Zenith Global Report 2021
East Europe Water Dispense Market Report
© Zenith Global Ltd 2021
Copyright All copyright in this document is reserved.
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 Global 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 Global 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 Global Ltd from any liability related to the report distribution. Such readers however will not be considered “users” of this report.
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© Zenith Global Ltd 2021
Contents Section 1. Introduction and scope 2. Water dispense regional market overview 2.1 Market totals 2.2 Price structure and revenue indicators 2.3 Industry structure
2.4 Forecast 3. Bottled water dispense analysis 4. Point of use analysis 5. Integrated tap systems analysis
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Contents Section 6. Country reports Belarus Bulgaria Czechia Hungary
Poland Romania Russia Ukraine
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Contents Section 7. Data reports Croatia Estonia Latvia Lithuania
Serbia Slovakia Slovenia 8. Appendix
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6
Introduction and scope
© Zenith Global Ltd 2021
Introduction and scope Introduction
Scope
Zenith Global has actively reported on the European water dispense market for nearly thirty years, providing unparalleled insights into the market’s dynamics and evolution.
The 2021 report for East Europe covers water dispense units where the primary function is the dispense of filtered/purified water. Specifically bottled water dispense units, mains fed point of use dispensers and multifunctional integrated tap systems dispensing cold, hot, boiling still and sparkling water are within the scope of this report. The addition, since 2019, of integrated tap systems represents the most significant revision of scope in the last decade and was revised in collaboration with industry leading companies to reflect the evolution and innovation of this market.
To reflect the evolution of water dispense, Zenith revised the report in 2019 to include specific coverage on integrated tap systems alongside more traditional bottle free point of use and bottle fed dispense units. The reports also now feature increased focus on market insights and opportunities with channel-specific commentary. In producing our reports, we aim to contact every significant company active in the appropriate sector and to provide as complete a picture as possible at a price accessible to any business with a serious commercial interest. We are particularly grateful for the help we have received from these companies in compiling this report. Where direct company figures are unavailable, best estimates have been provided. The East Europe Water Dispense Market Report 2021 contains text, charts and tables providing analysis of recent market developments and innovations and forecasts to 2025. This report represents exceptional coverage of the European water dispense market and we hope that you find it useful in your business planning. As our research is updated on a regular basis, we always welcome any comments or suggestions about possible improvements.
Whilst beverage and soda dispense units can dispense water, this is not their primary purpose and as such these “hybrid” machines are referenced, where applicable, in the market innovation section but are not quantified in the report. Equally, vending machines and water boilers are not in the scope of this report.
The East Europe Water Dispense Market Report covers Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia, Slovenia and Ukraine. In addition to this report, regional coverage is also available for West Europe and the US.
Christina Avison Associate Director - Commercial
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Definitions Unit types Water dispense: freestanding, countertop or under the sink/counter water dispense units where the primary function is the dispense of filtered or purified water. Powered units dispensing ambient, cold, hot, boiling still and/or sparkling water are within the scope of this report as defined further below. Bottled water dispense units (BWD): A unit that dispenses bottled mineral, spring or purified water that can be ambient, cold or hot, depending on machine functionality. Most commonly, water bottles or pouches are delivered direct to the customer by a distributor and empty bottles taken away. New bottles and pouches are either placed underneath the unit (bottom fed) or inverted and placed on top of the machine (top fed). For top fed coolers, a feed tube spike from the machine penetrates the watertight cap in the bottle and opens the valve within the cap, thereby allowing water to flow into the machine (or valve where just a pump is used). The same process is used with bottom fed water coolers with a pump to transfer the water to the point of dispense. The unit can be installed under a rental, lease or service agreement (considered “rental”) or purchased outright by the customer (considered “sold”, with or without a service contract). Bottle fed machines can be freestanding or countertop and are suitable for larger bottle or pouch formats greater than 10 litres, which are therefore larger than those distributed in small packaged formats through retail outlets. Pumps/ceramics (non-powered/non-installed systems) for formats above 10 litres are included at the topline for East Europe, where they have a significant market share.
