West Europe Water Dispense Market Report 2023 Sample

West Europe Water Dispense Market Report

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1. Introduction and scope

2. Water dispense regional market overview

2.1 Market totals

2.2 Price structure and revenue indicators

2.3 Industry structure

2.4 Forecast

3. Bottled water dispense analysis

4. Point of use analysis

5. Integrated tap systems analysis

Introduction and scope

Introduction and scope

Introduction

Zenith Global has actively reported on the European water dispense market for nearly thirty years, providing unparalleled insights into the market’s dynamics and evolution.

To reflect the evolution of water dispense, Zenith revised the report in 2019 to include specific coverage on integrated tap systems alongside more traditional bottle free point of use and bottle fed dispense units The reports also now feature increased focus on market insights and opportunities with channel-specific commentary.

In producing our reports, we aim to contact every significant company active in the appropriate sector and to provide as complete a picture as possible at a price accessible to any business with a serious commercial interest. We are particularly grateful for the help we have received from these companies in compiling this report. Where direct company figures are unavailable, best estimates have been provided

The West Europe Water Dispense Market Report 2023 contains text, charts and tables providing analysis of recent market developments and innovations and forecasts to 2027. This report represents exceptional coverage of the British water dispense market and we hope that you find it useful in your business planning. As our research is updated on a regular basis, we always welcome any comments or suggestions about possible improvements.

Scope

The 2023 report for West Europe covers water dispense units where the primary function is the dispense of filtered/purified water Specifically bottled water dispense units, mains fed point of use dispensers and multifunctional integrated tap systems dispensing cold, hot, boiling still and sparkling water are within the scope of this report. The addition, since 2019, of integrated tap systems represents the most significant revision of scope in the last decade and was revised in collaboration with industry leading companies to reflect the evolution and innovation of this market.

Whilst beverage and soda dispense units can dispense water, this is not their primary purpose and as such these “hybrid” machines are referenced, where applicable, in the market innovation section but are not quantified in the report. Equally, vending machines and water boilers are not in the scope of this report.

The West Europe Water Dispense Market Report covers Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and the UK.

In addition to this report, regional coverage is also available for East Europe and the US

Akos Petri

Commercial Consulting Director

Definitions

Unit types

Water dispense: freestanding, countertop or under the sink/counter water dispense units where the primary function is the dispense of filtered or purified water Powered units dispensing ambient, cold, hot, boiling still and/or sparkling water are within the scope of this report as defined further below Bottled water dispense units (BWD): A unit that dispenses bottled mineral, spring or purified water that can be ambient, cold or hot, depending on machine functionality. Most commonly, water bottles or pouches are delivered direct to the customer by a distributor and empty bottles taken away. New bottles and pouches are either placed underneath the unit (bottom fed) or inverted and placed on top of the machine (top fed). For top fed coolers, a feed tube spike from the machine penetrates the watertight cap in the bottle and opens the valve within the cap, thereby allowing water to flow into the machine (or valve where just a pump is used). The same process is used with bottom fed water coolers with a pump to transfer the water to the point of dispense. The unit can be installed under a rental, lease or service agreement (considered “rental”) or purchased outright by the customer (considered “sold”, with or without a service contract). Bottle fed machines can be freestanding or countertop and are suitable for larger bottle or pouch formats greater than 10 litres, which are therefore larger than those distributed in small packaged formats through retail outlets

Bottle-free Point of use units (POU): A device that is plumbed into a mains fed water supply, improving the quality of water via filtration or purification methods. These systems may utilise carbon filtration, combined/staged filtration, reverse osmosis (RO), Ozonation, and/or ultra violet (UV) technology to treat the water. Dispensed water can be ambient, cold, hot or sparkling, depending on machine functionality. Such machines have drip trays and some have drainage systems Machines can be available as freestanding or countertop units Large volume POU bottle fillers (BFS) are also included if they offer filtration/purification.

Bottle-free Integrated tap systems (ITS): A mains fed water system that filters or purifies mains water, adds functionality (hot/boiling/sparkling) and directs the water to the tap. Sometimes also called multifunctional taps. These systems may utilise carbon filtration, combined/staged filtration, reverse osmosis, Ozonation, and/or UV technology to treat the water Dispensed water can be ambient, cold, hot, plus boiling or at various sparkling levels, depending on machine functionality. Three-way/mixer taps (dispensing cold, hot and filtered water only) are out of scope. The units are placed either under the sink or under the counter and are often referred to as ‘under counter’ or ‘under sink’ systems. One unit in field is considered to include both the under sink unit and the tap attached. The report's scope includes only B2B units.

