2012 The Value-Added Water Market in the U.S.

Published: October 2012

Publisher: Beverage Marketing Corporation

Product ref: 152239

Pages: 145

Format: PDF

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Price: $ 2995.00

Report description


This report assesses the current state of the value-added water market. It also provides an overview of the sub-segments and drivers that will propel growth to 2016. Principal competitors are identified along with small, burgeoning companies and their brands. It includes analysis of leading brands, advertising expenditures as well as category projections.

Report extract:

Several characteristics of the flavored water market have emerged. One is the requirement that flavored waters be low or no calorie.

  • Fruit2O uses Splenda and has no calories. The other main entrants use Splenda as well. (Dasani uses a blend of Splenda and ace-K.)
  • Public acceptance of Splenda has blossomed and food and beverage manufacturers are more willing to utilize the sugar substitute.
  • The flavored water products thus strive to meet what consumers seem to be asking for: good tasting, flavored, sweet hydrators that are low in calories and carbs.

One success driver in the flavored water segment is flavor innovation - whether the companies can come up with new flavors to bring "new news" into the category on a periodic basis.

  • All four leading companies have raspberry flavors in their portfolios. Lemon and strawberry are also found in at least three companies' portfolios.
  • Innovation would thus include both emulating competitors' successful flavors and introducing more blends such as peach-mango (or the like). However, in actuality, there has not been much flavor innovation by the major companies in the past four or five years.

One reason for the lack of flavor innovation is a lack of focus on the part of Coca-Cola and PepsiCo.

  • Flavored water is just a part of these companies' water portfolios, along with enhanced water and unflavored PET water. Coca-Cola decided to buy its way into leadership position in the value-added water market with its purchase of Vitaminwater. As a result, Dasani Flavors was lost in the shuffle.
  • PepsiCo has been plagued with the same lack of focus. Pepsi re-positioned SoBe Lifewater to more aggressively target males, which has given FlavorSplash more elbow room to carve up the female audience.
  • For this reason, Aquafina was able to overtake Dasani in the flavored water market.
  • Although NWNA does not have a huge portfolio to juggle like the cola giants, it still has not found much traction with its flavored water product. The company has certainly placed flavored Nestlé Pure Life in front of consumers' eyes, but its unflavored waters continue to capture most of the sales. It is expected that in the short-term future, NWNA will grow increasingly less focused on flavored water as it defends its leadership position in the unflavored water market.

Table of contents

1. THE U.S. BOTTLED WATER MARKET
The National Bottled Water Market
Exhibits
• U.S. Bottled Water Market Gallonage by Segment 2006 – 2011
• U.S. Bottled Water Market Share of Gallonage by Segment 2006 – 2011
• U.S. Bottled Water Market Change in Gallonage by Segment 2007 – 2011

2. THE VALUE-ADDED WATER MARKET
The Value-Added Water Market Segments
• Overview
• Enhanced Water
• Flavored Water
• Essence Water
• Structured Water
• Seasonality
Exhibits
• Value-Added Water Market Dollars, Volume and Price Per Gallon 2001 – 2011
• Value-Added Water Market Per Capita Consumption 2001 – 2011
• Value-Added Water Market Volume by Category 2006 – 2011
• Value-Added Water Market Share of Volume by Category 2006 – 2011
• Value-Added Water Market Change in Volume by Category 2007 – 2011
• Enhanced Water Market Dollars, Volume and Price Per Gallon 2001 – 2011
• Flavored Water Market Dollars, Volume and Price Per Gallon 2001 – 2011
• Essence Water Market Dollars, Volume and Price Per Gallon 2006 – 2011
• Value-Added Water Market Quarterly Volume Shares 2007 – 2011

