market in ChinaBologna, 2013
China Bottled Mineral Water Market MARKETING REPORT
January, 2014
Overview of Bottled Mineral Water Market in China
• The bottled water market in China consists of various types of bottled water, including mineral water, sparkling water and purified water. Economic growth, urbanization, increase in disposable income and changes in lifestyle and consumption behavior have led to substantial growth in the bottled water market in China.1
• Over the five years through 2012, revenue for the Water Supply industry in China has been increasing at an annualized rate of 8.0% to total $16.0 billion in 2012.
• In recent years, the Chinese government has been promoting the commercialization of the Water Supply industry, which has contributed to revenue growth. Most companies in the industry now have private and foreign capital.2
1. Source: China Bottled Water - Market Report, New Zealand Trade and Enterprise, 2012.2. Source: Water Supply Market Research Report, IBISWorld, 2013
Trends
• With Improving health consciousness and growing urbanisation and their enhanced health awareness, more consumers, especially those living in urban areas, prefer to purchase bottled water instead of drinking tap water.
• Wealth accumulation of consumers in the low-tier areas has resulted in a marked increase in their general consumerism.
• The water contamination problem in China and concern about how to improve the standard of daily drinking water have also been the focus of attention for consumers in the low-tier areas. This has resulted in them switching from tap water to bottled water.
• Manufacturers contributed to increased penetration of the benefits of bottled water to consumers through a series of marketing campaigns.2
2. Source: Water Supply Market Research Report, IBISWorld, 2013
Characteristics of Premium and Mass-Market Bottled Mineral Water
• Retail price of premium bottled mineral water (500ml) is not less than 8CNY (1,3USD; 0,96EUR). Retail price of Mass-market bottled mineral water (500ml) is less than 5CNY (0,81USD; 0,6EUR).
• Distribution channels are diverse for bottled mineral water, the retailing price is not the only criteria applied to identify a brand’s positioning in either the premium or mass-market segment, consumer perception is also a key consideration.
• Premium bottled mineral water in China is primarily consumed by middle to high income consumers and institutional purchasers such as major corporations and government organizations with a large middle to high income customer base and significant bulk purchase demand.3
3. Source: Bottled Water in China,Euromonitor International, 2011
Sales Volume of Premium Market and Mass-Market Bottled Mineral Water 2007-2014E (in thousands of tonnes)
2007 2008 2009 2010 2011 2012E 2013E 2014E0
1000
2000
3000
4000
5000
6000
157 198 242 286 416 482 541 603
2254 25552925
33593740
42134718
5250
Mass-Market CAGR 2010-2014: 11,8%
Premium Market CAGR 2010-2014: 20,5%
4. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Retail Sales Value of Premium and Mass-Market Bottled Mineral Water 2007-2014E (CNY in Millions)4
2007 2008 2009 2010 2011 2012E 2013E 2014E0
2000
4000
6000
8000
10000
12000
40684616
53986285
68187690
86209611
28293579
43925208
7573
8802
9906
11064
Mass-Market 2010-2014 CAGR: 11,8%
Premium Market 2010-2014 CAGR: 20,5%
4. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Main Leaders of Mass-Market Bottled Mineral Water
Hangzhou Wahaha Group was the clear leader of bottled water by capturing 13% volume share in 2012.5
• Mainly benefited from advantages in distribution networks especially in low-tier cities and rural areas
• Is affordable to consumers with low disposable income• High quality of the products
5. Source: Bottled Water in China,Euromonitor International, Apr 2013
Wahaha, Master Kong, and Nongfu Spring
Brand Shares of Bottled Water by Off-trade Value 2006-2010
1. Source:China Bottled Water - Market Report, New Zealand Trade and Enterprise, 2012
Brand Shares of Mass-Market Bottled Water by Off-trade Value 20103
13.710.2
8.6
7.16.8
3.33.12.62.30.8
0.6
41Wahaha Master Kong
Nongfu Spring C'estbon
Robust Sensation
Ice Dew Water Mizone
Health Watson's
Nestle Pure Life Others
4. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Main Leaders of Premium-Market bottled Mineral Water
Tibet 5100 (Market share by sales is 28,5%)
• Positioned as a premium brand by emphasizing the uniqueness and purity of a glacial spring mineral water, which is sourced from a unique glacial spring at 5,100 meters above sea level.
• Highest quality standards
• Is consumed primarily by middle to high income consumers and institutional purchasers such as corporations and government organizations in China3
3. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Tibet 5100, Evian, Perrier, Vittel, San Pelegrino.
Top Six Manufactures of Premium Mineral Water Ranked by Sales Volume (%), 20103
3. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Top Ten Brands of Premium Mineral Water Ranked by Sales volume, 2010
3. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Top Six Manufactures of Premium Mineral Water Ranked by Sales Volume, 20103
28.5
26.9
4.9
2.91.61
24.3Tibet 5100 Water Resources Holding Ltd. (5100 Tibet, Glacier Spring Water)
Groupe Danone (Evian, Volvic, Badoit)
Nestlé S.A. (Perrier, San Pellegrino, Vittel, Acqua Panna, Contrex)
Heilongjiang Emperial Spring Drinks Co., Ltd. (Emperial Spring)
Pamir Tianquan Co., Ltd. (Pamir)
Qingdao Laoshan Spring Co., Ltd. (Classic 1905, Laoshan Mineral Water)
Others
3. Source: Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011
Key Growth Drivers of China’s Premium Bottled Mineral Water Market
• Increase in urban population and urban disposable income in China.
