Cover Image
市場調查報告書

美國瓶裝水市場

Bottled Water in the U.S.

出版商 Packaged Facts 商品編碼 302665
出版日期 內容資訊 英文 100 Pages
訂單完成後即時交付
價格
Back to Top
美國瓶裝水市場 Bottled Water in the U.S.
出版日期: 2014年04月24日 內容資訊: 英文 100 Pages
簡介

瓶裝水市場有著美好前景。由於消費者持續對碳酸飲料敬而遠之,選擇飲用瓶裝水,許多的產業分析師和市場營銷者確信該部門不久將成為非酒精飲料領域的主力。健康上的擔憂和健身的流行、以及肥胖問題等,零卡路里或超低卡路里的瓶裝水逐漸成為多數美國人選擇的飲料。相較於含有許多糖分的飲料,香味和包裝的創新,成為選擇瓶裝水的助力。政策環境亦在考量被視為是大眾健康威脅的高卡路里飲料比較之下,瓶裝水逐漸取得優勢。

本報告以美國的瓶裝水及氣泡水/礦泉水市場為調查對象,並彙整了瓶裝水的營業額變化與預測、類型別的詳細內容、市場成長的各種影響因子分析、主要產品與各種新趨勢、主要業者的行動、瓶裝水使用者的檔案資料等。

第1章 報告摘要

  • 調查範圍
  • 調查手法
  • 市場概要
  • 考察、市場機會
  • 競爭策略
  • 市場行銷、新產品動向
  • 人口動態重點

第2章 考察、市場機會

  • 瓶裝水市場的市場機會與課題
  • 主要品牌與威脅
  • 主力新興企業
  • 拯救低收益的高級水
  • 產品純度的認識
  • 主要品牌
  • 強調「天然」的重要性
  • 顏色與香味的明顯趨勢
  • 水的強化
  • 在家做碳酸水
  • 落差與新展望
  • 便利商店給瓶裝水銷售者的底線帶來希望
  • 瓶裝水做為時尚
  • 瓶裝水使用人口
  • 氣泡水瓶裝水使用者:卓越消費者

第3章 市場概要

  • 過去的動向
  • 消費者從碳酸軟性飲料轉移至瓶裝水
  • 飲用大容量瓶裝水的消費者
  • 瓶裝水的使用反映美國社會的人口動態
  • 市場的規模與結構
  • 氣泡水的人氣與持平的瓶裝水
  • 瓶裝水:消費量擴大、營業額減少
  • 便利商店增進瓶裝水的營業額
  • 市場成長的影響因子
  • 市場成長預測

第4章 競爭策略

  • 概要
  • 領先銷售業者輸給自有品牌
  • 自有品牌在PET/便利商店區塊獲得成長
  • Nestle Waters North America:為瓶裝水市場首位
  • Talking Rain Beverage Company:對氣泡水市場造成巨大影響
  • 競爭策略
  • Nestle Waters North America:維持首位
  • 成長減緩的Coca-Cola Company
  • PepsiCo:期待頂級商品、等

第5章 市場行銷、新產品的動向

  • 市場行銷趨勢
  • PepsiCo:發售針對10世代的飲用水品牌
  • Essentia Water:宣傳健康與幸福
  • 各家瓶裝水企業:支持「Drink Up」主導
  • 高級瓶裝水:提供"Ectrolytenment"
  • Evian:執行品牌重新建立
  • 新產品動向:氣泡水
  • Talking Rain:擴大急速成長品牌
  • LaCroix:Spree的復興
  • Coca Cola:發售DASANI Sparkling
  • 新產品動向:瓶裝水
  • 高級時尚飲用水的新品牌發售
  • Blossom Water:發售Essence Water
  • Oceans Omega:以Omega Infusion提供健康的水分補給
  • Balance Water:加上花萃取
  • 超高級加拿大飲用水的發售

