Bottled Water in Mexico

BOTTLED WATER IN MEXICO
Euromonitor International March 2013
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Competitive Landscape ................................................................................................................ 2 Prospects ..................................................................................................................................... 4 Category Data .............................................................................................................................. 5 Institutional Bottled Water Sales ............................................................................................... 5 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Sales of Bottled Water to Institutional Channel 2007-2012 .......................... 5 Off-trade Sales of Bottled Water by Category: Volume 2007-2012 .............. 5 Off-trade Sales of Bottled Water by Category: Value 2007-2012 ................. 5 Off-trade Sales of Bottled Water by Category: % Volume Growth 2007-2012 .................................................................................................... 6 Off-trade Sales of Bottled Water by Category: % Value Growth 20072012 ............................................................................................................. 6 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2007-2012 .................................................................................................... 6 Leading Flavours for Functional Bottled Water: % Volume Breakdown 2007-2012 .................................................................................................... 6 Company Shares of Bottled Water by Off-trade Volume 2008-2012 ............ 7 Brand Shares of Bottled Water by Off-trade Volume 2009-2012 .................. 7 Company Shares of Bottled Water by Off-trade Value 2008-2012 ............... 8 Brand Shares of Bottled Water by Off-trade Value 2009-2012..................... 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 20122017 ........................................................................................................... 10 Forecast Off-trade Sales of Bottled Water by Category: Value 20122017 ........................................................................................................... 10 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017 ..................................................................................... 10 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017 ..................................................................................... 10
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HEADLINES
In 2012 total volume sales of bottled water increase by 5% to reach 21 billion litres while total value sales increase by 9% to Mx$118 billion Functional bottled water registers the largest increase in total volume, rising by 17% in 2012 Average off-trade unit prices rise by 3% in 2012 The competitive environment is relatively concentrated, despite the large number of independent small producers; three companies hold two thirds of total volume sales Over the forecast period bottled water is expected to see total volume sales rise at a CAGR of 4% to reach 26 billion litres, while total constant value sales will rise at a 5% CAGR to reach Mx$154 billion
TRENDS
The bottled water category is considered to be attractive to small independent entrepreneurs as it offers strong growth potential and low barriers of entry. Given the fact that most of the population does not have the confidence to drink tap water and that boiling water is also an expensive and time-consuming process, many have turned to buying bottled water and large companies have been unable to cover this strong demand. There are estimated to be around 7,500 small still bottled water companies across the country; they offer a low-priced product and they often deliver their large garrafones (HDPE containers) directly to homes and offices, as requested. The proliferation of small companies keeps growing and, in 2012, accounted for 11% of off-trade value sales and 14% of off-trade volume sales within still bottled water. However, these small independent companies face two serious constraints on their business model: they have all failed to achieve distribution through modern retailers (which display only branded products) and they have also failed to offer smaller presentations (600ml, 1 litre), with most offering only 20-litre garrafones. For this reason, while these small companies have experienced strong growth through the review period, they have grown slower than the larger companies, resulting in a slightly declining share for Others. Bottled water performed strongly in 2012, with a total volume increase of 5% and total value sales rising by 9%, figures that reflect a mature yet still vigorously expanding category. Functional bottled water registered the fastest total volume growth in 2012 with an increase of 17%. However, this category is still very small, accounting for just 79 million litres, significantly less than 1% of total volume sales. Functional water is a niche product that is in its nascent stage of development. It is also a relatively expensive option at Mx$18.60 per litre. Sales in this category are dominated by giant companies Pepsi-Cola Mexicana SA de CV and CocaCola Export Corp (Coca-Cola de Mexico) which target young and affluent consumers, who perceive the products as beneficial to health. The average unit price increase of bottled water in 2012 was relatively low, at 3% in total value terms, significantly slower than the review period CAGR. This low increase in price is a notable consequence of the strong competition from small independent companies that price their products very low when compared to branded products. Large manufacturers of branded products are restrained in terms of price increases by the presence of competitively-priced products from independent companies, with the former likely to lose ground if they increase prices too much.
