Summary of our market study

The global water bottle market, of which water bottles are a key product, was valued at $8.92 billion in 2022 and is expected to grow at a CAGR of 4.4% between 2023 and 2030. Asia-Pacific leads the way with a 39% market share, influenced by rising living standards and environmental awareness. In response to the environmental impact of single-use plastics, there is a shift towards sustainable materials such as stainless steel, which is expected to experience the highest CAGR (4.6%) over the forecast period.

The French market is in line with global trends showing a move away from plastic towards more eco-friendly options, with 54% of French people regularly using a water bottle. Influencers and brands are contributing to the growth of e-commerce, which is expected to grow at a CAGR of 5.1% to 2030. Health concerns and ecological awareness are driving consumer preferences, leading to innovations such as connected water bottles and materials such as TritanTM and biodegradable plastics. Regulations, such as EC Regulation 1935/2004, guarantee the safety of materials in contact with food, further driving the market.

Navigating the rising tide of ecological awareness in the French market

In recent years, France has witnessed a remarkable increase in eco-responsible behavior among its citizens, with many adopting the use of water bottles, or "gourdes", as a sustainable alternative to single-use plastics. The shift in consumer preferences can be attributed to a collective awareness of the impact of lifestyle choices on the environment, as well as a response to increasingly stringent regulations, particularly regarding the use of plastic products.

Growing apprehension about the health risks associated with single-use plastics has further fuelled demand for safer, reusable water bottles. The French water bottle market is booming, and is estimated to be worth between 580 million and 1.1 billion euros. Eco-responsible inertia is not limited to individual consumers, but also extends to businesses and public authorities. Companies and local authorities are actively involved in gourd distribution. Paris, for example, distributed around 50,000 gourds at a music festival, in an ongoing effort to support sustainable practices.

In terms of consumer behavior, more than half of the French population uses gourds regularly, with the average user owning around two gourds, which are typically used over a four-year period. In particular, young people, especially in the 25-34 age bracket, and women, mainly from the south of France, are the main gourd users. This widespread adoption also echoes the move away from bottled water to tap water.

Whereas in the early 2000s, more than half the population preferred bottled water, the current trend is a reversal, with the majority now preferring tap water. This change is due to confidence in the quality of tap water, the exorbitant cost of bottled water and heightened ecological awareness, with 77% of the population considering the use of plastic bottles to be problematic for the environment.

Another aspect influencing the market is the material preference for water bottles, with stainless steel being the material of choice in France, in contrast to the global market dominated by plastic. The criteria for selecting a water bottle are essentially functional, encompassing factors such as size, cost, ease of use, sturdiness and isothermal capacity.

Increased consumer awareness, rising living standards in developing countries and the ban on rigid plastics are all contributing significantly to the growth of this global market.

The dynamics of the water bottle industry

As we explore the dynamic landscape of the gourd market, it's essential to highlight the innovative companies that play a key role in shaping this industry. These players offer unique products that meet the diverse needs of consumers, from sustainability and health to luxury and convenience, and are recognized for the distinct place they occupy in the market.

  • Luxury brands: basic products for everyday use

Luxury groups such as Chanel and Prada have ventured into the water bottle market, bringing their signature aesthetics and high-quality craftsmanship to a product that has traditionally prioritized functionality over style. These high-end offerings are aimed at consumers seeking an element of luxury in their daily hydration habits, harmoniously combining fashion and ecological awareness.

  • Sports giants: promoting active hydration

Decathlon stands out among sports-related retailers, offering a range of water bottles that appeal to sports enthusiasts. Their selection ranges from the simplest models to thermal options for outdoor activities. Decathlon products are designed with functionality in mind, allowing users to hydrate on the move without compromising quality or performance.

  • Home-grown French innovators

In the booming French market, Qwetch stands out for its ability to customize its stainless steel water bottles, giving them a unique touch. Gobilab offers eco-friendly options, including water bottles with replaceable parts for long-term use. Zeste, meanwhile, focuses on sleek design combined with sustainable materials, and Gaspajoe (Wakapop) offers a playful approach to water bottles, with bright patterns and fun elements to appeal to a younger audience.

  • Global water bottle manufacturers: industry trends

internationally, we see Hydro Flask leading the way with its insulated, high-performance stainless steel bottles, designed for a wide variety of activities and climates. Thermos maintains its long-standing reputation for quality insulation technology across its entire product range. Klean Kanteen focuses on health and environmental impact by offering sustainable solutions. S'well nods to both functionality and fashion with bottles that promise to keep beverages at the desired temperature while also flaunting a certain style.