第6章 人口動態重點

  • 瓶裝水使用人口
  • 瓶裝水使用者:年輕且多樣文化的人口
  • 氣泡水:對X世代有效
  • Perrier、S. Pellegrino:在都市高所得族群間的成功
  • 在健康、健身上的焦點
  • 對在意體重的美國人具有訴求力的瓶裝水
  • 健身愛好者:為瓶裝水市場主力
  • 飲食習慣、飲食喜好
  • 瓶裝水使用者:不完全攝取1日3餐的趨勢
  • 做為健康零食的訴求
  • 瓶裝水使用家庭:常食用其他零食
  • 能量、運動飲料的香味
  • 氣泡水使用者:美食趨勢
  • 瓶裝水使用者:在食品店高額支付之趨勢
  • 瓶裝水愛好者:經常嘗試新食品、飲料的趨勢
  • 氣泡水使用者:在天然食品店購物之趨勢
  • 市場行銷及廣告的接受度
  • 廣告打入瓶裝水使用者:可以以社群媒體和行動電話
目錄
Product Code: LA5233098

The market for bottled water has a promising future. As consumers continue to turn away from carbonated soft drinks and embrace bottled water in all forms, many beverage industry analysts and marketers are convinced that the category will soon become the dominant non-alcoholic beverage. Health and wellness concerns, the fitness fad and the perennial struggle of many consumers with obesity and being overweight have combined to make bottled water the zero-calorie/ultra-low calorie beverage of choice for growing millions of Americans. Innovations in flavoring and packaging have made bottled water evermore appealing to consumers swearing off sugary drinks. An increasingly favorable public policy environment has given bottled water a competitive advantage over high-calorie beverages viewed by consumer activists as menaces to public health. While consumption of premium European sparkling water brands has long served as a status symbol for urban elites, premium still water packaged in designer bottles has become the fashion statement du jour for more and more Millennials and GenXers.

Major marketers of bottled water, however, face a number of disruptive forces, even in the midst of this generally upbeat view of the prospects for the bottled water category. As supermarkets stock their shelves with loss-leading cases of plain bottled water, simply competing on the basis of volume and price no longer seems feasible to marketers of major brands. Major players such as Coca-Cola Company and PepsiCo, Inc. have been forced to revisit their strategies in the face of increasingly fierce competition from branded premium products from upstart brands like Talking Rain Beverage Company as well as low-priced commodity products from private label manufacturers.

Bottled Water in the U.S. highlights the challenges facing marketers of bottled water and analyzes their strategic responses in an increasingly hostile competitive landscape. The report also highlights trends shaping the market for bottled water; provides an estimate of U.S. retail sales of bottled still and sparkling waters for the 2008 through 2013 period and a projection of U.S. retail sales through 2018; identifies marketing and new product trends; and provides an in-depth look at today's consumers of bottled water.

Scope of the Report

This report analyzes the U.S. market for the following categories of bottled water: still water packaged in polyethylene terephthalate (PET) bottles; still water sold in jugs or bulk; and sparkling/mineral water. Bottled still water can either be sourced from natural springs or consist of purified water from other water sources. The sparkling/mineral water category includes naturally carbonated bottled water but does not include seltzers and club soda, which are artificially carbonated. Both bottled still and carbonated waters can be enhanced with vitamins or minerals and various flavorings.

Methodology

The main source of consumer data in this report is the Simmons National Consumer Survey (NCS) for Fall 2013 (and Fall 2004 in the case of 10-year-trend tables and figures) from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population. Simmons NCS uses the term "non-carbonated water," but for the sake of consistency, the term "still water" is used throughout this report.

Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores (including Walgreens, CVS, and Rite Aid), mass merchandisers (Walmart, Target, Kmart, and Shopko), warehouse clubs (Sam's Club and BJ's, but excluding Costco), dollar stores (excluding Dollar Tree), and military commissaries.

