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2. AMATI
& Associates
2
Blurring Boundaries: the bottled water category is building on insights and
strategies from soft drinks, leveraging typical rituals from cocktails,
borrowing codes from Ready-to-Serve and Ready-to-Drink beverages
3. AMATI
& Associates
2007 2008 2009 2010 2011 2012
Volume Size (Liter Billions)
Market Trends
3
2007 2008 2009 2010 2011 2012
Value Size (EUR Billions)
Market still positively moving both in volume and value terms
SANITIZED SANITIZED
5. AMATI
Associates
5
US, China and Mexico are the biggest markets, with the most interesting growth prospects coming from
Thailand, China and Indonesia
SANITIZED
Highest potential Market
Country Sizes Volume
US
China
Mexico
Brazil
Indonesia
Thailand
Italy
Germany
France
Spain
ROW
CAGR 2008-2011
7. AMATI
Associates
Super/
Hyper
On-trade
Independent
Retailers
Convenience
others
Global Sales by Channel (Value; 2012)
Channels
While globally the on-premise is the second most important channel, it comes with different weights in US and
Europe
SANITIZED
Super/Hyper
On-trade
Independent
Retailers
Convenience
others
US Sales by Channel (Value; 2012)
Super/HyperOn-trade
Independent
Retailers
Convenience
Europe Sales by Channel (Value;
2012)
9. AMATI
Associates
Average Price Structure in US
9
Marketing and Selling expenses count for a big chunk of the retail price, with distributors margins being
multiples of the producers’
ILLUSTRATIVE
Cost of Goods Marketing Trade Allowances EBITA Retail Margin Retail Price
SANITIZED
SGA
10. AMATI
Associates
US Market Positioning
10
The top three distributors of Bottled Waters in the US have found for their brands ownable territories in
consumers’ hearts and minds
Well-being
ILLUSTRATIVE
MeUs
Wellness
Pleasure
Epicure
Sustainable Lifestyle
Fit look good
1
2
3
11
1
21
Bright
12. AMATI
Associates
New Products and Line Extensions
12
MiO Water Enhancer was launched by Kraft in 2011, with Energy and Light extension reaching market in ‘12
and ‘13
ILLUSTRATIVE
13. AMATI
Associates
New Products and Line Extensions
13
Coca-Cola owned Dasani’s has launched a brand extension in the liquid flavoring additives (Oct ‘12)
ILLUSTRATIVE
14. AMATI
Associates
New Products and Line Extensions
14
Fruitwater from Coca-Cola’s Glaceau, sparkling fruit-flavored water with no calories launched in 2013
ILLUSTRATIVE
15. AMATI
Associates
New Products and Line Extensions
15
Evian Limited Edition bottle in collaboration with DVF, launched in Dec ‘12
ILLUSTRATIVE
16. AMATI
Associates
New Products and Line Extensions
16
Vichy Catalan – the sodium rich Catalan water – just recently launched a brand extension in tonic waters by
positioning as the perfect cocktail mixer (May 2013)
ILLUSTRATIVE
17. AMATI
Associates
New Products and Line Extensions
17
Nestle also launched a Limited Edition bottle, alongside a campaign celebrating Luciano Pavarotti’s heritage
and legacy
ILLUSTRATIVE
18. AMATI
Associates
New Products and Line Extensions
18
Ethical brand ONE enters the booming flavored waters segment (2013)
ILLUSTRATIVE
19. AMATI
Associates
New Products and Line Extensions
19
Chi Coconut Water, extends into flavored waters and flavored milk (2013)
ILLUSTRATIVE