10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Canada.ca > Agriculture and Agri-Food Canada > International trade > Market intelligence > Reports Customized report service – Bottled water market in Canada and the United States May 2020 Contents Key consumer trends in North America for the bottled water market Retail sales Product launch analysis Annex Definitions Key consumer trends in North America for the bottled water market Health and wellness https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 1/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) In the North American market, flavoured water has become increasingly popular among millennials (1981-1996) and Generation Z (1997 to date) due to the growing awareness of risks associated with excessive consumption of sweets, high-calorie drinks, including carbonated soda and juice. Soft drinks with low natural sweeteners (instead of artificial sweeteners), low sugar and with different levels of carbonation are gaining market share in the North American bottled water market. According to Global Data, the average consumption of carbonated soda and still drink beverages per capita in litre for Canadians has declined from 91.3 and 7.3 litres in 2010 to 71.5 and 5.2 litres, respectively in 2018. Average consumption per capita of selected beverage products in the United States, in litres, 2010 to 2022 2010 2012 2014 2016 2018 2020[e] 2022[e] Enhanced water[1] 5.2 5.1 5.2 5.5 6.3 6.9 7.5 Flavored water[1] 4.6 4.6 5.5 7.3 8.9 10.5 12.0 Packaged water[1] 87.8 93.5 102.9 118.7 N/A N/A N/A Source: Global Data Intelligence, 2019 e: estimate 1: See Definitions N/A: Not applicalbe https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 2/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 2010 2012 2014 2016 2018 2020[e] 2022[e] Carbonated soda N/A N/A N/A N/A N/A 122.6 118.4 Juice 24.0 21.7 20.9 19.0 17.1 15.9 14.4 Still drinks 19.9 19.3 18.9 18.0 17.1 16.6 16.0 Source: Global Data Intelligence, 2019 e: estimate 1: See Definitions N/A: Not applicalbe Average consumption per capita of selected beverage products in the Canada, in litres, 2010 to 2022 2010 2012 2014 2016 2018 2020[e] 2022[e] Enhanced water[1] 1.6 1.9 1.8 1.7 1.7 1.7 1.8 Flavored water[1] 2.7 2.7 2.9 4.0 5.7 6.6 7.9 Source: Global Data Intelligence, 2019 e: estimate 1: See Definitions https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 3/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 2010 2012 2014 2016 2018 2020[e] 2022[e] Packaged water[1] 53.9 63.5 64.8 73.6 72.3 72.7 72.9 Carbonated soda 91.3 86.2 78.9 74.2 71.5 71.4 70.0 Juice 34.6 31.8 30.4 26.8 24.0 23.1 21.7 7.3 6.8 6.4 5.7 5.2 5.1 5.0 Still drinks Source: Global Data Intelligence, 2019 e: estimate 1: See Definitions Ecological packaging North American consumers are expected to have more choices for products from green supply chains as the focus shifts to ethical consumption, including environmentally friendly packaging. As waste is subject to further scrutiny, such as hazardous plastics that harm ecosystems, consumer behavior will determine brand transparency in manufacturing as well as improved recyclability. The increasing restrictions by local cities and government for the use of single-use plastics in packaging and the growing awareness of environmental protection can have a negative influence on the use of plastic containers. Having a bottled water product that has environmentally friendly packaging is a growing asset in the North American market. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 4/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Carbonated water One of the most significant trends affecting the flavored bottled water market in North America is the dynamic growth of carbonated products. This segment continues to benefit from consumer migration to common sweet carbonate flavoured water as a healthier alternative to soft drinks due to the absence of artificial sweeteners, caffeine and flavour enhancers. The segment was once relatively small, consisting mainly of well-known imported brands and a handful of seltz products. The carbonated bottled water segment is now an important and diversified one. The main drivers of this growth are clearly linked to the slowdown in sugar-carbonated consumption (that is, soda), as an increasing number of consumers have opted for healthier options. Distrust of artificial sweeteners is slowly leading North American consumers to bypass diet soft drinks, opting instead for flavored carbonated waters that are naturally calorie-free. Premium options North American consumers are buying premium bottled water (flavored or plain) as a healthy and convenient option. The perception of what is a premium bottled water product is complex because it's subjective and it differs from one consumer to another. From a consumer's perspective, it can be related to the source of the water, which may have a distinct mineral composition or a link to a specific place or region, it can be related to the level of "purity", or it may be a premium bottled water product that has added functionalities (that is, vitamin). https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 5/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Kid-friendly options The market for sweetened and artificially flavored drinks for children is under pressure from a growing number of young North American families looking for flavored drinks while limiting the amount of sugar, artificial flavors and calorie intake. This results in market opportunities for flavored products for children including flavored bottled water products. Retail sales Bottled water product market, retail sales in Canada, US$ millions, 2015 to 2022 - historical and forecast 2015 2018 CAGR* % 20152018 183.9 188.5 0.8 192.7 199.8 1.2 36.8 86.6 33.0 47.6 N/A N/A Table 156.9 338.7 29.2 430.9 N/A N/A Spring 55.7 5.4 −54.0 10.4 N/A N/A Flavored water - total 249.4 430.7 20.0 488.8 604.9 7.4 Packaged water 305.5 375.7 7.1 235.8 N/A N/A 1.7 1,013.3 N/A N/A Category Water source[1] Enhanced water - total Flavored water Mineral Mineral Table 1,269.2 1,335.7 2019 2022 CAGR* % 2019-2022 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 6/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 2019 2022 CAGR* % 2019-2022 1,275.5 1,496.7 5.5 2,049.8 N/A N/A Packaged water - total 2,850.2 3,208.2 4.0 3,298.9 3,658.5 3.5 Total 3,283.5 3,827.3 5.2 3,980.4 4,463.2 3.9 Category Water source[1] Spring 2015 2018 CAGR* % 20152018 Source: Global Data Intelligence, 2019 1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source. Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide. Table water: Potable packaged water which may have been rendered potable by processing. *CAGR: Compound Annual Growth Rate N/A: Not available Bottled water product market, retail sales in the United States, US$ millions, 2015 to 2022 historical and forecast Category Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 CAGR* % 2019-2022 7/85 10/8/2020 Category Enhanced Water Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Water source[1] Table Spring Enhanced water - total Flavored water 2015 2018 CAGR* % 2015-2018 2,541.1 3,301.8 9.1 3,623.2 N/A N/A 696.1 808.3 5.1 786.5 N/A N/A 3,237.2 4,110.1 8.3 4,409.8 5,303.2 6.3 N/A N/A Unspecified Mineral 2019 2022 CAGR* % 2019-2022 N/A 234.3 222.9 −1.6 154.0 N/A N/A 2,607.6 3,327.3 8.5 4,227.9 N/A N/A 789.3 1,572.2 25.8 1,262.5 N/A N/A Flavored water - total 3,631.2 5,122.5 12.2 5,644.3 7,288.2 8.9 Packaged water 2,268.8 3,414.3 14.6 1,488.1 N/A N/A Table Spring Mineral Table 11,062.6 12,794.4 5.0 14,560.0 N/A N/A Spring 9,807.7 10,855.5 3.4 11,729.8 N/A N/A Packaged water - total 23,139.1 27,064.2 5.4 27,778.0 30,367.3 3.0 Total 30,007.5 36,296.8 2.6 37,832.0 42,958.7 4.3 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 8/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Water source[1] 2015 CAGR* % 2015-2018 2018 2019 2022 CAGR* % 2019-2022 Source: Global Data Intelligence, 2019 1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source. Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide. Table water: Potable packaged water which may have been rendered potable by processing. *CAGR: Compound Annual Growth Rate N/A: Not available Bottled water product market, retail sales in Canada, litres in millions, 2015 to 2022 - historical and forecast 2015 2018 CAGR* % 20152018 Enhanced water - total 61.1 63.9 1.5 65.4 67.8 1.2 Flavored water Mineral 11.5 23.5 26.8 23.2 N/A N/A Table 88.2 184.9 28.0 225.9 N/A N/A Category Water source[1] 2019 2022 CAGR* % 2019-2022 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 9/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Water source[1] 2015 Spring Flavored water - total Category Packaged water 2018 CAGR* % 20152018 2019 2022 CAGR* % 2019-2022 20.0 4.0 −41.7 5.3 N/A N/A 119.7 212.3 21.1 254.4 304.6 6.2 96.3 113.6 5.7 121.6 N/A N/A Table 846.22 832.4 −0.5 838.5 N/A N/A Spring 1,610.4 1,738.2 2.6 1,774.0 N/A N/A 2,552.9 2,684.1 1.7 2,734.1 2,826.5 1.1 Mineral Packaged water - total Source: Global Data Intelligence, 2019 1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source. Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide. Table water: Potable packaged water which may have been rendered potable by processing. *CAGR: Compound Annual Growth Rate N/A: Not available https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 10/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Bottled water product market, retail sales in the United States, litres in millions, 2015 to 2022 historical and forecast Category Enhanced water Water source[1] Table Spring Enhanced water - total Flavored water Mineral Table Spring Flavored water - total Packaged water Mineral 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022 1,354.0 1,690.1 7.7 1,801.7 N/A N/A 349.2 397.1 4.4 391.0 N/A N/A 1,703.2 2,087.2 7.0 2,192.7 2,540.0 N/A 94.5 95.2 0.3 109.8 N/A N/A 1,517.8 2,000.4 9.6 2,214.1 N/A N/A 406.3 835.5 27.2 900.9 N/A N/A 2,018.6 2,931.1 13.2 3,224.8 4,062.5 8.0% 727.1 1,154.3 16.7 1,215.9 N/A N/A Table 18,646.7 23,487.1 8.0 24,721.2 N/A N/A Spring 16,034.0 18,056.1 4.0 18,797.9 N/A N/A 35,407.7 42,697.4 6.4 44,735.0 50,113.5 3.9 Packaged water - total https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 11/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Water source[1] 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022 Source: Global Data Intelligence, 2019 1: Mineral water: Packaged water from a named underground spring officially certified as mineral and displaying the word mineral on its label. The category includes products which make specific therapeutic claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottle on-site at the source. Spring water: Naturally occurring pure water derived from an underground source. Treatment may include filtration and/or decantation, and the injection of carbon dioxide. Table water: Potable packaged water which may have been rendered potable by processing. *CAGR: Compound Annual Growth Rate N/A: Not available Carbonated water National and local health organizations and associations in the United States (US) and Canada are attempting to reduce the consumption of sweetened soda pop to combat chronic health problems caused by high sugar drinks, which has been linked to diabetes, obesity and heart disease. As such, North American consumers (millennials and Gen Z) are looking to reduce sugar intake by opting for alternative carbonated products such as flavored bottle products. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 12/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Bottled water product market, by carbonation indicator, retail sales in Canada, US$ millions, 2015 to 2022 - historical and forecast Carbonation Indicator 2015 Flavored water Regular Packaged water Regular Category 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022 207.0 383.4 22.8 438.2 547.9 7.7 42.5 47.3 3.7 50.6 56.9 4.0 332.0 403.0 6.7 435.7 525.8 6.5 2,518.2 2,805.2 3.7 2,863.2 3,132.7 3.0 3,283.5 3,827.3 5.2 3,980.4 4,463.2 3.9 No carbonation No carbonation Total Source: GlobalData Intelligence, 2019 *CAGR: Compound Annual Growth Rate Bottled water product market, by carbonation indicator, retail sales in the United States, US$ millions, 2015 to 2022 - historical and forecast Category Carbonation Indicator 2015 2018 CAGR* % 2015-2018 2019 2022 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 CAGR* % 20192022 13/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Carbonation Indicator 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 20192022 Flavored water Regular 1,745.2 2,723.2 16.0 3,049.5 4,140.9 10.7 No carbonation 1,886.0 2,399.3 8.4 2,594.8 3,147.4 6.6 Packaged water Regular 1,816.5 2,568.6 12.2 2,741.5 3,205.7 5.4 21,322.6 24,495.6 4.7 25,036.4 27,161.6 2.8 30,007.5 36,296.8 6.5 37,832.0 42,958.7 4.3 Total No carbonation Source: GlobalData Intelligence, 2019 *CAGR: Compound Annual Growth Rate Challenge Migrating away from carbonated soft drinks (soda or juice) as they seek healthier alternatives. However, the average North American consumer switching from soda to flavoured water is still looking for a tasty and carbonated product. Advice A flavoured carbonated bottled water product that focuses its marketing strategy on "health promotion and low sugar content" should not underestimate the impact of "taste" when it comes to consumers' choice to buy or not. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 14/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) The recent success of some of these products, such as Bubly and Lacroix, demonstrates that the market for flavored water products in the US and Canada is expanding rapidly. Blackberry Sparkling Water Company PepsiCo Manufacturer PepsiCo Brand Bubly Sub-category Flavoured water Market United States Date published July 2019 Launch type New packaging Price in local currency $0.75 Bubly Blackberry Sparkling Water has been repackaged in a new 12 fluid ounce recyclable can. It has been made with blackberry and other natural flavors, and is free from calories and sweeteners. Companies and brands https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 15/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) In the US and Canada, companies operating in the flavored, enhanced and packaged bottled water market are developing and launching functional and flavored water in innovative ways to cater to growing consumer demand. Larger companies, like PepsiCo, Keurig, Dr. Pepper and Coca-Cola Co, have noted of the recent success of certain flavored and carbonated water products such as, LaCroix or Bubly. Carbonated and flavored waters are expected to play significant role in the portfolios of major beverage producers in North America. Private labels follow market trends and have earned a growing share of the market for flavored and packaged water. For example, the market share held by private labels for flavored water products was 10% in 2016 - by 2019 this proportion had risen to 31.5% Level of penetration by private label in Canada, flavored and packaged water bottle products, US$ millions Product Flavored Branded Private label Flavored water - total Packaged water Branded Private label 2016 2019 264.4 334.8 28.9 154.0 293.3 488.8 1,925.5 1,802.1 900.4 1,496.8 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 16/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Product Packaged water - total 2016 2019 2,826.0 3,298.9 Source: Global Data Intelligence, 2019 Flavored water products, in Canada, value in US$ millions, 2019 Description of above image Package water products, in Canada, value in US$ millions, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 17/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Description of above image Level of penetration by private label in the United States, flavored and packaged water bottle products, US$ millions Product Flavored Branded Private label Flavored water - total Packaged water Branded Private label 2016 2019 3,571.9 4,235.1 509.9 1,409.2 4,081.7 5,644.3 20,840.0 17,362.1 3,815.9 10,415.9 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 18/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Product Packaged water - total 2016 2019 24,655.9 27,778.0 Source: Global Data Intelligence, 2019 Flavored water products, in the United States, value in US$ millions, 2019 Description of above