2014 Overview March 2014
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Zenith Global Children’s Bottled Water
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
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Contents
The contacts at Zenith International in connection with this report are:
Section Christina Fritts Consultant Zenith International Ltd., UK Tel: +44 1225 327918 cfritts@zenithinternational.com
Esther Renfrew Market Intelligence Director Zenith International Ltd., UK
1. Introduction and scope of overview
4
2. Children’s bottled water overview
6
Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
zenithinternational specialist consultants to the food and drink industries worldwide
Recommended children’s daily water consumption Commentary on the children’s bottled water sub-category
2. SWOT analysis
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Page
10
An analysis of the strengths, weaknesses, opportunities, and threats in the children’s bottled water market sub-category Commentary on the overall category and conclusions
4. Brand profiles
16
4.1 Brand profiles: Global brands
17
4.2 Brand profiles: West Europe
21
4.3 Brand profiles: East Europe
51
4.4 Brand profiles: North America
60
4.5 Brand profiles: Latin America
68
4.6 Brand profiles: Asia Pacific
73
4.7 Brand profiles: Middle East
82
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1. Introduction & scope
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1. Introduction & scope Children’s bottled water
Overview This report offers a global review of the bottled water market for children, highlighting products from around the world through detailed product profiles. The report includes brief market commentary, as well as an analysis highlighting strengths, weaknesses, opportunities, and threats in the children’s bottled water sub-sector.
Children's bottled water For the purpose of this report, the definition of children’s bottled water includes packaged water that is targeted specifically towards the use by children based primarily on a combination of product size, packaging and positioning. This includes waters with flavouring (e.g. fruit flavours).
Scope of work This report examines the children’s bottled water market, focusing on 30 key countries where the market for children’s bottled water is already established or countries where Zenith believes there is an opportunity for the children’s bottled water market to develop and grow. These countries and regions are: West Europe Belgium, Finland, France, Germany, Greece, Italy, Ireland, Malta, Portugal, Spain, Sweden, Switzerland, UK East Europe Belarus, Croatia, Hungary, Poland, Russia, Slovakia North America Canada, USA Latin America Mexico Asia Pacific Australia, Indonesia, Japan, Malaysia, New Zealand Middle East Bahrain, Kuwait, Turkey
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4. Brand profiles
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Global
Pure Life Nestlé Waters www.nestle-purelife.co.uk Product Information: Present in 30 countries spanning five continents, Nestlé Pure Life is the biggest bottled water brand in the world in value. The brand has been sold as Nestlé Pure Life since 2002. Prior to that it was known as Aberfoyle Springs since 1993.
Variants: 330ml, 500ml, 1l; Pure Life Water, Pure Life Water Pockets. Multipacks available. Price / Distribution: 0.80 Euros per litre / Distributed in 30 countries spanning five continents. Marketing Profile: “Imagine what a typical school day is like for your children...They never stop! Make sure they can start their day on a good note with a good breakfast and a glass of water. Drinking water regularly can help all of us to maintain attention and concentration. Pop small handsized bottles into schoolbags in case kids get thirsty before lunch.”
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We hope you found this report insightful. Please help us improve our reports further by providing your feedback here For a tailor made study specific to your requirements, please telephone Esther Renfrew on; +44 (0)1225 327900 or email er@zenithinternational.com To subscribe to FREE daily industry news from Zenith International, please click here Zenith also offers specific news services, including a dedicated bottled water newsletter, plus online data resources and continuous market monitoring.
Our consulting activities are wide ranging. These include tailor made market studies, strategic advice, acquisitions and due diligence, business plans and cost modelling through to plant construction and operational efficiency, environmental audits and groundwater development. To discuss any of Zenith’s services, please telephone our head office on; +44 (0)1225 327900 or visit www.zenithinternational.com
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