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Indians drink nearly 20 litres of bottled water in a year: IKON research

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Indians drink nearly 20 litres of bottled water in a year: IKON research India Infoline News Service / 17:44 , Jul 05, 2012 According to report, the per capita a consumption of bottled water in India was at 16.2 20 litres during 2010-11 and jumped by almost 21 1% stood at 19.60 litres during 2011-12. The per capita consumption of botttled water in India has already crossed double-digit t mark stood at nearly 20 litres during last fiscal (2 011-12) says research report The Indian Bottled Water Market: Unveiling its Thirst recently pub blished by IKON Marketing Consultants, a leadiing marketing consulting firm in India

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Indians drink nearly 20 litres of bottled water in a year: IKON research

However r, comparing it with Global market, India is far behind Global average of around 30 litres.

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Globally, the western countries ar re having the highest per capita consumption of bbottled water. Mexico having highest per capita c consumption of more than 250 litres followed by I Italy at around 190 litres, UAE at around 155 litres, , Belgium at 150 litres and Germany at around 135 l litres.

The Asian countries are far behind d in terms of per capita consumption of bottled w water with only Thailand and China/Hong Kong representing in top 20 countries with highe est per capita consumption. India is way behind b but gradually unlocking its potential.

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Key factors behind rising per capitaa consumption of bottled water in India are ample e availability at every nook n corner, changing life estyle and rise in spending capacity of consumers. Bottled water reached to even smallest and neweer point of consumption such as small panwala sho ops, restaurant or small fast food parlour, schools,, colleges, hospitals apart from its regular availabiliity points such as supermarkets or big retail chain n, hotels, social functions, corporate or religious eve ents and many such other places where people ne eed to satisfy their thirst. On the counter part, India an consumer is becoming more health conscious. T The life style and wallet allows spending on easily av vailable bottled water. Changing consumer attitud de is also one of the key factors riding per capita a consumption. Youth and working population avoiiding carry water with them from home rather they y prefer to buy bottled water from convenient sale es point.

In terms of total volume, estimated d sales recorded at more than 23000 million litres laast year out of which more than 74% was of bulk k pack and remaining of small packs. The demand of small packs was estimated at around 532 millio on cases during 201011.

www.indiainfoline.com/Markets/News/Indians-drink-nearly-20-litres-of-bottled-water-in-a-year-IKON-research/5456102113

Currently, The Indian bottled wa ater market (including organised and unorganiseed players) is estimated at Rs 8,000 crore, and ex xpected to be Rs 10,000 crore by 2013. The bottled d water market is growing at a CAGR of 19% and lik kely to reach Rs 15000 crore by 2015-16 and over foour-folds to Rs 36,000 crore by 2020 says this repo ort of

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Indians drink nearly 20 litres of bottled water in a year: IKON research

crore by 2015-16 and over foour-folds to Rs 36,000 crore by 2020 says this repo ort of IKON Marketing Consultants.

The market is shared by three typ pes of players, national brands having pan India prresence worth around Rs 4000 crore, region spec cific local brands, manufactured by registered plan nts but serving into region specific market wort th around Rs 2400 crore and the unorganized local brands, manufactured in homes usually in bbulk and pouch packing having turnover of around Rs 1600 crore. There are more than 2500 brands; nnearly 80-85 percent is local.

I am highly optimistic about the f future of Indian bottled water market. Increasing s scarcity of Safe drinking water, changing life stylees and aggressive expansion by market players may lead this industry to be the next oil industryy in coming decade...says Azaz Motiwala, Found der & Principal Consultant at IKON Marketing Con nsultants.

The non-traditional category i.e. Bulk pack (more than 5 litre) is gaining grounds by acquiring almost 44% market share. 20 litres Jar is new darling even for national players, which according to IKONs estimates, valued more than Rs. 3500 crore growing at around 28%.

In case of Urban & Rural market segments, urban market having highest consumption of bottled water specifically bulk category above 5 litres. However, consumption of bulk packs is gradually rising in Semi-Urban and Rural area.

Rising trend of b ulk water consumption in homes and institutional segments will pave the way for b ulk water pack to acquire half of the total b ottled water market within next 45 years. The major growth contrib utors will b e the mushrooming growth of b ulk water pack suppliers due to less entry b arriers to the industry and almost negligib le cost of industry exit, range b ound supply and the continuous rise in population with inadequate drinking water facilities, said Taruna Sondarva Senior Consultant at IKON.

South India is the biggest consumer of bottled water representing more than 50% the total market due to water-starved areas followed by West India, which is the home ground of major national brands. The top five states with highest per capita consumption of bottled water in India are Tamil Nadu ranking 1st followed by Andhra Pradesh, Maharashtra, Gujarat and Karnataka.

The Indian consumer perceive bottled water as safe to consume, worth to spend on it and less of brand loyal. Bottled water in India has taken place besides the energy drinks, sports drinks and Colas, thanks to the organized retail format in India.

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Indians drink nearly 20 litres of bottled water in a year: IKON research

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Indians drink nearly 20 litres of bottled water in a year: IKON research

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