Bottled Water

in the U.S. 2014 Edition (Published July 2014. Data through 2013. Market projections through 2018.) More than 300 pages, with extensive text analysis, graphs, charts and more than 140 tables.

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The answers you need

Bottled Water in the U.S. provides in-depth data and market analysis, shedding light on various aspects of the market through reliable data and discussions of what the numbers really mean. Questions answered include:

How much bottled water is consumed per capita in the United States, how has this changed in recent years, and what is driving these developments?

Which package sizes and types are hot right now and which are not?

How did the various bottled water market segments perform in 2013, and how are they like to develop in the future?

Which bottled water companies and brands experienced growth in 2013, and which did not?

What are the drivers of the home- and office-delivery market for bottled water?

Which nations ship the most bottled water to the U.S. and how does imported water affect the

domestic producers?

Which non-sparkling water distribution channels will gain market share by 2018?

This report features

Bottled Water in the U.S. surveys the domestic landscape of the soon-to-be leading beverage category, with volume, retail dollar, wholesale dollar and per capita consumption figures. The report provides an in-depth look at the leading companies and brands in the category and the drivers likely to propel consumption growth through 2018. All aspects of the bottled water market are considered, including segmentation by package size, distribution channels, water type and source. Advertising and demographic data are also offered. Backed by Beverage Marketing’s reliable, all-sales-channel-inclusive data, users get a thorough understanding of all facets of the bottled water market including:

Historical and current statistics on all facets of the bottled water market, as well as insight into current trends and putting the U.S. market in a global perspective

A regional look at the U.S. bottled water marketplace, with volume and growth of non-sparkling and sparkling water over the past three decades

Includes profiles of the Nestlé Waters North America (NWNA), PepsiCo, Coca-Cola Company, DS Services of America, CG Roxane, Culligan International, Dr Pepper Snapple, Crystal Rock, Glacier Water Services and Niagara Bottling. Also tracks the performance of the top domestic and imported brands and the leading HOD water companies

Data detailing sales by key on- and off-premise, as well as non-retail, distribution channels totaling 100% of market volume

An analysis of non-sparkling volume by container type and by size as well as sparkling volume

Advertising expenditures of the leading bottled water companies and a look at category spending by

media type (including internet advertising)

Consumer demographic profiles comparing consumers of key bottled water brands

Overview of the seltzer and club soda market and its key players

Five-year projections for the bottled water market and its sub-segments including bulk, premium PET, 1 and 2 gallon, bulk delivered water through 2018 and more

Bottled Water in the U.S. 2014 Edition July 2014

R E S E A R C H D A T A C O N S U L T I N G

NOTE: The information contained in this report is confidential and solely intended for the benefit of the immediate recipient hereof.

Copyright 2014 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022, (212) 688-7640. All rights reserved. Reproductions in any form prohibited by law.

Table of Contents

Con

tents

Bottled Water in the U.S.

TABLE OF CONTENTS

viii

Copyright 2014 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited

TABLE OF CONTENTS ------------------------------------------------------------------------------------- i

DEFINITIONS USED IN THIS REPORT -------------------------------------------------------------------- x

INTRODUCTION ------------------------------------------------------------------------------------------- xii

Chapter

1. THE U.S. BOTTLED WATER MARKET

The Global Bottled Water Market ---------------------------------------------------------------- 1 The National Bottled Water Market -------------------------------------------------------------- 2

Overview ---------------------------------------------------------------------------- 2 Volume ------------------------------------------------------------------------------ 3 Per Capita Consumption ------------------------------------------------------------ 4 Volume by Segment ---------------------------------------------------------------- 5 Wholesale Dollar Sales -------------------------------------------------------------- 6 Prices -------------------------------------------------------------------------------- 7 Seasonality -------------------------------------------------------------------------- 7 Retail Dollar Sales ------------------------------------------------------------------- 7 Quarterly Growth Trends ----------------------------------------------------------- 8 Recent Trends in the Bottled Water Market --------------------------------------- 8