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The on-trade channel accounted for 9% of total bottled water volume sales in 2012, up slightly on the previous year. On-trade volume sales have, however, lost share over the review period, due to consumers switching to juices, RTD teas or carbonates over of water. Bottled water is offered at all channels within the consumer foodservice industry, including restaurants, bars, fast food outlets and even street stalls, kiosks and specialist coffee shops. Foodservice providers have reacted positively to the fact that many people wish to avoid unhealthy beverages and thus frequently opt for bottled water, for example. There are no fountain sales in this category as it is much more practical to offer the typical 600ml or one litre bottle than have a fountain dispenser. Direct selling is the leading channel for bottled water sales in Mexico, accounting for 64% of total volume sales in 2012. While this is the most important channel for thousands of small independent manufacturers, the operators of the branded products, notably Danone de Mxico SA de CV with Bonafont and Pepsi-Cola Mexicana SA de CV with E-pura, have been offering direct selling distribution in a bid to avoid losing ground to non-branded and lowercost products. However, it is important to note that as chained modern grocery retailers continue to expand in the country, the direct selling channel is set to keep losing ground a trend that was apparent throughout the review period. According to APREPET (Asociacin para Promover el Reciclado del PET, a PET recycling organisation), the estimated amount of PET bottles recycled in Mexico is around 20% of all PET consumption across the country, growing to 40% in large cities. The country is considered to have a long way to go improve its environmental credentials and some companies, such as Coca-Cola Export Corp (Coca-Cola de Mexico) with its Ciel brand, exploit this situation to build environmental positioning for their brands by using recycled packaging. However, the average consumer seems not to place significant importance on ecological factors and such considerations do not appear to affect or influence on their purchasing decisions. In Mexico the majority of consumers do not differentiate between spring bottled water (Bonafont is the largest brand of this type) and plain bottled water, hence these two products compete directly. During 2012 Unilever Group launched Pure It, a mechanical water purifier. The launch campaign involved the brand gaining a presence in television spots, printed media, radio advertising and some billboards, all of which were supported by media personality Martha Debayle. The central point of the campaign was economic and emotional; it illustrated how most people do not like to carry heavy 20-litre garrafones into their homes every week and pointed out that water purified by Pure It was less expensive in the long run (the device purifies tap water and does not use electricity or batteries). The main disadvantage of this Pure It domestic water purifier is its price, which ranges from Mx$1,100-1,500 depending on the model, holding five, nine or 10 litres. At the end of 2012 it was still not clear whether this domestic purifier has made an impact on the bottled water category.
COMPETITIVE LANDSCAPE
The leading company in bottled water remained Danone de Mxico SA de CV with its Bonafont brand. The company accounted for 29% of total volume sales and 34% of off-trade value sales in 2012. The Bonafont brand has been successful in part because of its comprehensive distribution system that involves direct selling, which allows it to compete with the many small independent manufacturers active in the category. Bonafont has also been successful because of its positioning as el agua ligera or light water whereby the company has established the perception that this already healthy product type is even more beneficial
