Functional water driven by health perceptions
A new generation of functional waters is targeting intensified consumer demand for good tasting, light and refreshing drinks that provide extra health value, according to the 2005 West Europe Functional Water report from leading drinks consultancy Zenith International. Combined volumes of 'naturally functional' and 'added functionality' waters totalled 1,509 million litres in 2004, 27% up on 2000 but 2% down on 2003 because of last year's disappointingly wet summer.
Until recently, the vast majority of functional waters were unflavoured, their functional properties derived from each source's unique rich natural mineral profile. However, a growing number of bottled water brands are now offering consumers both flavour and functionality through an array of added nutritional ingredients for improved wellbeing, energy levels, sports performance and bone health.
Combined volumes for the three leading markets – France, Germany and Italy – accounted for more than 85% of the West European total in 2004. France alone took over 50%. The disparity between established markets like France and emerging markets such as Spain, Greece and Scandinavia illustrates the enormous potential for this burgeoning category.
"Bottled water with added vitamins, minerals, herbs or oxygen is gaining in popularity as a healthier, more hydrating and less calorific option than carbonated soft drinks and as a more interesting alternative to plain water," noted Zenith Research Director Gary Roethenbaugh. "Functional water appeals to health conscious people who are attracted by the proposition of added health value in everyday products."
New flavours and formulations have been instrumental in building consumer interest. Health and wellness are high on many consumers' agenda and this looks set to continue. "Successful companies are focusing not only on the health promoting properties of their water, but also on taste and making sure their health message is fully understood by consumers," Gary Roethenbaugh added.
Zenith conservatively forecasts that functional waters will grow by an average of 6% a year in West Europe to pass 2,050 million litres by 2009.
The 2005 Zenith Report on West Europe Functional Water contains 139 pages including 103 tables and charts, a comprehensive market commentary and detailed analysis by country. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com
For further information, please contact:
Gary Roethenbaugh or Sophie Carkeek, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com
Until recently, the vast majority of functional waters were unflavoured, their functional properties derived from each source's unique rich natural mineral profile. However, a growing number of bottled water brands are now offering consumers both flavour and functionality through an array of added nutritional ingredients for improved wellbeing, energy levels, sports performance and bone health.
Combined volumes for the three leading markets – France, Germany and Italy – accounted for more than 85% of the West European total in 2004. France alone took over 50%. The disparity between established markets like France and emerging markets such as Spain, Greece and Scandinavia illustrates the enormous potential for this burgeoning category.
"Bottled water with added vitamins, minerals, herbs or oxygen is gaining in popularity as a healthier, more hydrating and less calorific option than carbonated soft drinks and as a more interesting alternative to plain water," noted Zenith Research Director Gary Roethenbaugh. "Functional water appeals to health conscious people who are attracted by the proposition of added health value in everyday products."
New flavours and formulations have been instrumental in building consumer interest. Health and wellness are high on many consumers' agenda and this looks set to continue. "Successful companies are focusing not only on the health promoting properties of their water, but also on taste and making sure their health message is fully understood by consumers," Gary Roethenbaugh added.
Zenith conservatively forecasts that functional waters will grow by an average of 6% a year in West Europe to pass 2,050 million litres by 2009.
The 2005 Zenith Report on West Europe Functional Water contains 139 pages including 103 tables and charts, a comprehensive market commentary and detailed analysis by country. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com
For further information, please contact:
Gary Roethenbaugh or Sophie Carkeek, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com