Bottle-free Point of use units (POU): A device that is plumbed into a mains fed water supply, improving the quality of water via filtration or purification methods. These systems may utilise carbon filtration, combined/staged filtration, reverse osmosis (RO), Ozonation, and/or ultra violet (UV) technology to treat the water. Dispensed water can be ambient, cold, hot or sparkling, depending on machine functionality. Such machines have drip trays and some have drainage systems. Machines can be available as freestanding or countertop units. Large volume POU bottle fillers (BFS) are also included if they offer filtration/purification. Bottle-free Integrated tap systems (ITS): A mains fed water system that filters or purifies mains water, adds functionality (hot/boiling/sparkling) and directs the water to the tap. Sometimes also called multifunctional taps. These systems may utilise carbon filtration, combined/staged filtration, reverse osmosis, Ozonation, and/or UV technology to treat the water. Dispensed water can be ambient, cold, hot, plus boiling or at various sparkling levels, depending on machine functionality. Three-way/mixer taps (dispensing cold, hot and filtered water only) are out of scope. The units are placed either under the sink or under the counter and are often referred to as ‘under counter’ or ‘under sink’ systems. One unit in field is considered to include both the under sink unit and the tap attached.
Out of scope: Units where water is dispensed but this is not their primary purpose: e.g. beverage and soda dispense units; automated vending machines that provide ready to drink hot and cold beverages, but whose primary purpose is not water vending; Flavoured water dispensers; Units where un-filtered or un-purified water is dispensed, whether chilled or ambient e.g. water fountains, domestic or commercial water filters for taps without added functionality; Water boilers where the primary function is to boil water for making hot drinks, but not chilled dispensed water; Whole home domestic POE filtration systems; Fridge dispensers, embedded filters and faucet-mounts; Non-installed dispense units, including jug filters or pitchers and soda makers. 8
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Definitions Channels Workplace:
Private and Public sector offices and workplaces including factories, municipal, government, armed forces, police, fire, prisons.
HoReCa:
Hotels, Restaurants and Catering, including bars, pubs, nightclubs, foodservice, cafés.
Healthcare:
Public and Private sector medical centres, hospitals, care homes, nursing homes.
Education:
Public and Private sector schools, sixth form colleges, universities, nurseries.
Retail:
Shops and showrooms.
Transport hubs: Airports, railway stations, coach/bus stations. Leisure:
Leisure centres, gyms, sports centres, swimming pools, activity centres.
Domestic:
Residential homes (B2C).
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Water dispense regional market overview
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Water dispense regional market overview 2.1 Market totals
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East Europe Market totals - Water dispense market evolution Commentary
•
€ million
Key acquisitions
Water dispense market evolution, 2015-20
Installed units
•
Commentary
2015
2016
2017
BWD units
Pumps
POU units
ITS units
Total revenue (€ mln)
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2018
2019
2020
East Europe Market totals - Water dispense market evolution 2015
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
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2016
2017
2018
2019
2020
15-20 CAGR
15-20 growth
East Europe Market totals - Water dispense unit share
Installed units
Water dispense market evolution, 2015-20
2015
2016
2017 BWD units
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2018 Pumps
POU units
2019 ITS units
2020
East Europe Market totals - Water dispense total unit volume by country 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
East Europe Market totals - Water dispense unit share by country Water dispense share by country, 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
Bottled water dispense (BWD) units
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Dispensers/pumps units
Point of use (POU) units
Integrated tap systems (ITS) units
East Europe Market totals - Regulatory environment •
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Commentary
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Water dispense regional market overview 2.2 Price structure and revenue indicators
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East Europe Price structure and revenue indicators - Water dispense revenue evolution Commentary
Water dispense revenue, 2015-20
€ million
•
2015
19
