of Alta Valtellina.
- San Benedetto Mineral Water - The Zoppas family controls San Benedetto, one of the world's leading producers of mineral water. With brands such as San Benedetto, positioned at the high end of the market, and Guizza, aimed at the lower price segments, the company's reach is undeniable. San Benedetto's Ecogreen 100ECO range stands out for its eco-friendly packaging and commitment to sustainability.
- Sant'Anna - Owned by Alberto Bertone, Sant'Anna has grown rapidly in the market since its creation in 1996. The brand has established itself as the lightest of major bottled waters, with a focus on minimal mineralization and low sodium content, allowing it to establish itself in modern retail channels.
- Ferrarelle SpA - This Campania-based company, run by the Pontecorvo family, has a strong presence in the natural effervescent mineral water segment. Ferrarelle water combines flavor and wellness and is making a name for itself in international markets through strategic partnerships.
- Rocchetta/Uliveto - Owned by the De Simone Niquesa family, the group offers Uliveto natural effervescent mineral water, the Rocchetta oligomineral variety and Brio Blu lightly sparkling water. A focus on wellness and health has enabled it to position prices above the market average.
- Lete - Run by the Arnone family, Lete has established itself as a dynamo in southern Italy, a leader in the natural sparkling water segment. Thanks to innovative development strategies, the Lete brand has become a benchmark in the natural sparkling water market
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Summary and extracts
1 Market Summary
1.1 Definition and presentation
Bottled water is water packaged in plastic or glass containers for human consumption. It can come from natural springs, artesian wells or simply be treated drinking water. it comes in different types, such as mineral water, spring water and purified water.
The size of the bottled water market is estimated at $274 billion in 2024 and is expected to reach $380.5 billion by 2029, growing at a compound annual growth rate (CAGR) of 6.79 percent during the forecast period. People nowadays have become more aware of the potential risks associated with contaminated tap water. According to WHO, by 2022 at least 1.7 billion people worldwide used drinking water sources contaminated with feces. Therefore, consumers are attracted to bottled water because of its easy portability, convenience, and safety guarantee.
The European bottled water market is estimated at $72.82 billion in 2024 and is expected to reach $87.44 billion by 2029, with a compound annual growth rate of 3.73 percent.Over the period, the bottled water market in Europe is growing with increasing sales in the sparkling and natural water categories, both through retail (off-trade) and consumer (on-trade) channels. Bottled water sales are also increasing from online stores in areas where home delivery is an important sales channel. Growing consumer concerns about the consumption of contaminated tap water is a major contributor to market growth.
Forecasts on the value of the Italian bottled water market from 2023 to 2029 indicate an overall growth of 13.8 percent. It is expected to register steady growth due to the restaurant and tourism industry. The natural water segment is expected to register strong sales growth in volume, while sparkling and functional features are expected to register high growth in value. Good news also regarding thehedomestic production of mineral and packaged water in recent years, which shows an upward trend of 18,57%. Market dataindicate that despite the reduction in the number of companies, the sector has seen an increase in employment. This suggests a consolidation of the market, with fewer but larger firms, or increased efficiency and productivity of existing firms.
1.2 The global market
The size of the bottled water market is estimated at $*** billion in **** and is expected to reach $***.* billion by ****, growing at a compound annual growth rate (***). People nowadays have become more aware of the potential risks of contaminated tap water. According to WHO, at least *.* billion people worldwide used feces-contaminated drinking ...
1.3 The European market
The European bottled water market is estimated at $**.** billion in **** and is expected to reach $**.** billion by ****, with a compound annual growth rate (***). In response to the COVID-** crisis, on March **, ****, the European Commission closed the borders of the European Union for ** member states to all nonessential travel for a minimum ...
1.4 The Italian market
Forecasts on the value of the Italian bottled water market from **** to **** indicate an overall growth of **.* percent. It is expected to register steady growth thanks to the restaurant and tourism industries. The natural water segment is expected to register strong sales growth in volume, while sparkling and functional features are ...
1.5 Imports and Exports
Under HS code ****.** (***), between **** and ****, Italy's exports of bottled water grew significantly from $***.* million in **** to $***.* million in ****, peaking at $***.* million in ****. Imports, on the other hand, remained rather stable and contained, increasing slightly from $*.** million in **** to $**.* million in ****. The coverage rate, which measures the ratio of exports to imports, ...
1.6 Inflation suffered by the sector
The bottled water industry in Italy has experienced a period of significant challenges due to inflation. Rising production costs, mainly due to higher prices of raw materials such as plastic and glass, have had a direct impact on companies' budgets. Energy and transportation costs have also risen, making it more expensive ...
