In Europe, the bottled water market has taken a serious pummelling, and industry leaders set up the “Natural Hydration Council” to try promote their products – often at the expense of soft drinks.
So far, the NHC has been more talking point than successful venture; in 2008, sales of water fell dramatically (via Marketing Magazine UK):
The NHC was set up by Nestle Waters, Danone Waters and Highland Spring last September to protect the declining bottled-water sector.
Last year sales fell by 9%, with Danone’s Evian and Volvic posting drops of 7% and 13% respectively. Nestle Waters’ Vittel recorded a 55% fall in sales, according to Nielsen.
What happens to those rural jobs when sales decline in similar fashion here?