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2016
2017
2018
2019
BWD revenue (€ mln)
POU revenue (€ mln)
ITS revenue (€ mln)
Total revenue (€ mln)
2020
East Europe Price structure and revenue indicators - Average pricing Bottled water dispensers
2019
2020
2019
2020
2019
2020
•
Commentary
•
Commentary
•
Commentary
Average monthly rental (€) Average 18.9l bottle price (€) Total revenue (€ mln)
- revenue from rented units - revenue from bulk bottled water sales Point of use
Average monthly rental (€) Average sales price per unit (€) Total revenue (€ mln) - revenue from rented units - revenue from sold units
Integrated tap systems Average monthly rental (€) Average sales price per unit (€) Total revenue (€ mln)
- revenue from rented units - revenue from sold units 20
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Water dispense regional market overview 2.3 Industry structure
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East Europe Industry structure - Mergers and acquisitions •
22
Commentary
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East Europe Industry structure - Key acquisitions Key acquisitions Buyer
23
Target
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Country/Region
Date
East Europe Industry structure - Bottled water dispense •
24
Commentary
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East Europe Industry structure - Bottled water dispense top groups Units in December (1) Group 1 PL
Company, Poland
SB
Company, Serbia
BG
Company, Bulgaria
BY
Company, Belarus
SK
Company Slovakia
SI
Company Slovenia
HR
Company, Croatia
(2) Group 2 CZ
Company, Czechia
HU
Company, Hungary
LV
Company, Latvia
LT
Company, Lithuania
RU
Company, Russia
25
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
East Europe Industry structure - Bottled water dispense top 25 national companies Rank
Country
Company
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
26
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Bottled water dispense top 25 national companies Rank
Country
Company
16 17 18 19 20
21 22 23 24 25 Top 10 % share Top 25 % share Others East Europe
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Dispensers/pumps •
28
Commentary
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East Europe Industry structure - Dispensers/pumps top 25 national companies Rank
Country
Company
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
29
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Dispensers/pumps top 25 national companies Rank
Country
Company
16 17 18 19 20
21 22 23 24 25 Top 10 % share Top 25 % share Others East Europe
30
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Bulk bottled water •
31
Commentary
© Zenith Global Ltd 2021
East Europe Industry structure - Bulk bottled water top 25 national suppliers by volume Rank
Country
Company
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
32
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Bulk bottled water top 25 national suppliers by volume Rank
Country
Company
16 17 18 19 20
21 22 23 24 25 Top 10 % share
Top 25 % share Others East Europe
33
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Point of use •
34
Commentary
© Zenith Global Ltd 2021
East Europe Industry structure - Point of use top groups Units in December (1) Group 1 PL
Company, Poland
SB
Company, Serbia
BG
Company, Bulgaria
BY
Company, Belarus
SK
Company Slovakia
SI
Company Slovenia
HR
Company, Croatia
(2) Group 2 CZ
Company, Czechia
HU
Company, Hungary
LV
Company, Latvia
LT
Company, Lithuania
RU
Company, Russia
35
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
East Europe Industry structure - Point of use top 25 national companies Rank
Country
Company
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
36
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Point of use top 25 national companies Rank
Country
Company
16 17 18 19 20
21 22 23 24 25 Top 10 % share Top 25 % share Others East Europe
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2015
2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Integrated tap systems •
38
Commentary
© Zenith Global Ltd 2021
East Europe Industry structure - Integrated tap systems top groups Units in December (1) Group 1 PL
Company, Poland
SB
Company, Serbia
BG
Company, Bulgaria
BY
Company, Belarus
SK
Company Slovakia
SI
Company Slovenia
HR
Company, Croatia
(2) Group 2 CZ
Company, Czechia
HU
Company, Hungary
LV
Company, Latvia
LT
Company, Lithuania
RU
Company, Russia
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2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
East Europe Industry structure - Integrated tap systems top 25 national companies Rank
Country
Company
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
40
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2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Integrated tap systems top 25 national companies Rank