These key market players collectively contribute to the dynamic and innovative nature of the French and global water bottle markets, meeting a range of needs from luxury to sustainability, sport and health. Each brand brings its own unique vision, contributing to a dynamic market as diverse as its consumer base. As the industry develops, these players continue to set the pace and direction of the market.

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

A gourd is a container for drinking any type of beverage away from home. Although often in the shape of a classic bottle, the gourd comes in a wide variety of shapes, colors, patterns and materials. Plastic is currently the most widely used material, but it could be overtaken by stainless steel, which is cleaner and less hazardous to health, and glass, which has the advantage of being infinitely recyclable.

The global market for water bottles is booming, and is expected to grow by 4.4% a year between 2023 and 2030. Asia-Pacific represents the largest regional market for gourds, with 39% market share. This growth, which is mainly localized, can be explained by consumers' growing awareness of the impact of their lifestyles on the environment, rising living standards in many developing countries, and increasingly stringent plastic regulations (notably on single-use plastics). In France, the water bottle market is booming, with double-digit growth rates.

The main players in the French gourd market are specialist sports retailers such as Decathlon and, of course, manufacturers such as Qwetch, Gobilab, Rebo, S'well and even luxury brands like Chanel and Prada. There is a wide variety of models on the market, to suit all price ranges.

The gourd market should continue to grow in volume over the next few years, until a large proportion of consumers are equipped with one. Trends in this market are towards diversification and innovation. In terms of diversification, brands are starting to offer products for different places or times of day (work, car, home, gym). In terms of technology, connected water bottles are beginning to develop, making it possible, for example, to count the number of plastic bottles saved thanks to the water bottle.

1.2 A booming global market

The global gourd market was valued at $*.** billion in **** and is expected to grow at a CAGR of *.*% over the period **** - ****.

Global gourd market size projection World, **** - ****, in billions of dollars Source: ****

Collective awareness of the pollution caused by plastic, coupled with rising living standards in many developing countries, ...

1.3 A fast-growing national market

at the time of writing, no market size is available for the gourd market. We therefore present below a method for estimating this market size:

The most reliable estimate is based on the results of a Gobi x OpinionWay survey published in May ****. According to their results, **% of French people own ...

1.4 Balance of trade

Unfortunately, there is no NAF code covering all gourds, so we'll be looking at imports and exports in the sector identified by code ****, which covers isothermal bottles and vacuum containers. This market is not limited to gourds and includes other products, but its trends reflect the gourd market.

Exports from the ...

2 Demand analysis

2.1 Bottled water loses popularity to tap water

In ****, **% of French people drank bottled water and only **% tap water. The trend was reversed for the first time in ****, and has been maintained ever since.

trends in water consumption France, **** - ****, in Source: ****

The gap continues to widen, with more and more French people drinking tap water every day. However, ...

2.2 The French are increasingly eco-responsible

**% of French people are well aware of the need to adopt eco-responsible behavior on a daily basis, and believe thatusing a water bottle is a gesture worth adopting.

What are the main eco-responsible gestures to adopt on a daily basis? France, ****, in Source: ****

It also emerges that people over ** prefer simple ...

2.3 The French and gourds

According to a May **** Gobi, OpinionWay survey, **% of French people use a gourd on a daily basis, and users own an average of two that they've been using for four years. The **-** age group is over-represented, and gourds are more commonly owned by women and people living in the south ...

2.4 Consumer apprehension about the health risks of gourds and tap water

Water can cause two types of pathologies:

Infectious pathologies (***); Pathologies linked to chemical pollution.

The substances that pollute tap water are :

Lead ; Pesticides ; Nitrates; Arsenic; Water chlorination by-products; Drug residues.

However, tap water is the most strictly controlled product in France[***]. The rules are strict: the water must contain no trace ...

2.5 The rise of B2B demand

Atrendy object par excellence, the gourd is now in demand by many music festivals, sports clubs, companies and local authorities, who offer these objects to their customers or employees. This phenomenon is particularly beneficial for gourd manufacturers, since corporate consumption often focuses on high-end items, enabling manufacturers to generate higher ...

3 Market structure

3.1 Value chain

Source: ****

3.2 The different types of players on the market

Major food retailers:

The major food retailers (***) sell numerous brands in their stores and on their websites.

Carrefour, through Greenweez, the leader in organic and eco-responsible e-commerce created in ****, offers nearly *,*** references in all materials, shapes, sizes and colors.

