Europe Bottled Water Market Report and Forecast 2024-2032

Europe Bottled Water Market Size

The Europe bottled water market reached a value of about USD 67.87 billion in 2023. The market is further estimated to grow at a CAGR of 6.2% in the forecast period of 2024-2032 and to reach a value of around 116.63 billion by 2032.

Europe Bottled Water Market Outlook

• As per industry reports, sixty-four percent of consumers in Europe prefer to drink still bottled water, with thirty-eight percent of consumers indicating their preference for sparkling waters.

• The top five biggest consumers of bottled water in Europe are Italy, Germany, Portugal, Hungary and Spain.

• Plastic packaging is preferred over glass in almost every European country, with PET being the most dynamic and rapidly growing segment. For example, in Germany, brands like Volvic have completed the switch to 100% rPET for their full range of water bottles as of 2021.

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Europe Bottled Water Market Growth Rate

Bottled water is referred to the drinking water that is obtained from various water resources like springs, wells, or public water supply. They are filtered to eliminate the pathogens in the water and packaged in bottles made of plastic or sustainable materials for human consumption. It usually contains no added ingredients except antimicrobial agents and ingredients for functional advantages.

The rising demand for natural and organic bottled water options, as well as the growing popularity of functional and flavoured water products, are contributing to the Europe bottled water market expansion. Additionally, the escalating integration of technology to enhance product quality is another significant trend in the market. Examples include the use of advanced filtration systems, innovative packaging solutions, and the incorporation of smart features like QR codes and NFC tags to provide consumers with detailed product information.

Key Trends and Developments

Shift towards sustainable packaging, introduction of premium bottled water, and focus on adding natural minerals in water are boosting the Europe bottled water market growth

April 2024

Aldi is now the first supermarket of UK to use 100% recycled plastic for soft drinks and water bottles. This change can save around 10,000 tonnes of virgin plastic yearly. Aldi plans to have 50% recycled content in its plastic packaging by 2025.

May 2022

Clearly Drinks Ltd. invested approximately GBP 6 million in the United Kingdom to expand its production capacity threefold, supported by the Sustainable Advanced Manufacturing (SAM) project. This enhanced Clearly Drinks' manufacturing capabilities and meet the growing demand for its products.

October 2021

Britvic NI entered a sponsorship agreement with Ulster Rugby to become the club's official soft drinks partner at Kingspan Stadium. The collaboration involves Ballygowan handling hydration and Energies Sport being the official sports drink for the squad.

September 2021

Evian introduced a new prototype container made of recycled plastic (rPET, or recycled polyethylene terephthalate), utilising cutting-edge technology from Loop Industries. This represents a significant step in Evian's journey towards achieving circularity by transitioning to 100% recycled plastic in all its plastic bottles by 2025.

Shift towards sustainable packaging

The European bottled water market is witnessing a significant shift towards sustainable packaging. For example, companies like Evian have introduced innovative initiatives such as the "Evian (re)new" system, which features a collapsible bubble made of recycled plastic that can be used with a reusable base. This move towards eco-friendly packaging not only reduces plastic waste but also resonates with environmentally conscious consumers, driving brand loyalty and market growth.

Introduction of premium bottled water

In response to consumer demand for premium and functional water products, brands like Voss have introduced premium bottled water sourced from artesian wells in Norway. Voss water is marketed as a luxury product, appealing to consumers looking for a high-end hydration experience.

Expansion of online retail sector

The shift towards online retail and convenience in the bottled water market in Europe is exemplified by companies like Aqua Amore, a UK-based online retailer offering a wide selection of bottled water products through its e-commerce platform. This provides consumers with convenient access to a diverse range of hydration options.

Focus on quality and authenticity

Companies like Highland Spring, a leading bottled water brand in the United Kingdom, emphasise quality and authenticity in their products. Highland Spring's water is sourced from protected organic land in Scotland, ensuring purity and natural mineral content. Such initiatives appeal to consumers seeking transparency and authenticity in the bottled water they choose, establishing trust and loyalty in a competitive market landscape.

Europe Bottled Water Market Trends

The growing concerns about waterborne diseases among consumers are contributing to the steady market growth of bottled water in Europe. The rising consumer preference towards bottled water over tap water due to its better quality and purity is driving the market development of bottled water in Europe.

The stringent government regulations regarding the clean production and labelling of bottled water as it undergoes frequent quality checks are also invigorating the market in the region. The rising adoption of recyclable and sustainable bottled water packaging to protect the original purity and unique specificities of natural mineral and spring waters and for environmental protection is bolstering the market for bottled water.

The expansion of restaurants and hotels in Europe and the utilisation of bottled water for catering services are resulting in the market expansion. The strong presence of numerous bottled water companies and the development of new products such as flavoured water is expected to augment the market over the forecast period.  Functional water brands like Hint Water offer a range of flavoured water infused with natural fruit essences, catering to consumers seeking both hydration and flavour in a healthier alternative to sugary beverages.

