October 03, 2014 - Blog
Drink up, there’s good news for the beverage industry. New data from Zenith International reveals bottled water and tea are driving growth in the global beverage market, contributing a whopping 55 percent to the market growth over the past five years.
According to Zenith’s globaldrinks.com online database, tea is by far the largest of the 24 drinks categories in the 72 country database and saw consumption growth of 62 billion liters between 2008 and 2013. Bottled water, the second-largest market by volume, increased sales by an even higher 83 billion liters over the five years. Milk gained the third-biggest volume growth of 20 billion liters, followed by coffee on 16 billion liters.
Five other categories all achieved growth of between 10 billion and 12 billion liters—still drinks with a low fruit content, carbonated soft drinks, beer, fruit drinks with a fruit content between 5 percent and 25 percent and iced tea. Spirits were the last of the top 10 volume growth categories, which is a very strong performance, given their far higher value.
“When you look in more detail at how the category rankings have altered in the last five years, two changes jump out," said Zenith Chairman Richard Hall. “The first is that carbonates have slipped behind milk, which has now risen to third place. The second is that coffee has overtaken beer. The other observation to highlight is a huge increase in the variety of choice available to consumers today, with many more flavors and blends as well as packs and sweeteners, outlets and delivery options."
This latest data supports previous market data supporting growth in the water category. In November 2013, data from the NPD Group found water represents nearly half of all beverages consumed by adults, making it their top beverage pick. Kids, however, drink significantly less, replaced by milk, soft drinks and fruit beverages.
According to the “Bottled Water in the U.S." report from Packaged Facts, as consumers continue to reject carbonated soft drinks and embrace bottled water, many beverage industry analysts and marketers are convinced that the category will soon become the dominant non-alcoholic beverage. Healthy living and the obesity epidemic have been driving factors in making bottled water the zero-calorie/ultra-low calorie beverage of choice for millions of consumers.
Marketers are launching new bottled water products with bold colors, exotic flavoring and fashion-forward packaging. They are also bringing to market a wider range of water enhancers, a category that didn’t exist until 2011 when Kraft Foods launched its MiO brand of water enhancers.
Drink up, there’s good news for the beverage industry. New data from Zenith International reveals bottled water and tea are driving growth in the global beverage market, contributing a whopping 55 percent to the market growth over the past five years.
According to Zenith’s globaldrinks.com online database, tea is by far the largest of the 24 drinks categories in the 72 country database and saw consumption growth of 62 billion liters between 2008 and 2013. Bottled water, the second-largest market by volume, increased sales by an even higher 83 billion liters over the five years. Milk gained the third-biggest volume growth of 20 billion liters, followed by coffee on 16 billion liters.
Five other categories all achieved growth of between 10 billion and 12 billion liters—still drinks with a low fruit content, carbonated soft drinks, beer, fruit drinks with a fruit content between 5 percent and 25 percent and iced tea. Spirits were the last of the top 10 volume growth categories, which is a very strong performance, given their far higher value.
“When you look in more detail at how the category rankings have altered in the last five years, two changes jump out," said Zenith Chairman Richard Hall. “The first is that carbonates have slipped behind milk, which has now risen to third place. The second is that coffee has overtaken beer. The other observation to highlight is a huge increase in the variety of choice available to consumers today, with many more flavors and blends as well as packs and sweeteners, outlets and delivery options."
This latest data supports previous market data supporting growth in the water category. In November 2013, data from the NPD Group found water represents nearly half of all beverages consumed by adults, making it their top beverage pick. Kids, however, drink significantly less, replaced by milk, soft drinks and fruit beverages.
According to the “Bottled Water in the U.S." report from Packaged Facts, as consumers continue to reject carbonated soft drinks and embrace bottled water, many beverage industry analysts and marketers are convinced that the category will soon become the dominant non-alcoholic beverage. Healthy living and the obesity epidemic have been driving factors in making bottled water the zero-calorie/ultra-low calorie beverage of choice for millions of consumers.
Marketers are launching new bottled water products with bold colors, exotic flavoring and fashion-forward packaging. They are also bringing to market a wider range of water enhancers, a category that didn’t exist until 2011 when Kraft Foods launched its MiO brand of water enhancers.