2 Demand analysis
2.1 Overview of demand
the Italian packaged water market is ** percent composed of mineral waters. The other categories of packaged waters (***), account for just *% of the total water consumed.
Data on national consumption of mineral and packaged waters in Italy show an increasing trend from **** to ****. In ****, consumption was **,*** million liters, decreasing slightly in **** to ...
2.2 Geographical distribution of demand
In ****, average monthly household spending on water in Italy shows significant geographic variation. Households in the South and Islands spend the most, with an average of **.* euros per month. In the Center, spending drops to **.** euros, while in the Northeast and Northwest it is the lowest, with an average of **.** euros ...
2.3 Demand drivers
In ****, the national breakdown of beverage spending in Italy shows a relatively balanced distribution among several categories. Water accounts for ** percent of total spending, followed by wine and soft drinks, both at ** percent. Beer makes up ** percent of spending, while other alcoholic beverages account for ** percent. Sparkling wines have the lowest ...
2.4 Trends in demand for bottled water
The trend of online searches for bottled water in Italy between **** and **** shows significant fluctuations. In July ****, the index was at **.*, but fell sharply in August and September of that year, reaching **.* and then **.*. From October **** to December ****, the index remained relatively stable, fluctuating between **.* and **.*, with a peak in July ...
2.5 New trends in demand
In recent years, the bottled water market has seen a number of significant changes, influenced by various social, economic, and environmental factors. These trends reflect an evolving bottled water market, driven by growing environmental awareness, an increased focus on health and wellness, and a preference for authentic and transparent products. Here ...
3 Market structure
3.1 Italian market structure
The number of enterprises active in the soft drink, mineral water and other bottled water industry in Italy showed a downward trend between **** and ****. In ****, there were *** enterprises, but this number steadily decreased to *** in ****. In ****, there was a slight increase to *** enterprises, followed by a slight decrease in ****, with *** active ...
3.2 Value Chain
*. Extraction and Harvesting:
Acquiring water from natural sources such as springs, deep wells, or treating drinking water. Obtaining necessary licenses and permits for the use of water resources.
*. Treatment and Purification:
Filtration to remove physical impurities. Disinfection through techniques such as ozonation or UV. Addition of minerals, if necessary, to ...
3.3 Distribution channels
Analyzing packaged water sales by channel between **** and ****, Modern Retail shows steady growth, with a **.*% increase from *,*** to **,*** million liters. The Traditional Retail + Door to Door sector experienced a slight initial decline in ****, but recovered, with an overall increase of *.* percent from *,*** to *,*** million liters. Horeca + Catering + Vending suffered a significant ...
3.4 The main players in the market
The main companies producing bottled water are as follows:
Sanpellegrino : The Sanpellegrino SpA group (***).
San Benedetto: It is controlled by the Zoppas family and ranks at the top of the industry in quantity production of mineral water and second in value production. the group now has * production units. the brands with ...
4 Supply analysis
4.1 Supply analysis
the bottled water market is very diverse and includes several types of products, each with specific characteristics and market segments. Here is a detailed description of the main categories:
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: left; }
As for the ...
4.2 Price analysis
In ****, average market prices of bottled water in Italy show significant variations among different types. Natural effervescent water is the most expensive, with an average price of *.*** €/L. It is followed by carbonated water at *.*** €/L, while non-carbonated natural water has an average price of *.*** €/L. Mildly carbonated water is the ...
4.3 New supply trends
The bottled water market is constantly evolving, and several new trends have emerged in recent years that respond to consumer needs and environmental, economic, and social dynamics. Here is a detailed description of the main current trends:
*. Sustainability and Ecological Packaging:
Recycled Plastic Bottles: Many brands are switching to bottles ...
5 Rules and regulations
5.1 Regulatory Context
In the European Union, all food companies producing bottled water must comply with Regulation ***/****/EC on the hygiene of foodstuffs.* In addition, bottled water must follow other regulations that include definitions of the different categories of bottled water, the type of extraction, treatments, safety requirements, sales, labeling and packaging.
We find ...
6 Positioning of actors
6.1 Market segmentation
- San Pellegrino
- Ferrarelle
- Sant'Anna
- Lete
- San Benedetto
- Uliveto e Rocchetta
- Refresco
- Acqua Vera
- Acque Minerali D'Italia
- San Bernardo
List of charts presented in this market study
- National breakdown of beverage spending
- Demand trends by breakdown
- Packaging packaged water (consumption)
- Breakdown by bottled water sales channels
- Consumption by geographic area by quantity
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