June 2016
2016 Children’s Bottled Water Innovation A review of recent key trends and new product development
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: Monika Fedor Consultant Zenith International Ltd., UK Tel: +44 1225 327936 mfedor@zenithinternational.com Esther Renfrew Market Intelligence Director Zenith International Ltd., UK
Section
Page
1. Introduction and scope
4
2. Category overview
7
Recommended children’s water consumption Trends in small-pack and children’s bottled water consumption Commentary: trends in children’s bottled water innovation The price of children’s bottled water The current and future population of children Opportunity in the children’s bottled water market
Tel: +44 1225 327900 erenfrew@zenithinternational.com
Insights and opportunities
Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
3. Brand profiles
20
3.1 Brand profiles: Global brands
21
3.2 Brand profiles: West Europe
24
3.3 Brand profiles: East Europe
54
3.4 Brand profiles: North America
66
3.5 Brand profiles: Latin America
77
3.6 Brand profiles: Asia Pacific
87
3.7 Brand profiles: Middle East
98
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Challenges and barriers
Page 3
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zenithinternational 1. Introduction and scope
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1. Introduction and Scope Children’s bottled water innovation
Overview The aim of this report is to offer a global overview of the children’s bottled water market, and to assess product development in the sector on an international scale. Featuring over 70 detailed product profiles this report identifies and summarises innovation trends 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 children’s bottled water products worldwide, tracking recent innovation within the children’s bottled water category as well as investigating the future outlook of the market. Categories covered in this report: Plain bottled water positioned towards children Flavoured bottled water positioned towards children Functional bottled water positioned towards children Countries covered in this report: West Europe: Austria, France, Germany, Greece, Italy, Netherlands, Spain, Switzerland, UK East Europe: Croatia, Czech Republic, Poland, Romania, Russia, Slovakia North America: Canada, USA Latin America: Brazil, Chile, Mexico, Uruguay Asia Pacific: Australia, China, Indonesia, Japan, Malaysia, New Zealand Middle East: Iran, Turkey, United Arab Emirates
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1. Introduction and Scope Children’s bottled water innovation
Definition: Children’s bottled water For the purpose of this report, Zenith has limited its research scope using the following definition: Plain, flavoured, functional, and flavoured-functional waters targeted towards either children and/or infants (ages 0-14) Includes: Plain water - still, sparkling water and lightly carbonated water; natural mineral water, spring water, bottled drinking water Flavoured water - water sweetened with sugar, sweetener or unsweetened with added fruit essence (max. 5% fruit content); sparkling and still natural mineral, spring or bottled drinking water with added flavourings Functional water - water with added botanicals, vitamins, minerals, oxygen or other functional ingredients Products with fruit juice content greater than 5% which are positioned/marketed as flavoured water Coverage Established and new entrants in the children’s bottled water market between 2013 and 2016 with an emphasis on innovation and new product development.
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zenithinternational 2. Category overview
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2. Category Overview Recommended children’s water consumption Children’s water consumption
Commentary
Recommended water consumption for children
Sex
Age group
Boys and Girls
2 to 3 years
Boys and Girls
4 to 8 years
Girls
9 to 13 years
Boys
9 to 13 years
Amount of fluid from drinks and food (litres/day)
Amount of fluid from drinks only (litres/day)
Source: European Food Safety Authority (EFSA), 2010
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2. Category Overview Trends in small-pack and children’s bottled water consumption
Global small-pack bottled water market
Small-pack water sales* (bln litres)
Commentary
(* small-pack water: plain water in less than 2 litre format, flavoured and flavoured functional water). 2011
2015
2020f
Children’s bottled water Commentary
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2. Category Overview Commentary: trends in children’s bottled water innovation Children’s bottled water product trends
Commentary Commentary Commentary
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2. Category Overview Commentary: trends in children’s bottled water innovation Children’s bottled water product trends (cont.)