image Package water products, in the United States, value in US$ millions, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 19/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Description of above image Brands in Canada Market share held by top umbrella brands for flavored water products in Canada, US$ millions Category and products 2015 2018 % Difference 2018 over 2015 Others 100.3 210.1 109.4% Perrier 36.8 86.3 134.4% Other private label (PL) 16.4 60.5 269.1% Dasani 12.7 41.3 224.7% Nestle Pure Life 77.9 13.8 −82.3% 5.3 13.0 147.7% 4.7 N/C President's Choice (PL) Eska https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 20/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Category and products 2015 2018 % Difference 2018 over 2015 Naya 0.7 N/C San Pellegrino 0.3 N/C Aquafina Flavored water - total N/C 249.4 430.7 72.7% Source: Global Data Intelligence, 2019 N/C: not calculable Market share held by top umbrella brands for flavored water products in Canada, 2018 data, US$ millions https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 21/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Description of above image Market share held by top umbrella brands for packaged water products in Canada, US$ millions Category and products 2015 2018 % Difference 2018 over 2015 Other Private label (PL) 614.0 668.6 8.9% Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 22/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Category and products 2015 2018 % Difference 2018 over 2015 Aquafina 513.0 514.7 0.3% Nestle Pure Life 366.9 398.7 8.7% Dasani 294.6 346.0 17.5% President's Choice (PL) 251.8 254.2 1.0% Naya 139.7 230.1 64.7% Others 168.8 183.4 8.6% Perrier 143.6 174.5 21.5% San Pellegrino 65.8 80.0 21.5% Evian 50.8 70.0 37.6% 2,609.0 2,920.2 11.9% Packaged water - total Source: Global Data Intelligence, 2019 Market share held by top umbrella brands for packaged water products in Canada, 2018 data, US$ millions https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 23/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Description of above image Brands in the United States The biggest names in the beverage sector are acquiring brands to diversify their portfolios. Keurig Dr Pepper has agreed to acquire U.S.-based premium water company, Core Nutrition LLC for US$525 million. It's a fruitful environment for companies that can develop bottled water brands that appeal to today's consumers. It's also one that has beverage industry titans like Coca-Cola and Pepsi scanning the marketplace for potential acquisitions. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 24/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Market share held by top umbrella brands for flavored water products in United States, US$ millions Top umbrella brands 2015 2018 % Difference 2018 over 2015 1,990.4 2,347.7 18.0% La Croix 489.3 1,337.9 173.4% Other Private Label (PL) 441.6 609.7 38.1% Nestle Pure Life 137.3 229.9 67.5% Dasani 67.6 119.8 77.2% Perrier 105.4 109.6 4.0% Hint 28.7 50.2 74.9% Arrowhead 31.7 41.6 31.2% Poland Spring 75.6 18.9 −75.0% 108.5 17.7 −83.7% 3,476.3 4,883.0 40.5% Others Glaceau Flavored water - total Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 25/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Market share held by top umbrella brands for flavored water products in United States, 2018 data, US$ millions Description of above image Market share held by top umbrella brands for packaged water products in United States, US$ millions Top umbrella brands 2015 2018 % Difference 2018 over 2015 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 26/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Top umbrella brands 2015 2018 % Difference 2018 over 2015 Dasani 3,622.6 3,792.6 4.7% Poland Spring 2,895.3 3,283.5 13.4% Aquafina 2,075.4 2,559.1 23.3% Other Private Label (PL) 1,822.0 2,143.9 17.7% Others 1,165.5 1,438.6 23.4% Nestle Pure Life 1,505.6 1,407.3 −6.5% Sams Choice (PL) 856.5 1,256.1 46.6% Crystal Geyser 924.2 1,148.3 24.2% Niagara 986.1 1,091.7 10.7% San Pellegrino 818.8 1,039.8 27.0% 16,672.1 19,160.9 14.9% Packaged water - total Source: Global Data Intelligence, 2019 Market share held by top umbrella brands for packaged water products in United States, 2018 data, US$ millions https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 27/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Description of above image Health and wellness As enhanced bottled water products continue to generate growing demand in North America, the average consumer demand for products offering health and wellness benefits continues to grow for the flavored and packaged water categories. Challenge https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 28/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Millennials and Gen Z in particular, are expecting to get more from a traditional bottled water product (flavored or packaged), than just hydrating benefits. As the range of bottled water products with functionalities grows, their array of intended benefits also expands to include not only enhanced hydration through inclusion of electrolytes, but also vitamins, minerals and various other substances with diverse health claims. Advice Marketing around possible functionalities can help carbonated flavored and packaged water brands to stand out from the competition, as these products can position themselves as healthy alternatives from drinks already enjoyed by Millennials (energy drinks, healthy-oriented soft drinks, CSD, coffee). Bottled water product market, by functionality positioning, retail sales in Canada, US$ million, 2015 to 2022 - historical and forecast Category Flavored water 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 20192022 63.5 169.4 38.7% 187.9 244.9 9.2% 7.4 11.8 16.8% 10.3 2.3 −39.0% 154.9 215.4 11.6% 244.7 341.7 11.8% Product attribute segment[1] 2015 All natural None Reduced Calorie Source: Global Data Intelligence, 2019 1: See Definitions *CAGR: Compound Annual Growth Rate https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 29/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Product attribute segment[1] Flavored water - total Packaged water All natural Other fortified/functional (FF) Packaged water - total 2022 443.0 588.9 10.0% 2.6% 1,294.4 1,351.5 1.4% 2015 2018 CAGR* % 2015-2018 225.8 396.7 20.7% 1,173.9 1,266.0 None 2019 CAGR* % 20192022 499.7 487.6 −0.8% 426.6 296.9 −11.4% 29.4 41.4 12.1% 41.9 43.7 1.4% 1.8% 1,762.9 1,692.1 −1.4% 1,703.0 1,795.0 Source: Global Data Intelligence, 2019 1: See Definitions *CAGR: Compound Annual Growth Rate Bottled water product market, by functionality positioning, retail sales in the United States, US$ million, 2015 to 2022 - historical and forecast Category Product attribute segment[1] 2015 2018 CAGR* % 2015-2018 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 CAGR* % 20192022 2022 30/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 2018 CAGR* % 2015-2018 2019 736.1 1,658.0 31.1% 1,947.8 None 28.5 41.3 13.3% 39.1 11.3 −34.0% Other fortified/functional (FF) 32.1 37.7 5.5% 39.2 42.3 2.6% 1,304.3 2,023.5 15.8% 2,331.5 3,214.7 11.3% Flavored water - total 2,101.0 3,760.6 21.4% 4,357.6 6,112.5 11.9% Packaged water All natural 8,731.3 10,920.5 7.7% 11,602.0 13,575.7 5.4% None 8,489.0 10,423.2 7.1% 11,340.2 14,250.4 7.9% 17,220.4 21,343.7 7.4% 22,942.2 27,826.1 6.6% Category Flavored water Product attribute segment[1] 2015 All natural CAGR* % 20192022 2022 Reduced calorie Packaged water - total 2,844.2 13.4% Source: Global Data Intelligence, 2019 1: See Definitions *CAGR: Compound Annual Growth Rate https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 31/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Perfectly Balanced Water Company Core Nutrition Sub-category Water Location of manufacture United States Date published October 2019 Store name Target Store type Mass merchandise/hypermarket Launch type New packaging Price in local currency US$2.49 Core Hydration Perfectly Balanced Water has been repackaged. The product is said to be ultrapurified in seven stages of purification process with a special combination of electrolytes and minerals to match the body's natural pH of 7.4 to stay hydrated and balanced. It is free from fluoride, chromium 6, MTBE, arsenic and chlorine, and retails in a 44-fluid ounce 100% recyclable bottle that is free from BPA. #Energetic 100% Naturally Alkaline Spring Water https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 32/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Company Moodwater Manufacturer Moodwater Brand Moodwater Sub-category Water Location of manufacture Canada Import status Not imported Store name Provigo Store type Supermarket Product source Shopper Launch type New variety/range extension Price in local currency Can$2.29 Price in US dollars 1.74 Moodwater Express Yourself #Energetic 100% Naturally Alkaline Spring Water is described as the most funniest alkaline spring water in the world. This product has a pH value of eight and retails in a 1-litre BPA free bottle featuring the Facebook, Twitter and Instagram logos. