Packaged water registered a flat performance in 2012 undermined by the unfavorable weather in the summer months. The German palate has slowly developed towards low and no carbonation with carbonated packaged water performing below the category overall, according to leading consumer specialist Canadean’s new report – Germany Soft Drinks Review 2013. With its comparatively high consumption level, the packaged water market is approaching saturation, with growth generated primarily through replacement.
Low carbonated packaged water holds the majority share with 43%, followed by regular carbonation with 37% and still packaged water 20%. Regular carbonated water lost share to both low carbonated and still packaged water, although the shift to still water was more visible. Consumers are favoring lower carbonation as it offers the same taste while being softer on the palate.
Private Label declined in 2012, recording a loss of almost 2%, noticeably below the overall category performance. PL producers lost nearly 1% in share to branded products, but nevertheless PL still holds a significant share of this category (41%).
PET bottles are primary pack type, with a share of over 76%, driven by convenience. The pack material split remained fairly stable in 2012. Glass is almost extinct in off-premise outlets, while it remains strong in on-premise channels.
The majority of packaged water is purchased in off-premise outlets, often in multi packs (six-packs or crates) and later split in to single units to take along to work or school. Packaged water performed better in off-premise channels in 2012 as these were less affected by the unfavorable summer weather. The overall split between on-premise (26%) and off-premise (74%) remained fairly stable.
More information: Germany Soft Drinks Review 2013
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