Major sports retailers:

The first players to benefit from the explosion in ...

3.3 Key market players

The Similarweb site gives us information on website traffic, which in turn gives us information on the popularity of gourd brands.

Website traffic for * gourd brands World, ****, in thousands Source: ****

On this panel of six water bottle manufacturers, Hydro Flask comes out on top, always with between * and * times more visits ...

3.4 The complexity of gourd production in France

Gobilab is the only company to offer water bottles made in France. The product underwent a thorough eco-design analysis before being launched on the market, to limit environmental impact at every stage: manufacture, use and end-of-life. The results of the analysis revealed, rather surprisingly, that injected plastic was the most environmentally-friendly ...

4 Offer analysis

4.1 Overview of the different types of water bottles

The gourd is an easily customizable object that offers consumers the opportunity to differentiate themselves and let their creativity express itself.


Glass gourd: Advantages: odorless and tasteless, dishwasher-safe, attractive appearance, recyclable Disadvantages: extremely fragile, heavy, energy-intensive to produce and transport Stainless steel bottle (***): Advantages: robust, dishwasher-safe, durable, free from harmful ...

4.2 Some popular models

The table below shows the prices of some of the most popular gourds, according to articles in Le Monde and Le Parisien.

While the price of some brands' water bottles may seem very high at first glance, it's worth remembering that a water bottle is made to last for many years. ...

4.3 A fast-growing market driven by numerous innovations

There are many different types of water bottles, each with its own materials, appearance, function, capacity and properties. Manufacturers work hard to innovate in order to stand out from their competitors and meet consumer expectations.

Zanmimi, for example, focuses on the quality of its heat-retaining properties. Unlike most water bottles, this ...

5 Regulations

5. A strictly regulated market

The main regulatory points applying to water bottles, and more generally to materials and articles in contact with foodstuffs, are set out below.

The suitability of materials for contact with foodstuffs is governed by EC Regulation ****/****.this regulation establishes the principle of inertia (***) with foodstuffs must be manufactured in accordance with ...

6 Positioning the players

6. Player segmentation

  • Hydro Flask
  • S'well
  • Klean Kanteen
  • Gobilab
  • Wakapop
  • Qwetch
  • Decathlon Groupe
  • Go Sport France
  • Zeste
  • Thermos

List of charts presented in this market study

  • Global water bottle market size forecast
  • What are the main eco-responsible gestures to adopt on a daily basis?
  • In your day-to-day life, what reusable equipment do you use to eat or drink away from home?
  • To what extent do you consider the following practices to be environmentally problematic?
  • What do the French drink?
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Latest news

Decathlon: all the 2023 performance figures - 05/04/2024
  • - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
  • - Decathlon presence: 78 countries.
  • - Number of products sold worldwide last year: 1.19 billion.
  • - Share of digital sales: 17.4%
  • - Sales in France: 4.752 billion euros, up +1.24% on 2022.
  • - Total number of stores worldwide: 1,749, including 319 in France.
  • - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
  • - Company sales: 15.4 billion euros
  • - Number of stores: Over 1700
  • - Presence in 69 countries
  • - Number of brands developed by employees : Over 70
  • - Number of disciplines covered by brands: Around one hundred
  • - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
  • The network has 1,751 stores worldwide.
  • Décathlon has just sold the walls of 90 of its stores for 600 million euros.
  • The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
  • The recent acquisition of, a German online retailer of mountain sports equipment.

Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
  • Number of Decathlon employees in Israel: 500
  • Number of Decathlon stores in Israel: 10
  • Most popular sector: Camping
Decathlon changes strategy - 22/07/2023
  • Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
  • The company aims to reduce the in-store offer by 20% by streamlining its brands.
  • The company has 1,751 stores worldwide, including 325 in France.
  • In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
  • Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
  • Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
  • Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
Intersport to the rescue of Go Sport - 08/06/2023
  • Intersport takes over 72 Go Sport stores
  • 1,446 employees taken over out of 1,574
  • 50 Go Sport stores will become Intersport
  • 22 Go Sport stores to remain Go Sport
  • Target: 250 new Go Sport stores by 2030
  • Target sales: over €650 million
  • Intersport - 800 Intersport stores
  • Intersport sales in 2022: 3.3 billion euros
  • Intersport target with the arrival of Go Sport: 4.4 billion euros
  • Decathlon sales: 4.5 billion euros

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. :

Hydro Flask
Klean Kanteen
Decathlon Groupe
Go Sport France

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