2014-03-20 17:00:04 - Bottled Water in Australia - a new market research report on companiesandmarkets.com
Coca-Cola´s Mount Franklin was the leading brand in bottled water in Australia in 2012. The brand accounted for 20% of off-trade volume sales, an increase of one percentage point on the previous year. The increase in value share was attributed to strong promotional activity around the brand name, as Coca-Cola launched the Mount Franklin Lightly Sparkling Cozi range and the Mount Franklin Easy-Crush bottle.
Strong health and wellness trends amongst Australian consumers and ample education regarding the importance of good hydration, ensures bottled water is a popular consumer good in Australia. Sales of bottled water generated A$1.4 billion in 2012, an increase of just over 3% in current value terms compared to the previous year.
Alongside health and wellness positioning, Australian consumers
are also attracted to bottled water due to its convenience, especially away from home. However value growth was slower in 2012 compared to the previous year due to marginally lower unit prices brought about by private label pressure on the market.
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