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 33/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Note: These two product examples illustrate the growing trend among consumers that view beverages as a preventive nutritional opportunity. People are interested in functionality, and instead of asking "what's in that bottle", they wonder what that bottle does for me. Product launch analysis From January 2015 to August 2019, Mintel identified 1,604 new bottled water products in the North American market. Two thirds of these new launches were products identified as flavored water. Of the new products launched, 1,212 were launched in the American market. Number of new bottled water products launched, by country, 2015 to August 2019 Market United States Canada Total 2015 2016 2017 2018 2019[a] Total 210 263 224 317 198 1,212 51 93 106 100 42 392 261 356 330 417 240 1,604 Source: Mintel, 2019 a: August 2019 Number of new bottled water products launched in the United States and Canada, by product type, 2015 to August 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 34/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Sub-category Number of variants Flavoured water 1,092 Water 512 Total 1,604 Source: Mintel, 2019 New flavoured water bottle products From January 2015 to August 2019, Mintel identified 1,092 new flavored bottled water products in the North American (857 in the U.S and 235 in Canada). Number of flavored water products launched in the U.S and Canada, by launch type, 2015 to August 2019 Launch type 2015 2016 2017 2018 2019[a] Total New variety/range extension 51 69 76 100 80 376 New product 77 74 44 113 40 348 New packaging 32 72 91 100 50 345 Source: Mintel, 2019 a: August 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 35/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Launch type Relaunch Total 2015 2016 2017 2018 2019[a] Total 0 6 1 12 4 23 160 221 212 325 174 1,092 Source: Mintel, 2019 a: August 2019 New flavoured water products, by country, 2015 to August 2019 Year United States Canada 2015 134 26 2016 178 43 2017 162 50 2018 236 89 2019[a] 147 27 Total 857 235 Source: Mintel, 2019 a: August 2019 Note: These products can be carbonated or non-carbonated https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 36/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Type of flavors Flavoured water is gaining popularity among consumers, especially Millennials and Gen Z, because of its various health benefits and the absence of surplus sugar often contained in juices and sodas. In addition, the variety of flavours available is the driving force behind market growth. Lemon/lime remain the most popular flavors for bottled water products in North America followed by orange, strawberry and raspberry. Flavored water brands can also encourage consumption by innovating with familiar ingredients to appeal to local tastes. Number of new flavors of bottled water products launched in the United States and Canada combined, by feature flavor, 2015 to August 2019 Flavor 2015 2016 2017 2018 2019 - August Total Lemon/Lime 48 77 68 99 43 335 Orange 11 23 17 33 11 95 Strawberry 14 13 12 19 15 73 Raspberry 10 13 10 24 10 67 Mango 8 13 13 20 4 58 Peach 8 15 12 13 9 57 Source: Mintel, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 37/85 10/8/2020 Flavor Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 2015 2016 2017 2018 2019 - August Total Berry 8 8 14 12 4 46 Cherry (black) 8 11 6 16 4 45 Pineapple 6 10 8 12 9 45 Pomegranate 8 7 7 18 5 45 Watermelon 5 11 6 15 7 44 Grapefruit 3 8 12 12 9 44 Mandarin/tangerine 4 11 8 15 5 43 10 9 7 12 3 41 160 221 212 325 174 1,092 Cucumber Total Source: Mintel, 2019 Challenge The Average North American consumer, especially Millennials and Gen Z. are seeking unique flavors in their water and other beverages. Advice Consumers wanting products labeled "fruit flavors" or "mix of fruits" are not as popular as they used to be. Consumers' perception of artificial flavours is not positive. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 38/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Challenge Millennials and Gen Z in North America are educating themselves more and becoming more attentive to what they drink. Consumer perception of bottled water products containing artificial flavours is not positive. This means that some ingredients, such as sugar, are disappearing, while others - particularly natural and functional ingredients - are becoming the norm. The presence of high sugar content in different flavoured and functional waters hinders the success and marketing of these products. Advice Consumers are searching for convenient beverage options that offer nutritional and specific health benefits, including protein, vitamins and minerals, energy and relaxation support. At the same time, people want healthy, low-sugar or sugar-free products. As lemon/lime has maintained its popularity for enhanced water and flavoured water products in the United States, other flavours have increased their popularity in the American market. Within the enhanced water category, flavors such as berries, orange and cherries have increased their presence between 2016 and 2019. Other flavours, often associated with juice products, have not captured the attention of American consumers, such as apple, pomegranate, peach and "other fruits". Within the favored water category, every major flavor, except "other fruits" have witnessed growth between 2016 and 2019. Bottled water product market, retail sales in the United States, US$ million, ranked by 2019 figures, from 2016 to 2019 - historical Category Flavor 2016 2019[e] CAGR* % 2016-2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 39/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Category Flavor 2016 2019[e] CAGR* % 2016-2019 Enhanced water Guava 95.19 INY N/C Apple 5.81 0.64 −52.0 Pomegranate 6.49 2.36 −28.6 Peach 42.41 3.00 −58.6 Mango 1.88 11.40 82.3 25.96 N/C 3.70 49.68 137.6 60.96 54.92 −3.4 66.03 N/C 59.86 90.19 14.6 Dragon fruit 121.07 131.62 2.8 Kiwi 134.12 199.12 14.1 Flavor mixes 301.43 366.25 6.7 Orange 177.48 406.54 31.8 Berries 403.85 552.60 11.0 Nut/seed Cherry Other fruits Melon Grape https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 40/85 10/8/2020 Category Flavored water Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Flavor 2016 2019[e] CAGR* % 2016-2019 Lemon 663.34 833.54 7.9 Plain 1,289.84 1,615.89 7.8 Enhanced water - total 3,367.45 4,409.75 9.4 0.16 0.50 44.7 1.49 N/C Citrus Pineapple Mango 0.16 1.66 116.2 Pomegranate 0.58 1.68 42.6 Vegetable 1.35 3.07 31.6 11.68 13.12 4.0 Melon 6.54 13.13 26.1 Herbs and spices 7.74 15.64 26.4 12.19 18.02 13.9 Flavor mixes 9.43 22.06 32.8 Grape 8.49 22.33 38.0 56.68 96.90 19.6 Lemon-lime mixes Peach Kiwi https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 41/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Flavor 2016 2019[e] CAGR* % 2016-2019 Cherry 63.50 107.12 19.0 Apple 59.69 108.66 22.1 Berries 212.30 461.11 29.5 Other fruit 816.82 767.53 −2.1 Orange 582.02 959.61 18.1 Lime 719.58 1,036.19 12.9 Lemon 1,512.82 1,994.49 9.7 Flavored water - total 4,081.72 5,644.31 11.4 Source: Global Data Intelligence, 2019 e: estimate *CAGR: Compound Annual Growth Rate N/C: Not calculable INY: Information not available yet Bottled water