Out of scope: Units where water is dispensed but this is not their primary purpose: e.g. beverage and soda dispense units; automated vending machines that provide ready to drink hot and cold beverages, but whose primary purpose is not water vending; Flavoured water dispensers; Units where un-filtered or un-purified water is dispensed, whether chilled or ambient e.g. water fountains, domestic or commercial water filters for taps without added functionality; Water boilers where the primary function is to boil water for making hot drinks, but not chilled dispensed water; Whole home domestic POE filtration systems; Fridge dispensers, embedded filters and faucet-mounts; Non-installed dispense units, including jug filters or pitchers and soda makers.

Definitions

Channels

Workplace: Private and Public sector offices and workplaces including factories, municipal, government, armed forces, police, fire, prisons.

HoReCa: Hotels, Restaurants and Catering, including bars, pubs, nightclubs, foodservice, cafés.

Healthcare: Public and Private sector medical centres, hospitals, care homes, nursing homes.

Education: Public and Private sector schools, sixth form colleges, universities, nurseries.

Retail: Shops and showrooms.

Transport hubs: Airports, railway stations, coach/bus stations.

Leisure: Leisure centres, gyms, sports centres, swimming pools, activity centres.

Domestic: Residential homes (B2C).

Water dispense regional market overview

Water dispense regional market overview

2.1 Market totals

West Europe

Market totals - Water dispense market evolution

West Europe

Market totals - Water dispense market evolution

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

West Europe

Market totals - Water dispense unit share

Water dispense market evolution, 2017-22

West Europe

Market totals - Water dispense total unit volume by country

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Market totals - Water dispense unit share by country

Water dispense share by country, 2022

United

Bottled water dispense (BWD) units Point of use (POU) units Integrated tap systems (ITS) units

West Europe

Market totals - Regulatory environment

Water dispense regional market overview

2.2 Price structure and revenue indicators

West Europe

Price structure and revenue indicators - Water dispense revenue evolution

West Europe

Price structure and revenue indicators - Average pricing

Bottled water dispensers

Average monthly rental (€)

Average 18.9l bottle price (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from bulk bottled water sales

2021 2022

• Commentary

Point of use

Average monthly rental (€)

Average sales price per unit (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from sold units

2021 2022

• Commentary

Integrated tap systems

Average monthly rental (€)

Average sales price per unit (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from sold units