Country
Company
16 17 18 19 20
21 22 23 24 25 Top 10 % share Top 25 % share Others East Europe
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2016
2017
2018
2019
2020
% share 2020
East Europe Industry structure - Innovation and disruption Touchless features •
Commentary
Power free pumps •
Commentary
Contactless smart tech and increased personalisation in hybrid dispensers
•
Commentary
Bottle filling stations help consumers reduce single use plastic bottles •
Commentary
BWD’s reduce plastic •
42
Commentary
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East Europe Industry structure - Innovation and disruption Space is premium for countertop POUs •
Commentary
Tap solutions for the HoReCa sector •
Commentary
COVID-security
•
Commentary
Self-sanitisation •
43
Commentary
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Water dispense regional market overview 2.4 Forecast
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East Europe Forecast - Water dispense market forecast •
Commentary
Covid impact on the water dispense sector in East Europe •
45
Commentary
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East Europe Forecast - Water dispense market forecast 2020
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
46
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2021f
2022f
2023f
2024f
2025f
20-25f CAGR
20-25f growth
East Europe Forecast - Water dispense unit share
Installed units
Water dispense market evolution, 2020-25f
2020
2021f
2022f BWD units
47
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Pumps
2023f POU units
ITS units
2024f
2025f
East Europe Forecast - Water dispense total unit volume by country 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
48
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2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Water dispense unit share by country Water dispense share by country, 2025f Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania
Poland Romania Russia Serbia Slovakia Slovenia Ukraine Bottled water dispense (BWD) units
49
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Dispensers/pumps units
Point of use (POU) units
Integrated tap systems (ITS) units
East Europe Forecast - Bottled water dispense units installed by country 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
50
© Zenith Global Ltd 2021
2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Dispensers/pumps units installed by country 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
51
© Zenith Global Ltd 2021
2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Bottled water dispense volume by country (million litres) 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
52
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2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Point of use units installed by country 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
53
© Zenith Global Ltd 2021
2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Integrated tap systems units installed by country 2020 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
54
© Zenith Global Ltd 2021
2021f
2022f
2023f
2024f
2025f
% share 2020
% share 2025f
20-25f CAGR
East Europe Forecast - Units per capita Units per '000 people 2015 Bottled water dispense Dispensers/pumps Point of use
Integrated tap systems
•
55
Commentary
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2020
2025f
15-20 growth
20-25f growth
3
56
Bottled water dispense analysis
© Zenith Global Ltd 2021
East Europe Bottled water dispense - Market analysis Market drivers and dynamics
Bottled water dispense units, 2015-20
Commentary
BWD installed units
•
2015
57
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2016
2017
2018
2019
2020
East Europe Bottled water dispense - Units installed by country 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
58
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
East Europe Bottled water dispense - Dispensers/pumps analysis Market drivers and dynamics
Dispensers/pumps units, 2015-20
Commentary
Dispensers/pumps units
•
2015
59
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2016
2017
2018
2019
2020
East Europe Bottled water dispense - Dispensers/pumps by country 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
60
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
East Europe Bottled water dispense - Volume analysis Market drivers and dynamics
Bottled water dispense volume, 2015-20
Commentary
Million litres
•
2015
61
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2016
2017
2018
2019
2020
East Europe Bottled water dispense - Volume by country (million litres) 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
62
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
