Bottled water consumption overtakes carbonated soft drinks in the US - figures

Bottled water has become the biggest selling packaged beverage by volume in the US for the first time, according to recently-released research.

Figures released yesterday by the International Bottled Water Association (IBWA) and Beverage Marketing Corp (BMC) show that US bottled water annual per-capita consumption was up in 2016 by 7.7%, coming in at 39.3 gallons. Meanwhile, CSD intake slipped to around 38.5 gallons.

Bottled water sales increased 10% in the period, to total US$16bn, while volumes were up 8.6% to 12.8bn gallons. The two organisations said that last year marked the 11th consecutive year of volume declines for soft drinks in the US.

IBWA CEO Joe Doss said consumers are switching to bottled water for a number of reasons, including health and convenience. "Amid worries about obesity, diabetes, heart disease, and other health matters, bottled water's lack of calories and artificial ingredients, convenience and refreshing taste attracts health-conscious consumers," he said. "As some consumers are becoming wary of artificial sweeteners, they are abandoning diet as well as regular soda and instead are switching to bottled water."

just-drinks says: 

The news will come as no surprise to the likes of The Coca-Cola Co, PepsiCo and Dr Pepper Snapple Group, all of whom are racing to diversify their portfolios away from traditional sodas. Indeed, Coca-Cola's in-coming CEO James Quincey said last month that the group is is working to become a "total beverage company".

Elsewhere, PepsiCo used the biggest marketing opportunity of the year - the Super Bowl - to highlight healthier options, including its water brand Lifewtr. Meanwhile, DPSG completed its acquisition of better-for-you brand Bai earlier this year.

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