Demand for alkaline water is already being met on grocer’s shelves. National food retailers Whole Foods and Wegmans already stock the product with numerous other obvious choices for product placement growing daily.



market-launch-territories.jpgWater Marketing 101

  • A gallon of water cost more than a gallon of gasoline. And a typical American drinks about 10 cases of bottled water a year.
  • In 2011, total bottled water sales in the U.S. hit  9.1 billion gallons — 29.2 gallons of bottled water per person, according to sales figures from Beverage Marketing Corp.
  • Bottled water sales aren’t just growing — they’re booming. Volume increased by 4.1 percent in 2011 — five times as fast as the 0.9 percent growth in the sales of beverages overall, according to Beverage Marketing. Bottled water sales, in fact, are growing twice as fast as the economy itself.
  • The U.S Market is predicted to double in in the next two years.

BIG Global Players in Water and a major war with consolidation moves is coming:

  • The three global giants in the industry Coca Cola and Pepsi and Nestle
  • Pepsi’s Aquafina, introduced in 1997, is now the number one branded non-carbonated bottled water in the US.
  • Coke’s Dasani, launched a few months later, is second in the category. Both are likely to lead the market in the future.
  • Market analysts look for major consolidation among the plethora of brands in the next few years.
  • It is anticipated that large national marketers will buy local brands around the country and shut them down. Why? To reduce competition and, in some cases, to acquire other supply sources for spring water.
  • The battle between Coke and Pepsi and the larger European brands is the “high profile war that will be waged,” predicts at least one industry insider, who adds that branding will remain a deciding factor for discerning consumers. “Quality and trust are going to be critical, so brands will be important.”

SPECIALTY WATER IS A CELEBRITY MARKETERS DREAM – with Jennifer Aniston, Lady Gaga, Mark Wahlberg, P DIDDY and 50 Cent already in the sector.  They are not only on board, but in many instances launching their own brands. Dr. Oz Mehmet has even gotten behind the alkaline water trend and many others appear ready to follow.

Water marketing is increasingly popular, relevant and part of modern culture. Specialty waters can carve out a significant niche and the bulk distribution segment is virtually untouched, yet offers significant appeal to environmentally aware and economically minded consumers.

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