East Europe Bottled water dispense - Market structure: Throughput •
Commentary
Litres per dispense unit 2019 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
63
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2020
18.9l bottles per unit per month 2019
2020
East Europe Bottled water dispense - Market structure: Cancellations •
Commentary
2019 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine East Europe
64
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2020
4
65
Point of use analysis
© Zenith Global Ltd 2021
East Europe Point of use - Market analysis Market drivers and dynamics
Point of use units, 2015-20
Commentary
POU installed units
•
2015
66
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2016
2017
2018
2019
2020
East Europe Point of use - Units installed by country 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
67
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
5
68
Integrated tap systems analysis
© Zenith Global Ltd 2021
East Europe Integrated tap systems - Market analysis Market drivers and dynamics
Integrated tap systems units, 2015-20
Commentary
ITS installed units
•
2015
69
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2016
2017
2018
2019
2020
East Europe Integrated tap systems - Units installed by country 2015 Belarus Bulgaria Croatia Czechia Estonia Hungary Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Ukraine
East Europe
70
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2016
2017
2018
2019
2020
% share 2019
% share 2020
15-20 CAGR
6
71
Country reports
© Zenith Global Ltd 2021
6
72
Country reports [COUNTRY]
© Zenith Global Ltd 2021
[COUNTRY] Market overview - Water dispense market evolution Commentary
•
€ million
Key acquisitions
Water dispense market evolution, 2015-20
Installed units
•
Commentary
2015
2016
2017
BWD units
Pumps
POU units
ITS units
Total revenue (€ mln)
73
© Zenith Global Ltd 2021
2018
2019
2020
[COUNTRY] Market overview - Water dispense market evolution 2015
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
74
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
15-20 CAGR
15-20 growth
[COUNTRY] Market overview - Water dispense revenue evolution Commentary
Water dispense revenue, 2015-20
€ million
•
2015
75
© Zenith Global Ltd 2021
2016
2017
2018
2019
BWD revenue (€ mln)
POU revenue (€ mln)
ITS revenue (€ mln)
Total revenue (€ mln)
2020
[COUNTRY] Market overview - Price structure and revenue indicators Bottled water dispensers
2019
2020
2019
2020
2019
2020
•
Commentary
•
Commentary
•
Commentary
Average monthly rental (€) Average 18.9l bottle price (€) Total revenue (€ mln)
- revenue from rented units - revenue from bulk bottled water sales Point of use
Average monthly rental (€) Average sales price per unit (€) Total revenue (€ mln) - revenue from rented units - revenue from sold units
Integrated tap systems Average monthly rental (€) Average sales price per unit (€) Total revenue (€ mln)
- revenue from rented units - revenue from sold units 76
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[COUNTRY] Market overview - Mode of commercialisation •
Commentary
•
Commentary
•
Commentary
Bottled water dispense
Point of use
Integrated tap systems
77
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[COUNTRY] Market overview - PESTLE analysis
78
P
E
S
T
L
E
Political
Economic
Social
Technological
Legal
Environmental
Commentary
Commentary
Commentary
Commentary
Commentary
Commentary
© Zenith Global Ltd 2021
[COUNTRY] Market overview - Forecast 2020
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
79
© Zenith Global Ltd 2021
2021f
2022f
2023f
2024f
2025f
20-25f CAGR
20-25f growth
[COUNTRY] Market overview - Forecast Water dispense market forecast
Future water consumption trends
•
•
80
Commentary
© Zenith Global Ltd 2021
Commentary
[COUNTRY] Market overview - Opportunities Units per '000 people 2015 Bottled water dispense Dispensers/pumps Point of use
Integrated tap systems
•
Commentary
Opportunities •
81
Commentary
© Zenith Global Ltd 2021
2020
2025f
15-20 growth
20-25f growth
[COUNTRY] Bottled water dispense - Market analysis Market drivers and dynamics
Bottled water dispense units, 2015-20
Commentary
BWD installed units
•
2015
82
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2016
2017
2018
2019
2020
[COUNTRY] Bottled water dispense - Units installed by company Units in December
Company 1 Company 2 Company 3
Others Total market
83
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Bottled water dispense - Dispensers/pumps analysis Market drivers and dynamics
Dispensers/pumps units, 2015-20
Commentary
Dispensers/pumps units
•
2015
84
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2016
2017
2018
2019
2020
[COUNTRY] Bottled water dispense - Pumps installed by company Units in December
Company 1 Company 2 Company 3
