Bottled water is a premium product these days in Australia. According to consumer group Choice, you can pay upwards of $3.88 a litre for bottled water, while a litre of tap water in Sydney costs a fraction of a cent.
As per current prices, water costs twice as much as premium grade unleaded petrol, is more expensive than premium milk and costs as much as soft drink. It is also estimated that over time, the costs can add up. If you drink two litres of bottled water a day, consumers could be looking at costs of $2,800 a year.
Pure, natural and healthy. The “clever and powerful” marketing of bottled water has led to Australians buying record amounts at prices far higher than for milk or petrol.
About 5.3 million Australians above 14 years of age said they drank bottled water in an average week in 2015, an 8 per cent increase on the previous year’s figure, according to market research firm Roy Morgan.
Senior marketing lecturer, Gary Mortimer, at the Queensland University of Technology, said “labelling imagery of snow-capped mountains and rainforests made consumers link bottled water with purity and nature and conclude it is superior to tap.”
As per reports, shoppers are forking out $3 a litre for Mount Franklin and $8 a litre for Voss, while milk and petrol sit below $1.50 a litre. The cost of a 600ml Mount Franklin is comparable to 1000 litre of Sydney tap water. Many taste tests have shown most consumers can’t taste the difference between bottled and tap.
With clever Marketing strategies, Mount Franklin is majorly referred to women, with the bottle has the waistline of a woman, and it’s usually sold in a size that women can comfortably carry in their handbag.
In comparison to Mount Franklin, Pump is quite masculine, with a cap that is more robust and rigid, because men like to tend to carry the bottle from the cap.
Geoff Parker, chief executive of the Australian Beverages Council said, “the marketing push began 10 years ago, with the growing interest in health and fitness and demand for a convenient, zero-calorie drink.”
He also mentioned, “labelling imagery, such as rainforests, springs, and glaciers, was an important way for producers to convey the “inherent nature and quality” of the product.” “Bottled water doesn’t compete with tap water, it competes with every other commercial beverage it shares shelf space with, whether that’s in a vending machine, convenient store fridge, or on a supermarket shelf,” he said.
With the increasing growth in demand and sales of bottled water, company giants are working hard to contribute in the clean environment and therefore they agreed to be working on the face value of the light-weight plastics that are breaking up quickly into micro-plastics with increased surface area that sucks up toxins.
Recently beverage giant Coca-Cola Amatil agreed to be working on the “light weight” beverage packages, including a 42 per cent reduction in 600mL water PET, was a key part of efforts to keep the environment clean.