El nuevo Estudio de mercado sobre el agua en Barcelona

THE SPANISH BOTTLED WATER MARKET

This report will show relevant information taken from a secondary source about the product category of bottled water in order to identify major trends in the Spanish market. This macro data will also allow us to analyze the demand, understand the competition and give us a first insight of customers’ preferences regarding the product.

Overall Industry context and trends

• Bottled water saw a value drop of 2%, to reach total sales for €4.6 billion in 2014. In volume terms, the category saw a decline of 1%:

Market size: €4.6 billion (2014)

Demand forecast:

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• Despite the incipient economic recovery in Spain across 2014, high unemployment continued to affect the performance of bottled water.
• The growth in GDP witnessed this year has not been translated into a recovery of the purchasing power of Spanish consumers. Spaniards maintained very rational consumption patterns, having a drop in the expenditure of consumers.
• The category of Bottled water in Spain has reached Maturity. Companies are focusing on cost reduction strategies. For this reason there is very little innovation and few new product launches.
• Bottled water in Spain is a very fragmented category, made out of a high number of medium and small local manufacturers competing with larger multinationals.
• During the forecast period, it is expected that the preference of consumers for value for money references will continue, with consumers preferring larger formats (5-, 6- and 8L) which are both more economical per litre and generate less plastic waste. 
• Main reason for hampering the recovery of bottled water industry in Spain: Declining performance of the foodservice channel
• Bottled water continues to show uneven evolution, with drops in the on-trade channel and quite stable evolution in the off-trade.

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• Main threats to the evolution of the category in the coming years:  Increasing awareness of consumers regarding the environment.

Market Share by Brand & Company

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• Aguas Font Vella y Lanjaron SA, which belong to the international company Danone are the leaders in sales of bottled water in Spain with a value share of 13% in 2014

Product Specifications: Varieties, presentations & prices range        

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Bibliography:

Passport Euromonitor International Retrieved on October 2nd 2015: https://www.portal.euromonitor.com/portal/analysis/related

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