Exhibits 1.1 Global Bottled Water Market Consumption and Annual Change 1996 – 2013 --------- 16 1.2 U.S. Bottled Water Market Gallonage, Growth and Per Capita Consumption 1976 – 2013 ------------------------------------------------------------------------------- 17 1.3 U.S. Bottled Water Market Non-Sparkling, Sparkling & Import Gallonage 1976 – 2013 18 1.4 U.S. Bottled Water Market Gallonage by Segment 1976 – 2013 ----------------------- 19 1.5 U.S. Bottled Water Market Share of Gallonage by Segment 1976 – 2013 ------------- 20 1.6 U.S. Bottled Water Market Change in Gallonage by Segment 1977 – 2013 ----------- 21 1.7 U.S. Bottled Water Market Estimated Wholesale Dollars 1984 – 2013 ----------------- 22 1.8 U.S. Bottled Water Market Estimated Share of Wholesale Dollars 1984 – 2013 ------- 23 1.9 U.S. Bottled Water Market Change in Wholesale Dollars 1985 – 2013 ----------------- 24 1.10 U.S. Bottled Water Market Estimated Wholesale Dollars, Gallonage and Price 2013 -- 25 1.11 U.S. Bottled Water Market Quarterly Volume Shares by Segment 2013 --------------- 26 1.12 U.S. Bottled Water Market Estimated Retail Dollars 2008 – 2013 ---------------------- 27 1.13 U.S. Bottled Water Market Estimated Share of Retail Dollars 2008 – 2013 ------------ 28 1.14 U.S. Bottled Water Market Change in Retail Dollars 2009 – 2013 ---------------------- 29 1.15 U.S. Bottled Water Market Estimated Volume, Share and Growth by Segment Q1 2014 ------------------------------------------------------------------------------------ 30 1.16 U.S. Bottled Water Market Estimated Volume, Share and Growth by Segment Q2 2014 ------------------------------------------------------------------------------------ 31 1.17 U.S. Bottled Water Market Estimated Volume, Share and Growth by Segment YTD 2014 ----------------------------------------------------------------------------------- 32

2. THE REGIONAL BOTTLED WATER MARKETS

Regional Bottled Water Markets ----------------------------------------------------------------- 33 Overview ---------------------------------------------------------------------------- 33 Non-Sparkling Water ---------------------------------------------------------------- 35

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2. THE REGIONAL BOTTLED WATER MARKETS (cont’d)

Regional Bottled Water Markets (cont’d) Sparkling Water --------------------------------------------------------------------- 36 Per Capita Consumption ------------------------------------------------------------ 38

Exhibits 2.18 U.S. Bottled Water Market Gallonage by Region 2008 – 2013 -------------------------- 42 2.19 U.S. Bottled Water Market Share of Gallonage by Region 2008 – 2013 ---------------- 43 2.20 U.S. Bottled Water Market Change in Gallonage by Region 2009 – 2013 -------------- 44 2.21 U.S. Non-Sparkling Bottled Water Market Gallonage by Region 2008 – 2013 --------- 45 2.22 U.S. Non-Sparkling Bottled Water Market Share of Gallonage by Region 2008 – 2013 46 2.23 U.S. Non-Sparkling Bottled Water Market Change in Gallonage by Region 2009 – 2013 ------------------------------------------------------------------------------- 47 2.24 U.S. Sparkling Bottled Water Market Gallonage by Region 2008 – 2013 --------------- 48 2.25 U.S. Sparkling Bottled Water Market Share of Gallonage by Region 2008 – 2013 ---- 49 2.26 U.S. Sparkling Bottled Water Market Change in Gallonage by Region 2009 – 2013 --- 50 2.27 U.S. Bottled Water Market Per Capita Consumption by Region 2008 – 2013 ---------- 51 2.28 U.S. Non-Sparkling Bottled Water Market Per Capita Consumption by Region 2008 – 2013 ------------------------------------------------------------------------------- 52 2.29 U.S. Sparkling Bottled Water Market Per Capita Consumption by Region 2008 – 2013 53

3. THE HOD WATER MARKET

Home-and Office-Delivered Bottled Water ------------------------------------------------------ 54 Overview ---------------------------------------------------------------------------- 54 Leading Companies and Brands ---------------------------------------------------- 58 Number of Coolers ------------------------------------------------------------------ 59

