Bottled Water Market - Vittel’s Intelligent Bottles Will Save You from Dehydration

Soft Drinks and Mineral Waters August 17, 2015
Author: Olga Minchina
Account Manager

bottled water market

Source: Ogilvy & Mather Paris

According to the medical community, at least eight 8 oz glasses of water should be consumed daily in order to avoid dehydration. However, French mineral water company Vittel carried out research revealing that 80 percent of the French do not drink this much water on a regular basis. With this in mind, and to keep consumers properly hydrated, the company has come up with a new bottle cap concept that will serve as an hourly reminder for water consumption.

Designed by Ogilvy & Mather Paris, the "Refresh Cap" looks, before opened, like nothing out of ordinary. Once opened, however, the cap activates a mechanical timer which goes off every hour. A little red plastic flag pops up when it is time to drink some water.

The concept serves as an experiment to see if or how design can affect behavior. Initial results confirmed that people did indeed drink water more often thanks to the timer in the cap. Interactive and motivational, the refresh cap may serve as a solution to the widely spread issue of mass dehydration.

Although "Refresh Cap" bottles are currently only available in France, they would very likely be welcomed in the U.S, one of the world's most dehydrated nations: around 75 percent of Americans suffer from chronic dehydration.

Vittel, owned by Nestle, has been a French brand of mineral water available for curative and commercial purposes since 1854. Rich in mineral water springs, France dominates on the bottled water market. In 2014, France exported 3,693 million liters of mineral water and aerated water totaling 914 million USD, 3% over the previous year. Its primary trading partner was Belgium, where it supplied 27% of its total mineral water and aerated water exports in value terms, accounting for 76% of Belgium's total imports.

From 2007 to 2014, France was a net exporter of mineral water and aerated water. Over this period, exports consistently exceeded imports in value terms. However, in physical terms, imports consistently exceeded exports.

China and Italy were among the other main global suppliers of mineral water and aerated water in 2014. However, the fastest growing exporters from 2007 to 2014 were Georgia (+27% per year) and Turkey (+14% per year).

France's top 5 trading partners in 2014 were Belgium, Germany, Japan, the U.S. and the United Kingdom, with a combined 69% share of France's mineral water and aerated water exports. The share of Belgium increased (+7 percentage points), while the share of Japan illustrated negative dynamics (-7 percentage points).

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  • bottled water market share
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  • key bottled water producers

Source: World: Mineral Waters And Aerated Waters - Market Report. Analysis and Forecast to 2020