05 Dec 2024 Packaging innovations seal the deal in SA’s bottled water market
Globally and locally, the bottled water market has seen significant innovation in packaging designs, driven by consumer preferences for convenience, sustainability, and enhanced functionality.…
This shift is part of a broader trend, with demand for user-friendly packaging surging as health-conscious individuals prioritise hydration on-the-go.
Consequently, companies are increasingly adapting their product packaging to meet these evolving consumer needs, resulting in the introduction of an array of innovative packaging designs, such as tethered bottle caps.
Insight Survey’s latest South African Bottled Water Industry Landscape Report 2024 carefully uncovers the global and local bottled water market, based on the latest intelligence and research.
In 2024, the global bottled water market is expected to reach an estimated value of approximately $360bn. Furthermore, the market is projected to increase at a compound annual growth rate (CAGR) of 3.6%, to reach a value of approximately $430bn in 2029, as illustrated in the graph below.
Source: Statista Graphics by Insight Survey
In terms of the SA market, the local bottled water market increased by 44.6% from 2018 to 2023, and at a CAGR of 7.6%, over the same period. Moreover, the market is predicted to grow at a 7.5% CAGR for the 2024 to 2028 forecast period.
The current and expected growth of the global bottled water market can be attributed, in part, to the introduction of more eco- and user-friendly bottle packaging solutions. This has resulted in global players like Highland Spring and Gatorade Water, launching more innovative designs to meet this growing demand.
More specifically, Highland Spring, a Scottish water brand, announced its expansion into the flavoured still water market, with the launch of its new still water sugar-free range in the UK.
Furthermore, Gatorade launched its first unflavoured water throughout the US, called Gatorade Water, marking the brand’s expansion into the bottled water market. The product is available in 1-litre bottles and 700ml bottles with a sports cap, making it convenient for on-the-go hydration and active-use.
In particular, this new range features bottles with attached caps, specifically designed to ensure fewer caps are discarded or lost.
This trend of innovative and sustainable packaging has also gained traction in the local market, with local players introducing innovative bottled water packaging aimed at providing consumers with more convenient, eco- and user-friendly designs.
For example, aQuellé introduced tethered caps on its 500ml Still Natural Spring Water Bottles, a first in SA. Designed to combat plastic pollution, the cap remains securely attached to the bottle, even after opening, with this simple yet effective solution in reducing litter and simplifying the recycling process.
In addition, the company also introduced a new range of still, natural spring water called ‘Splash’. The range is positioned as a smart alternative to sugary drinks for children, with a spill-proof cap, which effectively prevents leaks when the bottle is shaken or turned upside down, making it ideal for lunch boxes and road trips.
As a further illustration, Polyoak Packaging, a leader in food and beverage packaging and a founding member of the South African Plastics Pact, introduced tethered closures for PET bottles to address the problem of litter. These closures remain attached to the bottle after opening, thereby reducing litter and enhancing recycling efforts.
Similarly, Designer Water, a local manufacturer of alkaline bottled water products, recently launched tethered caps for its alkaline bottled water range.
The South African Bottled Water Industry Landscape Report 2024 (120 pages) covers the local and global bottled water industry from a holistic perspective, with detailed insights into the entire value chain – market sizes and forecasts, latest industry trends, innovation and technology, key drivers and challenges, as well as a manufacturer, distributor, flavour, retailer, and pricing analysis.
The 120-page full report is available for purchase for R40k (excluding VAT). Alternatively, individual sections can be purchased for R17,5k (excluding VAT).
Source: Insight Survey