Blooming water market with flavors in the West

The pull of the growing consumption of water and other bottled beverages has been crucial to the increase in activity in the segments of manufacturing Stoppers and packaging of PET and other most commonly used materials. Numerous market research studies reveal that in the West the consumer is left be seduced by the design of the packaging and the curiosity of the novelty, which favours the constant renewal of this market. In Asia and Middle East, however, also find other motivations: the purity of the water and the benefits that it brings to health. The latest report of the consulting firm Zenith International reveals that the development of the industry for the manufacture of bottles is not a one-off phenomenon but has continuity, is growing at a dizzying pace, and in the face of a futureIt implies a great potential. In addition, the consultancy shows how a good marketing strategy coupled with current consumption patterns have come up with the formula of a product's success in Europe: water bottled with flavors.

Water bottled in Asia and Middle East sales rose eleven percent to 51,000 million litres consumed in 2004, according to points the last report of the consulting firm Zenith International which analyzed water bottled in Asia and the middle marketelaborated with the collaboration of the Asian Association of bottled waters ABWA. The study shows a continued double-digit growth increasing consumption per person of 6.6 litres in 1999 to 13.2 litres in 2004.

Market in Asia and the Middle volume has doubled in the past five years and now represents 32 percent of total consumption, compared with 24 per cent in 1999. "Bottled water is different according to different regions of Asia, where affected by factors such as the guarantee of security of the purity of the water to elements which influence such as the benefits associated with hydration that contributes to the health" , said Gary Roethenbaugh, director of the consulting firm. "The projection of the industry of water bottles, in terms of growth and opportunities in the long term is immense."

The main findings of the report of 2005 are:

• Despite the pressure of costs, the value of the sale of the market of the bottle of water in Asia and the Middle East amounted to $ 11,100 million.
• The consumption per person varies greatly. Asian consumers bought an average of 11 litres per day per person last year, while in the East half was purchased more than three-fold, which represents consumption of 36.5 litres, including some countries where the daily use has contributed to increasing those levels.
• Asia is by far the largest market, accounting for 76 percent of the regional volume, while Middle East was a 24 per cent. He is also expected that the share of Asia would increase over the next five years.
• The constant growth of this market has been led by China, Indonesia and Turkey. Only these three countries provided 58 per cent of the entire volume of growth between 1999 and 2004.
• There are currently nine countries where the consumption of water exceeds 1 billion litres; seven of them are in Asia: China, Indonesia, Thailand Korea of the South, India, Japan, and the Philippines. The other two are Turkey and Saudi Arabia in the middle.
• The Indonesia's Aqua group is the largest producer of bottles of water in the region, followed by Chinese firms Wahaha and Robust, the Thai Boon Rawd and the Manhal located in Saudi Arabia.

Profiles of Asian markets and Middle East have significant contrasts. Asian countries are often young and emerging, with envolvientes distribution structures, but it is characterized in general by a mature and established water industry.

Zenith highlights a number of issues such as future keys. These include: developing procurement and programmes to address the largest manufacturers of bottles international market: Nestle, Danone, Coca-Cola and PepsiCo; the threat of erosion of prices, the need to maintain the quality standards, the impact of the waters not regulated products regulated brands, the passage of the structural change in sales to the minor as well as the entrenchment of bottled water consumption habits.

As the consumption of water has been accepting in Asia and the Middle, Zenith predicts that consumption will continue ceciendo quickly, reaching the 76 billion litres by 2009.

"In terms of growth futures, Asia and Middle East represents a good opportunity, with an increase in the market over 25,000 million liters in the next five years," concluded Gary Roethenbaugh. "China is the main country to observe because it tends to achieve an early volume of 28 percent in 2009"

We have recently seen how well known brands of bottled water aired TV spots promoting aromatic water. Soon after, supermarkets and department stores showed a broad repertoire of a type of water, which was already consumed and in abundance, in our neighbouring country. In addition to France, many European countries that have already added to their shopping carts the waters of flavors. So much so that this innovative concept of soda is experienced rapid growth.

The growing consumption of this drink responds to a demand for drinks that they combine a tasteful with the health benefits according to another report of the consultant who asked about the most consumed beverage in Western Europe. The volumes of consumption grew by 17 percent to there million litres in 2004.

Associated with the well-being and the quality of the water, flavored water has been presented as a healthy alternative to ending the thirst, healthier than soft drinks, at the same time that offers a more suggestive than conventional water option. A small but growing number of flavored waters also provide added value, including functional as vitamins, minerals and herbal ingredients.

Markets vary considerably depending on the type and volume of product sold. Austria, which stands out as the country with a greater number of litres consumed per person, provides brands with exotic flavours containing a series of good ingredients for health.

Associated with the well-being and the quality, flavored water stands as a healthy alternative to ending the healthier than soft drink thirst, at the same time that offers a more suggestive than conventional water option

Other countries of the North are characterized for selling a large number of sugar-free products that are simply flavoured with lemon or lime.

United Kingdom, stands out in the market of Western Europe with a share of mercad of 26 percent, followed closely by Germany and France. Together, the trio accounted for more than 70 by tale of global sales.

Water of Danone, Volvec flavored fruit is the leading brand in all three countries. Other markets, especially in southern Europe, are still in the early stages of development.

Zenith provides bottled water market to continue to grow a meda 13 percent annually to reach the 2 billion litres in 2009.