• Growing health consciousness. • Change in consumer behavior. • Growth in the number and scale of large corporations. • Procurement behavior of large institutional purchasers • Drive to improve customer service
Pricing of Premium and Mass-Market Bottled Water
Mass-Market bottled water Premium market bottled water
Overage price (500 ml)
1-2CNY7
0,16-0,33USD(0,12-0,24EUR)
Overage price (500 ml)
10-30CNY6 1,65-4,95USD(1,2-3,6EUR)
Wahaha(596 ml)
1-2CNY7
0,16-0,33USD(0,12-0,24EUR)
Evian(500 ml)
8,80-9 CNY6,8 1,40-1,48USD(1,05-1,08)
Nongfu(500 ml)
1CNY8
0,16USD(0,12EUR)
Tibet 5100 (330 ml)
8,5-10,5CNY7,9
1,40-1,73USD(1,02-1,2EUR)
Sources:6. Want China Times,11/2013 7. Olans, 20138. China Daily, 20129. Global Times (China), 2012
Distribution area of Acqua Norda products
Chengdu Fuzhou Nanchang10 KunmingPopulation (2012)
Urban
Rural
7,677,100
14,047,625
4,468,076
2,707,294
5,042,565 (Prefecture level city)
3,583,4296,432,212
GDP(2012) Per capita (Billions)
(Total GDP - CNY 373.478 bln USD 59.22 bln)
43,417CNY
6,442 USD
(5,225EUR)
52,144 CNY
8,268 USD
(5,225EUR)
53,250CNY
8,719USD
(6,408EUR)
28,894CNY
4,731USD
(3,477EUR)
Area Urban Prefecture-level
2,129 km2
12,132 km2
12,177 km2
12,177 km2
617 km2
7,372 km2
2,622 km2
21,473 km2
10. Source: Nanchang Economic Information Center, 11.Wikipedia – free encyclopedia, 2014 12. Source: Forbes, 11/2013
Key Factors of Acqua Norda Promotion in China Premium Market
• Target audience: middle to high income consumers and institutional purchasers
• Distribution area: industrial cities • Distribution channels: institutional sales, food service
and retail• Beautiful design of the bottle
Key Factors of Acqua Norda Promotion in China Mass-Market
• Target audience: low income consumers• Distribution area: rural zones • Distribution channels: food service and retail• Competitive price of the product
Acqua Norda SWOT Analysis
Strengths Weaknesses
•High quality of the product•We have a net of the distributors•Good image of Italy as a country with high quality standards of food and beverages
•The brand Acqua Norda is not known in China
Opportunities Threats
•CAGR of Mass-Market and Premium Bottled Mineral water is very high•Increase in urban population and urban disposable income in China•Change in consumer behavior
•High level of competition•We may be unable to manage future rapid growth. •The bottled water industry could face slower growth.
Conclusion
• Population growth and accelerating urbanisation are expected to be key driving factors for the growth of bottled water over the forecast period.
• Chinese-style healthy drinks booming• Increasing importance of branding in the fierce
competitive environment• Packaging change affects consumer choice• Food safety problem continues to challenge the
confidence of local consumers
References1. China Bottled Water - Market Report, New Zealand Trade and Enterprise, 2012,
http://www.prclive.com/pdf/uploads/Bottled%20water%20in%20China%20-%20September%202011.pdf2. Water Supply Market Research Report, IBISWorld, 2013, http://www.ibisworld.com/industry/china/water-
supply.html3. Bottled Water in China, Euromonitor International, 2011, 4. Tibet 5100 Water Resources Holdings Ltd., Global offer, 2011,
http://hk.5100.net/files/pdf/Tibet%205100%20Water%20%20(1115.HK)_Prospectus%20ENG.pdf5. Bottled Water in China,Euromonitor International, Apr 2013 ,
http://www.euromonitor.com/bottled-water-in-china/report6. Want China Times ,11/2013, http://www.globaltimes.cn/content/749313.shtml7. Olans, 2013, http
://webcache.googleusercontent.com/search?q=cache:9u3uKd6ZNkcJ:www.gzolans.com/en/shownews.asp%3Fid%3D167+&cd=10&hl=ru&ct=clnk&gl=ru
8. China Daily, 2012, http://chinabevnews.wordpress.com/category/china-mineral-water/9. Global Times (China), 2012, http://www.globaltimes.cn/content/749313.shtml10. Wikipedia – free encyclopedia, 2014, http://www.wikipedia.org11. Nanchang Economic Information Center, http://english.nc.gov.cn/aboutnanchang/economy/12. Forbes, 11/2013, http://www.chinainternetwatch.com/category/economy-trade/
Thank you for your attention!