Others Total market
85
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Bottled water dispense - Volume analysis Market drivers and dynamics
Bottled water dispense volume, 2015-20
Commentary
Million litres
•
2015
86
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2016
2017
2018
2019
2020
[COUNTRY] Bottled water dispense - Volume by company Million litres
Company 1 Company 2 Company 3
Others Total market
87
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Bottled water dispense - Market structure Throughput Litres per dispense unit 18.9l bottles per dispense unit per month Throughput
•
Commentary
Cancellations •
Commentary
Contract lengths •
88
Commentary
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2019
2020
Cancellations Quit rate %
2019
2020
[COUNTRY] Bottled water dispense - Unit analysis Machine functionality •
BWD machine functionality, 2020
Commentary
25%
Chilled 50%
Chilled-hot Chilled-hot-boiling
25%
Still-sparkling functionality •
BWD still-sparkling functionality, 2020
Commentary
50%
50%
Still Still + sparkling
89
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[COUNTRY] Bottled water dispense - Channel analysis •
Commentary
BWD channel distribution, 2020
13%
12% Workplace
13%
12%
HoReCa
Healthcare Education Retail Transport hubs
13%
12%
Leisure Domestic
13%
90
© Zenith Global Ltd 2021
12%
[COUNTRY] Point of use - Market analysis Market drivers and dynamics
Point of use units, 2015-20
Commentary
POU installed units
•
2015
91
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
[COUNTRY] Point of use - Units installed by company Units in December
Company 1 Company 2 Company 3
Others Total market
92
© Zenith Global Ltd 2021
2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Point of use - Market structure Conversion •
Commentary
Units added
BWD to POU conversions 2019
2020
Replacement POU (New) 2019
2020
Replacement rate % Number of units
Filtration method •
POU water types, 2020
Commentary
50%
50%
Filtered Purified
93
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[COUNTRY] Point of use - Unit analysis Machine functionality •
POU machine functionality, 2020
Commentary
25%
Chilled 50%
Chilled-hot Chilled-hot-boiling
25%
Still-sparkling functionality •
POU still-sparkling functionality, 2020
Commentary
50%
50%
Still Still + sparkling
94
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[COUNTRY] Point of use - Channel analysis •
Commentary
POU channel distribution, 2020
13%
12% Workplace
13%
12%
HoReCa
Healthcare Education Retail Transport hubs
13%
12%
Leisure Domestic
13%
95
© Zenith Global Ltd 2021
12%
[COUNTRY] Integrated tap systems - Market analysis Market drivers and dynamics
Integrated tap systems units, 2015-20
Commentary
ITS installed units
•
2015
96
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
[COUNTRY] Integrated tap systems - Units installed by company Units in December Company 1
Company 2 Company 3
Others
Total market
97
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Integrated tap systems - Unit analysis Machine functionality •
ITS machine functionality, 2020
Commentary
25%
Chilled 50%
Chilled-hot Chilled-hot-boiling
25%
Still-sparkling functionality •
ITS still-sparkling functionality, 2020
Commentary
50%
50%
Still Still + sparkling
98
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[COUNTRY] Integrated tap systems - Channel analysis •
Commentary
ITS channel distribution, 2020
13%
12% Workplace
13%
12%
HoReCa
Healthcare Education Retail Transport hubs
13%
12%
Leisure Domestic
13%
99
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12%
7
100
Data reports
© Zenith Global Ltd 2021
7
101
Data reports [COUNTRY]
© Zenith Global Ltd 2021
[COUNTRY] Market overview - Water dispense market evolution
€ million
Installed units
Water dispense market evolution, 2015-20
2015
2016 BWD units
102
© Zenith Global Ltd 2021
2017 Pumps
2018 POU units
ITS units
2019 Total revenue (€ mln)
2020
[COUNTRY] Market overview - Water dispense market evolution 2015
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
103
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2016
2017
2018
2019
2020
15-20 CAGR
15-20 growth
[COUNTRY] Market overview - Price structure and revenue evolution Bottled water dispensers
2019
2020
2019
2020
2019
2020
Water dispense revenue, 2015-20
Average monthly rental (€) Average 18.9l bottle price (€) Total revenue (€ mln)
- revenue from rented units
Point of use
Average monthly rental (€)
€ million
- revenue from bulk bottled water sales
Average sales price per unit (€) Total revenue (€ mln) - revenue from rented units - revenue from sold units
Integrated tap systems Average monthly rental (€) Average sales price per unit (€) Total revenue (€ mln)
2015
2016
2017
2018
2019
- revenue from rented units
BWD revenue (€ mln)
POU revenue (€ mln)
- revenue from sold units
