The document discusses the global bottled water market and major companies. The market is dynamic with many competitors, though some large firms control a significant share. The main company types are small brands, big food/beverage corporations like Nestle and Danone, and urban water suppliers. Nestle has many brands and the largest market share worldwide. Danone owns Evian and Volvic, two top brands. Coca-Cola and PepsiCo also have large water businesses to complement their portfolios. The future of the industry depends on performance of major companies and their ability to grow in new markets.

1. World market of bottled water
Amelia Díaz
Miquel Salgot
Universitat de Barcelona

2. Bottling market & companies
 Dynamic market where great
number of companies are
competing
 Sector where a big part of the world
market is still controlled by local
firms
 Three main types of companies

3. Types of bottling companies
 Small or big companies created
purposely for the commercialization
of a specific brand of bottled water
 Several of them are centennial and
family owned. Nevertheless, most of
them grouped or are controlled by
big worldwide corporations like
Nestlé and Danone
1

4.  Big food and beverage corporations,
like Coca-Cola and PepsiCo. For
those corporations, water is a key
component (raw material) for their
products and entered the bottled
water market to improve the
efficiency of and by using their
worldwide distribution network
2

5.  Urban water supply companies
(network companies), using their
knowledge on water treatment and
purification to enter a more profitable
business
3

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7. PEPSICO
COCA-
COLA
DANONE
NESTLÉ1
2
3
4
The big four

8. NESTLÉ
63 brands
http://www.nestle-
waters.com/brands/
all-brands
Located in 36
countries
97 bottling
factories
Distribution in
130 markets

9. NESTLÉ
Brands:
Internationally
prestigious
Functional brands
Nestlé ‘s trademark
waters
Brands
portfolio:
3 main types
Natural sources’
waters

10. Internationally known
brands
All brands coming from
protected sources
in France and Italy
San Pellegrino
Acqua Panna
Vittel
Perrier
NESTLÉ
Contrex
Nestlé

11. Functional brands
Natural source’s waters located
in national territories,
well positioned in the national
or regional markets
Nestlé brand waters, all having
identical quality but produced
in different places to minimize
transport costs
NESTLÉ

12. Nestlé’s brand waters
Nestlé Pure Life
NESTLÉ

13. Nestlé Pure Life
Commercialized in 27 countries,
in emergent markets
and in North America
2008, just in 10 years, became
the worldwide leader brand of bottled water
NESTLÉ
2008: more than 5 billion liters sold in the world
2009: 14% increase

14. NESTLÉ
2013: 11,7% market share.
Nestlé sales’ leader in
North America, Europe
and Latin America
Buying local well
known companies
Introduction of their own
brand Nestlé water
or
Main expansion strategy

15. Inroducción de su marca de
agua Nestlé
NESTLÉ
Saudí Arabia (2002)  Al Manhal, Springs
Nigeria and Algeria (2005)
Turkey (2006)  Erikli, Alaçam
Switzerland (2007)  Henniez, Cristalp
Mexico (2007): Gerber, Sta. María
Brazil (2009)  Sta Bárbara, Petrópolis
China (2009) Da Shan, Waterman, Deep Spring
Introduction of
Nestlé water brand
Chile (2007) Cachantun, Manantial, Porvenir

16. DANONE
Owns 2 of the first
5 worldwide
selling leader
brands : Evian and
Volvic
Sales: 18
billion liters
81 bottling
factories
Market share :
8,5%

20. Main international brands

21. Local brands leaders of the market

22. MAIN LEVERS FOR GROWTH IN 2013

24. 2nd bigger bottled water producer in Europe and
important supplier in Asia- Pacific and Latin America
Its 2 bigger factories, both located in France,
represent approximately 15% of the total bottling
capacity of the group
DANONE
Its 2 bigger factories for bottling water in large containers,
both located in Indonesia, represented
nearly 8% of total production

25. DANONE
2009: exported to 150 countries
EVIAN
The main exported product of the group is
bottled water, mainly under the brands
Evian and Volvic
Leader brand in the UK
and second in Japan

26. DANONE
Leader brand in Germany
First imported brand in Japan
VOLVIC

27. COCA -
COLA
Es la mayor compañía de bebidas sin alcohol y el tercer
productor de agua embotellada en el mundo
2009: 79% of the total volume of units sold worldwide
were commercialized
through the associated bottling partners
The main company for non-alcoholic beverages
and the third bottled water producer in the world
The beverages are produced, distributed and sold
through the local associated
bottling companies, privately owned and administered

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Brands

29. We believe that water must be respected
as well as water is respecting us

30. Our sources: different places, the same quality water

31. COCA -
COLA
This water comes from the public distribution
network and is then purified
DASANI
In 1999 was introduced in the States with the
bigger publicity budget in the
bottled water industry
Its first brand

32. Mexico (2008)  El Agua de los Ángeles
Colombia (2009)  Brisa
Bolivia (2009)  Mineragua
Bolivia (2009)  Vital
Japan (2009)  I Lohas
COCA -
COLA
Apart, has been increasing
its water business during
the precedent years through
the purchase of companies
in several countries

33. PepsiCo
In the mid nineties entered the bottling water markets
by launching the brand
Aquafina
In 1999, became the fourth bottled water
supplierin the USA, with a 5,5% market share

34. 2014: was the fourth ranked bottled still water
brand of the United States with about 0.86 billion
U.S. dollars worth of sales
AQUAFINA
PepsiCo
Purified public network water
Its first brand

35. Rusia  Minerale Acqua
Mexico  Electropura
United Kingdom V Water
PepsiCo
Apart from Aquafina in the
USA, PepsiCo owns other
brands in several countries

36. Global market forecast 2011-2021

37. Industry future perspectives

38. In the next five years, as a general tendency, the main
four companies will mainly center their efforts in the
USA and Europe markets, mature and consolidated, but
still heavily fragmented

39. The immediate future of the industry will be strongly
related to the results of the main companies in the
world water market

40.  Will be interesting to follow the
next steps of PepsiCo and Coca-
Cola: in only 10 years, with
Aquafina and Dasani brands,
started from zero and are now
the first and second selling
brands in the USA
 Next step: both companies will
attempt to control/dominate the
world market and challenge the
present leaders command:
Nestlé and Danone

41.  Due to the market contraction in
the last years, all the big players
in the bottled water market are
trying to position themselves in
the quickly growing markets in
developing countries

42. Approach to the commercial flows

43.  The WTO (World Trade
Organization) estimated that the
world water trade is limited to
bottled water and just represents
0,02% of the value of worldwide
goods
 25% of the billion bottles sold every
year in the world is sold out of its
country of origin
 75% is produced and distributed at
regional level

44.  More than 90% of Nestlé’s Water
volume is sold out in the country
where it is produced
 Vichy Catalán, from the three main
water bottlers in Spain, exported 3%
of its production to 29 countries

45.  In the next future, the tendency
seems to be an increase to the
bottling water flows at the local,
regional, national and international
levels
 The big bottling water corporations
did found a market niche in the
emergent countries
 The strategy for growing is right
now the acquisition of local, well
positioned companies

46. To finish...
 The comparatively high price
and the consideration of the
difficulties to recycle the
water containers is
generating certain rejection
from the public

47.  New York and Boston cities
launched a campaign pushing the
citizens to return to tap water
consumption
 Several USA and Australia
universities banned to sold
bottled water in the campus