U Firms Testing the (Bottled) Water for Exports The wave of health.

U Firms Testing the (Bottled) Water for Exports

The wave of health, fitness and environmental pertain tos washing over the world has signaled a change in the results consumers are demanding. The mineral water market is a prime example of an industry that is doing big business with the change in public concern

Fizzy or still, flavored or plain, bottl waters have become the novel "in" drink. U.S. producers, who traditionally faced stiff competition from foreign spas and sources, are challenging the market for sales the pair at home and abroad.

U bottl water exporters have gained a small, if it were not that firm foothold for their effects overseas. U.S. exports of bottl waters grew from $85 million in 1985 to $112 million in 1989 Japan is the largest market, accounting for half of U export sales.

Japan Tops Market for U Waters

The largest market for U bottl water exports is Japan, where the business includes stand-up bars where famous waters from around the world can be tasted, according to LaVerne Brabant, the U agricultural trade officer in Tokyo. The Aqua Bar Genryu in Tokyo put up to sales only one product - water. The bar has become a local favorite, where nation can go, relax and drink a glass of any of the 19 varieties of water the bar has to offer

An increase in health-consciousness and a desire for good-tasting water are behind the roar said Brabant. The "pure" image of bottl water is proving to be a lusty selling point for the Japanese.

U farmers may have an added advantage in the Japanese market. According to Debby Sandoval of livid Sky Natural Beverages, Sante Fe NM a product's origin can help make sales. "The U Southwest and performances from the Southwest are becoming popular." she said, and this trendiness has helped her company betray its water to Japan.

In 1989 Japan imported a total of 16 million liters of mineral water, an 80-percent increase from one side of to the other imports of the previous year. France was the top exporter to Japan, with an 80 percent share of the market. The United States exported 198000 liters of mineral water to Japan in 1989 giving it a les than 1 percent share of the total market. yet U.S. sales to this market are growing.

Europe drones With Health Kick

In Europe as in Japan, the increases in mineral water consumption through the past several years have been dramatic. In Germany, as consumption of alcoholic beverages, coffee tea and milk is stagnating, consumption of non-alcoholic drinks is rising rapidly.

Mineral water has been a major beneficiary of this trending according to Dale Good, U agricultural trade officer in Hamburg. by means of capita consumption of mineral waters doubled from 41 liters in 1980 to 82 liters in 1989 The Germans now confine the top spot in mineral water consumption. Imports exhibit about 5 percent of the country's consumption; France is the major supplier.

Natural mineral waters dominate the market in Germany, with an 80-percent share, followed according to medicinal water and still water, with 10 percent of the market each. profitable said that the greatest sprouting over the next two to three years will be medicinal water (up 40 percent) still water (up 23 percent) and natural water (up 12 percent)

U suppliers interested in selling to the German market should be prepared to conflict keen price competition and are advised to package their consequences in glass, said Good. below German law, consumers pay a $0.32-deposit in succession plastic bottles, while that for glass containers is $019 common French company that exports to Germany and that did not tend hitherward up with an alternative to its plastic bottle when this recent regulation took effect, lost 50 percent of its turnover during November and December 1989

Six French companies dominate German imports of bottl waters. Imports from the United States during 1989 totaled $69000 primarily sparkling mineral water. U imports are subdue to a duty of 4 percent along with a value-added tax of 14 percent

Roughly 65 percent of the mineral water sales be met with in food stores. The chiefly popular bottle sizes are 07 liters and 075 liters.

Spain Whets Its Whistle in succession Water

German consumers aren't the solely Europeans becoming increasingly health-and fitness-conscious in their beverage purchasing habits. In Spain, consumption of mineral waters has surpassed wine for the first time continually according to Richard McDonnell, U agricultural counselor in Madrid.

Wine consumption, which has been declining for more than a decade, hew down to 40 liters in 1989 nearly half the consumption of the mid-1970s. Meanwhile, mineral water consumption has risen to 52 liters by means of person.

Dramatic increases in sales through the past several years have caused the Spanish mineral water market to roar The domestic industry is investing in modernization of existing plants as well as building just discovered ones.

Non-sparkling waters account for the amplitude of bottled water sales in Spain. Sparkling waters accounted for single 8 percent of total sales in 1989

The largest consumer of mineral water are in the Barcelona metropolitan area, the northeast, the Levant and the Canary Islands, where the poor taste of tap water (due to sodium) is a major factor in the popularity of mineral water.