Exhibits 3.30 The Leading HOD Bottled Water Companies Estimated Water Only Revenues 2008 – 2013 ------------------------------------------------------------------------------- 60 3.31 The Leading HOD Bottled Water Companies Share of Estimated Water Only Revenues 2008 – 2013 -------------------------------------------------------------------- 61 3.32 The Leading HOD Bottled Water Companies Change in Estimated Water Only Revenues 2009 – 2013 -------------------------------------------------------------------- 62 3.33 The Leading HOD Bottled Water Companies Estimated Water Only Volume 2008 – 2013 ------------------------------------------------------------------------------- 63 3.34 The Leading HOD Bottled Water Companies Share of Estimated Water Only Volume 2008 – 2013 ---------------------------------------------------------------------- 64 3.35 The Leading HOD Bottled Water Companies Change in Estimated Water Only Volume 2009 – 2013 ---------------------------------------------------------------------- 65 3.36 The Leading HOD Bottled Water Brands Estimated Water Only Revenues 2008 – 2013 ------------------------------------------------------------------------------- 66 3.37 The Leading HOD Bottled Water Brands Share of Estimated Water Only Revenues 2008 – 2013 ------------------------------------------------------------------------------- 67 3.38 The Leading HOD Bottled Water Brands Change in Estimated Water Only Revenues 2009 – 2013 -------------------------------------------------------------------- 68 3.39 U.S. Water Cooler Market Estimated Millions of Units in Operation 1990 – 2013 ------ 69

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4. THE IMPORTED BOTTLED WATER MARKET

Imported Bottled Water -------------------------------------------------------------------------- 70 Overview ---------------------------------------------------------------------------- 70 Volume ------------------------------------------------------------------------------ 71

Volume of Imports by Origin -------------------------------------------------------------------- 72 Regions of Origin -------------------------------------------------------------------- 72 Countries of Origin ------------------------------------------------------------------ 73

Value of Imports by Origin ----------------------------------------------------------------------- 75 Regions of Origin -------------------------------------------------------------------- 75 Countries of Origin ------------------------------------------------------------------ 75 Dollars Per Gallon ------------------------------------------------------------------- 77

Imported Volume by Type ----------------------------------------------------------------------- 79 Imported Sparkling and Non-Sparkling Water ------------------------------------ 79

Exhibits 4.40 Imported Bottled Water Market Gallonage, Sales and Growth 1977 – 2013 ----------- 80 4.41 Imported Bottled Water Market Gallonage by Region 2008 – 2013 -------------------- 81 4.42 Imported Bottled Water Market Share by Region 2008 – 2013 ------------------------- 82 4.43 Imported Bottled Water Market Change by Region 2009 – 2013 ----------------------- 83 4.44 Leading Imported Water Countries Gallonage 2008 – 2013 ---------------------------- 84 4.45 Leading Imported Water Countries Share 2008 – 2013 --------------------------------- 85 4.46 Leading Imported Water Countries Gallonage Growth 2009 – 2013 ------------------- 86 4.47 Imported Bottled Water Market Dollar Value by Region 2008 – 2013 ------------------ 87 4.48 Imported Bottled Water Market Dollar Share by Region 2008 – 2013 ----------------- 88 4.49 Imported Bottled Water Market Dollar Growth by Region 2009 – 2013 ---------------- 89 4.50 Leading Imported Water Countries Dollar Value 2008 – 2013 -------------------------- 90 4.51 Leading Imported Water Countries Share of Dollar Value 2008 – 2013 ---------------- 91 4.52 Leading Imported Water Countries Change in Dollar Value 2009 – 2013 -------------- 92 4.53 Leading Imported Water Countries Dollars Per Gallon 2008 – 2013 -------------------- 93 4.54 Imported Bottled Water Market Volume by Type 1994 – 2013 ------------------------- 94 4.55 Imported Bottled Water Market Share of Imports by Type 1994 – 2013 -------------- 95 4.56 Imported Bottled Water Market Growth by Type 1995 – 2013 ------------------------- 96

