The global bottled water market has evolved into one of the largest segments within the non-alcoholic beverage industry, with widespread consumption across continents. Initially a luxury product in the early 20th century, bottled water has become a staple in daily hydration for billions worldwide. In regions such as North America, Europe, and Asia-Pacific, bottled water has largely replaced sugary drinks due to rising health awareness, concerns about obesity, and the need for convenient, on-the-go hydration. In 2021, bottled water consumption globally surpassed 500 billion liters, a trend driven by the rising demand for clean, safe drinking water, particularly in areas with limited access to potable water .
For example, Nestlé Waters, a global leader, now owns several regional brands, such as San Pellegrino and Poland Spring, which dominate different markets with their distinctive product offerings. In emerging markets like China, India, and Africa, the growing middle class, urbanization, and increasing disposable incomes have fueled an explosive rise in bottled water consumption. At the same time, the market is witnessing a surge in innovation, particularly in the areas of functional water, with brands like Essentia and Smartwater offering added electrolytes, minerals, and pH balance to cater to the wellness and performance-oriented consumer. Sustainability has become another critical focus, with leading brands committing to reduce plastic waste .
Coca-Cola’s Dasani and PepsiCo’s Aquafina are among those working towards using 100% recycled PET (rPET) bottles and exploring plant-based alternatives. As a result, the bottled water market is not just evolving in terms of consumer preferences but also in how it addresses the environmental challenges associated with plastic packaging, creating a more sustainable future for the industry. According to the research report "Global Bottled Water Market Overview, 2030," published by Bonafide Research, the Global Bottled Water market was valued at more than USD 348.57 Billion in 2025, and expected to reach a market size of more than USD 511.57 Billion by 2031 with the CAGR of 6.77% from 2026-2031. The global bottled water industry has seen a series of key developments, responding to both changing consumer demands and increasing environmental pressures. The most notable shift has been the rapid rise of premium and functional waters. In recent years, consumers are gravitating toward water that offers added value, such as enhanced hydration, detoxification, or mineral enrichment .
Brands like Fiji Water, which sources water from artesian aquifers in Fiji, and Voss, known for its sleek glass bottles and pristine Norwegian water, have positioned themselves as premium products that cater to a growing luxury water market. Functional waters, including those fortified with electrolytes, vitamins, and adaptogens, are seeing significant growth. For example, Essentia has grown rapidly in North America by offering ionized alkaline water designed to hydrate more effectively than standard bottled water. Similarly, the demand for sparkling and flavored waters is increasing, with brands like LaCroix leading the charge in the flavored sparkling water category .
On the sustainability front, major brands are taking steps to address the environmental challenges associated with plastic use. For instance, Nestlé Waters has committed to making all its plastic bottles recyclable or reusable by 2025, while PepsiCo and Coca-Cola are increasing their use of recycled PET (rPET) and exploring biodegradable packaging alternatives. The market has also seen a rise in plant-based packaging, with Danone’s Evian leading the way in creating fully recyclable and renewable plastic bottles made from 100% plants. Additionally, distribution channels are rapidly changing as more consumers opt for e-commerce and direct-to-consumer subscription models .
Companies like Aquafina and Smartwater are now offering online deliveries, catering to the growing trend of home deliveries. Sparkling water has emerged as one of the fastest-growing product types in the global bottled water market, largely due to shifting consumer preferences and a growing demand for healthier alternatives to sugary soft drinks and sodas. As more people become aware of the negative health effects associated with sugary beverages, sparkling water has gained traction as a flavorful and refreshing option that offers the fizz of soda without the added calories, sugar, or artificial ingredients. Unlike traditional carbonated soft drinks, sparkling water is perceived as a healthier option because it is often free from additives, sweeteners, and preservatives, making it a popular choice among health-conscious consumers. The rise of premium brands such as San Pellegrino, Perrier, and LaCroix, along with the introduction of flavored sparkling waters, has also played a key role in driving the segment's growth .
These brands have tapped into the growing trend of wellness and lifestyle marketing, positioning sparkling water as a sophisticated alternative to traditional sugary drinks. Moreover, sparkling water offers versatility, as it can be consumed on its own or used as a mixer in cocktails and mocktails, further expanding its appeal. The increasing trend of premiumization in the beverage industry, where consumers are willing to pay more for products with perceived higher quality, has been another contributing factor. As people become more discerning about their beverage choices, sparkling water is seen not only as a healthy option but also as a luxury item, often associated with upscale dining and leisure .
This combination of health, taste, and sophistication has propelled sparkling water into the spotlight, making it one of the fastest-growing segments in the global bottled water market. Off-trade channels, which include supermarkets, hypermarkets, convenience stores, and e-commerce platforms, have become the leading distribution channels for bottled water globally, primarily due to their convenience and broad reach. Supermarkets and hypermarkets offer consumers a wide variety of bottled water options, making it easier for shoppers to purchase products in bulk or choose from multiple brands. The high volume of foot traffic in these retail locations, along with their accessibility in both urban and rural areas, makes them key players in the bottled water distribution network. Additionally, off-trade channels provide the opportunity for consumers to purchase bottled water at any time, without the constraints of business hours or location-specific availability that are often associated with on-trade outlets such as restaurants and cafes .
E-commerce platforms have also significantly strengthened off-trade distribution, allowing consumers to order bottled water directly from the comfort of their homes and have it delivered to their doorsteps. This is particularly important in the context of increasing consumer reliance on online shopping, which was further accelerated during the COVID-19 pandemic. The ease of online ordering and the ability to choose from a wide range of bottled water brands, sizes, and types has made e-commerce a crucial channel in the bottled water market. Moreover, the availability of promotions, discounts, and subscription models through off-trade channels has made bottled water more affordable and accessible to a larger segment of consumers, further contributing to the dominance of this distribution channel .
As consumer preferences evolve and demand for convenience rises, off-trade channels are expected to remain the primary avenue for purchasing bottled water worldwide.