New French Entrants/Brands-Retail Bottled Water Space
Ôdeep and Glaceau Smartwater are the new brands in France's retail bottled water space. More information related to these brands is outlined below.
- Ôdeep is a French bottled water brand that was first introduced in February 2019 at Gulfood event in Dubai.
- Ôdeep derives its saltwater resources from the deep sea to maintain its quality and high amount of minerals and electrolytes.
- With 78 elements contained in this product, Ôdeep claims not to add artificial additives or chemicals into its bottled water.
- This product is available for €2.25 per bottle.
- Ocean Fresh Water, the manufacturer of Ôdeep, plans to produce 750,000 bottles of Ôdeep every week, starting in February 2020.
- Coca-Cola's Glaceau Smartwater was first released in Spring 2018 at Monoprix.
- This product highlights its "clean, crisp taste" to appeal to Millennial consumers than emphasizing on its health benefits. According to An Vermeulen, Glaceau Smartwater chooses " young, sporty, sophisticated, and trendy" people as its target consumers.
- The original and sparkling versions of Glaceau Smartwater are available for €1.4 and €1.7, respectively.
- This product is also equipped with electrolytes to add sweet and light taste to it.
- To persuade locals and tourists to lower the usage of bottled water, the council of Paris provides free fountains of drinkable water, including sparkling water. These fountains are available in several public places, such as the Jardin de Reuilly, Parc André Citroën, and the Canal St-Martin. Due to the creative movement, it is very likely for people who stay in French not to buy bottled water and refill their bottles instead, thus, there may not be many new entrants or brands.
- Although lawmakers in French are pushing for a ban on plastic water bottles and raising the price of unrecyclable plastic bottles, the positive growth of the bottled water market may be due to consumer concerns related to the safety of tap water. However, there may not be many new entrants or brands in France's retail bottled water space due to the recent strict regulations.
- In 2019, bottled flavored water and functional water were the most dynamic performers in France. French people also prefer bottled carbonated flavored water compared to bottled plain carbonated water.
- However, bottled spring water remains to be local consumers' favorite due to its affordable price. Bottled still unflavored water is the biggest player in the bottled water industry, which accounts for more than 60% share of the overall market revenue.
- Therefore, creating a bottled carbonated flavored water with a reasonable price might attract French consumers.
To determine five new entrants or brands in France's retail bottled water space, we first consulted to several patents, brands, and trademark directories, including WIPO (World Intellectual Property Organization) and Marcaria. We defined "new" as bottled water brands that were released within the past 24 months. We hoped to find information related to five new bottled water entrants or brands in France sold in retail, however, these directories didn't give a clear result. WIPO didn't specify 'bottled water' or 'mineral water' as one of its types of goods class. When we tried to input 'water' to filter our search, we encountered irrelevant results, such as brands that offered water polo equipment. In addition, these directories provided information about the application and expiration date of the requested brands, instead of when the brand was first released to the public. Therefore, there were multiple data of similar bottled water brands in the list since a brand registration in French must be renewed every 10 years. Due to this problem, we decided to change our strategy. As for our second strategy, we visited Fine Waters, a water sommelier expert website that provides a global bottled water database, and selected France as the country of choice, hoping that we could find the latest information about new bottled water in France. This page provided a complete list of bottled water that can be purchased in the French retail space. There were over 200 French bottled water brands and this database didn't provide the establishment date information for every brand. However, due to the time constraint, we were also unable to search for the establishment date of each brand individually since not every brand's information was directly available.
As for our last strategy, we attempted to look for the latest news and publications that were related to the inquiry using advanced search tools, such as Google News, News Lookup, and Millie Northern Lights. However, we were only able to collect limited information about new entrants or brands in France's retail bottled water space. We suspected that the unavailability of the information was due to the language barrier since the official language of France is French. However, even after we attempted to use Google Translate, we were still unable to fully find the requested information.
After we managed to find several new bottled water brands in France, we attempted to collect information about the volume sold and the volume growth of each new bottled water brand in the retail space in France. We first sought the latest annual reports of several main national retail chains in France, including Carrefour, Auchan, E. Leclerc, and Super-U to collect information related to volume sold of bottled water. However, these reports didn't detail the types of products sold in their chains. We then tried to visit each of the brand's website to find the missing information. But, they only provided information related to the benefits of their products, instead of the number of products they had sold. As for our last strategy, we attempted to find the missing information in business directories, such as D&B Hoovers and Crunchbase. We also browsed through news, blogs, and publications to collect the requested information. However, our strategy was unsuccessful and we were not able to find the volume sold and the volume growth of each brand in the retail space in France. We suspected that the companies might choose not to make the data publicly available due to the competition between other manufacturers.