The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and annual reports, 10Ks and other releases from public companies.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Market Overview
  • Insights and Opportunities
  • Premium Waters Seen as Salvation for Meager Profits
  • Perceived Purity of the Product Still Matters
  • "Natural" Enhancements Important
  • Bold Colors and Flavors Start to Trend Upward
  • Water Enhancers Create Promise and Loom as a Threat
  • At-Home Carbonation Enters the Fray
  • C-Stores Offer Hope for Bottom Lines of Bottled Water Marketers
  • Sparkling Water Users Are Elite Consumers
  • Competitive Strategies
  • Major Marketers Forced to Hit Reset Button
  • Talking Rain Beverage Company Disrupts Sparkling Water Market
  • Marketing and New Product Trends
  • PepsiCo Markets New Water Brand to Teens
  • Essentia Water Promotes Health and Happiness
  • Bottled Water Companies Support Drink Up Initiative
  • Premium Still Water Offers "Ectrolytenment"
  • Evian Takes Steps to Rebuild Brand
  • LaCroix Revives Spree and Launches C?rate
  • Demographic Highlights
  • Users of Bottled Still Water Tend to Be Young and Multicultural
  • Sparkling Water Works for GenXers
  • Perrier and S. Pellegrino Succeed with Upscale Urbanites
  • Bottled Water Appeals to Weight-Conscious Americans
  • Fitness Buffs Key Segment in Bottled Water Market
  • Bottled Water Users Less Likely to Eat Three Square Meals a Day
  • Healthy Snacking Appeals
  • Bottled Water Fans Like to Try New Food and Beverage Products
  • Sparkling Water Devotees Shop Natural Channel
  • Ads Can Reach Bottled Water Drinkers on Social Media and Cellphones

Chapter 2: Insights and Opportunities

  • Bottled Water Market Rich with Opportunities and Rife with Challenges .. 16
  • Major Brands Threatened from All Sides
  • Table 2-1: IRI-Tracked Dollar and Volume Sales of Selected Beverages for the 52 Weeks Ending March 23, 2014, Private Labels vs. Branded .. 18
  • Upstart Firms Become a Major Force
  • Premium Waters Seen as Salvation for Meager Profits
  • Perceived Purity of the Product Still Matters
  • Table 2-2: Excerpts of Marketing Claims Made about Sources of
  • Selected Water Brands
  • "Natural" Enhancements Important
  • Table 2-3: Excerpts of Health and Wellness Marketing Claims Made by Selected Enhanced and Flavored Waters
  • Bold Colors and Flavors Start to Trend Upward
  • Table 2-4: Flavors and Colors of Selected New Bottled Water Products
  • Water Enhancers Create Promise and Loom as a Threat
  • At-Home Carbonation Enters the Fray
  • Dispensing Caps Open New Vistas
  • C-Stores Offer Hope for Bottom Lines of Bottled Water Marketers
  • Bottled Water Becomes a Fashion Statement
  • Bottled Water Users a Desirable Demographic
  • Sparkling Water Users Are Elite Consumers

Chapter 3: Market Overview

  • Historical Trends
  • Consumers Shift from Carbonated Soft Drinks to Bottled Water
  • Table 3-1: Number of Adults Drinking Five or More Glasses of Non-Alcoholic Beverages in Last Seven Days by Type of Beverage, 2004 vs. 2013
  • More Consumers Drink Large Quantities of Bottled Water
  • Table 3-2: Number of Adults Drinking Bottled Non-Carbonated Water by Number of Glasses Consumed in Last 7 Days, 2004 vs. 2013
  • Table 3-3: Number of Glasses of Bottled Non-Carbonated Water Consumed in Last 7 Days, 2004 vs. 2013
  • Bottled Water Use Mirrors Demographic Trends in U.S. Society
  • Table 3-4: Selected Demographic Characteristics of Adults Drinking 7 or More Glasses of Bottled Non-Carbonated Water or 5 or More Glassesof Sparkling Water in Last 7 Days, 2004 vs. 2013
  • Table 3-5: Number of Adults Consuming 7 or More Glasses of Bottled Non-Carbonated Water in Last 7 Days by Age Group, 2004 vs. 2013
  • Size and Composition of the Market
  • Market for Sparkling Water Bubbles, Still Water Flat
  • Table 3-6: U.S. Retail Sales of Bottled Still Water, 2008-2013
  • Still Water Volumes Up, Dollar Sales Down
  • Convenience Stores Bolster Bottled Water Sales
  • Figure 3-1: Projected U.S. Dollar Retail Sales of Bottled Water by Retail Channel, 2014 (% of total U.S. retail sales)
  • Figure 3-2: Projected U.S. Dollar Retail Sales of Bottled Water by Retail Channel, 2014 (in million $)
  • Factors Affecting Market Growth
  • Shift from Carbonated Soft Drinks Expected to Last
  • Industry Sources Bullish about the Future
  • Still More Room for Growth in American Market
  • Health and Fitness Movement Will Boost Bottled Water Market
  • Public Policy Favors Bottled Water as Better-for-You Beverage
  • Higher Prices for Premium Waters Will Help Dollar Sales
  • Sparkling/Mineral Water to Stay on High Growth Curve
  • Liquid Enhancers Will Boost Interest in Water
  • Continued Commoditization of Plain Bottled Water Will Squeeze Profits
  • PET Bottle Bans Create Obstacles to Growth
  • Projected Market Growth
  • Growth Will Accelerate
  • Sparkling/Mineral Water Will Continue to Lead the Way

