Premium bottled water gains momentum

As Zenith international reported in March 2011, the global sales of premium bottled water rose from 9.4 billion litres in 2009 to 9.5 billion litres in 2010. This represents 6.3 percent of all bottled water consumption in pack sizes up to 10 litres.

Zenith defines “premium” primarily based on a brand’s price and positioning within the market. There are also several different layers of premium, ranging from premium private label through everyday premium and super premium to ultra premium.

With differing dynamics in each country, Zenith’s March report highlights three markets – China, Germany and the United States. The US premium market is dominated by imports such as Fiji and Evian. In Germany the segment is substantial, led by Gerolsteiner, but fragmented. China now has one of the fastest growing premium sectors worldwide, with a combination of local and imported brands. The key leading premium brands worldwide include Evian, Perrier, San Pellegrino, Vittel and Volvic.

After a slowdown in growth for premium bottled water under the recent combination of economic pressures and environmental concerns, the expansion for premium waters continues.