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Ferrarelle SpA’s brands include: • Ferrarelle, the only certified natural sparkling mineral water since 1893 • Natia, the companion of Ferrarelle in the hotel, restaurant and catering channel • Boario, the most historical brand of thermal mineral water in the Milan area • Santagata, natural sparkling water, which is very successful in the Naples area • Vitasnella, a Danone brand licensed in Italy to Ferrarelle
Snapshot of the Italian bottled water industry • At just short of 194 litres, Italian consumers stand at the top of the European consumption per person table, significantly above second-ranked Germany, with 159 litres. • Consumption per person has dropped slightly over the past two years, falling from a high of over 198 litres in 2007. •
Growing competition from tap water, with its economic and environmental credentials, is also thought to have negatively impacted on bottled water consumption. Consumption per person is predicted to show a slow rise over the coming years, as the economy improves and consumer purchasing patterns adjust accordingly. By 2014, the figure is anticipated to reach over 196 litres, although still short of the peak recorded in 2007 due to the impact of tap water campaigns promoted in several areas and through media.
• Still water holds the lion’s share of the sector, accounting for 58% of the total volume in 2009 of 11,605 million litres.
© Alessandro Rizzolli | Dreamstime.com
• The Italian bottled water market saw value growth of less than 0.5% during 2009, and whilst the increase itself was negligible, it does contrast against a wider backdrop of a regional decline in value of 0.7%. Source: Zenith International
© Water Innovation 2011. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.
18 COVER STORY
www.foodbev.com/water Issue 64 - January · February 2011