Commentary Commentary
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2. Category Overview Commentary: trends in children’s bottled water innovation Leading children’s bottled water brands
Commentary
Established children’s bottled water markets Commentary
Opportunities for children’s bottled water Commentary
Other factors to consider Commentary
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2. Category Overview Commentary: the price of children’s bottled water The price of children’s bottled water Brand Brand
Average price per litre of standard 330ml / 500ml bottle (local currency)
Average price per litre of children’s bottled water 330ml / 500ml (local currency)
Difference in average price per litre
Price
Price
%
Commentary
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2. Category Overview The current and future population of children The current and future population of children  Commentary
Percentage of population by age group, by region, 2016e
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2. Category Overview The current and future population of children % of population 0-14 years 2016e
Population 0-14 years 2016e (mln)
% change in population 11-15
% change in population 16e-21f
North America West Europe East Europe Central & Latin America Africa Asia Pacific Middle East World
Future population growth of 0-14 years by region in absolute number and % change, 2016e-2026f
Region +X% +X million
Global outlook +X % +X million Source: United Nations Population Division
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2. Category Overview Opportunity in the children’s bottled water market Size of smallpack bottled water market* (mln litres), 2015
% of population 0-14 years, 2016
Population of 0-14 years (millions) 2016
Potential size of CBW market (mln litres)
Potential per capita consumption of CBW (litres)
Potential daily CBW per capita consumption (litres)
Potential daily ppc as % of RDA of fluid intake from drinks
North America West Europe East Europe Central & Latin America Asia Pacific Middle East Africa World Source: United Nations Population Division & Zenith International Potential in the children’s bottled water market Commentary
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2. Category Overview Opportunity in the children’s bottled water market Market volume of small-pack bottled water and potential market for children’s bottled water by region, 2016 & 2021 Region
Region
Region
Region
Region
Volume (mln litres)
Region
2016e
2021f
2016e
2021f
2016e
2016e
2021f
2021f
2016e
2021f
2016e
2021f
Future potential in the children’s bottled water market: Commentary
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2. Category Overview Insights and opportunities
INSIGHTS AND OPPORTUNITIES Commentary
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2. Category Overview Challenges and barriers
CHALLENGES AND BARRIERS Commentary
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zenithinternational 3. Brand profiles
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zenithinternational 3.1 Brand profiles
Global Players
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zenithinternational 3.2 Brand profiles
West Europe
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West Europe Brands overview
Country
Company
Brand
Product Type
Austria
Vöslauer
Vöslauer Baby
Water
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Variants 750ml; Multipacks available
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West Europe Austria
Vöslauer Baby Vöslauer, Austria http://www.voeslauer.com/
Product information: From Austrian natural mineral water brand Vöslauer, Vöslauer Baby is a water designed for infant consumption. The waters balanced mineralisation and low sodium content is suitable for infant consumption both directly and in the preparation of food and formula. The 0.75 litre bottle comes in an easily carried multipack of 6, in fun packaging which features baby animal stickers. Recent innovation: In 2015 the bottle for Vöslauer Baby has been redesigned, with a move from a 500ml to a 750ml format, in addition to updating the bottle design.
Launch date: May 2015 (new packaging format) Positioning: Infants Pack size & type: PET bottle: 0.75l (also available in multipack of 6) Price / Distribution: €0.65 for 750ml bottle / Ausria Marketing Profile: “With Vöslauer Baby in a practical light 0.75 l bottle you are always perfectly ready to feed of your tots.”
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zenithinternational 3.3 Brand profiles
East Europe
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East Europe Brands overview
Country
Company
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Brand
Product Type
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Variants
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zenithinternational 3.4 Brand profiles
North America
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North America Brands overview
Country
Company
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Brand
Product Type
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Variants
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zenithinternational 3.5 Brand profiles
Latin America
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Latin America Brands overview
Country
Company
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Brand
Product Type
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Variants
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zenithinternational 3.6 Brand profiles
Asia Pacific
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Asia Pacific Brands overview
Country
Company
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Brand
Product Type
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Variants
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zenithinternational 3.7 Brand profiles
Middle East
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Middle East Brands overview
Country
Company
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Brand
Product Type
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Variants
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