product market, retail sales in Canada, US$ million, ranked by 2019 figures, from 2016 to 2019 - historical https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 42/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Category Flavor 2016 2019[e] CAGR* % 2016-2019 Enhanced water Lemon 37.4 40.5 2.7 Orange 15.6 17.1 3.1 Plain 34.3 43.3 8.1 Cherry 3.2 4.6 13.3 Grape 3.7 3.9 2.2 Melon 3.2 6.6 26.7 Berries 21.0 20.0 −1.7 Dragonfruit 20.4 16.7 −6.4 Flavor mixes 35.6 36.5 0.8 Kiwi N/A 1.5 59.8 1.8 2.1 5.6 Enhanced water - total 176.4 192.7 3.0 Lemon 184.7 267.9 13.2 Orange N/A 3.6 N/C 1.3 7.3 80.2 Yumberry Flavored water Peach https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 43/85 10/8/2020 Category Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Flavor 2016 2019[e] CAGR* % 2016-2019 Cherry 5.7 5.9 1.4 Grape 0.2 INY N/C Grapefruit 18.8 10.3 −18.1 Lime 40.7 56.1 11.3 Mango 5.6 INY N/C Melon 2.7 3.9 13.0 Berries 33.7 132.2 57.7 Citrus N/A 1.6 N/C 293.4 488.8 18.6 Flavored water - total Source: Global Data Intelligence, 2019 e: estimate *CAGR: Compound Annual Growth Rate N/A: Not applicable N/C: Not calculable INY: Information not available yet https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 44/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Lime Flavored Sparkling Water Beverage Company Meijer Brand Meijer Sub-category Flavoured water Market United States Store type Supermarket Date published October 2019 Launch type New packaging Price in local currency US$3.79 Meijer Lime Flavored Sparkling Water Beverage has been repackaged with a new look. This product contains natural lime flavor and other natural flavors, is free from gluten, calories, sweeteners, sodium and caffeine, and retails in a 144-fluid ounce pack, containing 12 12-fluid ounce cans and featuring a recipe suggestion. Naturally Orange Essenced Sparkling Water Company La Croix Sparkling Water https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 45/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Distributor La Croix Sparkling Water Brand La Croix Sub-category Flavoured water Market United States Location of manufacture United States Store type Supermarket Launch type New packaging Price in local currency US$2.99 La Croix Naturally Orange Essenced Sparkling Water has been repackaged in a newly designed 96fluid ounce recyclable pack containing 8 x 12-fluid ounce units. This kosher product is free from calories, sweeteners and sodium, and is said to be innocent. Packaging and sustainability Number of new launches of flavored bottled water, by package type, 2015 to August 2019 Market Package type Number of new launches https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 46/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Market Package type United States Bottle -"plastic" 483 Can 342 Canada Number of new launches Carton 17 Flexible stand-up pouch 15 Bottle 167 Can 53 Carton 14 Flexible stand-up pouch Total 1 1,092 Source: Mintel, 2019 Environmental challenges are becoming increasingly known, especially by urbanite Millennials and Gen Z., prompting products with environmentally friendly packaging. Beverage companies are responding to environmental concerns by becoming more eco-friendly. Single-use plastic water bottles are an ongoing concern, especially given the popularity of bottled water. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 47/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) From 2015 to August 2019, the plastic bottle packaging-type for flavored water products dominated the North American market. However, a recent trend in Canada and the United States has a number of new products produced in can or cardboard format. Gradually, companies seem to launch new packaging to make it more environmentally friendly, including aluminum cans and paper boxes. In 2015, 75.6% of new products launched on the North American market were in bottle format. By 2018, this proportion had fallen to 52%. Number of new launches of flavored water bottle, by package type, 2015 to August 2019 Package Type 2015 2016 2017 2018 2019 - August Total 121 157 114 169 89 650 36 56 92 136 75 395 Carton 0 3 2 16 10 31 Flexible stand-up pouch 3 5 4 4 0 16 160 221 212 325 174 1,092 Bottle - "plastic" Can Total Source: Mintel, 2019 Challenge Consumers want water producers to demonstrate responsibility and action to reduce plastic pollution. Single-use plastic product such as water bottles are increasingly getting public condemnation by local and national associations, cities and local governments in the U.S and in Canada. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 48/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Advice Sustainable packaging reinforces the eco-credibility of a brand that has strong ethics. Bottled water products that have biodegradable packaging, recyclable or complemented by initiatives for the return of packaging and the collection of discarded packaging, are widely accepted by consumers. Challenge The sale of a high quality flavoured water product in a cardboard box requires a packaging that must reflect traditional and elegant designs. This will attract consumers' attention and encourage them to consume more. Advice Disrupting the idea that soft drinks must come in a bottle or can, some brands adapt their packaging to new and innovative types of recipients based on consumer needs. In certain cases, the product is part of the packaging and it can be customized based on individual preferences. Alternative water bottle packaging examples Water Infused with Apple Essence (A product marketed for children) Company Hint Brand Hint Sub-category Flavoured water Market United States Store name Amazon.com https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 49/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Store type Internet/mail order Date published August 2019 Launch type New variety/range extension Price in local currency US$19.99 Hint Water Infused with Apple Essence is described as parent approved water with fruit taste. This kosher certified product is free from juice, sugar, sweeteners and GMO, and retails in a 54-fluid ounce recyclable pack containing eight 6.75-fluid ounce units with straws and featuring the FSC Mix logo. This product is particularly interesting as it is marketed for parents who want to give their children an alternative to fruity juices, often containing a high sugar content. Organic Lemon Infused Spring Water Company Just Goods https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 50/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Brand Just Water Infused Sub-category Flavoured water Market United States Store name Whole Foods Market Store type Natural/health food store Date published August 2019 Launch type New product Price in local currency US$1.29 Just Water Infused Organic Lemon Infused Spring Water is said to be a responsibly sourced USDA Organic and kosher certified excess spring water from a small upstate NY community bought at 6 times the municipal rate that is said to put more into the local economy. The water is then infused with a dash of fruit essence, and is free from juice, sugar and anything artificial. It retails in a 16.9fluid ounce paper based BPA and BPS free reusable and recyclable FSC certified bottle with plant based cap that produce up to 74% less carbon vs. similarly size plastic containers. The pack features the Certified B Corporation, Rainforest Alliance Certified, Facebook, Instagram and Twitter logos. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 51/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Just Water brand has released four certified organic, unsweetened flavors, which consist of organic apple cinnamon, organic tangerine, organic lemon as a part of their expanding portfolio. The goal is to have a positive environmental and community impact. New water bottle products From January 2015 to August 2019, Mintel identified 512 new bottled water products in the North American market (355 in the U.S and 157 in Canada). New water bottle products, by country, 2015 to August 2019 Year United States Canada 2015 76 25 2016 85 50 2017 62 56 2018 81 11 2019 51 15 Total 355 157 Source: Mintel, 2019 Note: These 512 flavored water product can be carbonated or not https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 52/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Number of water bottle products launched in the U.S and Canada, by launch type, 2015 to August 2019 Launch Type 2015 2016 2017 2018 2019 Total New packaging 64 92 69 58 31 314 New product 27 19 30 13 19 108 New variety/range extension 8 19 15 18 15 75 Relaunch 2 5 4 3 1 15 101 135 118 92 66 512 Total Source: Mintel, 2019 Note: These 512 flavored water product can be carbonated or not. Compared to flavored bottled water products (see section above), the use of alternative materials such as glass is generally not oriented or marketed in a recycling/ecological way, but rather in a logic of positioning/marketing the product as a premium "water product". Aluminum has been used by major brands for featured plain bottled water products such as Perrier (Original Carbonated Mineral water), Dasani Sparkling (Cola-Cola), San Pellegrino (Sparkling natural mineral water), and other brands. However, it appears that other small competitors are slowly launching products with aluminum materials. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 53/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Number of new water bottle products launched, by package material, 2015 to August 2019 Package material 2015 2016 2017 2018 2019 - August Total Plastic PET 72 107 85 69 45 378 Glass plain 10 11 5 4 7 37 Metal aluminium 3 4 6 9 4 26 Glass coloured 0 3 4 2 7 16 Plastic HDPE 7 3 3 1 0 14 Multi layer board 2 3 6 2 1 14 Plastic unspecified 4 2 5 2 1 14 Other 1 1 2 1 1 6 Total 101 135 117 92 66 511 Source: Mintel, 2019 Sparkling Water Company Riptide Waters Manufacturer Riptide Waters https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 54/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Brand Rambler Sub-category Water Location of manufacture United States Store name H-E-B Date published August 2019 Launch type New product Price in local currency US$3.47 Rambler Sparkling Water is Texas limestone filtered. The product contains no sodium, and retails in a pack containing six 12-fluid ounce cans. The manufacturer claims to proudly support the Texas Parks & Wildlife Foundation. Still Natural Spring Water Company Llanllyr Water Company Manufacturer Llanllyr Water Company https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 55/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Importer Source Water Brand Llanllyr Source Sub-category Water Market United States Store name Whole Foods Market Date published February 2019 Launch type New product Price in local currency US$3.49 Llanllyr Source Still Natural Spring Water is a spring water drawn from the organic fields of Llanllyr, Wales. The company claims to be committed to sustainability and the environment as they are a carbon neutral and ethical company. The product retails in a 25.4-fluid ounce recyclable pack. Price segmentation https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 56/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Bottled water product market, retail sales in the United States and Canada, US$ million, 2015 to 2022 - historical Canada United States CAGR* % 2016-2019 2016 2019[e] CAGR* % 20162019 Category Price segment 2016 2019[e] Enhanced water Unspecified 12.8 13.6 2.1 733.9 835.9 4.4 5.4 8.3 15.1 62.9 156.1 35.0 111.3 107.6 −1.1 2,124.1 2,676.0 8.0 46.9 63.2 10.5 446.5 741.8 18.4 176.4 192.7 3.0 3,367.5 4,409.8 9.4 Unspecified 88.1 229.4 37.6 2,042.5 2,006.2 −0.6 Discount 28.9 163.8 78.2 509.9 1,409.2 40.3 Mainstream 76.8 48.1 −14.4 1,284.0 2,016.9 16.2 Discount Mainstream Premium Enhanced water total Flavored water Source: Global Data Intelligence center, 2019 e: estimate *CAGR: Compound Annual Growth Rate https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 57/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Canada Category Packaged water United States CAGR* % 2016-2019 2016 2019[e] CAGR* % 20162019 Price segment 2016 2019[e] Premium 99.6 47.6 −21.8 245.4 212.0 −4.8 Flavored water total 293.4 488.8 18.6 4,081.7 5,644.3 11.4 Unspecified 157.4 143.5 −3.0 1,214.4 1,526.7 7.9 Discount 948.0 1,702.3 21.5 3,815.9 10,415.9 39.8 1,450.8 1,227.0 −5.4 17,049.8 14,420.3 −5.4 269.8 226.1 2,826.0 3,298.9 Mainstream Premium Packaged water total −5.7 2,575.8 1,415.1 −18.1 5.3 24,655.9 27,778.0 4.1 Source: Global Data Intelligence center, 2019 e: estimate *CAGR: Compound Annual Growth Rate Challenge https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 58/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Across both countries, packaged water still remained largely sold under what the consumer perceived as being a discount price. Advice There is still a threshold at which the average North American consumer is willing to pay for a bottle of water, regardless of the quality or origin of the water. Prices must correspond to those offered by competitors. Number of new launches of new flavored water bottle, by top package type and price group (US$), 2015 to August 2019 Price Bottle Can Carton Total 0.49 - 1.48 338 31 12 381 1.49 - 2.48 178 28 10 223 2.49 - 3.48 51 135 6 197 3.49 - 4.48 35 90 2 130 4.49 - 5.48 7 53 0 60 5.49 - 6.48 4 25 0 30 6.49 - 7.48 1 19 0 20 7.49 - 8.48 4 7 0 11 Source: Mintel, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 59/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Price Bottle Can Carton Total 8.49 - 9.48 3 3 0 6 9.49 - 19.00 5 0 0 5 650 395 31 1,092 Total Source: Mintel, 2019 Number of new launches of water bottle, by top package type and price group (US$), 2015 to August 2019 Price Plastic PET Glass plain and coloured Metal aluminium Total 0.54 - 1.53 108 13 0 141 1.54 - 2.53 87 16 1 115 2.54 - 3.53 46 9 8 68 3.54 - 4.53 38 1 9 50 4.54 - 5.53 32 2 3 40 5.54 - 6.53 24 3 3 33 6.54 - 7.53 9 2 2 15 Source: Mintel, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 60/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Price Plastic PET Glass plain and coloured Metal aluminium Total 9.54 - 19.00 8 1 0 10 8.54 - 9.53 3 1 0 6 7.54 - 8.53 1 0 0 2 378 37 26 511 Total Source: Mintel, 2019 Annex Examples of current prices of bottle water products in the Canadian market Product name Retailer Voss Voss Sparkling Loblaws Water (800 ml) (LBLS) Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) 2.62 800 millilitres 1 Single pack 2.62 Voss Water Canada Dry Ginger Loblaws 3.75 Ale (6×237 ml) (LBLS) Source: Global Data Intelligence, 2019 237 millilitres 6 Multipack 0.63 Cadbury Novem Schweppes 15 plc https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 March 61/85 10/8/2020 Mineral Water (750 ml) Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Loblaws (LBLS) 1.3 Price (US Dollars) 3.75 750 millilitres Quantity Units 330 millilitres 1 Single pack Number Pack of units Type 1 Single pack 1.3 Unit Price (US Dollars) 3.75 Bitburger Holding GmbH Company name San Benedetto S.p.A. March Record date (2019) Novem 15 Product name SanPellegrino Sparkling Fruit Beverage, Clementina (6×330 ml) Retailer Loblaws (LBLS) Natural Mineral Water (1.5 litre) Loblaws (LBLS) 1.04 1.5 litres 1 Single pack 1.04 San Benedetto S.p.A. Novem 15 Schweppes Club Soda (2 litre) Loblaws (LBLS) 1.52 2 litres 1 Single pack 1.52 The CocaCola Co July 11 PerrierSparkling Water (Case) 6×1 litre Loblaws (LBLS) 6.08 1 litres 6 Multipack 1.01 Nestle S.A. March San Pellegrino Walmart 4.07 250 millilitres 6 Multi0.68 Nestle S.A. Sparkling Natural Canada pack Source: Global Data Intelligence, 2019 Mineral Water https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 May 14 62/85 10/8/2020 Mineral Water Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Perrier Carbonated Natural Spring Water Product name Walmart Canada San Benedetto San Benedetto Carbonated Natural Spring Water (1.5 litre) Loblaws (LBLS) 1.12 1.5 litres 1 Single pack 1.12 San Benedetto S.p.A. Novem 14 San Benedetto San Benedetto Carbonated Natural Spring Water (6×500 ml) Loblaws (LBLS) 2.77 500 millilitres 6 Multipack 0.46 San Benedetto S.p.A. Novem 14 San BenedettoNatural Mineral Water (Case) 6×500 ml Loblaws (LBLS) 2.81 500 millilitres 6 Multipack 0.47 San Benedetto S.p.A. March