ITS revenue (€ mln)
Total revenue (€ mln)
104
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2020
[COUNTRY] Market overview - Units per capita evolution Units per '000 people 2015
Bottled water dispense Dispensers/pumps Point of use Integrated tap systems
105
© Zenith Global Ltd 2021
2020
2025f
15-20 growth
20-25f growth
[COUNTRY] Market overview - Forecast 2020
Bottled water dispense (BWD) units % growth Dispensers/pumps units % growth Million litres
% growth Point of use (POU) units % growth Integrated tap systems (ITS) units % growth Total units % growth BWD % share Dispensers/pumps % share POU % share ITS % share
106
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2021f
2022f
2023f
2024f
2025f
20-25f CAGR
20-25f growth
[COUNTRY] Bottled water dispense - Market analysis Bottled water dispense volume, 2015-20
Million litres
BWD installed units
Bottled water dispense units, 2015-20
2015
2016
2017
2018
2019
2020
2015
2016
2017
2018
2019
2020
Dispensers/pumps units, 2015-20 Throughput
2019
2020
2019
2020
Dispensers/pumps units
Litres per dispense unit 18.9l bottles per dispense unit per month
Cancellations Quit rate %
2015
107
2016
2017
© Zenith Global Ltd 2021
2018
2019
2020
[COUNTRY] Bottled water dispense - Units installed by company Units in December
Company 1 Company 2 Company 3
Others Total market
108
© Zenith Global Ltd 2021
2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Bottled water dispense - Volume by company Million litres
Company 1 Company 2 Company 3
Others Total market
109
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2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Bottled water dispense - Unit analysis BWD channel distribution, 2020
BWD machine functionality, 2020
25%
Chilled 50% 13%
12%
Chilled-hot-boiling Workplace
13%
Chilled-hot
12%
25%
HoReCa
Healthcare Education Retail
BWD still-sparkling functionality, 2020
Transport hubs 13%
12%
Leisure Domestic
13%
12%
50%
50%
Still Still + sparkling
110
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[COUNTRY] Point of use - Market analysis Point of use units, 2015-20 Units added
BWD to POU conversions 2019
2020
Replacement POU (New) 2019
2020
Replacement rate %
POU installed units
Number of units
POU water types, 2020
50%
50%
Filtered Purified
2015
111
2016
2017
© Zenith Global Ltd 2021
2018
2019
2020
[COUNTRY] Point of use - Units installed by company Units in December
Company 1 Company 2 Company 3
Others Total market
112
© Zenith Global Ltd 2021
2015
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Point of use - Unit analysis POU channel distribution, 2020
POU machine functionality, 2020
25%
Chilled 50% 13%
12%
Chilled-hot-boiling Workplace
13%
Chilled-hot
12%
25%
HoReCa
Healthcare Education Retail
POU still-sparkling functionality, 2020
Transport hubs 13%
12%
Leisure Domestic
13%
12%
50%
50%
Still Still + sparkling
113
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[COUNTRY] Integrated tap systems - Market analysis
ITS installed units
Integrated tap systems units, 2015-20
2015
114
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
[COUNTRY] Integrated tap systems - Units installed by company Units in December Company 1
Company 2 Company 3
Others
Total market
115
© Zenith Global Ltd 2021
2016
2017
2018
2019
2020
% share 2019
% share 2020
% 20-19
[COUNTRY] Integrated tap systems - Unit analysis ITS channel distribution, 2020
ITS machine functionality, 2020
25%
Chilled 50% 13%
12%
Chilled-hot-boiling Workplace
13%
Chilled-hot
12%
25%
HoReCa
Healthcare Education Retail
ITS still-sparkling functionality, 2020
Transport hubs 13%
12%
Leisure Domestic
13%
12%
50%
50%
Still Still + sparkling
116
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8
117
Appendix Glossary, acronyms and abbreviations
© Zenith Global Ltd 2021
Appendix Glossary •
Bottled water: All water sold in containers for human consumption.
•
Bulk bottled water: Bottled water sold in containers larger than 10 litres in size.
•
Bottler: Bottlers supply water to distributors in tankers or bottles. They have no dispense units of their own.
•
Bottler-distributors: Bottler-distributors have their own water source, fill bottles under their own brand, install their own dispense units and run their own distribution service. They may also fill bottles under contract for other distributors, either under their own brand or under distributor brands.
•
BWD conversions: Refers to the number of units converted from BWD to either POU or ITS.
•
Cancellations: Sometimes also called churn or quit rate. The number of installed units that are lost in the year, removing the unit altogether.
•
Carbon filtration: Cartridges in carbon filters naturally absorb organic compounds and chlorine by-products from water. The technique is often used to remove objectionable taste and odour from water.
