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Packaged water consumption worldwide outpacing carbonates

Source:Ringier Food Release Date:2015-04-24 226
Food & Beverage
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Global consumption of packaged water will exceed 233 billion liters this year, driven mostly by demand in emerging countries 

WORLDWIDE consumption of packaged water will surpass 233 billion liters this year to overtake carbonates consumption of about 227 billion liters, forecasts a Canadean report.

Emerging countries are driving the rise in packaged water consumption, with India, China, and Brazil expected to achieve a CAGR of 21%, 12%, and 8% respectively between 2015 and 2020. Meanwhile, western countries with traditionally high packaged water consumption will have slower growth rates. Germany, Italy, France, and Spain are forecast to see only 1% CAGR during the same period. The US will retain its second place ranking in terms of volume as health concerns prompt more consumers to shift to packaged water.

Table: Top 10 global packaged water country ranking in terms of volume, 2015F v 2020F (% share)

Packaged water consumption globally reached only 170 billion liters in 2010 compared with 215 billion liters of carbonates. Canadean analyst Fiona Baillie noted clear trends reflecting the speed at which packaged water is growing.

“Asia and West Europe already have packaged water consumption levels above those of carbonates and this year East Europe is set to join them,” Ms Baillie said.

China and India will consume about 45 billion liters more than in 2015 by 2020 to account for 50% of the world’s additional packaged water consumption.

According to Ms Baillie, “With nearly one-third of the world’s population residing in these countries the impact is significant. Packaged water is often necessary in areas susceptible to flooding or other natural occurrences, as these often lead to water contamination and the spread of diseases.”

‘On the go’ hydration is becoming a key part of daily life in Asia. A growing number of consumers are taking bottles of water because of higher temperatures and poor piped water infrastructure.

In India, ‘on the go’ water consumption is fueled even more by the expanding retail trade in bus terminals and train stations. In particular, consumption of 100cl bottles has been rising markedly in rural markets. Besides being easy to transport, locals perceive them as having good value per serving.

Ms Baillie said the trend “assimilates packaged water, namely 100cl bottles, into the process of travelling and establishes it as the norm for all types of consumers.”

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