Focus On Bottled Water
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Focus On Bottled Water
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Heavy promotional activity and the development of cheaper, simpler products are helping to attract less affluent consumers to the bottled water market, reports Gordon Carson
The success of Nestlé Pure Life since its launch in 2008 could be described as a sign of the times.
A plain still water in a no-frills bottle, it has become the fastest-growing bottled water on the market, increasing value sales by 84.7% in the past year. Canny marketing and timely promotions have helped, as has the fact it is one of the newer players on the market, having launched in the UK in 2008.
But clearly, people are prepared to pay for something they can get virtually free from the tap – if it’s presented to them in the right format and at the right price.
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