Are niche products keeping SA’s Bottled Water Industry flowing?

In recent years, both the global and local Bottled Water markets have shown significant evolution, with a wave of previously niche Bottled Water products, now becoming more mainstream. These products are made up of unique formulations and ingredients, including: alkaline water, electrolyte-enhanced, caffeinated, CBD-infused, fortified and even hydrogen-enriched Bottled Water products.

Insight Survey’s latest SA Bottled Water Industry Landscape Report 2020 uncovers the global and local Bottled Water markets based on the latest information and research.  It describes the market drivers and restraints as well as the relevant global and local market trends, innovation, and technology to present an objective insight into the South African Bottled Water industry environment and its future.

As illustrated in the graph below, the global Bottled Water market reached a total of approximately 288.9 billion litres in terms of off-trade retail sales in 2019. In terms of regional value, Asia-Pacific represented the largest region in the global Bottled Water market, with approximately 85.9 billion litres. This was followed by Middle East and Africa and Western Europe, which reached approximately 67.8 billion litres and 49.7 billion litres, respectively.

Bottled Water
Bottled Water Industry Report

Source: Euromonitor. Graphics by Insight Survey

Globally, the Bottled Water market has evolved significantly, transforming from providing products for basic hydration in the form of still and sparking water, to offering a flood of unique Bottled Water product variants. The latest Bottled Water innovations include a range of functional benefits, unique tastes, and innovative formulations to meet changing consumer needs and expectations.

In terms of the South African context, the local Bottled Water market achieved a 2% CAGR between 2014 and 2019. This market growth can be attributed to key developments and innovation within the market, which are closely aligned with global industry trends. Over the next five years, the market is predicted to grow at a CAGR of 2.1%, which incorporates the significant impact of the COVID-19 global pandemic.

As such, the South African Bottled Water market is following a similar stream, with market players introducing a range of unique Bottled Water products in order to differentiate themselves. For example, alkaline water products (with very high pH-levels of 9 or 10), such as Designer Water, Just Alkaline Water, and SA Vitamins, have become increasingly popular based on claims of their  anti-oxidant  and anti-ageing properties.

Similarly, CBD-infused water has become progressively more popular amongst South African consumers, with advances in technology allowing for the rapid progression of these products within the market. This increased use of CBD-infused products, such as CBD-infused Bottled Water, has been linked to several health benefits, including alleviating arthritis, nausea, migraines, lower back pain, and insomnia, amongst others. For example, goodleaf is a South African online distributor of CBD-based products, offering their CBD-Infused Sparkling Water in four flavours: peach geranium, aloe rose, berry hibiscus, and mango ginger.

Various other unique and innovative Bottled Water products have surfaced, including both caffeinated water and black water products. Caffeinated water products, such as Turbovite Energy Water and Water Joe Caffeinated Water, have been positioned as being healthier alternatives to coffee, energy drinks, and other sugary beverages, especially for consumers seeking an energy boost.

Similarly, the unique black water product, which gets its distinct colour from being blended with Fulvic and Humic Acid, is being marketed as an enhanced-water product with health benefits. One uniquely South African black water product within the local market is the MiWater brand, which is a sugar-free, Still Water product that contains various minerals and antioxidants to reduce muscle fatigue and improve recovery rate.

The South African Bottled Water Industry Landscape Report 2020 (123 pages) provides a dynamic synthesis of industry research, examining the local and global Bottled Water industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from key global and South African market trends, innovation and technology, drivers, and challenges as well as manufacturer, distributor, retailer, and pricing analysis.

Some key questions the report will help you to answer:

  • What are the current market dynamics of the global Bottled Water industry?
  • What are the key global and South African Bottled Water industry trends, innovation, drivers, and challenges?
  • What are the market size value and volume trends in the SA Bottled Water market (2014-2019) and forecasts based on the impact of COVID-19 (2020-2024)?
  • Who are the key manufacturing, distribution and retail players in the SA Bottled Water industry?
  • What are the prices of popular Bottled Water brands and products (still, carbonated, flavoured, and functional) across South African retail outlets?

Please note that the 123-page report is available for purchase for R27,500.00 (excluding VAT). Alternatively, individual sections can be purchased for R10,000.00 (excluding VAT). For additional information simply contact us at or directly on (021) 045-0202.

For a full brochure please go to: South African Bottled Water Industry Landscape Report 2020

About Insight Survey:

Insight Survey is a South African B2B market research company with more than 10 years of heritage, focusing on business-to-business (B2B) and industry research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

We offer market research solutions to help you to successfully improve or expand your business, enter new markets, launch new products or better understand your internal or external environment.

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