J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

•Bottled water comes in many forms:

•Mineral

•Purified

•Sparkling

•Spring•Bottled water is regulated by the Canadian Bottled Water Association and the Canadian Government

J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

Supply vs. Demand…a booming market!•86% of sales came from Canadian companies

•Exports were $256.6(M) in 1999

•Technological Advancements:•Increased accessibility to global markets

•Advanced manufacturing and distribution facilities

Balance of Trade1990199219951998Alcoh

olic88.982.181.882.5Soft Drinks96.498.6109.5117.0Coffee95.987.695.695.4Tea42.447.650.562.3Bottled Water-11.0-9.0-

6.023.2Juice, Fruit19.822.326.425.1Juice,

Vegetable2.11.81.51.5

J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

Supply vs. Demand…a booming market!

•Sales increased 36% from 2000-2001

Bottled Water Consumption Comparison

020406080

100120140

Can

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U.S

.

Ger

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Ital

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Fra

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Country

Co

nsu

mp

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(litr

es)

•Market Growth from $60-191 (M) in 10 years

•Annual Consumption rose from 527-703(M/L) between ’95-’98

J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

Monopolistic Competition

•Large and small firms exist in the market

•Product is unique to some

•Easy market entry

•Limited control over price

J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

Factors effecting the market

•Unexploited territory

•Pure water resources

•Favourable exchange rate with the U.S. and Europe

•94% of Canadian exports go to the U.S.

J.A.J. Consulting

Bottled water is no longer considered a trend…it is chic

Potential growth exists in the Bottled Water Market as a result of…

•National/International Markets

•Depletion of global natural resources

•Lucrative “blue gold”