Retailer 2.58 Price (US Dollars) 330 millilitres Quantity Units 4 MultiNumber pack Pack Unit 0.65 Nestle S.A. Price of units Type (US Company Dollars) name Karma Loblaws 2.17 532 millilitres 1 Single 2.17 Karma Source:Strawberry Global Data Intelligence, 2019 & Lemon Wellness (LBLS) pack Wellness https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 May 14 Record date (2019) Novem 14 63/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) & Lemon Wellness Water (532 mL) (LBLS) pack UFC Refresh Water Watermelon Product name (1 litre) Loblaws (LBLS) Retailer UFC Watermelon Water Walmart Canada 3.33 1 litres 1 Single pack 3.33 NutriAsia Group April 3 Great Value Black Cherry Sparkling Water Beverage Walmart Canada 0.75 1 litres 1 Single pack 0.75 Walmart Inc March Nestlé Pure Life Nestle Pure Life 1 litre Sparkling Walmart Canada 0.75 1 litres 1 Single pack 0.75 Nestle S.A. March Nestlé Pure Life Sparkling Water Walmart Canada 3.33 8 Multipack 0.42 Nestle S.A. March Price 3.75 (US Dollars) 1 litres Quantity Units 355 millilitres 1 Single Number Pack of units pack Type Wellness Unit Water Price 3.75 (US NutriAsia Company Dollars) Group name Icelandic Loblaws 1.13 500 millilitres 1 Single 1.13 Icelandic GlacialIcelandic (LBLS) pack Water Sparkling Lime Data Intelligence, 2019 Holdings Source: Global Water 500 ml https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 14 Record Novem date 14 (2019) March 64/85 10/8/2020 Water 500 ml Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) PC RegularPeach Mist Naturally Fruit-Flavoured Product name Water Beverage (Case) 6×500 ml Loblaws (LBLS) PC BLUE MENUBlue Menu Sparkling Water, Lime (Case) 12×355 ml Loblaws (LBLS) 3.8 355 millilitres 12 Multipack 0.32 Loblaw March Companies Ltd AQUAFINAAquafina Loblaws (Case) 24×500 ml (LBLS) 5.86 500 millilitres 24 Multipack 0.24 PepsiCo Inc March Aquafina Walmart Canada 4.55 500 millilitres 24 Multipack 0.19 PepsiCo Inc March Canada Dry Club Soda (2 litre) Loblaws (LBLS) 1.87 Retailer 2.81 Price (US Dollars) 500 millilitres Quantity Units 2 litres 6 MultiNumber pack Pack Unit 0.47 Loblaw March Price Record (US Companies Company date Ltd Dollars) name (2019) of units Type 1 Single pack 1.87 Cadbury Novem Schweppes 15 plc Nestlé Pure Life Walmart 1.96 500 millilitres 12 Multi0.16 Nestle S.A. Nestle LifeData Intelligence, Canada pack Source:Pure Global 2019 12×500 ml https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 Februa 6 65/85 10/8/2020 12×500 ml Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) FIJI Water (1 litre) Loblaws (LBLS) 1.87 Price (US Dollars) Product name Retailer Evian Natural Spring Water (1.5 litre) Loblaws (LBLS) 2.1 Glaceau Smart Water (700 mL) Loblaws (LBLS) SanPellegrino Mineral Water (750 ml) Aqua (1.5 litre) 1 litres Quantity Units 1 Single Number pack Pack of units Type Unit 1.87 Fiji Mineral Price (US Water Company Company Dollars) name Novem Record 15 date 2.1 Groupe Auchan SA Novem 14 (2019) 1.5 litres 1 Single pack 1.14 700 millilitres 1 Single pack 1.14 The CocaCola Co May 1 Loblaws (LBLS) 1.42 750 millilitres 1 Single pack 1.42 Nestle S.A. Novem 7 Loblaws (LBLS) 1.5 1.5 litres 1 Single pack 1.5 Ice Down Beverages Inc. Novem 15 Eska Carbonated Loblaws 1.17 750 millilitres 1 Single 1.17 ESKA Inc. Spring with (LBLS) pack Source:Water Global Data Intelligence, 2019 Lemon (750 ml) https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 June 28 66/85 10/8/2020 Lemon (750 ml) Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Eska Natural Spring Loblaws Water (1.5 litre) (LBLS) Product name Retailer Eska Natural Spring Loblaws Water (750 ml) (LBLS) 0.97 Price (US Dollars) 1.17 Glaceau Smartwater (1 litre) Loblaws (LBLS) 1.42 President's Choice Carbonated Spring Water (750 ml) Loblaws (LBLS) 0.97 Nestlé Pure Life Natural Spring Water (1.5 litre) Loblaws (LBLS) Evian Natural Spring Water (6×500 ml) Loblaws (LBLS) 1.5 litres Quantity Units 750 millilitres 1 litres 1 Single Number pack Pack of units Type 1 Single pack Unit 0.97 ESKA Inc. Price (US Company Dollars) name 1.17 ESKA Inc. Novem Record 15 date (2019) March 1 Single pack 1.42 The CocaCola Co 750 millilitres 1 Single pack 0.97 Loblaw Novem Companies 14 Ltd 0.89 1.5 litres 1 Single pack 0.89 Nestle S.A. Novem 15 6.76 500 millilitres 6 Multipack 1.13 Groupe Auchan SA Novem 14 Aquafina Walmart 1.36 Canada Source: Global Data Intelligence, 2019 591 millilitres 1 Single pack 1.36 PepsiCo Inc March https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 Octobe 24 67/85 10/8/2020 FIJI Natural Spring Water Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Walmart Canada 1.84 1 litres Price (US Dollars) 1.47 Quantity Units 532 millilitres 532 millilitres Product name Karma Acai Pomberry 532 ml Retailer Walmart Canada Karma Orange Mango 532 ml Walmart Canada 1.47 President's Choice Blue Menu Natural Sparkling Water (1 litre) Loblaws (LBLS) 0.74 Evian Evian Natural Spring Water (500 ml) Loblaws (LBLS) 1.35 1 litres 500 millilitres 1 Single pack Number Pack of units Type 1 Single pack 1.84 Unit Price (US Dollars) 1.47 Fiji Mineral Water Company Company name Karma Wellness Water May 14 Record date (2019) May 14 1 Single pack 1.47 Karma Wellness Water May 14 1 Single pack 0.74 Loblaw Novem Companies 14 Ltd 1 Single pack 1.35 Groupe Auchan SA Novem 14 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 68/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Examples of current prices of bottle water products in the US market Product name Retailer Price (US Dollars) Quantity Units Number Pack of units Type Deer Park Lime; Natural & Sparkling; Spring Water; 500 ml × 24 units Staples 14.99 500 millilitres 24 Multipack hint Premium; Blackberry; 473 ml × 1 unit Meijer 1.49 473 millilitres hint Premium; Watermelon; 473 ml × 1 unit Meijer 1.49 473 millilitres Unit Price (US Company Dollars) name Record date (2019) 0.62 Nestle S.A. November 5 1 Single pack 1.49 Hint Inc. April 3 1 Single pack 1.49 Hint Inc. April 3 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 69/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Ice Mountain - Black Cherry; Spring Water; Natural & Sparkling; 1 litre × 1 unit Meijer 0.99 Ice Mountain - Zesty Lime; Spring Water; Natural & Sparkling; 500 ml × 8 units Meijer 2.99 Quantity Units 1 litres 500 millilitres Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) 1 Single pack 0.99 Nestle S.A. April 3 8 Multipack 0.37 Nestle S.A. March 24 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 70/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) Karma Wellness Water; Lemonade & Strawberry; 532 ml × 1 unit Meijer 1.99 532 millilitres 1 Single pack 1.99 Karma Wellness Water March 5 La Croix Curate; Apple & Berry; 355 ml × 8 units Meijer 4.09 355 millilitres 8 Multipack 0.51 National Beverage Corp. April 3 Meijer Crystal Quenchers; Key Lime; 1 litre × 1 unit Meijer 0.79 1 Single pack 0.79 Meijer Stores Inc April 3 1 litres Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 71/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Nestle Pure Life - Melon & Strawberry; Splash; 500 ml × 6 units Meijer Ocean Spray - Pact; Cranberry; 473 ml × 12 units Perrier Grapefruit; Sparkling Water; 250 ml × 10 units Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name 0.25 Nestle S.A. Record date (2019) 1.5 500 millilitres 6 Multipack April 3 Staples 29.99 473 millilitres 12 Multipack 2.5 Ocean Spray Cranberries Inc May 17 Meijer 4.99 250 millilitres 10 Multipack 0.5 Nestle S.A. April 3 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 72/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) Polar Seltzer; Blueberry & Lemonade; 355 ml × 24 units Staples 17.39 355 millilitres 24 Multipack 0.72 Polar Beverages, Inc. November 5 Polar Seltzer; Cherry & Lemonade; 355 ml × 24 units Staples 16.09 355 millilitres 24 Multipack 0.67 Polar Beverages, Inc. November 5 503 millilitres 1 Single pack 1.29 Klarbrunn August 12 Klarbrunn Coborns 1.29 Vita Vita Ice; Delivers Lemon & Lime; Sparkling; 503 ml × 1 unit Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 73/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Number Pack of units Type La Croix - Key Coborns Lime; Delivers Sparkling; 4.25 litre × 1 unit 5.49 