zenithinternational 2014 Premium Bottled Water Innovation A review of recent key trends and new product development
October 2014
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
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Section
Page
1. Introduction and scope
4
2. Category overview
7
Key concepts and descriptions Overview of minerals and trace elements Commentary – key innovation trends Commentary – global consumption trends Challenges Opportunities
3. Brand profiles
17
3.1 Brand profiles: New product launches
18
3.2 Brand profiles: Limited edition launches
58
3.3 Brand profiles: Brand redesign
70
3.4 Brand profiles: Packaging innovation
84
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zenithinternational 1. Introduction and scope
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1. Introduction and scope Premium bottled water innovation
Overview The aim of this report is to assess developments in the premium bottled water sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope A global market overview of trends and developments, featuring brand profiles to benchmark against leading and innovative premium bottled water products worldwide, tracking recent innovation within the premium bottled water category as well as investigating the future outlook of the market. Featured products in this report are organised by the following categories:
New product launches Limited edition launches Brand redesigns Packaging innovation
Recent innovation and new product development focussed around a number of key innovation trends, including:
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Use of new water sources Introduction of new size formats Channel-specific packaging Environmentally ‘friendly’ packaging (RPET, lightweighting) Expansion into still and sparkling variants Designer bottles ‘Ultra Premium’ classification Limited edition packaging releases Minimalistic packaging designs Unique packaging shapes & textures Availability in bulk formats Products in can formats
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1. Introduction and scope Premium bottled water innovation
Definition of Premium bottled water used in this report:
Exclusions:
Definition of Premium (Oxford English Dictionary): [a modifier] relating to or denoting a commodity of superior quality and therefore a higher price.
This innovation overview does not include coverage of premium bottled water in flavoured variants, or water in formats beyond 10 litres.
In relation to bottled water there are a number of different criteria that manufacturers use to classify their brand as being premium. These may include one or more of the following:
Coverage
Image / pack design Distribution / exclusivity Provenance Story behind the brand
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Type of consumer Price Water type Not an everyday purchase
Innovation and new product development shaping the global market for premium bottled water launched from 2009 to 2014.
.
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zenithinternational 3. Brand profiles
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New Product Launches 2013
Seryab Seryab, Russia http://www.seryab.ru/
Product information: Seryab water is bottled from a protected artesian source located 130 metres below ground. The natural mineral water has low natural salinity and a pH of 7.9, contributing to its taste which is described as ‘light’ and ‘fresh’. Seryab is recognised for its distinctive PET packaging design, reminiscent of a crystal bottle with its multi-faceted surface, awarded at the 2011 red dot design awards. In addition to expanding upon the range of packaging with new still sports cap variant in 2010 and glass bottles for the HoReCa channel, Seryab has now launched a carbonated premium water in 2013. Launch date: 2013 (sparkling), 2010 (redesign) Variants: Still and sparkling Positioning & channels: Online and HoReCa Pack size & type: Still available in PET 1.25L, 750ml, 500ml, 330ml, (500ml and 330ml also available with sports cap), as well as Glass 1L and 330ml; Sparkling available in PET 500ml and 330ml Price: Rubles 46 for 750ml PET bottle still, Rubles 42 for 500ml sparkling PET
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Packaging Innovation Bulk
Jana Jana, Croatia http://www.jana-water.com/
Product information: Croatian-sourced water brand Jana has launched a 5L takehome format of their premium bottled water. The family-size bottle is designed for easy and convenient water consumption, with a special stopped designed so the water can be poured to glass with ease. The packaging has won the brand Cropack award for “Best Industrial Design”. Jana is abstracted from an artesian well 2625 feet below ground, located in the hills of Sveta Jana, in North West Croatia. The water is around 3000 years old, geologically protected through time and filtration, naturally enriching the water with minerals. Launch date: 2009 Variants: Still Positioning & channels: Family consumption, retail Pack size & type: 5L PET bottle Price: HRK 15.99 for 5L PET
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Packaging Innovation Accessory
FIJI Water ‘Straw’ Roll Global LLC, Fiji http://www.fijiwater.com/
Product information: Still, natural artesian water, FIJI is the best-selling imported bottled water in the United States, and distributed in over 50 countries globally. Bottled at the source in Viti Levu, Fiji islands, the water has formed from tropical rain water, filtered through layers of volcanic rock which naturally springs from an artesian aquifer. The water is described as having a ‘soft, smooth taste’ resulting from its mineral and electrolyte rich content. FIJI has debuted the FIJI straw in the US, inspired by consumption trends and demands seen by fans in the media, designed to enhance the consumption experience of the bottled water. The FIJI straw is available online as a reusable purchase accessory, designed to fit 330ml and 500ml FIJI bottles. Launch date: 2013 (straw), 1996 (founded) Positioning & channels: Retail, convenience, online Pack size & type: For PET bottle, 500ml, 330ml Price: US$9.95 for 6 x reusable straw
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