Bot­tled water sales still boom­ing in Aust

Central and North Burnett Times - - WEEKEND - — Frank Chung, news.com.au

AUSSIES may be mov­ing away from sug­ary soft drinks and juices but the health revo­lu­tion has boosted the for­tunes of the most ridicu­lous prod­uct we’re still pay­ing for. Yes, peo­ple are still buy­ing bot­tled water in record num­bers de­spite the gen­er­ally high qual­ity of our tap water.

In 2015, about 5.3 mil­lion peo­ple, or 27.1% of the pop­u­la­tion, drank bot­tled water in any given week, ac­cord­ing to Roy Mor­gan. That was an in­crease on 4.9 mil­lion bot­tled water drinkers in 2014.

Mount Franklin, made by bot­tling com­pany Coca-Cola Amatil, is by far the most pop­u­lar brand, con­sumed by nearly 40% of bot­tled water drinkers, fol­lowed by Coles Nat­u­ral Spring Water on 14% and Pump Pure Water on 12.8%.

Ac­cord­ing to mar­ket re­search firm IBISWorld, the bot­tled water in­dus­try is worth $736 mil­lion and is pro­jected to grow at an an­nu­alised rate of 2.4% over the next five years to reach $826.8 mil­lion.

Euromon­i­tor says sales of bot­tled water rose 8% in 2015, with pri­vate la­bel prod­ucts lead­ing by share of vol­ume with 28%. The re­search firm says while still bot­tled water makes up 74%, sales of car­bon­ated water are in­creas­ing. You can thank Jen­nifer Hawkins for that, ap­par­ently.

“Mount Franklin is known as Aus­tralia’s num­ber one bot­tled water brand, and its ‘lightly sparkling’ am­bas­sador and for­mer Miss Uni­verse, Jen­nifer Hawkins, helped gen­er­ate in­ter­est in flavoured bot­tled water,” Euromon­i­tor says.

The good news? The av­er­age re­tail unit price of bot­tled water con­tin­ues to face down­ward pres­sure, fall­ing by 1% in 2015 “largely due to strong pro­mo­tional ac­tiv­ity”.

IBISWorld says as dis­pos­able in­come in­creases in the next few years, con­sumers will be­gin shift­ing back to pre­mium brands, slow­ing the pri­vate su­per­mar­ket la­bel trend.

“Com­pared with many for­eign coun­tries, Aus­tralia still con­sumes a sig­nif­i­cantly lower vol­ume of bot­tled water an­nu­ally,” IBISWorld says.

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