Bottled water sales still booming in Aust
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.