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Report shows water quality as the most important feature in bottled water
30 September 2009
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Frost & Sullivan announces the results of the end-user study Voice of the Customer: Perceptions and Behaviors toward Bottled Water Markets.
The research measures APAC consumers' brand awareness, brand perceptions, current usage, satisfaction levels (and reasons for satisfaction/dissatisfaction) with current bottled water brands, reasons for purchasing bottled water and features deemed important in bottled water products.
The research surveyed bottled water and water filter consumers within Australia, Indonesia, Japan, Malaysia, Singapore, South Korea, and Thailand.
The bottled water market in the APAC region is dotted by many players who are strong and may dominate in their own countries, but not across the APAC region.
As such, the bottled water market is localized within countries, and many bottled water manufacturers/brands do not distribute their products within all surveyed APAC countries.
With multiple regional brands operating across the APAC, perceptions of bottled water brands vary within APAC countries and brand preference is not aligned.
Aqua, Samsadoo and Singha lead for unaided awareness, whilst Amshore, Nestle and Aqua have the best brand perceptions.
In the country analysis, Amshore and Aqua are most consumed in Malaysia, whilst Nestle and Singha have strong brand reputations among consumers in Thailand.
Global food/beverage brands such as Coca Cola and Nestle are at least present in most of the APAC countries surveyed, albeit in small percentages.
Although Aqua is the brand of bottled water known by most APAC consumers, Amshore is the brand of bottled water most regularly consumed, although this is heavily influenced by consumers in Malaysia and Singapore.
Overall, brand perception results closely align with consumption results and consumption by brand is localized as well.
About 50% of APAC respondents consume bottled water daily, whilst 25% consume bottled water twice weekly.
Although the consumption rate is mostly aligned within APAC, the country analysis shows more consumers in Indonesia and Thailand consume bottled water regularly, compared to other APAC consumers.
Tonya Fowler, global director with Frost & Sullivan's Customer Research Team says APAC consumers rate the 'quality' of water to be the most important feature, regarding bottled water as a better and safer option to drinking tap water.
Supporting these results, the largest proportion of APAC consumers state their reason for purchasing bottled water are primarily because it is perceived as safer and cleaner than tap water.
Taste, affordable price and availability are the other features that influence purchasing decisions.
The research measures APAC consumers' brand awareness, brand perceptions, current usage, satisfaction levels (and reasons for satisfaction/dissatisfaction) with current bottled water brands, reasons for purchasing bottled water and features deemed important in bottled water products.
The research surveyed bottled water and water filter consumers within Australia, Indonesia, Japan, Malaysia, Singapore, South Korea, and Thailand.
The bottled water market in the APAC region is dotted by many players who are strong and may dominate in their own countries, but not across the APAC region.
As such, the bottled water market is localized within countries, and many bottled water manufacturers/brands do not distribute their products within all surveyed APAC countries.
With multiple regional brands operating across the APAC, perceptions of bottled water brands vary within APAC countries and brand preference is not aligned.
Aqua, Samsadoo and Singha lead for unaided awareness, whilst Amshore, Nestle and Aqua have the best brand perceptions.
In the country analysis, Amshore and Aqua are most consumed in Malaysia, whilst Nestle and Singha have strong brand reputations among consumers in Thailand.
Global food/beverage brands such as Coca Cola and Nestle are at least present in most of the APAC countries surveyed, albeit in small percentages.
Although Aqua is the brand of bottled water known by most APAC consumers, Amshore is the brand of bottled water most regularly consumed, although this is heavily influenced by consumers in Malaysia and Singapore.
Overall, brand perception results closely align with consumption results and consumption by brand is localized as well.
About 50% of APAC respondents consume bottled water daily, whilst 25% consume bottled water twice weekly.
Although the consumption rate is mostly aligned within APAC, the country analysis shows more consumers in Indonesia and Thailand consume bottled water regularly, compared to other APAC consumers.
Tonya Fowler, global director with Frost & Sullivan's Customer Research Team says APAC consumers rate the 'quality' of water to be the most important feature, regarding bottled water as a better and safer option to drinking tap water.
Supporting these results, the largest proportion of APAC consumers state their reason for purchasing bottled water are primarily because it is perceived as safer and cleaner than tap water.
Taste, affordable price and availability are the other features that influence purchasing decisions.
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