Boston, MA -- (ReleaseWire) -- 06/20/2014 -- Total volume growth of 5% in 2013 was in line the review period CAGR. The Wellington earthquakes in early 2013, while not on the same scale as the earlier Christchurch earthquakes, reminded consumers of the need to stock up on essentials in the case of a natural disaster. Accordingly, following the earthquakes, most Wellington outlets quickly sold out of bottled water. In addition, the health and wellness trend continued to boost bottled water sales in 2013 as consumers increasingly accepted the health benefits of water as opposed to other non-alcoholic drinks.
Frucor Beverages continued to lead sales in 2013, recording an off-trade value share of 43%, and was followed by Coca-Cola Amatil (31%). Strong growth was observed in still spring bottled water from private label brands as increasing living costs caused by rising housing and accommodation prices resulted in consumers increasingly basing their purchasing decisions on value for money. In addition, private label brands come in larger sizes and multi-packs and thus appeal to consumers looking to prepare for natural disasters.
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Bottled water's projected forecast period constant 2013 price off-trade value CAGR of 4% is in line with the review period CAGR. This is in part due to the fact that growth during the review period was boosted by extraordinary factors such as the Wellington earthquakes. Positive value and volume growth is however expected to continue due to the health and wellness trend and shift away from other non-alcoholic drinks as well as the need for New Zealanders to be prepared for disaster situations.
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