5. BOTTLED WATER DISTRIBUTION CHANNELS AND PRICING

Bottled Water Volume by Distribution Channel ------------------------------------------------- 97 Non-Sparkling Volume by Distribution Channel ------------------------------------------------ 102 Domestic Sparkling Volume by Distribution Channel ------------------------------------------- 104 Imported Volume by Distribution Channel ------------------------------------------------------ 105 PET Water Share by Outlet ---------------------------------------------------------------------- 106 Bottled Water Dollar Sales by Distribution Channel -------------------------------------------- 107 Bottled Water Dollar Sales by Channel & Water Type ------------------------------------------ 109 Bottled Water Sales Average Price Per Gallon -------------------------------------------------- 110

Non-Sparkling ----------------------------------------------------------------------- 110 Domestic Sparkling ----------------------------------------------------------------- 110 Imports ------------------------------------------------------------------------------ 111 Average Price in Supermarkets ---------------------------------------------------- 111

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5. BOTTLED WATER DISTRIBUTION CHANNELS AND PRICING (cont’d)

Exhibits 5.57 U.S. Bottled Water Market Volume by Type of Distribution 2008 – 2013 -------------- 112 5.58 U.S. Bottled Water Market Share by Type of Distribution 2008 – 2013 ---------------- 113 5.59 U.S. Bottled Water Market Growth by Type of Distribution 2009 – 2013 -------------- 114 5.60 U.S. Bottled Water Market Volume by Distribution Channel 2008 – 2013 ------------- 115 5.61 U.S. Bottled Water Market Share of Volume by Distribution Channel 2008 – 2013 --- 116 5.62 U.S. Bottled Water Market Change in Volume by Distribution Channel 2009 – 2013-- 117 5.63 U.S. Bottled Water Market Gallonage by Water Type and Distribution 2003 – 2013 -- 118 5.64 U.S. Bottled Water Market Gallonage Share by Water Type and Distribution 2003 – 2013 ------------------------------------------------------------------------------- 119 5.65 U.S. Bottled Water Market Growth by Water Type and Distribution 2004 – 2013 ----- 120 5.66 U.S. PET Water Market Volume by Distribution Channel 2008 – 2013 ----------------- 121 5.67 U.S. PET Water Market Share of Volume by Distribution Channel 2008 – 2013 ------- 122 5.68 U.S. PET Water Market Change in Volume by Distribution Channel 2009 – 2013 ----- 123 5.69 U.S. Bottled Water Market Wholesale Dollar Sales by Type of Distribution 2008 – 2013 ------------------------------------------------------------------------------- 124 5.70 U.S. Bottled Water Market Share of Wholesale Dollar Sales by Type of Distribution 2008 – 2013 ------------------------------------------------------------------------------- 125 5.71 U.S. Bottled Water Market Dollar Growth by Type of Distribution 2009 – 2013 ------- 126 5.72 U.S. Bottled Water Market Wholesale Dollar Sales by Water Type and Distribution 2003 – 2013 ------------------------------------------------------------------------------- 127 5.73 U.S. Bottled Water Market Share of Wholesale Dollar Sales by Water Type and

Distribution 2003 – 2013 ------------------------------------------------------------------ 128 5.74 U.S. Bottled Water Market Wholesale Dollar Growth by Water Type and Distribution 2004 – 2013 ------------------------------------------------------------------------------- 129 5.75 U.S. Bottled Water Market Average Per Gallon Wholesale Price by Water Type and

Distribution 2003 – 2013 ------------------------------------------------------------------ 130 5.76 U.S. Bottled Water Market Change in Average Per Gallon Wholesale Price 2004 – 2013 ------------------------------------------------------------------------------- 131 5.77 U.S. Bottled Water Market Average Price Per Unit in Grocery Stores 2008 – 2013 ---- 132

6. BOTTLED WATER PACKAGING

Bottled Water Packaging Developments -------------------------------------------------------- 133 Non-Sparkling Volume by Container Type ------------------------------------------------------ 136 Non-Sparkling Volume by Container Size and Channel ---------------------------------------- 137 Sparkling Volume by Container Type ----------------------------------------------------------- 140 Exhibits 6.78 Domestic Non-Sparkling and Sparkling Water Volume by Container Material 2008 – 2013 ------------------------------------------------------------------------------- 141 6.79 Domestic Non-Sparkling and Sparkling Water Share by Container Material 2008 – 2013 ------------------------------------------------------------------------------- 142 6.80 Domestic Non-Sparkling and Sparkling Water Growth by Container Material 2009 – 2013 ------------------------------------------------------------------------------- 143 6.81 Domestic Non-Sparkling Water Volume by Container Material 2008 – 2013 ----------- 144 6.82 Domestic Non-Sparkling Water Share by Container Material 2008 – 2013 ------------ 145

