News

COMMENT: Castel - backing natural water

Most popular

Pernod breaks boundaries with Chinese distillery

New Remy Cointreau CEO - just-drinks thinks

Pernod on its Chinese whisky project - Interview

Chapoulaud-Floquet's Remy legacy - j-d thinks

Let your brand creativity go wild at festivals

MORE

French company Castel's new mineral water will compete with both Coca Cola and Nestle for a share of this valuable category. The brand's positioning will rely on the natural and unadulterated source of the water - a key value for attracting health conscious consumers that should differentiate the brand from its rivals.

Attracted by the rapidly-growing mineral water market, French drinks group Castel will shortly be launching a top of the market brand of its own. In doing so, it will be competing with Coca Cola and Nestle, both multinational groups. These companies have identified mineral water as a market segment with potential for serious growth and consequently both have recently launched brands onto the European market.

Growing health concerns among consumers as well as the gradual ageing of the European population is driving potential growth in mineral water. Cola, for example, is limited by its sugar content to kids, teenagers and young adults. Beyond that age, Coca Cola's main brands have little to offer the consumer. Water, on the other hand, has several benefits. Consumers now understand more about the importance of hydration than ever before, which makes water more attractive.

For health-conscious consumers, the minerals in bottled water can offer a further benefit. Borrowing from developments in sports drinks, water can be fortified and enriched to further offer a health boost. For example, isotonic sports drinks offer balance and restoration - a benefit that could easily be offered through mineral water.

Castel is confident that, despite the competition, it can win market share. The company's confidence stems from the fact that its minerals are "natural and authentic", meaning they have not been artificially added. This is a strong sales position - consumers, particularly the health- conscious, place a great deal of importance on natural production means. With water, 'purity' and 'naturalness' are core values that consumers expect to see in new products. If Castel can successfully market a clear difference between its (as yet unnamed) brand and Coca Cola's Dasani and Nestle's Aquarel, it will give consumers a reason to choose the brand.


Sectors: Water

Companies: Nestle

Related Content

How can mineral water keep pace with its bottled water competition? - Comment

How can mineral water keep pace with its bottled water competition? - Comment...

Alkaline water heading for the mainstream in 2019 - NPD trends

Alkaline water heading for the mainstream in 2019 - NPD trends...

What's coming up in soft drinks in 2019? - Predictions for the Year Ahead - Comment

What's coming up in soft drinks in 2019? - Predictions for the Year Ahead - Comment...

How soft drinks companies can trump the water fountain - Comment

How soft drinks companies can trump the water fountain - Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?