Market Trends of Bottled Water Industry
Consumer Preference Of Pure And Healthy Hydration
Contaminated water can harm health, including causing gastrointestinal illness, reproductive problems, and neurological disorders. Infants, young children, pregnant women, the elderly, and people with weakened immune systems are more likely to get sick from some contaminants. According to WHO, some 1 million people are estimated to die each year from diarrhea as a result of unsafe drinking water, sanitation, and hand hygiene. As a result, people prefer commercially bottled water for various reasons, including taste, convenience, as a substitute for other beverages, or perceived health benefits. Besides this, players are launching functional bottled water enriched with vitamins to cater to the demands of health-conscious consumers. For instance, in March 2024, Essentia Water launched the flavored functional water Essentia Hydroboost, which contains hydrolates, a blend of B-complex vitamins, and 400mg of electrolytes.
North America Dominates the Market
The United States represents the biggest market for bottled water in North America due to the rising number of health-conscious consumers in the country. Another significant factor is the increasing awareness among consumers of potential health risks of contaminated drinking water. According to a study by the US Geological Survey in July 2023, nearly half of the tap water in the United States is contaminated with ‘forever chemicals’ like per- and polyfluorinated alkyl substances (PFAS), considered dangerous to human health. The study found that the highest concentrations of PFAS in drinking water were in the Great Plains, the Great Lakes, the Eastern Seaboard, and Central/Southern California. Therefore, people spend more on bottled water for its perceived health benefits. According to a 2022 study by the International Bottled Water Association (IBWA), the consumption of bottled water among American adults is rising. Drinkers find many factors important while consuming bottled water, like taste (96%), quality (96%), and safety (90%). Recycled or sustainable packaging is another essential factor that guides their consumption, with nearly 72% of Americans saying they are more likely to buy bottled water from brands that use recycled content in their packaging. Moreover, players focus on introducing eco-friendly packaging, such as recycled materials and biodegradable containers, to address growing concerns about plastic waste and gain an opportunity to attract environmentally conscious consumers.