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to health, a message that has been well received among consumers given the developing health and wellness trend. Furthermore, the brand is supported by continuous marketing and advertising activities (including prize draws). It is also known to support sporting activities such as the Carrera Bonafont. Coca-Cola Export Corp (Coca-Cola de Mexico) was ranked second in bottled water, where it held a 23% off-trade value share and a 24% total volume share in 2012. Its strong position is a result of its multi-branding strategy, which includes brands Ciel, Ciel + and the exclusive distribution of Glacau VitaminWater, which is seeing double-digit growth from a low base. It is important to note the position of small, independent non-branded manufacturers, which accounted for 16% of total volume sales in 2012, though this is declining slowly due to advertising capacity of large companies and increasing shift towards individual presentations of water over the garrafones format favoured by small producers. Danone de Mxico SA de CV recorded the strongest rise in share in 2012, with total volume sales gaining one percentage point. This was a result of its intense marketing activity and aggressive direct selling distribution of its Bonafont brand, which included targeting institutional consumers. International manufacturers accounted for around 72% of off-trade value sales in 2012 due to the strong position of Danone de Mxico SA de CV, as well as the presence of companies such as Coca-Cola Export Corp (Coca-Cola de Mexico), Pepsi-Cola Mexicana SA de CV and Nestl Mxico SA de CV. These players are well established in other categories and have extensive distribution networks and operational advantages. In 2012, Sociedad Cooperativa Trabajadores de Pascual SCL (a company strongly focused on fruit/vegetable juice) launched the Agua Pascual brand in mid-2012, supported by an advertising campaign featuring famous TV sports anchor Ines Sainz. In addition, in February 2012 Danone de Mxico launched its Bonafont Kids variant, a ball-shaped 300ml product, supported by a television advertising campaign. In terms of advertising campaigns, Coca-Cola Export Corp (Coca-Cola de Mexico) continued to promote its Ciel brands ecological packaging (called eco flex, it can easily be reduced in size by twisting), claiming that this packaging is highly recyclable and supported by actress Ana Claudia Talancn. Another notable advertising campaign was for Pureza Vital from Envasadora de Aguas en Mxico S de RL de CV (Agua Purificada Pureza Aga). Targeting children, through their advertising campaigns this was launched in August 2012. It should be noted that given the large number of brands and independent manufacturers active in the bottled water category, none of these new launches has yet made a significant impact on the category. No packaging innovations were noted in 2012. Almost all bottled water products are presented in PET bottles or garrafones. There are some specific exceptions for premium products that come in glass bottles, such as S Pellegrino (Nestl Mxico SA de CV) or Voss (Voss of Norway AS). While most bottled water products are positioned as standard, there are some higher-priced products, such as functional water, which can be considered premium, being priced around Mx$18.60 per litre. Other premium products are much less widely available and are considered as niche as is the case with premium purified water brands Evian (Danone de Mxico),Fiji (Fiji Water LLC) or Voss (Voss of Norway AS), which can be priced between eight or even 10 times the price of standard products. The usual claims made by the operators of these brands to justify such high prices are the natural and clean origin of their water supply; for example the Alps in the case of Evian or the Fiji Islands in the case of the Fiji brand. All these premium products are imported.
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Private label distilled water brands include 7 Select from 7-Eleven Mxico SA de CV, Great Value from Wal-Mart de Mxico SA de CV and Ke Precio from Controladora Comercial Mexicana SA de CV. However, the share of these brands is limited given their own restrictions in terms of distribution, with sales restricted to their own stores. At the end of the review period there were three main products targeting children: Pureza Vital which comes in a 330ml ball-shaped PET bottle, Bonafont Kids presented in a 300ml PET bottle and Ciel Mini in a 350ml ball-shaped PET bottle. This is a noteworthy trend given the high child obesity rate in the country.
