Published in Marketing
7% growth for global flavoured and functional waters
Now worth US$17 billion, the global market for flavoured and functional waters rose 7.4% in volume last year to 11 billion litres, according to a new report from leading specialist food and drink consultancy Zenith International. Despite continuing economic pressures, the flavoured segment grew by 7.1% in 2012, while sales of functional waters increased by 7.9%.
The greatest advances have come from the emerging markets of Asia Pacific and Latin America, with growth rates of 26% and 12% respectively. For the first time since 2008, the North American market returned to volume growth.
Amongst other findings of the 2013 Zenith report:
-  Achieving value growth of 20% in 2012, the Asia Pacific market is now worth over US$5 billion and has extended its lead over other regions.
- China is becoming a key global force, with 40% average volume growth since 2010.
- “With greater global awareness of the need for healthier diets and consumer choices, companies are increasingly presenting flavoured and functional waters as a welcome middle ground between soft drinks and water – offering products with less calories than some carbonated beverages and which may add extra interest to plain bottled water,” commented Zenith International Chairman Richard Hall.
Zenith forecasts accelerating global growth in both the flavoured and functional water segments, taking the global market value to US$29 billion in 2017. “All regions are expected to return to growth in 2013,” Richard Hall concluded.

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