Growth was stunted in previous years due to slow economy
The International Bottled Water Assn. (IBWA), in conjunction with Beverage Marketing Corp. (BMC), released 2010 bottled water statistics, compiled by BMC. The new BMC data, released in the May 2011 issue of Bottled Water Reporter magazine, shows the overall consumption of bottled water has increased by 3.5% after slight losses in 2008 and 2009 due to poor economic conditions. It also shows the bottled water category’s overall share of the liquid refreshment beverages marketplace grew slightly to 30%, up from approximately 29.2% in 2009.
In 2010, total bottled water consumption increased to 8.75 billion gal, up from 8.45 billion gal in 2009. Per-capita consumption was up 2.6% in 2010, with every person in America now drinking an average of 28.3 gal of bottled water last year.
Overall in 2010, the entire U.S. refreshment beverage category grew by 1.2%, after two years of a recession-based downturn. Currently, carbonated soft drinks command a 23% market share, down slightly from 2009, while bottled water’s market share grew to 15%, as consumer interest in healthy, calorie-free beverages increased while recessionary impacts on them decreased.
“The recessionary state of the U.S. economy was the primary cause of the decreases registered in 2008 and 2009,” said John Rodman, editorial director at BMC. “Although bottled water has often been linked to tap water, bottled water actually achieved its market position by luring consumers away from other packaged beverages perceived as less wholesome than bottled water.”
“While economic times are still tough for many, the consumption of healthy bottled water continues to be a part of their lifestyle,” said Joe Doss, president and CEO of IBWA. “Even during the past two slow economic years, bottled water consumption decreased less than most other major beverage categories. The steady market share increase we now are experiencing is because consumers are choosing safe, high-quality bottled water over other packaged beverages.”