Global growth in the premium water market increased to 6% in 2015, according to a new report from food and drink consultancy Zenith International. Premium water sales of 10.7 billion litres accounted for 5% of global packaged water by volume and 12% by value, at US$14.6 billion.
The top 5 global premium water brands – Evian, Vittel, Volvic, San Pellegrino and Gerolsteiner – are collectively responsible for 46% of volume. Danone and Nestlé continue to lead the market, owning 4 of the top 5 between them.
“Premium bottled water is most popular in West Europe and North America,” commented Portia Rifat, Zenith senior market analyst. “Asia Pacific and the Middle East are providing emerging opportunities for a growing number of manufacturers. Rising disposable income in these regions, coupled with often poor quality tap water, serve to increase the appeal of premium water amongst consumers,” she concluded.
Zenith forecasts that the global market for premium water will reach 12.4 billion litres by 2018. Growth will come from improving economies in mature markets and middle-class consumers upgrading from mainstream to premium brands in emerging markets.