Global bottled water sales increased 2% in 2009

In terms of price it is very difficult for bottled water to compete with tap or municipal water and consequently many commentators felt that waters would be particularly exposed to the global recession. Canadean's recently published Global Bottled Water Report however suggests that final year figures for 2009 may see the worldwide market for bottled water increase by around 2%. Although this does represent a slowdown, it is encouraging for the industry that the category can maintain growth in even the most testing of trading environments.

    Share of the Global Bottled Water Market

   % Share
                      2008      2009P    2010F     2011F      2012F
   Asia               20.8       22.6     24.4      26.0       27.3
   China               8.5        9.5     10.7      11.7       12.7
   Rest of World      69.3       66.6     63.7      61.2       58.9

Source: Canadean

The market would have fared significantly better if one discounts North America, which in 2008 dropped from double digit growth the year before into decline. In North America a combination of consumers switching to more economical filtered tap water and concerns over the environmental impact of bottled water have triggered the downturn in sales. In the US some government offices are banning packaged water from government offices and events while various other states are attempting to add bottled water taxes. North America accounts for 18% of global sales and the performance here is harming the overall global picture; in 2009, without North America the global water market was forecast to increase by a healthier 4%.

The biggest market for waters, West Europe, which accounts for nearly 30% of world volumes, is also set for negative 2009 results. Spain and France, two of the heavyweight markets, are responsible for much of these losses. In Spain it is the slump in on-premise sales which is responsible for the extent of the projected losses as the recession keeps consumers at home. In France three factors have been affecting still water consumption: environmental (packaging and transport), tap water campaigns and of course economic issues related to the price of mineral water.

Asia will once again be the main global driver in 2009 and within Asia it will be China that boosts the regional and indeed the global performance. Canadean's Quarterly Beverage Tracker suggests that the Chinese water category jumped by 18% in quarter 3 last year and is set for another big increase in volumes. The market has been aided by hot weather in certain important parts of China and intense price competition which has kept prices low. An improving economy is very significant and it is perhaps no surprise that the Chinese quarterly GDP growth rate was 8.9% year on year, which was 1.0% higher than Q2-09. There remains plenty of slack in the Asian market with per capita two and half times less than the global average.

With the help of Asia, the bottled water category seems to have ridden out the worst of the global recession, but Canadean consultants do not expect the pre-recession growth rates to return. Canadean expect the water market to settle back down to a growth rate of 5% after 2009, a marked slowdown on the 7% seen in 2007 or the 9.5% jump in 2006. What will be encouraging for the water industry is that Canadean anticipate every region in the world to be registering water growth in 2010.

Canadean's Global Bottled Water Report is part of a series of global soft drinks reports on eight separate categories. It is compiled using Canadean's extensive global soft drinks databases, contains current and forecast data and can be purchased in total or by section. For more information on this product please contact Debra Richards on tel: +44(0)1256-394-227, email soft@canadean.com or visit http://www.canadean.com.

Packaged Food Trends 2010

A growing number of food companies will sport the “free range” with humanely-raised protein products in 2010, according to market research firm Datamonitor, which released a statement of 10 emerging packaged-goods trends expected to blossom in the next year. Among 10 emerging trends expected to blossom are new generation superfruits, like baobab, borojo, maqui and yumberry; growth in the use of sustainable ingredients like bamboo; eco-friendly packaging; natural and organic; and a renewed “back to basics” approach when it comes to product ingredients.

Meat makes a play to be the “new boss” in 2010, which explains more product launches over the past few months including meat-flavored lollipops, potato chips, chocolate candy and vodka. In the beverage arena, they predict functional protein-enhanced exercise recovery drinks aimed at weightlifters and power athletes will be popular, and so will shot drinks with health claims for energy and relaxation. The gluten-free movement also will strengthen next year with major consumer packaged goods companies now jumping on the bandwagon.

The "restaurant-within-a-restaurant" concept, where diners sit inside a restaurant kitchen, is profiled

Don’t expect coddling from “Top Chef” contestant Bryan Voltaggio just because you’ve paid $121 to sit two feet away while he runs the kitchen at Volt in Frederick, Maryland.

The owner/chef isn’t being rude. He’s just concentrating on preparing the 21 delightful dishes served to diners at Table 21, inside the kitchen of his restaurant about 50 miles from Washington and Baltimore.