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Europe Bottled Water Industry Segmentation

The EMR’s report titled “Europe Bottled Water Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Still Water

• Sparkling Water

• Functional Water

Market Breakup by Distribution Channels

• Supermarkets and Hypermarkets

• Convenience Stores

• Home and Office Delivery

• On Trade Channels

• Others

Market Breakup by Region

• Germany

• United Kingdom

• France

• Italy

• Spain

• Others

Europe Bottled Water Market Share

Rising use of bottled water in home and office delivery to propel the market growth of bottled water

The home and office delivery segment is gaining traction due to the rising demand for large-volume water bottles for household and office use, along with the growing preference for subscription-based delivery services. Also, the rapid urbanisation is leading to the decline of water quality, forcing people to adopt bottled water in homes, thereby propelling the market growth. This distribution channel became increasingly popular, especially during the COVID-19 pandemic, as consumers sought convenient and contactless ways to access bottled water.

The on-trade channels, such as restaurants, hotels, and cafes, also play a significant role in the Europe bottled water market development. Bottled water is often served as a premium offering in these establishments, catering to the needs of consumers who seek a high-quality hydration experience during dining or social occasions. The recovery of the global tourism and hospitality industry post-pandemic is expected to further boost the demand for bottled water through on-trade channels in Europe.

Still water segment holds a significant market share due to rising concerns over the quality and safety of tap water in certain regions of Europe

The still water segment holds the largest Europe bottled water market share due to the growing consumer preference for natural, pure, and healthy hydration options, as well as the rising concerns over the quality and safety of tap water in certain regions. However, as consumers in Europe are increasingly seeking healthier alternatives to sugary carbonated drinks, the demand for sparkling water is also rising. Companies are responding by launching new sparkling water products, such as Evian's first-ever sparkling water introduced in 2022.

As per Europe bottled water market analysis, functional water segment is projected to register the fastest growth as consumers are increasingly looking for natural and organic products, and functional bottled water is often made with vitamins, minerals, and herbs, and is free of artificial flavours, colours, and preservatives. The growing health consciousness among European consumers and the desire for value-added water products are driving the demand for functional water in the region.

Leading Manufacturers in the Europe Bottled Water Market

Market players are emphasising the unique selling points and perceived value of premium bottled water products, such as the inclusion of beneficial minerals and the use of natural/glacier water sources.

Nestlé SA, founded in 1866 and headquartered in Vevey, Switzerland, is a global leader in the food and beverage industry. The company offers a wide range of products and services, including bottled water brands like Nestlé Pure Life and Perrier.

The Coca-Cola Company, established in 1892 and based in Georgia, United States, is renowned for its extensive portfolio of beverages. Alongside carbonated soft drinks and juices, the company also offers bottled water products.

Rubicon Water S.L.U, founded in 1999 and located in Alicante, Spain, is a company specialising in bottled water products. Known for its premium and flavoured water offerings, Rubicon Water caters to consumers seeking unique and high-quality hydration options.

Shepley Spring Ltd, established in 1989 and based in Shepley, United Kingdom, is a key player in the bottled water industry. Specialising in bottled spring water and other water products, Shepley Spring has built a reputation for providing refreshing and pure hydration solutions to its customers.

Other bottled water brands in Europe include Danone S.A. and PepsiCo Inc., among others.

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Europe Bottled Water Market Analysis by Region

United Kingdom leads the market due to a high demand for flavoured water and a wide range of bottled water options

The United Kingdom hold a sizable share in Europe bottled water market due to a notable shift towards premium and flavoured water products. Companies like Highland Spring Limited and Voss of Norway AS cater to the UK market with a range of premium bottled water options. The convenience stores and online retail channels in the UK play a crucial role in ensuring easy access to a variety of bottled water brands for consumers across the country.

France also has a strong preference for premium bottled water over traditional carbonated beverages. Brands like Danone and FIJI Water have established a significant presence in the French market, offering consumers high-quality and sustainable bottled water choices. The demand for premium bottled water in France is particularly prominent among tourists and attendees of major sporting events hosted in the country.

Italy is renowned for its consumption of sparkling water and serves as a major exporter of bottled water products. Companies like ROIwater and NEVAS Water are meeting the needs of consumers seeking premium hydration options. The culture of enjoying premium waters in restaurants and cafes further fuels the growth of the premium bottled water segment in Italy.

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Europe Bottled Water Market Report Snapshots

Europe Bottled Water Market Size

Europe Bottled Water Market Growth

Europe Bottled Water Market Trends

Europe Bottled Water Market Share

Europe Bottled Water Manufacturers

Europe Bottled Water Market Regional Analysis