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Research Outline
Prepared for Erez H. | Delivered February 18, 2020
SodaStream
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Goals
To understand the market landscape for SodaStream and the sparkling water industry as a whole.
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Early Findings
Content
Increased interest
in mineral-rich water is driving growth in the sparkling water segment as well.
Many Western countries consumers are shifting focus to
more healthy
consumption patterns. Sparkling water feeds into this, as it contains no sugar or caffeine.
Furthermore, several European countries have introduced
taxes
on sugary beverages, leading to growing sparkling water sales. Sparkling water has always been
popular
in Europe, associated with various health benefits.
Plain v Flavored
While plain sparkling water is still the
largest segment
, flavored sparkling water is growing faster.
Packaging
Canned
sparkling water growth is acknowledged as a huge contributor to overall growth.
While bottled water is still the
largest segment
, the increased portability of canned sparkling water is fueling sales.
While a minor contributor, the
increased price of aluminum
factors in here.
Emerging/Developing Countries
Emerging
countries
like Brazil, China and India are helping flavored sparkling water grow.
As
disposable income
rises in key markets like the Middle East, younger generations become more interested in alternative consumption patterns like sparkling water.
Dispensers
As sparkling water grows, so does the sparkling water dispenser category. On top of all the drivers already identified, this category also is being driven by increased
adoption of cold water purification
by consumers.
As technology develops, consumers can now
access high levels of filtration
and other features like temperature control, touch panels and auto sensors for a more affordable price.
Growth Rate
E
u
r
o
m
o
n
i
t
o
r
estimates the still and sparkling water segments saw a CAGR of
29.4%
between 2013-18.
For the 52 weeks ending August 11, 2018, sparkling water sales grew
13.1%
in the US, reaching $3.1 billion.
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