Chapter 4: Competitive Strategies

  • Overview
  • Top Marketers Lose Ground to Private Labels
  • Figure 4-1: Top 5 Marketers' Shares of IRI-Tracked Dollar Sales of Bottled Still and Sparkling/Mineral Waters, 52 Weeks Ending February 23, 2014
  • Table 4-1: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Bottled Still and Sparkling/Mineral Waters, 52 Weeks Ending February 23, 2014
  • Private Labels Get Boost from PET/Convenience Segment
  • Table 4-2: Private Labels' Shares of IRI-Tracked Dollar Sales of Bottled Still and Sparkling Waters, 52 Weeks Ending February 23, 2014
  • Nestle Waters North America Stays on Top of Still Water Market
  • Figure 4-2: Top 5 Marketers' Shares of IRI-Tracked Dollar Sales of Bottled Still Water, 52 Weeks Ending February 23, 2014
  • Table 4-3: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Convenience/PET Still Water, 52 Weeks Ending February 23, 2014
  • Table 4-4: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Jug/Bulk Still Water, 52 Weeks Ending February 23, 2014
  • Talking Rain Beverage Company Disrupts Sparkling Water Market
  • Figure 4-3: Top 5 Marketers' Shares of IRI-Tracked Dollar Sales of Sparkling/Mineral Water, 52 Weeks Ending February 23, 2014
  • Table 4-5: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Sparkling/Mineral Water, 52 Weeks Ending February 23, 2014
  • Competitive Strategies
  • Nestle Waters North America Remains in the Lead
  • Table 4-6: IRI-Tracked Dollar Sales of Bottled Still and Sparkling/Mineral Waters by Nestle Waters North America, 52 Weeks Ending February 23, 2014
  • Table 4-7: IRI-Tracked Dollar Sales of Perrier and S. Pellegrino Brandsvs. Other Brands of Nestle Waters North America, 52 Weeks Ending February 23, 2014
  • Coca-Cola Company "Hits a Speed Bump"
  • Table 4-8: IRI-Tracked Dollar Sales of Bottled Still and Sparkling/Mineral Waters by Coca-Cola Company, 52 Weeks Ending February 23, 2014
  • Table 4-9: IRI-Tracked Dollar Sales of Major Brands of Bottled Still andSparkling/Mineral Waters by Coca-Cola Company, 52 Weeks Ending February 23, 2014
  • PepsiCo Hopes Premium Products Will Keep Its Water Business Afloat .. 60
  • Table 4-10: IRI-Tracked Dollar Sales of Bottled Still and Sparkling/Mineral Waters by PepsiCo, Inc., 52 Weeks Ending February 23, 2014
  • Sparkling ICE a One-Hit Wonder for Talking Rain Beverage Company
  • Figure 4-4: IRI-Tracked Dollar Sales of Sparkling ICE Brand of Talking Rain Beverage Company, 52 Weeks Ending February 23, 2014

Chapter 5: Marketing and New Product Trends

  • Marketing Trends
  • PepsiCo Launches Water Brand for Teens
  • Essentia Water Promotes Health and Happiness
  • Bottled Water Companies Support Drink Up Initiative
  • Premium Still Water Offers "Ectrolytenment"
  • Evian Takes Steps to Rebuild Brand
  • New Product Trends: Sparkling Water
  • Talking Rain Expands Fast-Growing Brand
  • LaCroix Revives Spree and Launches C?rate
  • Coca Cola Launches DASANI Sparkling
  • New Product Trends: Still Water
  • New Brand of Premium Fashion Water Launched
  • Blossom Water Introduces Essence Water
  • Oceans Omega Offers Healthy Hydration with Omega Infusion
  • Balance Water Adds Flower Extracts
  • Ultra-Premium Canadian Water Introduced