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6. BOTTLED WATER PACKAGING (cont’d)

Exhibits (cont’d) 6.83 Domestic Non-Sparkling Water Growth by Container Material 2009 – 2013 ----------- 146 6.84 Domestic Non-Sparkling Water Volume by Container Size 2008 – 2013 --------------- 147 6.85 Domestic Non-Sparkling Water Share by Container Size 2008 – 2013 ----------------- 148 6.86 Domestic Non-Sparkling Water Growth by Container Size 2009 – 2013 --------------- 149 6.87 Domestic Sparkling Water Volume by Container Material 2008 – 2013 ---------------- 150 6.88 Domestic Sparkling Water Share by Container Material 2008 – 2013 ------------------ 151 6.89 Domestic Sparkling Water Growth by Container Material 2009 – 2013 ---------------- 152

7. THE LEADING BOTTLED WATER COMPANIES AND THEIR BRANDS

The Leading Companies and Their Brands ------------------------------------------------------ 153 Nestlé Waters North America, Inc. --------------------------------------------------------- 156

Poland Spring ----------------------------------------------------------------------- 162 Arrowhead --------------------------------------------------------------------------- 165 Deer Park ---------------------------------------------------------------------------- 168 Ozarka ------------------------------------------------------------------------------- 169 Zephyrhills --------------------------------------------------------------------------- 170 Ice Mountain ------------------------------------------------------------------------ 170 Nestlé Pure Life --------------------------------------------------------------------- 172 Perrier ------------------------------------------------------------------------------- 175 Resource ----------------------------------------------------------------------------- 178

PepsiCo, Inc. ------------------------------------------------------------------------------------ 180 Aquafina ----------------------------------------------------------------------------- 180 Qua ---------------------------------------------------------------------------------- 186

Coca-Cola Company ---------------------------------------------------------------------------- 187 Dasani ------------------------------------------------------------------------------- 188 Aquarius Spring --------------------------------------------------------------------- 194

DS Services of America, Inc. ----------------------------------------------------------------- 195 McKesson Brands ------------------------------------------------------------------- 198 Suntory Brands ---------------------------------------------------------------------- 200

Danone Waters North America -------------------------------------------------------------- 204 Evian --------------------------------------------------------------------------------- 205

CG Roxane LLC---------------------------------------------------------------------------------- 209 Alpine Spring ------------------------------------------------------------------------ 209

Culligan International ------------------------------------------------------------------------- 211 Dr Pepper Snapple Group, Inc. -------------------------------------------------------------- 214 Crystal Rock ------------------------------------------------------------------------------------- 216 Glacier Water Services, Inc. ------------------------------------------------------------------ 223 Niagara Bottling, LLC -------------------------------------------------------------------------- 226 The PET Water Market --------------------------------------------------------------------------- 227 The Leading Imported Bottled Water Brands --------------------------------------------------- 228

Evian --------------------------------------------------------------------------------- 228

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7. THE LEADING BOTTLED WATER COMPANIES AND THEIR BRANDS (cont’d)

The Leading Imported Bottled Water Brands (cont’d) Fiji ------------------------------------------------------------------------------------ 228 San Pellegrino ----------------------------------------------------------------------- 232 Perrier ------------------------------------------------------------------------------- 232 Volvic -------------------------------------------------------------------------------- 232 Acqua Panna------------------------------------------------------------------------- 233 Apollinaris --------------------------------------------------------------------------- 233 Voss ---------------------------------------------------------------------------------- 234 Iceland Spring ----------------------------------------------------------------------- 235