2021 2022

• Commentary

Water dispense regional market overview

2.3 Industry structure

West Europe

Industry structure - Mergers and acquisitions

West Europe

Industry structure - Key acquisitions

Key acquisitions

West Europe

Industry structure - Bottled water dispense

West Europe

Industry structure - Bottled water dispense top four groups

(1) Group 1

FR Company, France

UK Company, UK

ES Company, Spain

DE Company, Germany

IT Company, Italy

PT Company, Portugal

SE Company, Sweden

(2) Group 2

NO Company, Norway

IE Company, Ireland

ES Company, Spain

BE Company, Belgium

IT Company, Italy

West Europe

Industry structure - Bottled water dispense top 25 national companies

West Europe

Industry structure - Bottled water dispense top 25 national companies

West Europe

Industry structure - Bulk bottled water

West Europe

Industry structure - Bulk bottled water top 25 national suppliers by volume

West Europe

Industry structure - Bulk bottled water top 25 national suppliers by volume

West Europe

Industry structure - Point of use

West Europe

Industry structure - Point of use top five groups

(1) Group 1

FR Company, France

UK Company, UK

ES Company, Spain

DE Company, Germany

IT Company, Italy

PT Company, Portugal

SE Company, Sweden

(2) Group 2

NO Company, Norway

IE Company, Ireland

ES Company, Spain

BE Company, Belgium

IT Company, Italy

West Europe

Industry structure - Point of use top 25 national companies

West Europe

Industry structure - Point of use top 25 national companies

West Europe

Industry structure - Integrated tap systems

West Europe

Industry structure - Integrated tap systems top three groups

(1) Group 1

FR Company, France

UK Company, UK

ES Company, Spain

DE Company, Germany

IT Company, Italy

PT Company, Portugal

SE Company, Sweden

(2) Group 2

NO Company, Norway

IE Company, Ireland

ES Company, Spain

BE Company, Belgium

IT Company, Italy

West Europe

Industry structure - Integrated tap systems top 25 national companies

West Europe

Industry structure - Integrated tap systems top

25 national companies

West Europe

Industry structure - Innovation and disruption

Touchless features

• Commentary

Inclusive digital technology

• Commentary

New hydration stations network

• Commentary

Flavoured water dispense

• Commentary

Countertop units help to save space in cramped kitchens

• Commentary

Zip Hydratap Wave

West Europe

Industry structure - Innovation and disruption

Consumers demand greater choice

• Commentary

Subscriptions and sharing costs

• Commentary

At home water dispense disruptors: Packaged water

• Commentary

At home water dispense disruptors: Filters

• Commentary

Zip Hydratap Wave

2

Water dispense regional market overview

2.4 Forecast

West Europe

Forecast - Water dispense market forecast

West Europe

Forecast - Water dispense market forecast

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

West Europe

Forecast - Water dispense unit share

Water dispense market evolution, 2022-27f

West Europe

Forecast - Water dispense total unit volume by country

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Forecast - Water dispense unit share by country

Water dispense share by country, 2027f

United

Bottled water dispense (BWD) units Point of use (POU) units Integrated tap systems (ITS) units

West Europe

Forecast - Bottled water dispense units installed by country

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Forecast - Bottled water dispense volume by country (million litres)

Austria

Belgium

Denmark

Finland

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Forecast - Point of use units installed by country

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Forecast - Integrated tap systems units installed by country

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Covid impact on the water dispense sector in West Europe: Year 2 of the pandemic in 2021

West Europe

Forecast - Units per capita

Bottled water dispense analysis

West Europe

Bottled water dispense - Market analysis

Market drivers and dynamics

• Commentary

Bottled water dispense units, 2017-22

West Europe

Bottled water dispense - Units installed by country

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Bottled water dispense - Volume analysis

Market drivers and dynamics

• Commentary

Bottled water dispense volume, 2017-22

West Europe

Bottled water dispense - Volume by country (million litres)

Austria

Belgium

Denmark

Finland

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

West Europe

Bottled water dispense - Market structure: Throughput

United Kingdom

West Europe

West Europe

Bottled water dispense - Market structure: Cancellations

Austria

Belgium

Denmark

Finland

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

Point of use analysis

West Europe

Point of use - Market analysis

West Europe

Point of use - Units installed by country

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

Integrated tap systems analysis

West Europe

West Europe

Integrated tap systems - Units installed by country

Norway

Portugal

Spain

Sweden

Switzerland

United Kingdom

West Europe

Country reports

[COUNTRY] 6

Country reports

[COUNTRY]

Market overview - Water dispense market evolution

•

[COUNTRY]

Market overview - Water dispense market evolution

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

[COUNTRY]

Market overview - Water dispense revenue evolution

[COUNTRY]

Market overview - Price structure and revenue indicators

Bottled water dispensers 2021 2022

Average monthly rental (€)

Average 18.9l bottle price (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from bulk bottled water sales

Point of use

Average monthly rental (€)

Average sales price per unit (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from sold units

2021 2022

• Commentary

• Commentary

Integrated tap systems 2021 2022

Average monthly rental (€)

Average sales price per unit (€)

Total revenue (€ mln)

- revenue from rented units

- revenue from sold units

• Commentary

[COUNTRY]

Market overview - Mode of commercialisation

• Commentary

Bottled water dispense

Point of use

• Commentary

Integrated tap systems

• Commentary

[COUNTRY]

Market overview - Forecast

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

[COUNTRY]

Market overview - Forecast

Water dispense market forecast

• Commentary

Future water consumption trends

• Commentary

[COUNTRY]

Market overview - Opportunities

[COUNTRY]

Bottled water dispense - Market analysis

Market drivers and dynamics

• Commentary

Bottled water dispense units, 2017-22

[COUNTRY]

Bottled water dispense - Units installed by company

[COUNTRY]

Bottled water dispense - Volume analysis

Market drivers and dynamics

• Commentary

Bottled water dispense volume, 2017-22

Bottled water dispense - Volume by company

Bottled water dispense - Market structure

[COUNTRY]

