Financial Daily from THE HINDU group of publications
Thursday, Sep 11, 2003
Financial Daily from THE HINDU group of publications Thursday, Sep 11, 2003 |
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Industry & Economy
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Water Marketing - Outlook Will water take on colas? Ratna Bhushan
New Delhi , Sept. 10 WILL packaged water eventually overshadow colas in the years to come? Even as industry experts have forecast packaged water as the world's leading beverage by 2005 overtaking carbonated beverages, global majors are now putting their non-carbonated beverage brands in the forefront in recognition of this trend. Mr Russell Weiner, Director, New Product Innovation, Pepsi Cola Company, Purchase, New York, told Business Line, that the company had, for the first time, run a standalone promotion for its packaged water brand, Aquafina, across the US this year. The `Aquafina Spotter programme' as it was called, ran through the summer months. "While colas are big in themselves and the bulk of our volumes continue to come from carbonated beverages, there is tremendous growth happening from non-carbonated beverages. In fact, non-carbonated beverages have been recording double digit growth in most world markets over the last few years," Mr Weiner said. In addition to Aquafina, some of Pepsi Cola's non-carbonated beverages are Lipton Iced Tea and Lipton Brisk (in association with Unilever), Frappucino (as a joint venture with Starbucks), and the fruit-juice based FruitWorks. In India, the packaged water business is now estimated at Rs 1,200 crore, with a growth rate of about 30 per cent. Coca-Cola's Kinley is the market leader, followed by Mr Ramesh Chauhan's Bisleri and PepsiCo's Aquafina. Within five years, bulk water (20-litre jars) will account for 80 per cent of the packaged water business, say industry experts. The carbonated soft drinks industry in India, estimated at Rs 7,000-crore, has been impacted negatively by the recent pesticide controversy. Meanwhile, according to the Global Packaged Water Report from Canadean, the leading global beverage research firm, in year 2005, packaged water (in containers of less than 10 litres), is expected to grow strongly in Asia and North America.
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