The Bottled Water industry has been enjoying double figure growth for almost a decade. Indeed, bottled water is still the fastest growing segment within the beverage category.

Consumption of bottled water in New Zealand per capita is still relatively low by international standards, highlighting the future potential of this sector. The total bottled water market in New Zealand is currently valued at $78 million with per capita consumption at just 24 litres compared to 140 litres in Italy and 130 litres in France.
[Source: IBWA 2004]

In a report issued by Reuters it was confirmed, for the first time, that Private Label Bottled Water was officially the fastest growing segment of the booming bottled water industry. Independent research further supports the potential of this rapidly growing market.

It is this set of young affluent ‘opinion leaders’ who are at the forefront of this push towards premium status, which has been fundamental to the growth of the designer alcoholic drinks market, according to Datamonitor. And it is image, not taste, which has emerged as the most important defining factor in a product's premium status.

It may upset many purists that the drinks world continues to move into the realms of fashion, where the label is more important than the contents of the bottle.

The whole bottled water category is expanding as consumer demographic trends, including lifestyle demands coupled with an increased importance placed on healthy eating drive consumers to drink more water. The bottled water category is expected to continue growing at a rate of at least 15% over the next five years.

Consumer perception of bottled water – as offering a cleaner, healthier, better tasting alternative to tap water, will ensure this growth continues.
[Source: Beverage World.Com]