India behind world average in bottled water consumption

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The consumption of bottled water in India has shown a jump of 21 per cent in the last fiscal but the country is still far behind as compared to global average, according to a research recently conducted by leading marketing firm IKON.

The per capita consumption of bottled water in India was at 16.20 litres during 2010-11 and jumped almost 21 per cent to 19.60 litres in 2011-12, IKON said in its report 'The Indian bottled water market, unveiling its thirst'.

South India is the biggest consumer of bottled water representing more than 50 per cent the total market in India followed by Western India, which is the home ground of major national brands, it said.

However, India is far behind the global average consumption of around 30 litres, the report said.

"Globally, the western countries are having the highest per capita consumption of bottled water with Mexico being on top having highest per capita consumption of more than 250 litres, followed by Italy at around 190," IKON's founder and principal consultant, Azaz Motiwala, said here today.

"The Asian countries are far behind in terms of per capita consumption of bottled water with only Thailand (115 litres) and China-Hong Kong (95 litres) representing in top 20 countries with highest per capita consumption," Motiwala said.

By the end of 2020, consumption in India will reach around 30 litres but at the same time global average of consumption of bottled water would be around 40 litres, Motiwala said.

"India is way behind, but gradually unlocking its potential," he said.

Ample availability at every nook and corner, changing life style and rise in spending capacity of consumers are the key factors behind the rising per capita consumption, the report said.