PROSPECTS
Bottled water will remain popular and widely demanded in Mexico because there is a general lack of confidence in the quality of tap water, despite the Government making claims of a notable improvement in water quality during the review period. Such a bad image and reputation could take many years even decades to change. Bottled water companies are expected to actively target children with 300ml packs, considered the ideal size for lunch. They are expected to compete directly with fruit/vegetable juice, which has a strong reputation in terms of health positioning. Sales will be supported by the fact that obesity rates among children are high in Mexico, a situation that is expected to remain for the foreseeable future. The bottled water category is expected to see total volume sales increase at a CAGR of 4% over the forecast period, while total constant value sales are set to increase at a CAGR of 5%, in both cases reflecting a weaker performance than that seen over the review period. While this category is approaching maturity, it may still not be reached during the forecast period. Functional water, perceived as a healthy product type, is expected to register the strongest performance in both total volume and total constant value terms over the forecast period. However, with growth from a low base, the category will remain populated by niche and higher-cost products that target primarily high-income consumers. The bottled water category will continue to be dominated by sales in the off-trade channel, in both value and volume terms. However, the on-trade channel will record faster growth over the forecast period than over the previous five years as people look to transition away from carbonates and other less healthy products to more healthy products like water. At the end of the review period there were few threats to the continuous expansion of bottled water. However, if the Government health authorities are able to effectively convey to consumers the improvements in the quality of tap water, this could slowly start to erode bottled water sales. Domestic purifiers, such as the Pure It brand, are unlikely to have a significant impact on bottled water sales given their high price. Unlike many packaged food and drinks categories, bottled water does not face the threat of rising raw materials costs. Unit price growth is expected to be limited due to the fierce price competition presented by small independent manufacturers. The major bottled water manufacturers enjoy large profit margins and companies are expected to opt to reduce their margins rather than significantly increase unit prices, as such increases would lead to consumers seeking out the products of independent bottlers. While newly-launched Agua Pascual and Bonafont Kids are expected to perform well over the forecast period, they are not expected to have a major impact on the category as a whole because it is so large and includes a wide range brands and independent companies. Additionally, these two new products do not offer a great deal in terms of differentiation.
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Independent bottled water companies have the strongest potential to introduce innovation over the forecast period. The majority of these companies offer only still bottled water in 20litre garrafones. However, if they can offer some products and presentations offered by branded operators (such as functional and flavoured bottled water, or smaller pack sizes) this could represent an important development given the low pricing that independent companies usually offer. Furthermore, if these small companies could reach modern retailing for their distribution, the category could face significant changes.
CATEGORY DATA Institutional Bottled Water Sales

Institutional sales in Mexico include sales to public and private offices, schools, hospitals, the military, etc, which represent an important and growing source of demand. Large, as well as independent, companies offer bottled water; however, institutional consumers make their purchasing decision based on price, distribution and production capabilities. Table 1 Million litres 2007 Sales % growth
