1. 1
Drivers and Restrains of Russian Bottled
Water Market
Bottled water is one of the fastest growing
segment on the Russian consumer market.
During last years it showed 15-16 % growth rates
and after 5 % crisis recession it continues fast
development. Nevertheless not every foreign
player will be able to enter this market
successfully. Bellow are named core drivers and
restrains that will influence on its success.
Drivers
The average annual bottled water consumption has almost doubled in last
5 years, but it’s still around 35 liters per year. It’s still much less than in
Western Europe and even less comparing with Eastern European countries
as Check Republic, Poland etc. That opens good prospects for future
market growth.
The main reasons for that could be increase of wellbeing of people in
Russia and of customer requirements to the quality of water. Especially it is
actual due to the bad current quality of tapped water.
Restrains
Although there are several strong restrains for successful market
penetration:
 Difficult export/import formalities;
 Strong market consolidation: for example in Moscow 2 main players
(Nestle and “Corolevskaya voda”) control 45 % of the market;
 Undeveloped retail chains in Russian regions;
 Low level of customer income;
 Lack of culture of drinking bottled water.
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