Success in the bottled water market requires thinking not just about the present, but about the future. The global bottled water market saw revenue of $317.67 billion in 2023, a figure that’s projected to rise to $503.05 billion by 2032 – a CAGR growth rate of 5.24%.1 But to take advantage of this growth and the new business opportunities it represents, food and beverage brands and producers must assuage consumer concerns around sustainability – recent studies show that shoppers are increasingly incorporating sustainability in their purchasing decisions and seeking out sustainable alternatives, and expect businesses to deliver on this crucial aspect.2
Tackle packaging challenges in the water market
In this regard, there are numerous challenges facing water brands, prime among them packaging and the environmental impact of plastic bottles, which are widely used but contribute significantly to plastic waste and pollution. “Brands are under pressure to find more sustainable packaging options that reduce their carbon footprint while still being functional and convenient for on-the-go consumption,” says Rafael Diaz Infante, a marketing manager at Tetra Pak.
The primary packaging options for water brands outside of plastic have always been glass and carton. Glass bottles are commonly perceived as a more sustainable option than plastic, as they are fully recyclable, yet they are heavier and therefore have a higher environmental impact due to production, transportation, and logistics. And, notes Diaz Infante: “Traditional carton packages are typically associated with products like milk or juice, which used to limit their appeal in the water market, and lack the visibility and bottle-like functionality consumers look for in water packaging.”
Improve your brand’s sustainability credentials
However, this perceived wisdom is changing thanks to Tetra Top® carton water bottles. They offer all the functionality of a bottle – lightweight, great to hold, and easy to drink from – with the environmental advantages of carton packaging. “With 90% renewable materials, and a low carbon footprint of just 7g CO2e per package – taking the Tetra Top® AD 500 Midi Eifel C38 Pro (Molding) as an example – Tetra Top has strong sustainability credentials,” says Diaz Infante.
Derived predominantly from renewable sources such as sugarcane and paperboard, the precise specifications have been developed specifically for packaged water. In particular, the packaging material and layers are designed to prevent any organoleptic deviations – tainting of the product by external smells or tastes (bottled water is an especially sensitive product, and thus must be treated with care and precision).
The paperboard comes from FSC™ certified forests and other controlled sources, while the majority of the packaging material coatings, top, and cap are made from plant-based polymers certified by Bonsucro and derived from sugarcane.
This aids recyclability, where adequate collection, sorting, and recycling infrastructures are in place, and helps brands meet their sustainability ambitions, regulatory requirements, and those consumer concerns for greater sustainability and transparency. “Brands can highlight the higher percentage of renewable materials and low carbon footprint in their promotions, showcasing their commitment to the environment,” adds Diaz Infante.
Satisfy consumer demand for superior functionality
Stronger sustainability credentials are just one benefit for brands choosing Tetra Top carton water bottles. The package also has great functionality compared to other alternatives, both for consumers and producers alike. Rounded corners make it great to hold, while one-step openings and resealable caps ensure they’re a convenient fit for modern consumers’ busy, on-the-go lifestyles.
Another recent innovation is the new translucent top, which allows consumers to see the contents of the package. “This innovation combines the environmental benefits of carton packaging with the visibility feature of plastic bottles, making it a compelling option for water brands,” says Diaz Infante. “It really strengthens the package’s unique water carton identity.”
And from a production point of view, Tetra Top for water delivers, too. Ultra-high-hygiene technology allows Tetra Top to be filled with both flavoured and functional water alongside unflavoured water, giving producers flexibility as well as the ability to explore the growing market for such products. They can create branded water products using flavours, flavouring agents, and sweeteners3, or develop their own functional waters containing vitamins, minerals or caffeine.4
Stand out on the shelf
Those rounded corners don’t just aid functionality – they provide a unique 360° printing surface, opening up a huge range of creative design possibilities. “Tetra Top offers great opportunities for marketing thanks to this innovative design,” says Diaz Infante. “The rounded corners and elegant profile really make the package stand out on the shelf and grab consumers’ attention – they provide a differentiation aspect in a competitive market.”
Drive results and profitability for your business
That innovative look and feel allows brands to set their product apart, and positions Tetra Top as a unique solution in the water category. Add all this together, and it’s no surprise it’s an award-winning package – it helped Rhenser win Best in Carton at the 2023 Global Water Drinks Awards – and one that producers are already adopting with great commercial success.
“Rhenser has been bottling mineral water in sustainable Tetra Top carton packaging for over two years now, and we have noticed that the package is becoming increasingly familiar and popular with consumers,” says Christian Berentzen, Managing Director of Rhenser Mineralbrunnen GmbH.
“We are proud that we not only appeal to environmentally conscious consumers with Tetra Top carton packaging, but also play a pioneering role in the beverage industry,” Berentzen adds. “The introduction of Tetra Top is a step in the right direction for us, and we are confident that the Tetra Top will become a permanent fixture in the industry's packaging sector in the future.”
1 https://www.precedenceresearch.com/press-release/bottled-water-market
2 https://www.simon-kucher.com/en/insights/sustainabilitys-new-normal-what-2024-consumers-expect
3 Flavoured waters are water-based beverages, intended for ambient distribution, that contain flavours, flavouring agents and sweeteners.
4 Functional waters are a sub-category of flavoured waters and will include vitamins, minerals, or ingredients with functional benefits – such as alkaline water.