Bottled Water Section of Package preference & purchase drivers

This is a section of the full July 2009 report Packaged beverages: Package preference and purchase drivers, also available for purchase.

The full report and this bottled water section are valuable for beverage companies and packaging and material suppliers to the beverage companies. The insights in this report help provide an understanding of current consumer purchasing behavior as well as providing some useful insight into future changes in purchase behavior. This information will help in understanding the current dynamics of the beverage business, supporting strategic planning and forecasting, and informing packaging innovation efforts.

The full report was developed and fielded by Concept Catalysts and iModerate Research Technologies in January 2009. Data analysis and report preparation was completed in Q1/Q2 2009. Total page length is 217. The full report includes the following categories: beer, carbonated soft drinks (CSDs), bottled water, sports drinks, ready to drink tea (RTD), energy drinks, enhanced water (e.g., VitaminWater), juice and juice beverages, and cross-category results.

Methodology: Data for the study were collected via multistage online surveys. Stage 1 was an online quantitative survey to determine category consumer demographics (sample size N=1000). Stage 2 was a mixed methods quantitative/qualitative survey with 180 interactive qualitative chat sessions (facilitated by online moderators) to probe more deeply about consumer preferences on drinking, purchasing, and packaging. The sample size for Stage 2 was N=3402.

Results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The full report includes general themes including:

  • what consumers are drinking today
  • why consumers have changed their beverage consumption habits
  • how the economy has impacted purchase and consumption behaviors
  • how health issues have impacted purchase and consumption behaviors
  • the impact of environmental concerns on purchases
  • consumer perceptions of beverage ingredients and sweeteners
  • consumer perceptions about beverage packages (primary and secondary)
  • consumer recycling habits

The bottled water section of the full report contains the results for the overall themes noted above and includes additional results specifically regarding bottled water drinkers (sample size N=409). This bottled water section report is 41 pages long (23 for the general themes and 18 for the bottled water results).

Bottled water section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The bottled water section of the report includes:

  • consumer need states
  • bottled water drinkers' consumpution drivers
  • drinkers' preferences in comparison to filtered and/or tap water
  • drinkers' consumption locations
  • drinkers' beliefs about bottled water in comparison to tap water
  • changing drinker demographics
  • what bottled water drinkers drink when they don't drink bottled water
  • the influence of price and loyalty on purchase behavior
  • how the economy has impacted purchase and consumption behaviors
  • environmental issues as perceived by the consumer
  • consumers level of satisfaction with primary and secondary packaging

This report is available for immediate download as a pdf file upon purchase.

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Bottled Water Section: Package preferences and purchase drivers
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  • Item #: 2009-1 Bottled Water
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