Bottled water has great potential with kids
Health is currently one of the biggest "trends" in the food and beverage market. Concerns on obesity are growing and there is more and more move away from beverages containing a huge amount of sugar, which is a great opportunity for bottled water brands to respond to. And that´s exactly what´s going on right now in the children drink industry.
"Children´s bottled water is something that the industry is now responding to much more", says Esther Renfrew, Zenith International´s market intelligence director. Since 26% of the total population in 2016 is aged between 0 to 14 years old, there is a huge potential market size of 53 billion liters.
A recent movement of Tesco, the biggest supermarket in the UK and the world’s third largest supermarket group, supports the vision of Zenith International by stopping to stock children’s drinks with added sugar. "From September all the children's juice drinks we sell will have no added sugar in them because we know it'll make a positive difference to children's health."
Even though children’s bottled water is about 20 to 50% higher priced than regular bottled water, it seems like an amazing development of the bottled-drink market.
First of all, because of children’s health. A recent study of Dr. Louise Andersen from the University of Copenhagen, showed that overweight kids decreased the amount of sugary drinks they consumed when additional water or milk was added to their diet.
Furthermore it’s a great opportunity for beverage producing companies especially because the demand of sugary drinks seems to increase slightly. The only one negative aspect is the higher pricing, because once again, it seems like the healthy choice will be more expansive than the less unhealthy choice, like sugary soda.