Source:
Sales of Bottled Water to Institutional Channel 2007-2012
2008 7,961.0 6.3
2009 8,470.4 6.4
2010 9,081.1 7.2
2011 9,453.4 4.1
2012 9,859.9 4.3
7,489.8
Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources
Table 2 million litres
Off-trade Sales of Bottled Water by Category: Volume 2007-2012
2007 Carbonated Bottled Water Flavoured Bottled Water Functional Bottled Water Still Bottled Water Bottled Water
Source:
2008 264.4 1,078.6 30.2 13,490.7 14,863.8
2009 288.6 1,141.6 45.6 14,237.7 15,713.6
2010 297.5 1,282.6 58.2 15,664.0 17,302.3
2011 309.7 1,352.6 67.6 16,901.4 18,631.3
2012 323.3 1,432.3 79.1 17,746.4 19,581.1
265.3 1,118.3 23.5 13,589.0 14,996.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 3 Mx$ million
Off-trade Sales of Bottled Water by Category: Value 2007-2012
Source:
2008 2,550.5 9,998.3 458.4 30,797.2 43,804.4
2009 2,942.5 11,154.4 721.4 38,424.3 53,242.6
2010 3,253.8 13,071.1 971.5 42,909.4 60,205.7
2011 3,695.2 14,192.7 1,194.0 47,643.3 66,725.2
2012 3,922.5 15,455.9 1,470.9 51,225.8 72,075.0
2,308.1 9,425.8 330.8 27,465.5 39,530.1
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Table 4 % volume growth
Off-trade Sales of Bottled Water by Category: % Volume Growth 2007-2012
2011/12 Carbonated Bottled Water Flavoured Bottled Water Functional Bottled Water Still Bottled Water Bottled Water
Source:
2007-12 CAGR 4.0 5.1 27.5 5.5 5.5
2007/12 Total 21.9 28.1 237.4 30.6 30.6
4.4 5.9 17.1 5.0 5.1
Table 5
Off-trade Sales of Bottled Water by Category: % Value Growth 2007-2012
% current value growth 2011/12 Carbonated Bottled Water Flavoured Bottled Water Functional Bottled Water Still Bottled Water Bottled Water
Source:
2007-12 CAGR 11.2 10.4 34.8 13.3 12.8
2007/12 Total 69.9 64.0 344.7 86.5 82.3
6.2 8.9 23.2 7.5 8.0
Table 6
Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 20072012
% retail volume 2007 Apple Grapefruit Hibiscus Horchata Lemon Mango Orange Peach Other flavours Total
Source:
2008 9.3 9.1 14.9 9.6 19.5 7.8 18.8 7.2 3.9 100.0
2009 9.3 9.1 14.9 9.6 19.5 7.8 18.8 7.2 3.9 100.0
2010 9.3 9.1 14.9 9.6 19.5 7.8 18.8 7.2 3.9 100.0
2011 9.4 9.0 14.9 9.5 19.5 7.9 18.8 7.1 3.9 100.0
2012 9.4 9.1 14.9 9.5 19.4 7.9 18.8 7.2 3.8 100.0
9.3 9.1 14.9 9.6 19.5 7.8 18.8 7.2 3.9 100.0
Table 7
Leading Flavours for Functional Bottled Water: % Volume Breakdown 20072012
% retail volume 2007 Lemon 47.5 2008 7.5 2009 47.5 2010 47.5 2011 47.5 2012 47.3
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Mandarin Mixed fruits Orange Other flavours Total

Source:
8.3 6.8 14.7 22.7 100.0
8.3 6.8 14.7 62.7 100.0
8.3 6.8 14.7 22.7 100.0
8.3 6.8 14.7 22.7 100.0
8.3 6.8 14.7 22.7 100.0
8.4 6.8 14.7 22.9 100.0
Table 8
Company Shares of Bottled Water by Off-trade Volume 2008-2012
% off-trade volume Company Danone de Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Electropura, SRL Envasadora de Aguas en Mxico S de RL de CV (Agua Purificada Pureza Aga) Pepsi-Cola Mexicana SA de CV Nestl Mxico SA de CV Grupo Peafiel SA de CV Ajemex SA de CV Nmaz SA de CV Pepsi Bottling Group Mexico SRL, The Kraft Foods de Mxico SA de CV Cadbury Bebidas SA de CV Cavaz SA de CV, Grupo Private Label Others Total
Source:
2008 26.4 20.4 10.4
2009 28.4 23.2 10.1
2010 29.2 23.4 15.4 9.4
2011 29.3 24.2 15.6 9.0
2012 30.1 24.0 15.4 8.9
3.4 2.3 1.6 0.3 0.0 18.3 0.1 16.7 100.0
3.1 2.2 1.5 0.5 0.0 15.2 0.1 15.9 100.0
3.3 2.2 1.3 0.5 0.0 0.1 15.2 100.0
3.2 2.3 1.2 0.5 0.0 0.1 14.6 100.0
3.2 2.3 1.1 0.4 0.0 0.1 14.5 100.0
Table 9
Brand Shares of Bottled Water by Off-trade Volume 2009-2012
% off-trade volume Brand Bonafont Ciel Pureza Aga
Company Danone de Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Envasadora de Aguas en Mxico S de RL de CV (Agua Purificada Pureza Aga) Electropura, SRL Electropura, SRL Danone de Mxico SA de CV Pepsi-Cola Mexicana SA de CV Pepsi-Cola Mexicana SA
2009 25.8 22.6 10.1
2010 26.5 23.1 9.4
2011 26.5 23.9 9.0
2012 27.3 23.5 8.9
Electropura E Pura Levit Be-light H2OH!
