Over 1.6 million water coolers in West Europe
The bottled water cooler phenomenon maintained its double figure growth record in West Europe last year and has attracted the attention of the biggest names in the food and drink industry worldwide. 2003 saw volume sales up 18% and unit numbers up 11%, according to the 2004 West Europe Water Coolers report from specialist drinks consultancy Zenith International.
Boosted by growing consumer awareness of hydration and exceptional summer weather, coolers now account for 3% of all bottled water consumption in West Europe and contributed 5% of total bottled water growth in 2003. The overall number of machines installed by the end of the year reached 1.66 million, with throughput approaching 1,300 million litres.
After the dramatic entry of Nestlé and Danone, culminating in consolidation with Powwow and Eden Springs respectively in early 2003, the past 12 months have focused on restructuring. "Branding has been one of the key priorities", commented Zenith Research Director Gary Roethenbaugh. "The Aquarel brand is now present in seven of the ten markets in which Nestlé Waters Powwow has a presence and the Eden Springs brand has been introduced in ten of the 12 markets in which Danone Springs of Eden operates." Jointly these two businesses now represent over 40% of all units installed, whilst the top five groupings have a combined 58% share - proof of the industry's gathering internationalisation.
With 32% of cooler numbers, the United Kingdom remains the largest national market by a substantial margin. France retains its second place on 14%, with Italy and Spain following on 11% and 8%. By volume, the UK share is even higher at 36%, with France second again on 14%, then Italy and Spain tied in third place on 9% apiece. The fastest growth rates in 2003 were achieved by Spain and Greece. "The more mature Scandinavian and North European markets showed much slower growth rates, but there is a feeling that the presence of the world’s leading bottled water names will lead to a concerted marketing push before much longer," Gary Roethenbaugh added.
Balancing out continued rapid expansion in southern markets and lower growth rates in northern markets, Zenith predicts the industry will reach 2.7 million units in 2008, with volume sales of 2,100 million litres. Significant development in the provision of water coolers to homes could increase these figures further still.
The 2004 Zenith Report on West Europe Water Coolers contains 314 pages including 141 company profiles, full company rankings, 23 market overview tables and a detailed market commentary. 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 Anya Bourke, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com
Boosted by growing consumer awareness of hydration and exceptional summer weather, coolers now account for 3% of all bottled water consumption in West Europe and contributed 5% of total bottled water growth in 2003. The overall number of machines installed by the end of the year reached 1.66 million, with throughput approaching 1,300 million litres.
After the dramatic entry of Nestlé and Danone, culminating in consolidation with Powwow and Eden Springs respectively in early 2003, the past 12 months have focused on restructuring. "Branding has been one of the key priorities", commented Zenith Research Director Gary Roethenbaugh. "The Aquarel brand is now present in seven of the ten markets in which Nestlé Waters Powwow has a presence and the Eden Springs brand has been introduced in ten of the 12 markets in which Danone Springs of Eden operates." Jointly these two businesses now represent over 40% of all units installed, whilst the top five groupings have a combined 58% share - proof of the industry's gathering internationalisation.
With 32% of cooler numbers, the United Kingdom remains the largest national market by a substantial margin. France retains its second place on 14%, with Italy and Spain following on 11% and 8%. By volume, the UK share is even higher at 36%, with France second again on 14%, then Italy and Spain tied in third place on 9% apiece. The fastest growth rates in 2003 were achieved by Spain and Greece. "The more mature Scandinavian and North European markets showed much slower growth rates, but there is a feeling that the presence of the world’s leading bottled water names will lead to a concerted marketing push before much longer," Gary Roethenbaugh added.
Balancing out continued rapid expansion in southern markets and lower growth rates in northern markets, Zenith predicts the industry will reach 2.7 million units in 2008, with volume sales of 2,100 million litres. Significant development in the provision of water coolers to homes could increase these figures further still.
The 2004 Zenith Report on West Europe Water Coolers contains 314 pages including 141 company profiles, full company rankings, 23 market overview tables and a detailed market commentary. 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 Anya Bourke, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com