The Leading Bottled Water Brands by Channel ------------------------------------------------- 236 Exhibits 7.90 Leading Bottled Water Companies Estimated Wholesale Dollar Sales 2008 – 2013 --- 237 7.91 Leading Bottled Water Companies Share of Estimated Wholesale Dollar Sales 2008 – 2013 ------------------------------------------------------------------------------- 238 7.92 Leading Bottled Water Companies Change in Estimated Wholesale Dollar Sales 2009 – 2013 ------------------------------------------------------------------------------- 239 7.93 Leading Bottled Water Companies Estimated Wholesale Dollar Sales by Brand 2008 – 2013 ----------------------------------------------------------------------------- 240 7.94 Leading Bottled Water Companies Estimated Share of Wholesale Dollar Sales by Brand 2008 – 2013 ------------------------------------------------------------------ 242 7.95 Leading Bottled Water Companies Estimated Change in Wholesale Dollar Sales by Brand 2009 – 2013 ------------------------------------------------------------------ 244 7.96 Leading Bottled Water Brands Dollar Sales 2008 – 2013 ----------------------------- 246 7.97 Leading Bottled Water Brands Share of Dollar Sales 2008 – 2013 ------------------- 247 7.98 Leading Bottled Water Brands Change in Dollar Sales 2009 – 2013 ----------------- 248 7.99 PET Water Market in the U.S. Volume Share by Company 2008 – 2013 ------------ 249 7.100 The Leading Imported Water Brands Estimated Volume 2008 – 2013 --------------- 250 7.101 The Leading Imported Water Brands Volume Growth 2009 – 2013 ------------------ 251 7.102 The Leading Retail PET Brands in Grocery Stores by Volume 2013 ------------------ 252 7.103 The Leading Sparkling Water Brands in Grocery Stores by Volume 2013 ----------- 253

8. THE U.S. CLUB SODA AND SELTZER WATER MARKET

Club Soda and Seltzer Water -------------------------------------------------------------------- 254 Overview ---------------------------------------------------------------------------- 254 Volume ------------------------------------------------------------------------------ 254

Club Soda and Seltzer Water Companies and Brands ------------------------------------------ 256 Overview ---------------------------------------------------------------------------- 256 Canada Dry -------------------------------------------------------------------------- 257 Vintage ------------------------------------------------------------------------------ 257 Schweppes -------------------------------------------------------------------------- 258 Polar --------------------------------------------------------------------------------- 258 Seagram ----------------------------------------------------------------------------- 259

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8. THE U.S. CLUB SODA AND SELTZER WATER MARKET (cont’d)

Exhibits 8.104 Club Soda/Seltzer Estimated Volume 2008 – 2013 ----------------------------------- 261 8.105 Club Soda/Seltzer Estimated Volume Share 2008 – 2013 ---------------------------- 262 8.106 Club Soda/Seltzer Estimated Volume Growth 2009 – 2013 -------------------------- 263 8.107 Club Soda/Seltzer Estimated Volume by Brand 2008 – 2013 ------------------------ 264 8.108 Club Soda/Seltzer Estimated Share by Brand 2008 – 2013 -------------------------- 265 8.109 Club Soda/Seltzer Estimated Growth by Brand 2009 – 2013 ------------------------- 266

9. BOTTLED WATER BY SOURCE

Purified and Spring Water ----------------------------------------------------------------------- 267 Overview ---------------------------------------------------------------------------- 267 Volume ------------------------------------------------------------------------------ 268

Exhibits 9.110 Retail PET Bottled Water Volume by Source 2000 – 2013 ---------------------------- 269 9.111 Retail PET Bottled Water Share by Source 2000 – 2013 ------------------------------ 270 9.112 Retail PET Bottled Water Growth by Source 2001 – 2013 ---------------------------- 271

10. BOTTLED WATER ADVERTISING EXPENDITURES

Bottled Water Advertising ------------------------------------------------------------------------ 272 Overview ---------------------------------------------------------------------------- 272 Domestic Brands -------------------------------------------------------------------- 275 Imported Brands -------------------------------------------------------------------- 277