3. VALUE-ADDED WATER DISTRIBUTION CHANNELS
Value-Added Water Distribution Channels
• Overview
• Enhanced Water
• Flavored Water
• Essence Water
Exhibits
• Value-Added Water Market Volume by Distribution Channel 2006 – 2011
• Value-Added Water Market Share of Volume by Distribution Channel 2006 – 2011
• Value-Added Water Market Change in Volume by Distribution Channel 2007 – 2011
• Enhanced Water Market Volume by Distribution Channel 2006 – 2011
• Enhanced Water Market Share of Volume by Distribution Channel 2006 – 2011
• Enhanced Water Market Change in Volume by Distribution Channel 2007 – 2011
• Flavored Water Market Volume by Distribution Channel 2006 – 2011
• Flavored Water Market Share of Volume by Distribution Channel 2006 – 2011
• Flavored Water Market Change in Volume by Distribution Channel 2007 – 2011
• Essence Water Market Volume by Distribution Channel 2006 – 2011
• Essence Water Market Share of Volume by Distribution Channel 2006 – 2011
• Essence Water Market Change in Volume by Distribution Channel 2007 – 2011

4. VALUE-ADDED WATER PACKAGING
Packaging Types
Exhibits
• Value-Added Water Market Volume by Container Material 2006 – 2011
• Value-Added Water Market Share by Container Material 2006 – 2011
• Value-Added Water Market Change by Container Material 2007 – 2011

5. THE LEADING VALUE-ADDED WATER COMPANIES AND BRANDS
Leading Value-Added Water Brands
• Enhanced Water
• Flavored Water
Coca-Cola Company
• Glaceau
PepsiCo
• Propel
• SoBe Lifewater
• Aquafina FlavorSplash
Sunny Delight Beverages Company
• Fruit2O
Nestlé Waters North America
• Nestlé Pure Life
Herbal Water Inc.
• Ayala’s Herbal Water
Skinny Nutritional Corporation
• Skinny Water
Hint, Inc.
• Hint Water
The Rising Beverage Company
• Activate
New York Spring Water Inc.
• VBlast
Karma Culture LLC
• Karma Wellness Water
Soma Beverage
• Metromint
Other Value-Added Water Brands
Exhibits
• Enhanced Water Market Estimated Wholesale Dollars by Brand 2006 – 2011
• Enhanced Water Market Share of Estimated Wholesale Dollars by Brand 2006 – 2011
• Enhanced Water Market Change in Estimated Wholesale Dollars by Brand 2007 – 2011
• Enhanced Water Market Estimated Volume by Brand 2006 – 2011
• Enhanced Water Market Share of Estimated Volume by Brand 2006 – 2011
• Enhanced Water Market Change in Estimated Volume by Brand 2007 – 2011
• Flavored Water Market Estimated Wholesale Dollars by Brand 2006 – 2011
• Flavored Water Market Share of Estimated Wholesale Dollars by Brand 2006 – 2011
• Flavored Water Market Change in Estimated Wholesale Dollars by Brand 2007 – 2011
• Flavored Water Market Estimated Volume by Brand 2006 – 2011
• Flavored Water Market Share of Estimated Volume by Brand 2006 – 2011
• Flavored Water Market Change in Estimated Volume by Brand 2007 – 2011

6. VALUE-ADDED WATER ADVERTISING EXPENDITURES
Value-Added Water Advertising Expenditures
• Expenditures by Brand
• Expenditures by Media
Exhibits
• Leading Value-Added Water Brands Advertising Expenditures 2006 – 2011
• Leading Value-Added Water Brands Share of Advertising Expenditures 2006 – 2011
• Leading Value-Added Water Brands Change in Advertising Expenditures 2007 – 2011
• Estimated Advertising Expenditures for Value-Added Water Brands by Media 2006 – 2011
• Estimated Share of Advertising Expenditures for Value-Added Water Brands by Media 2006 – 2011
• Estimated Change in Advertising Expenditures for Value-Added Water Brands by Media 2007 – 2011

7. DEMOGRAPHICS OF THE VALUE-ADDED WATER CONSUMER
The Value-Added Water Consumer
• Enhanced Water
• Flavored Water
Exhibits
• Demographics of the Enhanced Water Consumer 2011
• Demographics of the Flavored Water Consumer 2011

8. THE PROJECTED VALUE-ADDED WATER MARKET
The Projected Value-Added Water Market
Exhibits
• Projected Value-Added Water Market Wholesale Dollars and Volume by Category 2011 – 2016
• Projected Value-Added Water Market Compound Annual Growth of Wholesale Dollars and Volume 2011 – 2016
• Projected Value-Added Water Market Per Capita Consumption 2001 – 2016

Price: $ 2995.00

Related research categories

By sector: Water

By market: United States (in North America)