•
Distributor: Distributors service their own machines using water supplied by bottlers or bottler-distributors. The water may be marketed under the bottler’s, bottler-distributor’s or the distributor’s brand name. This report measures the overall market for units installed in use in each calendar year by distributor until is it replaced or removed from the market. The ‘distributor’ shall be considered the company at the end of the chain, in direct contact with the end user (or with a facility management company directly supplying the end-user). Manufacturer units should only be counted when the manufacturer is also the distributor to the end client or operates through an exclusive dealership or franchise where manufacturer branding remains intact and only when the manufacturer operates under a combined direct and exclusive distributor network. If market presence is only through exclusive distributors, the units should be counted towards the distributor’s numbers. If a manufacturer’s unit is placed in field by another party and not by exclusive partnership (indirect sale), the unit should be counted under that other party if named, or captured under ‘others’. If a unit is placed in field by Company X, but after the initial contract expires continues to be serviced by Company Y, the unit is transferred to Company Y, adding one unit in that given year to its total, and subtracting one active unit from Company X, compared to the previous year.
•
Indirect sales: Sales that are not to an end-customer or facility manager are out of scope under distributor sales.
•
Packaged water: Bottled water that is not distributed for consumption via water coolers.
•
Pumps/ceramics (non-powered/non-installed systems) for formats above 10 litres are included at the topline for East Europe, where they have a significant market share.
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Appendix Glossary •
Purified water: Mains or other water subjected to further processing and treatment and bottled in accordance with EC Directive 80/778/EEC on Water for Human Consumption. Sometimes called ‘drinking water’ or ‘table water’. It may come from more than one source or not from a single underground source. It may include the public water supply or be transported from the source to the bottling plant. Bottling companies may carry out filtration and treatment processes on the water to amend its constituents before the water is distributed for sale. Some companies may also add mineral salts and carbon dioxide to their water.
•
Rented: A unit is considered rented under any kind of traditional rental (monthly payments), subscription or lease agreement/financing schemes, even if the lease fee is arranged through an intermediary party. Such units will count towards the unit total of the distributor company (the company holding the end-customer on contract) under such circumstances. BWD units supplied for free that are covered by a subscription contract of minimum monthly bottle orders or ad hoc water purchases are also considered units under rental, as the unit is subject to being returned to the distributor at the end of its life or contract, even if the unit itself does not attract a rental fee for placement in field. Rental contracts generally also include services.
•
Reverse osmosis: A water treatment process that filters out most inorganic chemicals such as salts, metals and minerals as well as micro-organisms and many (but not all) organic compounds. It is sometimes seen as a controversial filtration method as it frequently discards a high percentage of water along with the contaminants.
•
Service/maintenance: Including replacement filters, other spare parts, maintenance, sanitisation. These may entail regular payment as part of a contractual rental and service package attracting recurring revenue or a one-off separate payment.
•
Sold: A unit is considered sold when 100% of the purchase price is paid at the point of sale or prior to installation. There is no obligation to return the unit at the end of its life. Units may be purchased online or offline, through direct retail sales to an end-customer or facility manager. Service and maintenance contracts may still be attached to that unit, but this is purchased separately.
•
Throughput: The volume of bottled used per dispenser.
•
UV: UV filtration systems inactivate bacteria, viruses and micro-organisms.
•
Water treatment method (for POU and ITS): Filtration or purification (RO, purifying UV, Ozonation, hollow fibre membrane)
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Appendix Acronyms and abbreviations ...
Negligible, less than 0.05
f
Forecast
na
Not available, not applicable
B2B
Business-to-Business
BiB
Bag-in-box
BPA
Bisphenol A
BWCA
British Water Cooler Association
BWD
Bottled water dispenser
CAGR
Compound annual growth rate
EC
European Commission
EDWCA
European Drinking Water Cooler Association
EU
European Union
HOD
Home and office delivery
IMF
International Monetary Fund
ITS
Integrated tap system
NR
Non returnable packaging
OOH
Out-of-home
PET
Polyethylene terephthalate
POU
Point of use
R
Returnable packaging
RO
Reverse osmosis
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Appendix Acronyms and abbreviations SME
Small-and medium-sized enterprise
SSTI
Self-sanitising technology system
UNESCO
United Nations Educational, Scientific and Cultural Organization
UNESDA
Union of European Beverages Associations
UTS
Under the sink
UV
Ultra violet
VAT
Value-added tax
WE
Watercoolers Europe
WHA
The Water Dispenser & Hydration Association
WRAP
Waste Resources Action Programme
WRAS
Water Regulations Advisory Scheme
121
© Zenith Global Ltd 2021
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