Health concerns drive growth, competition in bottled water market

Stories by Princewill Ekwujuru

THE increasing population of Nigerians embracing bottled water in order to avoid the health implication of drinking unsafe water is boosting growth in the bottle water market, prompting producers to adjust marketing strategies to increase market share.

Other factors prompting bottled water producers to readjust their marketing strategies include price, market development (which redefines the target market and involves expansion of the potential market to new customers or users) and market penetration (which is competition to capture a greater market share of an established customer base).

In addition to these are increased urban population, market size, and product availability, lack of safe and clean drinking water, and establishment of fringe bottled water companies and the incursion of major beverage companies into the bottled water…