Bottled Water Advertising by Media ------------------------------------------------------------- 278 Exhibits 10.113 U.S. Bottled Water Market Advertising Expenditures 1979 – 2013 ------------------ 280 10.114 U.S. Domestic Bottled Water Advertising Expenditures 1979 – 2013 ---------------- 281 10.115 Imported Bottled Water Advertising Expenditures 1979 – 2013 --------------------- 282 10.116 Leading Domestic Brands by Advertising Expenditures 2008 – 2013 ---------------- 283 10.117 Leading Domestic Brands by Share of Advertising Expenditures 2008 – 2013 ------ 284 10.118 Leading Domestic Brands Change in Advertising Expenditures 2009 – 2013 ------- 285 10.119 Leading Imported Brands by Advertising Expenditures 2008 – 2013 ---------------- 286 10.120 Leading Imported Brands by Share of Advertising Expenditures 2008 – 2013 ------ 287 10.121 Leading Imported Brands Change in Advertising Expenditures 2009 – 2013 ------- 288 10.122 Estimated Advertising Expenditures for All Bottled Water Brands by Media 2008 – 2013 ----------------------------------------------------------------------------- 289 10.123 Estimated Share of Advertising Expenditures for All Bottled Water Brands by Media 2008 – 2013 --------------------------------------------------------------------- 290 10.124 Estimated Change in Advertising Expenditures for All Bottled Water Brands by Media 2009 – 2013 --------------------------------------------------------------------- 291

11. DEMOGRAPHICS OF THE BOTTLED WATER CONSUMER

Users of Bottled Waters in the U.S. ------------------------------------------------------------- 292 Overview ---------------------------------------------------------------------------- 292 Comparative Demographics of Bottled Water Brands ----------------------------- 296

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11. DEMOGRAPHICS OF THE BOTTLED WATER CONSUMER (cont’d)

Exhibits 11.125 Demographics of the Bottled Water Consumer 2013 --------------------------------- 299 11.126 Demographics of the Poland Spring Consumer 2013 --------------------------------- 300 11.127 Demographics of the Evian Consumer 2013 ------------------------------------------- 301 11.128 Demographics of the Aquafina Consumer 2013 --------------------------------------- 302 11.129 Demographics of the Dasani Consumer 2013 ----------------------------------------- 303

12. THE PROJECTED U.S. BOTTLED WATER MARKET

The Projected National Bottled Water Market -------------------------------------------------- 304 Overview ---------------------------------------------------------------------------- 304 Per Capita Consumption ------------------------------------------------------------ 305 Volume by Segments --------------------------------------------------------------- 306 Volume by Distribution Channels --------------------------------------------------- 308 Sparkling and Imported Waters ---------------------------------------------------- 310

Exhibits 12.130 Projected U.S. Bottled Water Market Volume 1976 – 2018 -------------------------- 311 12.131 Projected U.S. Bottled Water Market Compound Annual Growth 1981 – 2018 ------ 312 12.132 Projected U.S. Bottled Water Market Per Capita Consumption 1985 – 2018 -------- 313 12.133 Projected U.S. Bottled Water Market Volume by Segment 2013 – 2018 ------------ 314 12.134 Projected U.S. Bottled Water Market Volume Share by Segment 2013 – 2018 ----- 315 12.135 Projected U.S. Bottled Water Market Compound Annual Growth by Segment 2013 – 2018 ----------------------------------------------------------------------------- 316 12.136 Projected U.S. Bottled Water Market Volume and Share by Distribution Channel 2013 – 2018 ----------------------------------------------------------------------------- 317 12.137 Projected U.S. Bottled Water Market Compound Annual Growth by Distribution

Channel 2013 – 2018 ------------------------------------------------------------------- 318 12.138 Projected Domestic Non-Sparkling Bottled Water Market Volume and Share by Distribution Channel 2013 – 2018 ----------------------------------------------------- 319 12.139 Projected Domestic Non-Sparkling Bottled Water Market Compound Annual Growth by Distribution Channel 2013 – 2018 ----------------------------------------- 320 12.140 Projected Domestic Sparkling and Imported Bottled Water Volume and Share 2008 – 2018 ----------------------------------------------------------------------------- 321 12.141 Projected Domestic Sparkling and Imported Bottled Water Compound Annual Growth 2013 – 2018 -------------------------------------------------------------------- 322

Appendix A. U.S. Population by Region 1976 – 2013 -------------------------------------------------- 323

Copyright 2014 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited

Copyright 2014 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited

Copyright 2014 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited