Bottled water set to overtake all other soft drinks worldwide

25 October 2018 | Research tools

New data suggests that bottled water consumption is set to overtake all other soft drinks worldwide this year.

Speaking at the 15th Global Bottled Water Congress in Evian yesterday, Richard Hall, Chairman of drinks consultancy Zenith Global, said: “This is all the more remarkable because other soft drinks include carbonates, juices, energy, sports, concentrates, ready to drink teas and coffees, some of which are also growing strongly.”

Bottled water consumption reached 418 billion litres in 2017, up 92% since 2007, an average approaching 7% a year and a 10 year increase of 200 billion litres. All other soft drinks totalled 438 billion litres in 2017, up 24% since 2007, an average of 2% a year and a 10 year increase of 84 billion litres.

Hall added: “We are therefore forecasting 2018 will be the year when bottled water exceeds the total for all other non-alcoholic beverages.”

Zenith Global’s prediction came amid launch of its new online globaldrinks.com database. It covers 24 non-alcoholic beverage categories and segments across 86 countries in both volume and value, with figures going back to 2006 and forecasts up to 2022.

Hall demonstrated the power of the database by comparing bottled water prices for five market segments over the past 10 years. He said: “This shows that the vast majority of bottled water is not only healthy, convenient and local, it is also very affordably priced with virtually no increase in average prices during the past ten years.

“The price of bulk water in packs over 10 litres has consistently averaged out at US$0.15 or less per litre and the average for smaller packs of still water has not risen above US$0.65 per litre. Nevertheless, there is a strong premium for other waters, with sparkling water averaging up to US$0.97 per litre, flavoured water up to US$1.49 per litre and functional water up to US$1.95 per litre.”

Hall concluded: “In dynamic and constantly changing markets, it is essential for producers and suppliers to keep on top of the latest consumption trends. This database underpins and informs much of our work around the world across the full range of beverage categories.”