4.25 litres 1 Single pack Arrowhead Triple Berry; Mountain; Spring Water; 500 ml × 8 units Target (TG) 3.99 500 millilitres 8 Multipack bubly Cranberry; Sparkling Water; 355 ml × 8 units Target (TG) 3.69 355 millilitres 8 Multipack Unit Price (US Company Dollars) name 5.49 National Beverage Corp. 0.5 Nestle S.A. 0.46 Record date (2019) August 13 November 14 November 14 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 74/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) bubly Peach; Sparkling Water; 355 ml × 8 units Target (TG) 3.69 355 millilitres 8 Multipack 0.46 November 14 VOSS Artesian Water; 500 ml × 1 unit Coborns Delivers 1.69 500 millilitres 1 Single pack 1.69 Voss Water July 4 Fiji - Artesian Water; 500 ml × 24 units Costco (CC) 23.99 500 millilitres 24 Multipack 1 Fiji Mineral Water Company Iceland Walmart 33.68 1.4 kilograms 12 Multi2.81 Brait SE Spring (WM) pack Water; 1.4 kilograms Source: Global Data Intelligence, 2019 × 12 units https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 Septembe 6 November 15 75/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) × 12 units Product name Retailer Price (US Dollars) Quantity Units 500 millilitres Number Pack of units Type AQUAFINA Mineral Water; 500 ml × 24 units Meijer (MJR) 4.99 24 Multipack Ozarka Spring Water; 226.4 grams × 6 units Target (TG) 2.49 226.4 grams 6 Multipack Penta - Ultra Purified Water; 956.8 grams × 12 units Walgreen (WGN) 34.99 956.8 grams 12 Multipack Unit Price (US Company Dollars) name Record date (2019) 0.21 PepsiCo Inc April 3 0.41 November 15 2.92 Penta Water November 15 Evian Meijer 6.59 500 millilitres 6 Multi1.1 Groupe Natural (MJR) pack Auchan SA Spring Water; Source: Global Data Intelligence, 2019 500 ml × 6 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 April 3 76/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) 500 ml × 6 units Product name Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) Absopure Natural Spring Water; 3. 8 litre × 1 unit Meijer (MJR) 1.29 3.8 litres 1 Single pack 1.29 Absopure Water Company April 3 Absopure Steam Distilled Water; 3. 8 litre × 1 unit Meijer (MJR) 1.29 3.8 litres 1 Single pack 1.29 Absopure Water Company April 3 Aquafina Mineral Water; 591 ml × 1 unit Meijer (MJR) 1.79 591 millilitres 1 Single pack 1.79 PepsiCo Inc April 3 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 77/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) Meijer Spring Water; 9. 5 litre × 1 unit Meijer (MJR) 2.69 9.5 litres 1 Single pack 2.69 Meijer Stores Inc April 3 Fiji - Natural Artesian Water; 1 litre × 6 units Walmart (WM) 6.48 1 litres 6 Multipack 1.08 Fiji Mineral Water Company November 14 Propel Fit Water Flavored Water; 493 ml × 24 units Staples (STAP) 24 Multipack 1.94 Stokely-Van Camp, Inc. November 5 46.49 493 millilitres Deer Park Staples 23.89 1 litres 15 Multi1.59 Nestle S.A. Natural (STAP) pack Spring Water; litre Data Intelligence, 2019 Source:1 Global × 15 units https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 August 2 78/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) × 15 units Product name Retailer Price (US Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name 2.07 Fiji Mineral Water Company Record date (2019) Fiji - Artesian Water; 1. 5 litre × 12 units Costco (CC) 24.89 1.5 litres 12 Multipack Septembe 6 Kirkland Signature Premium Drinking Water; 3. 8 litre × 6 units Costco (CC) 8.59 3.8 litres 6 Multipack 1.43 Costco Septembe Wholesale 6 Corporation Kirkland Signature Purified Water; 500 ml × 40 units Costco (CC) 7.79 500 millilitres 40 Multipack 0.19 Costco Septembe Wholesale 6 Corporation Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 79/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) Quantity Units Ozarka Distilled Water; 3. 8 litre × 6 units Staples (STAP) 14.29 3.8 litres Talking Rain Lemon-Lime; Sparkling Water; 355 ml × 24 units Costco (CC) 9.69 355 millilitres Zephyrhills Natural Spring Water; 9. 5 litre × 1 unit Target (TG) 2.99 9.5 litres Number Pack of units Type 6 Multipack 24 Multipack 1 Single pack Unit Price (US Company Dollars) name 2.38 Record date (2019) November 6 0.4 Talking Rain Septembe Beverage 6 Company Inc 2.99 Nestle S.A. November 14 Source: Global Data Intelligence, 2019 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 80/85 10/8/2020 Product name Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Retailer Price (US Dollars) NEO Water Antioxidant Water; Electrolyte; 1 litre × 12 units Walmart (WM) 37.2 Great Value Purified; Drinking; 500 ml × 24 units Walmart (WM) 2.56 Alkaline88 8.8 Ph; Purified; 1 litre × 1 unit Coborns Delivers 1.59 Quantity Units 1 litres 500 millilitres 1 litres Number Pack of units Type 12 Multipack 24 Multipack 1 Single pack Unit Price (US Company Dollars) name 3.1 NEO Water Record date (2019) October 24 0.11 Walmart Inc November 14 1.59 Alkaline88, LLC. July 4 Alkaline88 Coborns 3.79 3 litres 1 Single 3.79 Alkaline88, 8.8 Ph; Delivers pack LLC. Purified; Source: Global Data Intelligence, 2019 3 litre × 1 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 August 14 81/85 10/8/2020 3 litre × 1 unit Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Price Source: 2019 ProductGlobal Data Intelligence,(US name Retailer Dollars) Quantity Units Number Pack of units Type Unit Price (US Company Dollars) name Record date (2019) Definitions Enhanced water Sweetened and non-sweetened waters, carbonated and non-carbonated, enhanced with vitamin/minerals and/or other functional ingredients. May be carbonated or non-carbonated. May contain juice up to 14.9% Includes: unflavored or flavored water brands with added functional ingredients - such as vitamins, minerals or nutraceuticaltype ingredients. Products using 'hydration' as a marketing platform, with added functional ingredients, but not having a packaged water provenance, for example Propel (PepsiCo), Mizone (Danone), Glaceau Vitaminwater (TCCC), Glaceau Smartwater (TCCC). Water will be the main product 'base'. Flavored water https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 82/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Typically there is a clear statement on the label or packaging highlighting that the product is made with spring or mineral water, for example Mineralwasser Plus, and it is marketed on this platform. The product will tend to be ositioned in, or next to, the packaged water section in retail outlets. Typically it will be perceived by consumers and industry as a packaged water, or a packaged water deivative. It will tend to be marketed on a health/wellness platform, as a 'lighter', lower calorie product. Excludes: flavored waters with the addition of vitamins, minerals or nutraceutical type ingredients. These products are categorized as Enhanced Waters (see definition above). Packaged water All potable water including water without added mineral/vitamin enhancement, flavorings or sugar/sweeteners, sold in large containers of up to and including 10 litre. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 83/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Customized report service – Bottled water market in Canada and the United States Global Analysis Report Prepared by: François Thériault © Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and AgriFood (2020). Photo credits All photographs reproduced in this publication are used by permission of the rights holders. All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada. To join our distribution list or to suggest additional report topics or markets, please contact: Agriculture and Agri-Food Canada, Global Analysis 1341 Baseline Rd, Tower 5, 3rd floor Ottawa ON K1A 0C5 Canada Email: aafc.mas-sam.aac@canada.ca The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein. https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 84/85 10/8/2020 Customized report service – Bottled water market in Canada and the United States - Agriculture and Agri-Food Canada (AAFC) Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge. Date modified: 2020-05-27 https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/customized-report-service-bottled-water-market-in-canada-and-the-united-states/?id=1590410973491 85/85