1.9 1.5 1.4
8.5 6.9 2.0 1.6 1.5
8.6 7.0 2.0 1.6 1.5
8.5 6.9 2.0 1.6 1.5
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Nestl Pureza Vital Santa Mara Peafiel Bonafont con Jugo Aguafiel Big Ciel Mineralizada Evian Propel Naturalia Glacau VitaminWater S Pellegrino Perrier Balseca Electropura E Pura Aquarius Aguafiel Balseca Etiqueta Azul Peafiel Splendid Alpina Clight Private label Others Total
Source:
de CV Nestl Mxico SA de CV Nestl Mxico SA de CV Grupo Peafiel SA de CV Danone de Mxico SA de CV Grupo Peafiel SA de CV Ajemex SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Danone de Mxico SA de CV Pepsi-Cola Mexicana SA de CV Nmaz SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Nestl Mxico SA de CV Nestl Mxico SA de CV Grupo Peafiel SA de CV Pepsi Bottling Group Mexico SRL, The Pepsi Bottling Group Mexico SRL, The Coca-Cola Export Corp (Coca-Cola de Mexico) Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cavaz SA de CV, Grupo Danone de Mxico SA de CV Kraft Foods de Mxico SA de CV Private Label
1.1 1.0 0.7 0.4 0.6 0.5 0.3 0.2 0.1 0.0 0.0 0.0 0.0 0.1 8.3 6.8 0.3 0.1 15.9 100.0
1.2 1.0 0.6 0.5 0.6 0.5 0.3 0.2 0.1 0.0 0.0 0.0 0.0 0.1 0.1 15.2 100.0
1.2 1.0 0.6 0.5 0.5 0.5 0.3 0.2 0.2 0.0 0.0 0.0 0.0 0.1 0.1 14.6 100.0
1.2 1.0 0.6 0.6 0.5 0.4 0.4 0.2 0.2 0.0 0.0 0.0 0.0 0.1 14.5 100.0
Table 10
Company Shares of Bottled Water by Off-trade Value 2008-2012
% off-trade value rsp Company Danone de Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Pepsi-Cola Mexicana SA de CV Electropura, SRL Nestl Mxico SA de CV Envasadora de Aguas en Mxico S de RL de CV (Agua Purificada Pureza Aga) Grupo Peafiel SA de CV Nmaz SA de CV Ajemex SA de CV Pepsi Bottling Group Mexico SRL, The
2008 29.6 21.9 10.9 5.8 5.7
2009 32.5 23.5 8.6 5.5 6.0
2010 33.8 23.1 9.1 8.4 5.5 5.4
2011 33.6 23.3 9.0 8.3 5.5 5.4
2012 34.2 23.2 9.1 8.1 5.5 5.3
3.9 0.1 0.2 10.0
3.4 0.1 0.2 8.5
3.0 0.2 0.2 -
3.1 0.2 0.2 -
2.7 0.2 0.2 -
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Kraft Foods de Mxico SA de CV Cadbury Bebidas SA de CV Cavaz SA de CV, Grupo Private Label Others Total
Source:
0.2 11.9 100.0
0.2 11.7 100.0
0.2 11.2 100.0
0.2 11.3 100.0
0.2 11.4 100.0
Table 11
Brand Shares of Bottled Water by Off-trade Value 2009-2012
% off-trade value rsp Brand Bonafont Ciel Levit Pureza Aga
Company Danone de Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Danone de Mxico SA de CV Envasadora de Aguas en Mxico S de RL de CV (Agua Purificada Pureza Aga) Electropura, SRL Pepsi-Cola Mexicana SA de CV Pepsi-Cola Mexicana SA de CV Electropura, SRL Nestl Mxico SA de CV Nestl Mxico SA de CV Grupo Peafiel SA de CV Danone de Mxico SA de CV Danone de Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Grupo Peafiel SA de CV Pepsi-Cola Mexicana SA de CV Nestl Mxico SA de CV Coca-Cola Export Corp (Coca-Cola de Mexico) Nestl Mxico SA de CV Nmaz SA de CV Ajemex SA de CV Grupo Peafiel SA de CV Pepsi Bottling Group Mexico SRL, The Pepsi Bottling Group Mexico SRL, The Coca-Cola Export Corp (Coca-Cola de Mexico) Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cadbury Bebidas SA de CV Cavaz SA de CV, Grupo Danone de Mxico SA de CV Kraft Foods de Mxico
