TABLE OF CONTENTS i

INTRODUCTION iii

FOCUS REPORT

THE VALUE-ADDED WATER MARKET IN THE U.S.

The Bottled Water Market pg..........1

The Value-Added Water Market pg..........4

• Overview pg..........4
• Enhanced Water pg..........7
• Flavored Water pg..........27
• Essence Water pg..........38
• Structured Water pg..........41

Value-Added Water Advertising Expenditures pg..........44

• Expenditures by Brand pg..........44
• Expenditures by Media pg..........45

The Projected Value-Added Water Market pg..........46

Exhibits pg..........49

 

EXHIBIT

THE VALUE-ADDED WATER MARKET IN THE U.S.

1 U.S. Enhanced Bottled Water Market Estimated Wholesale Dollars by Brand 2002 – 2007 pg..........49

2 U.S. Enhanced Bottled Water Market Share of Estimated Wholesale Dollars by Brand 2002 – 2007 pg..........50

3 U.S. Enhanced Bottled Water Market Change in Estimated Wholesale Dollars by Brand 2003 – 2007 pg..........51

4 U.S. Flavored Bottled Water Market Estimated Wholesale Dollars by Brand 2004 – 2007 pg..........52

5 U.S. Flavored Bottled Water Market Share of Estimated Wholesale Dollars by Brand 2004 – 2007 pg..........53

6 U.S. Flavored Bottled Water Market Change in Estimated Wholesale Dollars by Brand 2005 – 2007 pg..........54

7 Leading Value-Added Bottled Water Brands Advertising Expenditures 2002 – 2007 pg..........55

8 Leading Value-Added Bottled Water Brands Share of Advertising Expenditures 2002 – 2007 pg..........56

9 Leading Value-Added Bottled Water Brands Change in Advertising Expenditures 2003 – 2007 pg..........57

10 Estimated Advertising Expenditures for Value-Added Bottled Water Brands by Media 2002 – 2007 pg..........58

11 Estimated Share of Advertising Expenditures for Value-Added Bottled Water Brands by Media 2002 – 2007 pg..........59

12 Estimated Change in Advertising Expenditures for Value-Added Bottled Water Brands by Media 2003 – 2007 pg..........60

13 Projected Single-Serve Water Market Wholesale Dollar Sales 2002 – 2012 pg..........61

14 Projected Single-Serve Water Market Share of Wholesale Dollar Sales 2002 – 2012 pg..........62

15 Projected Single-Serve Water Market Change in Wholesale Dollar Sales 2003 – 2012 pg..........63

16 Projected Single-Serve Water Market Wholesale Dollar Sales and Compound Annual Growth by Segment 2002 – 2012 pg..........64