COVID-19 IMPACT SURVEY MAY 2020
The global market for Bottled Water is projected to reach US$307.6 billion by 2025, driven by the growing need to slake the thirst of a growing world population. World population is poised to grow from 7.8 billion in 2019 to over 9.8 billion by 2050. In line with this growth, there will be a parallel increase in demand for safe drinking water. Per capita consumption of drinking water in the coming years is poised to increase with science based evidence highlighting water's role in health and wellness. Few of the reasons why water is important to human health include its vital role in flushing out waste from the body; regulating body temperature; maintaining brain function; producing saliva; protecting tissues and joints; aids in nutrient absorption and digestion; improves blood oxygen circulation; boosts energy; optimizes cognitive function; helps retain youthful and supple skin. Scientific studies have also shown water's effectiveness in treating medical conditions such as constipation, kidney stones, exercise-induced asthma, urinary tract infection, and hypertension, among others. Against the backdrop of compelling evidence of the benefits of proper hydration, per capita consumption of water is expected to increase between 5 liters to 8 liters per day. Under this scenario, bottled water market is poised to witness strong demand. Bottled water symbolizes a healthful lifestyle and is positioned on the platform of being a convenient, safe and healthy hydration beverage.
Defined as drinking water packaged in plastic or glass bottles, bottled water offers numerous benefits, with the most important being portability and ability to stay hydrated anytime, anywhere. Stringent labelling regulations are giving consumer confidence in bottled water a boost. New regulations especially in countries like the United States require product/brand identification and traceability to the origin, date and time of bottling to ensure that consumers get safe and wholesome water. In addition to healthiness and purity, bottled water is also growing in demand for their taste and nutritional value. Fortification of drinking water is a key trend driving the nutritional value of water and in turn the demand for bottled water. Manufacturers to enjoy a price premium in this commoditized market are fortifying water with iron and minerals such as Ca, Mg, Fe, and Zn. Fortified mineral water is increasingly becoming the new vehicle for affordable nutrition. Addition of minerals also alters and enhances the taste of water. Given that premiumisation offers a sizable growth opportunity for all types of bottled water, manufacturers are focusing on new product launches, limited edition innovation, brand redesigns and packaging innovation. For instance, in addition to innovation in mineral bioavailability, manufacturers are also procuring water from newer sources like mountain springs; packaging the same in designer bottles; and launching limited editions of unique shapes of can formats. With global warming and climate change resulting in higher number of weather disasters such as floods, hurricanes and droughts, bottled water is growing in importance and prominence as an emergency source of water when access to drinkable tap water is lost. The United States, China and Europe represent large markets worldwide with a combined share of 60% of the market. China also ranks as the fastest growing market with a CAGR of 10% over the analysis period supported by factors such as poor quality tap-water, increasing health consciousness among the growing middle class population and rise in international tourism.