The “restaurant-within-a-restaurant” concept, also found at Jose Andres’s six-seat Minibar in Washington’s Cafe Atlantico, gives chefs a chance to show off their artistry and, in least one case, their mastery of liquid nitrogen.

At Volt, four diners sit inside the busy kitchen, so close to the action they could be asked to dice an onion or two. At Minibar, six people sit on bar chairs in front of a counter. Behind the counter is a small kitchen crammed with so many cooking gadgets that it looks like a combination of “Iron Chef” and “Bill Nye, the Science Guy.”

Andres has more unusual ingredients (sea urchin), odd combinations (cotton candy-wrapped eel) and techniques to transform the familiar into the exotic (honey and freeze-dried yogurt). It’s a carnival filled with novelties, highlighted by a mojito in a gelatin bubble.

‘Top Chef’

Voltaggio’s presentation has fewer jaw-dropping fireworks, but offers more meals in miniature and individual items that you might want as an entree.

Kitchen diners at Volt, located in a converted red-brick mansion in Frederick’s historic district, are surrounded by waiters and cooks, most of whom have large arm tattoos like Voltaggio.

Voltaggio finished second to his brother Michael on the sixth season of “Top Chef,” where chefs compete before a panel of judges. At Volt, Voltaggio personally and quietly directs the cooks, inspects each plate of food and hands them to waiters with directions on where to deliver them.

Diners at Table 21 get to taste a tiny version of virtually everything on his menu. While nibbling, they can watch the cooks pull brioche out of a large toaster and delicately place sizzling pieces of sea bass on artfully arranged plates.

The standouts are dried prosciutto chips with potato foam; sweet and smoky slow-braised pork belly with calypso beans; monkfish with ruby quinoa and black trumpet mushrooms; and a guacamole macaroon with intense avocado flavor. Voltaggio concentrates on local ingredients, and the cheese ravioli with butternut squash is a savory example.

Dragon’s Popcorn

Andres’s Minibar, which costs $120 a head, is on the second floor of the three-story Cafe Atlantico. On a recent weekend, the two chefs on duty (Andres wasn’t there) described their backgrounds, their mentors and their favorite restaurants in almost nonstop patter.

They assembled and presented the dishes, describing them and suggesting how many bites were needed to consume them. Sometimes they urged speed, lest the dainty dishes melt or explode.

The food, like the atmosphere, can be exotic.

For instance, there’s an “olive oil bon-bon’ that looks like a hard-shelled balloon and “dragon’s breath” caramel popcorn, prepared with liquid nitrogen so that when you munch on it, steam pours out of your mouth. If that’s not weird enough, sample some chocolate-covered bacon.

Philly Cheese steak

More down to earth is salmon wrapped in pineapple and a twist on the Philly cheesesteak -- cheese-filled brioche topped with thin slices of beef. The corn with Huitlacoche features Mexican truffles so dark and earthy you may be tempted to pick up a shovel.

Volt is chilly and professional, while Minibar is friendly and a touch eccentric. Volt’s food fulfills, while Minibar’s entertains. Combine the two and you’d have the perfect dining experience.

Volt Restaurant is at 228 North Market St., Frederick, Maryland; Information: +1-301-696-8658; http://www.voltrestaurant.com.

Cafe Atlantico is at 405 8th St., Washington. Information: +1-202-393-0812; http://www.cafeatlantico.com.

Packaged Food Trends 2010

A growing number of food companies will sport the “free range” with humanely-raised protein products in 2010, according to market research firm Datamonitor, which released a statement of 10 emerging packaged-goods trends expected to blossom in the next year. Among 10 emerging trends expected to blossom are new generation superfruits, like baobab, borojo, maqui and yumberry; growth in the use of sustainable ingredients like bamboo; eco-friendly packaging; natural and organic; and a renewed “back to basics” approach when it comes to product ingredients.

Meat makes a play to be the “new boss” in 2010, which explains more product launches over the past few months including meat-flavored lollipops, potato chips, chocolate candy and vodka. In the beverage arena, they predict functional protein-enhanced exercise recovery drinks aimed at weightlifters and power athletes will be popular, and so will shot drinks with health claims for energy and relaxation. The gluten-free movement also will strengthen next year with major consumer packaged goods companies now jumping on the bandwagon.