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Are consumer wellness trends pumping innovation into SA’s Bottled Water industry?

The flow of the global and local Bottled Water markets is being increasingly influenced by capricious consumer demands, particularly in terms of seeking health benefits and sustainability from the beverages they consume, including Bottled Water. This has forced global and local market players to rethink and revolutionise, resulting in the introduction of a range of new and innovative products, to meet the growing wellness demands of global and South African consumers.

Insight Survey’s latest South African Bottled Water Industry Landscape Report 2021, carefully uncovers the global and local Bottled Water market (including the impact of COVID-19), based on the latest intelligence and research. It describes the latest global and local market trends, innovation and technology, drivers and challenges, to present an objective insight into the South African Bottled Water industry environment and its future.

Globally, the Bottled Water market was valued at approximately US$217.7billion in 2020, as illustrated in the graph below. The global Bottled Water market is forecast to increase significantly, by a compound annual growth rate (CAGR) of 11.1% between 2020 and 2028, to reach approximately US$505.2 billion by 2028.

Bottled Water Market

Source: Grandviewresearch; Graphics by Insight Survey

In South Africa, the local Bottled Water market experienced a significant contraction of approximately 6.0%, in terms of retail value RSP, between 2019 and 2020. However, the local market is forecast to recover and grow at a compound annual growth rate (CAGR) of approximately 2.1% between 2021 and 2025. This predicted growth is largely due to an increased demand for healthier beverages, as well as the launch of health-focused, innovative Bottled Water products.

In the global context, PepsiCo launched its latest product, Driftwell, a de-stress and relaxation Functional Bottled Water product, that assists with improving sleep patterns. Additionally, in order to cater to consumer health concerns regarding the COVID-19 pandemic, touchless water dispensers are increasing in prominence, allowing for limited contact of the surfaces used.

On the local front, increasing demand for Bottled Water products is growing, based on consumer concerns regarding water quality and insecurity, as well as a preference for healthier beverages. In response to these concerns, market players have launched various new products into the local Bottled Water market. An example of this includes ONE54 South Africa’s launch of its A1 Fruit Water product, which is free from sugar, calories, gluten, sweeteners, and preservatives, whilst also being vegan and diabetic friendly.

Interestingly, the shift towards healthier lifestyles has also resulted in the development of ‘hard seltzers’, and water-based alcoholic beverages. Several ‘hard seltzers’ have been launched, including Flying Fish Seltzer, which contains 0.5g of sugar and 35 calories per 100ml, Frost Sparkles, which contains less than 90 kilojoules per 300ml can, and Freely Hard Seltzer which contains 23 calories per 100ml. Local alcohol players are also attempting to capitalise on this trend, releasing products designed to be consumed with Bottled Water products, as illustrated by the launch of a specially formulated gin, designed for use with soda water or sparkling bottled water, rather than tonic water.

Furthermore, the South African Bottled Water market has also experienced significant developments in terms of packaging innovation, driven by consumer sustainability concerns. In response to this, various Bottled Water products, such as ONE54 South Africa’s A1 Fruit Water and Calm Water’s Natural Mineral Water, have been launched in tin cans, which are easily recycled, as part of attempts to limit plastic usage. Moreover, several ‘hard seltzers’ that have been launched into the market, have also been launched in tin cans and glass bottles.

The South African Bottled Water Industry Landscape Report 2021 (124 pages) provides a dynamic synthesis of industry research, examining the local and global Bottled Water industry (including the impact of COVID-19) from a uniquely holistic perspective, with detailed insights into the entire value chain – key global and South African market trends, innovation and technology, drivers, and challenges, as well as manufacturer, distributor, retail, and pricing analysis.


Some key questions the report will help you to answer:

  • What are the key market dynamics of the global and South African Bottled Water industry?
  • What are the latest global and South African Bottled Water industry trends, innovation and technology, drivers, and challenges?
  • What are the market value and volume trends in the South African Bottled Water industry (2015-2020) and forecasts (2021-2025), including the impact of COVID-19?
  • Who are the key manufacturers, distributors, and retail players in the South African Bottled Water industry?
  • What are the prices of popular Bottled Water brands/products across SA’s retail outlets?

Please note that the 124-page report is available for purchase for R30,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R12,500.00 (excluding VAT). For additional information, contact us at or directly on (021) 045-0202 or (010) 140- 5756.

For a full brochure please go to: SA Bottled Water Industry Landscape Brochure 2021


About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

We offer B2B and industry 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.

Our bespoke Competitive Business Intelligence Research can help give you the edge in a global marketplace, empowering your business to overcome industry challenges quickly and effectively, and enabling you to realise your potential and achieve your vision.

From strategic overviews of your business’s competitive environment, through to specific competitor profiles, our customised Competitive Intelligence Research is designed to meet your unique needs.

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