Chapter 6: Demographic Highlights

  • Who Drinks Bottled Water
  • Users of Bottled Still Water Tend to Be Young and Multicultural
  • Table 6-1: Selected Demographic Characteristics of Adults Drinking Bottled Still Water by Number of Glasses Consumed in Last 7 Days, 2013
  • Sparkling Water Works for GenXers
  • Table 6-2: Selected Demographic Characteristics of Adults Drinking Sparkling Water by Number of Glasses Consumed in Last 7 Days, 2013
  • Perrier and S. Pellegrino Succeed with Upscale Urbanites
  • Table 6-3: Selected Demographic Characteristics of Adults Naming Perrier or S. Pellegrino the Brand of Sparkling Water Used Most Often, 2013
  • Figure 6-1: Percent of Consumers Naming Perrier or S. Pellegrino the Brand of Sparkling Water Used Most Often with a Household Income of $100,000 or More, 2013
  • Focus on Health and Fitness
  • Bottled Water Appeals to Weight-Conscious Americans
  • Table 6-4: Attitudes toward Weight Management of Adults Drinking High Volumes of Bottled Still and Sparkling Waters in Last 7 Days, 2013
  • Fitness Buffs Key Segment in Bottled Water Market
  • Figure 6-2: Percent of Adults Drinking High Volumes of Bottled Still and Sparkling Waters in Last 7 Days Who Exercise Five or More Times a Week, 2013
  • Table 6-5: Physical Fitness Activities of Adults Drinking High Volumes of Bottled Still and Sparkling Waters, 2013
  • Eating Habits and Food Preferences
  • Bottled Water Users Less Likely to Eat Three Square Meals a Day
  • Figure 6-3: Percent of Adults Drinking High Volumes of Bottled Still and Sparkling Waters Who Eat Several Small Meals throughout the Day, 2013
  • Healthy Snacking Appeals
  • Table 6-6: Healthy Snacking by Adults Drinking High Volumes of Bottled Still and Sparkling Waters, 2013
  • Households of Bottled Water Drinkers Eat Lots of Other Snacks
  • Table 6-7: Household Use of Snacks by Adults Drinking High Volumes of Bottled Still and Sparkling Waters by Type and Volume of Snack Consumed in Last 30 Days, 2013
  • Energy and Sports Drinks Favored
  • Table 6-8: Use of Other Beverages by Adults Drinking High Volumes of Bottled Still and Sparkling Waters, 2013
  • Sparkling Water Drinkers Have Gourmet Tendencies
  • Table 6-9: Food Preferences of Adults Drinking High Volumes of Bottled
  • Still and Sparkling Waters in Last 7 Days, 2013
  • Bottled Water Consumers Big Spenders in Grocery Stores
  • Table 6-10 : Supermarket Shopping Profile of Adults Drinking High Volumes of Bottled Still and Sparkling Waters, 2013
  • Bottled Water Fans Like to Try New Food and Beverage Products
  • Table 6-11: Attitudes toward Trying New Food and Beverage Products of Adults Drinking High Volumes of Bottled Still and Sparkling Waters in Last 7 Days, 2013
  • Sparkling Water Devotees Shop Natural Channel
  • Table 6-12: Attitudes toward Natural Foods of Adults Drinking High Volumes of Bottled Still and Sparkling Waters, 2013
  • Figure 6-4: Percent of Adults Drinking High Volumes of Bottled Still and Sparkling Waters Who Are Vegetarians, 2013
  • Figure 6-5: Percent of Adults Drinking High Volumes of Bottled Still and Sparkling Waters Who Shopped at Trader Joe's or Whole Foods in Last Four Weeks, 2013
  • Receptivity to Marketing and Advertising
  • Ads Can Reach Bottled Water Drinkers on Social Media and Cellphones
  • Table 6-13: Receptivity to Marketing and Advertising on Cellphones and Social Media of Adults Drinking High Volumes of Bottled Still and Sparkling Waters in Last 7 Days, 2013 Magazines Work Too
  • Table 6-14: Importance of Magazines of Adults Drinking High Volumes of Bottled Still and Sparkling Waters in Last 7 Days, 2013
Back to Top