"We didn't see it coming, at least not so quickly." According to a CEO of a major player, the bottled water market is undergoing a real shock. “Plastic bashing” - these harsh criticisms of plastic containers and their environmental impact on soils or the oceans - has cut the dynamics of a sector that has been in good shape for ten years. The phenomenon, which the giants of the food industry were looking at from afar a short time ago, surged in less than eighteen months. Specifically in mature countries, emerging economies with problems of access to drinking water which make bottled water more necessary.
The segment is facing a series of headwinds such as the price war in supermarkets, the problem of the carbon footprint, or the difficulty for certain brands to develop outside the home, the most valued segment
Jean-Marc Liduena, partner at KPMG FranceThe turnaround is such that the world leaders that are Danone (Évian, Volvic, Aqua, Bonafont…), Nestlé (Perrier, Vittel, San Pellegrino…) Coca-Cola and Pepsico are reorganizing their “bottled water” activity, the volumes of which are struggling for just over a year. Some are even drastically reviewing their portfolios. First
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