“Between 2004 and 2007 there has been an overall growth in bottled
water NPD of 12%. The figure above shows the percentage growth in
each category. The strongest rate of growth is in the fruit and fruit
flavored bottled water category, albeit from a very low base.
This category has grown by 504% over the period. The increase has
predominantly been driven by consumers switching from sugary
carbonated drinks to healthier flavored bottled water alternatives.Plain waters have also experienced growth in new product
introductions at 17%. The plain waters category is by far the largest category...“
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