Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialised countries consumers have, in principle, access to cheap good quality tap water.
Bottled water is the fastest-growing beverage category in the world: it “has expanded from a tap water substitute into the beverage arena”. The bottled water industry is extremely prosperous, involving companies with different histories and approaches to water. Bottled water is a booming and very competitive market involving numerous companies: in 2007 in the United States, there were 1000 brands of bottled water produced by 630 bottling facilities. Although bottled water is a world market, with companies present world-wide, 75% of it is still controlled by local actors.
Fig : Trivia Source : http://www.business-standard.com/india/news
Fig : World Bottled water Consumption in 2009, in litres/year/person and (in %) Source : Belot,2010 Bottled Water – An Indian Perspective
India ranks in the top 10 largest bottled water consumers in the world, its per capita per annum consumption of bottled water is estimated to be five litres which is comparatively lower than the global average of 24 litres. Today it is one of India's fastest growing industrial sectors. The bottled water industry in India has been growing steadily and is dominated by certain brands in the market. The packaged water segment is extremely competitive with players ramping up their packaging styles to attract a large base of consumers in order to account for a larger share in the market. With rising consumer concerns over health and increasing shelf spaces in the institutional channels, the market is set to boom and exhibit huge potential for players to increase their sales. The size of the packaged water market in the country is Rs 2,200-crore and the total volume is 400 million unit cases. The market share of Bisleri is 8.2%, Aquafina is 9.7% and Kinley is 10.3% according to industry sources. Packaged water market is projected to grow at 16% to 17% during the period 2009 to 2016. Last year it grew by 17%. Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral bottled water were in glass bottles in two varieties - bubbly and still in 1965 This company was started by Signor Felice who first brought the idea of selling bottled water in India. Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml bottles, one- litre bottles and even 20- to 50-litre bulk water packs. The formal bottled water business in India can be divided broadly into three segments in terms of cost: premium natural mineral water, natural mineral water and packaged drinking water. Premium natural mineral water includes brands such as Evian, San Pelligrino and Perrier, which are imported and priced between Rs.80 and Rs.110 a litre. Natural mineral water, with brands such as Himalayan and Catch, is priced around Rs.20 a litre. Packaged drinking water, which is nothing but treated water, is the biggest segment and includes brands such as Parle Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina. They are priced in the range of Rs.10-12 a litre.
Coca Cola – Kinley
Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in many Central European countries, Pakistan and India. Its carbonated forms are used for mixers, and also available in a variety of fruit flavors. The Kinley brand is used by Coca-Cola for two types of drinks: •
A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit flavored available most of the countries in the world. •
An High quality bottled water...
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