2009 23.6 21.5 6.3 6.0
2010 24.0 21.8 7.2 5.4
2011 23.8 22.0 7.1 5.4
2012 24.3 21.7 7.2 5.3
Electropura H2OH! Be-light E Pura Nestl Pureza Vital Santa Mara Peafiel Bonafont con Jugo Evian Ciel Mineralizada Aguafiel Propel S Pellegrino Glacau VitaminWater Perrier Naturalia Big Balseca Electropura E Pura Aquarius Aguafiel Balseca Etiqueta Azul Peafiel Splendid Alpina Clight
4.0 4.0 2.8 2.2 2.0 1.2 1.2 1.1 1.0 0.5 0.3 0.1 0.3 0.1 0.2 0.4 4.7 3.8 0.8 -
4.6 4.3 4.3 3.8 2.6 2.3 1.8 1.4 1.2 1.1 0.9 0.6 0.3 0.2 0.3 0.2 0.2 0.3 -
4.6 4.2 4.1 3.8 2.6 2.3 1.9 1.4 1.3 1.1 0.9 0.7 0.3 0.2 0.3 0.2 0.2 0.3 -
4.5 4.2 4.2 3.7 2.5 2.4 1.8 1.4 1.3 1.2 0.9 0.8 0.3 0.3 0.2 0.2 0.2 -
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10
Private label Others Total

Source:
SA de CV Private Label
0.2 11.7 100.0
0.2 11.2 100.0
0.2 11.3 100.0
0.2 11.4 100.0
Table 12 million litres
Forecast Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Source:
2013 338.1 1,515.1 93.2 18,457.0 20,403.4
2014 354.6 1,598.4 110.3 19,180.3 21,243.6
2015 372.7 1,680.6 131.3 19,895.2 22,079.7
2016 392.6 1,759.9 157.7 20,600.7 22,910.9
2017 414.8 1,834.3 191.2 21,332.3 23,772.5
323.3 1,432.3 79.1 17,746.4 19,581.1
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Table 13 Mx$ million
Forecast Off-trade Sales of Bottled Water by Category: Value 2012-2017
Source:
2013 4,122.1 16,300.4 1,761.8 53,517.9 75,702.2
2014 4,349.4 17,119.9 2,139.4 55,951.2 79,559.9
2015 4,603.9 17,902.7 2,620.4 58,492.7 83,619.7
2016 4,890.3 18,623.0 3,243.2 61,175.7 87,932.2
2017 5,211.6 19,305.0 4,055.0 64,031.0 92,602.6
3,922.5 15,455.9 1,470.9 51,225.8 72,075.0
Table 14
Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
% volume growth 2016/17 Carbonated Bottled Water Flavoured Bottled Water Functional Bottled Water Still Bottled Water Bottled Water
Source:
2012-17 CAGR 5.1 5.1 19.3 3.7 4.0
2012/17 Total 28.3 28.1 141.7 20.2 21.4
5.6 4.2 21.2 3.6 3.8
Table 15
Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
% constant value growth 2012-17 CAGR 2012/17 TOTAL
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11
Carbonated Bottled Water Flavoured Bottled Water Functional Bottled Water Still Bottled Water Bottled Water
Source:
5.8 4.5 22.5 4.6 5.1
32.9 24.9 175.7 25.0 28.5

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BOTTLED WATER IN MEXICO

Euromonitor International March 2013