Bottled water dispense - Unit analysis

Machine functionality

• Commentary

BWD machine functionality, 2022

Chilled

Chilled-hot

Chilled-hot-boiling

Still-sparkling functionality

• Commentary

BWD still-sparkling functionality, 2022 Still Still + sparkling

Bottled water dispense - Channel analysis

BWD channel distribution, 2022

Point of use - Market analysis

Market drivers and dynamics • Commentary

[COUNTRY]

Point of use - Units installed by company

[COUNTRY]

Point of use - Market structure

Conversion

• Commentary

Units added

Replacement rate %

Number of units

BWD to POU conversions

Replacement POU (New)

2021 2022 2021 2022

Filtration method

• Commentary

POU water types, 2022

Filtered Purified

[COUNTRY]

Point of use - Unit analysis

Machine functionality

• Commentary

POU machine functionality, 2022

Chilled

Chilled-hot

Chilled-hot-boiling

Still-sparkling functionality

• Commentary

POU still-sparkling functionality, 2022 Still Still + sparkling

Point of use - Channel analysis

Integrated tap systems - Market analysis

Integrated tap systems - Units installed by company

[COUNTRY]

Integrated tap systems - Unit analysis

Machine functionality

• Commentary

ITS machine functionality, 2022

Chilled Chilled-hot

Chilled-hot-boiling

Still-sparkling functionality

• Commentary

ITS still-sparkling functionality, 2022 Still Still + sparkling

Integrated tap systems - Channel analysis

Data reports

Data reports

[COUNTRY]

[COUNTRY]

[COUNTRY]

Market overview - Water dispense market evolution

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

[COUNTRY]

Market overview - Price structure and revenue evolution

Bottled water dispensers 2021 2022

Average monthly rental (€)

Average 18.9l bottle price (€)

Average monthly rental (€)

Average sales price per unit (€)

Total revenue (€ mln)

Average monthly rental (€)

Water dispense revenue, 2017-22 BWD

[COUNTRY]

Market overview - Units per capita evolution

Bottled

Dispensers/pumps units

Point

[COUNTRY]

Market overview - Forecast

Bottled water dispense (BWD) units

% growth

Million litres

% growth

Point of use (POU) units

% growth

Integrated tap systems (ITS) units

% growth

Total units

% growth

BWD % share

POU % share

ITS % share

[COUNTRY]

Bottled water dispense - Market analysis

Bottled water dispense units, 2017-22

Bottled water dispense volume, 2017-22

18.9l bottles per dispense unit per month

[COUNTRY]

Bottled water dispense - Units installed by company

Bottled water dispense - Volume by company

[COUNTRY]

Bottled water dispense - Unit analysis

BWD channel distribution, 2022

BWD machine functionality, 2022

Chilled

Chilled-hot

Chilled-hot-boiling

BWD still-sparkling functionality, 2022

Still Still + sparkling

[COUNTRY]

Point of use - Market analysis

[COUNTRY]

Point of use - Units installed by company

[COUNTRY]

Point of use - Unit analysis

POU channel distribution, 2022

POU machine functionality, 2022

Chilled

Chilled-hot

Chilled-hot-boiling

POU still-sparkling functionality, 2022

Still Still + sparkling

[COUNTRY]

Integrated tap systems - Unit analysis

ITS channel distribution, 2022

ITS machine functionality, 2022

Chilled

Chilled-hot

Chilled-hot-boiling

ITS still-sparkling functionality, 2022

Still Still + sparkling

Appendix

Glossary, acronyms and abbreviations

Glossary

• Bottled water: All water sold in containers for human consumption.

• Bulk bottled water: Bottled water sold in containers larger than 10 litres in size.

• Bottler: Bottlers supply water to distributors in tankers or bottles. They have no dispense units of their own.

• Bottler-distributors: Bottler-distributors have their own water source, fill bottles under their own brand, install their own dispense units and run their own distribution service They may also fill bottles under contract for other distributors, either under their own brand or under distributor brands

• BWD conversions: Refers to the number of units converted from BWD to either POU or ITS.

• Cancellations: Sometimes also called churn or quit rate. The number of installed units that are lost in the year, removing the unit altogether.

• Carbon filtration: Cartridges in carbon filters naturally absorb organic compounds and chlorine by-products from water The technique is often used to remove objectionable taste and odour from water.

