2013 The Value-Added Water Market in the U.S.

Published: November 2013

Publisher: Beverage Marketing Corporation

Product ref: 185428

Pages: 156

Format: PDF

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Price: $ 2995.00

Report description

AN ADDED TWIST.

This report assesses the current state of the value-added water market. It also provides an overview of the sub-segments including regular and low-calorie enhanced waters, flavored water and essence water and drivers that will propel growth to 2017. 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:

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 for the foreseeable future, NWNA will grow increasingly less focused on flavored water as it defends its leadership position in the unflavored water market. Additionally, it has had its attention turned to RTD tea, having acquired Sweet Leaf and Tradewinds teas, and will take on distribution of Nestea after a licensing agreement with Coca-Cola Company lapses at the end of 2012.

The flavored water market has two main price points: mainstream and value.

  • The mainstream segment is populated by Fruit2O, Aquafina and Dasani. The value segment is led by NWNA. Nestlé is a low-cost producer in the water market and it is aiming to use this advantage to undercut the price of PepsiCo and Coca-Cola's products at retail. Nestlé is using five factories to produce the flavored waters to cover the entire U.S. Private label entrants are also at the value price level.
  • PepsiCo and Coca-Cola have not competed with Nestlé on price. The primary reason why these companies have entered the category is to capture higher-margin sales than are available in the retail PET water segment and to enhance their total water portfolio profitability.

Table of contents

1. THE U.S. BOTTLED WATER MARKET
The National Bottled Water Market
Exhibits
• U.S. Bottled Water Market Gallonage by Segment 2007 – 2012
• U.S. Bottled Water Market Share of Gallonage by Segment 2007 – 2012
• U.S. Bottled Water Market Change in Gallonage by Segment 2008 – 2012

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 – 2013
• Value-Added Water Market Per Capita Consumption 2001 – 2013
• Value-Added Water Market Retail Dollars and Growth 2005 – 2012
• U.S. Q1 2013 Estimated Volume, Share and Growth Value-Added Water by Segment
• U.S. Q2 2013 Estimated Volume, Share and Growth Value-Added Water by Segment
• U.S. 1H 2013 Estimated Volume, Share and Growth Value-Added Water by Segment
• Value-Added Water Market Volume by Category 2007 – 2012
• Value-Added Water Market Share of Volume by Category 2007 – 2012
• Value-Added Water Market Change in Volume by Category 2008 – 2012
• Enhanced Water Market Dollars, Volume and Price Per Gallon 2001 – 2013
• Flavored Water Market Dollars, Volume and Price Per Gallon 2001 – 2013
• Essence Water Market Dollars, Volume and Price Per Gallon 2006 – 2013
• Value-Added Water Market Quarterly Volume Shares 2007 – 2012

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 2007 – 2012
• Value-Added Water Market Share of Volume by Distribution Channel 2007 – 2012
• Value-Added Water Market Change in Volume by Distribution Channel 2008 – 2012
• Enhanced Water Market Volume by Distribution Channel 2007 – 2012
• Enhanced Water Market Share of Volume by Distribution Channel 2007 – 2012
• Enhanced Water Market Change in Volume by Distribution Channel 2008 – 2012
• Flavored Water Market Volume by Distribution Channel 2007 – 2012
• Flavored Water Market Share of Volume by Distribution Channel 2007 – 2012
• Flavored Water Market Change in Volume by Distribution Channel 2008 – 2012
• Essence Water Market Volume by Distribution Channel 2007 – 2012
• Essence Water Market Share of Volume by Distribution Channel 2007 – 2012
• Essence Water Market Change in Volume by Distribution Channel 2008 – 2012

4. VALUE-ADDED WATER PACKAGING
Packaging Types
Exhibits
• Value-Added Water Market Volume by Container Material 2007 – 2012
• Value-Added Water Market Share by Container Material 2007 – 2012
• Value-Added Water Market Change by Container Material 2008 – 2012

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
AQUAhydrate
• AQUAhydrate
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 2007 – 2012
• Enhanced Water Market Share of Estimated Wholesale Dollars by Brand 2007 – 2012
• Enhanced Water Market Change in Estimated Wholesale Dollars by Brand 2008 – 2012
• Enhanced Water Market Estimated Volume by Brand 2007 – 2012
• Enhanced Water Market Share of Estimated Volume by Brand 2007 – 2012
• Enhanced Water Market Change in Estimated Volume by Brand 2008 – 2012
• Flavored Water Market Estimated Wholesale Dollars by Brand 2007 – 2012
• Flavored Water Market Share of Estimated Wholesale Dollars by Brand 2007 – 2012
• Flavored Water Market Change in Estimated Wholesale Dollars by Brand 2008 – 2012
• Flavored Water Market Estimated Volume by Brand 2007 – 2012
• Flavored Water Market Share of Estimated Volume by Brand 2007 – 2012
• Flavored Water Market Change in Estimated Volume by Brand 2008 – 2012

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 2007 – 2012
• Leading Value-Added Water Brands Share of Advertising Expenditures 2007 – 2012
• Leading Value-Added Water Brands Change in Advertising Expenditures 2008 – 2012
• Estimated Advertising Expenditures for Value-Added Water Brands by Media 2007 – 2012
• Estimated Share of Advertising Expenditures for Value-Added Water Brands by Media 2007 – 2012
• Estimated Change in Advertising Expenditures for Value-Added Water Brands by Media 2008 – 2012

7. DEMOGRAPHICS OF THE VALUE-ADDED WATER CONSUMER
The Value-Added Water Consumer
• Enhanced Water
• Flavored Water
Exhibits
• Demographics of the Enhanced Water Consumer 2012
• Demographics of the Flavored Water Consumer 2012

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 2012 – 2017
• Projected Value-Added Water Market Compound Annual Growth of Wholesale Dollars and Volume 2012 – 2017
• Projected Value-Added Water Market Per Capita Consumption 2001 – 2017

Price: $ 2995.00

Related research categories

By sector: Water

By market: United States (in North America)