• Distributor: Distributors service their own machines using water supplied by bottlers or bottler-distributors. The water may be marketed under the bottler’s, bottler-distributor’s or the distributor’s brand name. This report measures the overall market for units installed in use in each calendar year by distributor until is it replaced or removed from the market. The ‘distributor’ shall be considered the company at the end of the chain, in direct contact with the end user (or with a facility management company directly supplying the end-user). Manufacturer units should only be counted when the manufacturer is also the distributor to the end client or operates through an exclusive dealership or franchise where manufacturer branding remains intact and only when the manufacturer operates under a combined direct and exclusive distributor network. If market presence is only through exclusive distributors, the units should be counted towards the distributor’s numbers If a manufacturer’s unit is placed in field by another party and not by exclusive partnership (indirect sale), the unit should be counted under that other party if named, or captured under ‘others’. If a unit is placed in field by Company X, but after the initial contract expires continues to be serviced by Company Y, the unit is transferred to Company Y, adding one unit in that given year to its total, and subtracting one active unit from Company X, compared to the previous year.

• Indirect sales: Sales that are not to an end-customer or facility manager are out of scope under distributor sales

• Packaged water: Bottled water that is not distributed for consumption via water coolers.

• Pumps/ceramics (non-powered/non-installed systems) for formats above 10 litres are included at the topline for East Europe, where they have a significant market share.

Glossary

• Purified water: Mains or other water subjected to further processing and treatment and bottled in accordance with EC Directive 80/778/EEC on Water for Human Consumption Sometimes called ‘drinking water’ or ‘table water’ It may come from more than one source or not from a single underground source. It may include the public water supply or be transported from the source to the bottling plant. Bottling companies may carry out filtration and treatment processes on the water to amend its constituents before the water is distributed for sale. Some companies may also add mineral salts and carbon dioxide to their water.

• Rented: A unit is considered rented under any kind of traditional rental (monthly payments), subscription or lease agreement/financing schemes, even if the lease fee is arranged through an intermediary party. Such units will count towards the unit total of the distributor company (the company holding the end-customer on contract) under such circumstances. BWD units supplied for free that are covered by a subscription contract of minimum monthly bottle orders or ad hoc water purchases are also considered units under rental, as the unit is subject to being returned to the distributor at the end of its life or contract, even if the unit itself does not attract a rental fee for placement in field Rental contracts generally also include services

• Reverse osmosis: A water treatment process that filters out most inorganic chemicals such as salts, metals and minerals as well as micro-organisms and many (but not all) organic compounds. It is sometimes seen as a controversial filtration method as it frequently discards a high percentage of water along with the contaminants.

• Service/maintenance: Including replacement filters, other spare parts, maintenance, sanitisation. These may entail regular payment as part of a contractual rental and service package attracting recurring revenue or a one-off separate payment.

• Sold: A unit is considered sold when 100% of the purchase price is paid at the point of sale or prior to installation. There is no obligation to return the unit at the end of its life. Units may be purchased online or offline, through direct retail sales to an end-customer or facility manager. Service and maintenance contracts may still be attached to that unit, but this is purchased separately.

• Throughput: The volume of bottled used per dispenser.

• UV: UV filtration systems inactivate bacteria, viruses and micro-organisms.

• Water treatment method (for POU and ITS): Filtration or purification (RO, purifying UV, Ozonation, hollow fibre membrane)

Appendix

Acronyms and abbreviations

... Negligible, less than 0.05

f Forecast

na Not available, not applicable

B2B Business-to-Business

BiB Bag-in-box

BPA Bisphenol A

BWCA British Water Cooler Association

BWD Bottled water dispenser

CAGR Compound annual growth rate

EC European Commission

EDWCA European Drinking Water Cooler Association

EU European Union

HOD Home and office delivery

IMF International Monetary Fund

ITS Integrated tap system

NR Non returnable packaging

OOH Out-of-home

PET Polyethylene terephthalate

POU Point of use

R Returnable packaging

RO Reverse osmosis

Appendix

Acronyms and abbreviations

SME Small-and medium-sized enterprise

SSTI Self-sanitising technology system

UNESCO United Nations Educational, Scientific and Cultural Organization

UNESDA Union of European Beverages Associations

UTS Under the sink

UV Ultra violet

VAT Value-added tax

WE Watercoolers Europe

WHA The Water Dispenser & Hydration Association

WRAP Waste Resources Action Programme

WRAS Water Regulations Advisory Scheme

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