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Rebound on all markets
Last update july 2011
:: With a 5.3% like-for-like increase in sales, the Waters Division had a very strong year: double-digit growth continued in emerging countries and it increased market share in mature economies in Europe.
Indonesia and Mexico take the lead
Buoyed by double-digit growth, Indonesia and Mexico are now the Waters Division’s top two markets as measured by sales.
In Indonesia, Aqua Lestari posted annual growth of nearly 15% to capture 60% of the market with Aqua and Mizone, its two flagship brands. In this nation of over 240 million, Aqua’s expansion depends primarily on its ability to find new water resources quickly. To succeed, it must win the trust and involvement of communities near these resources — not just by improving water delivery infrastructure, but also by raising awareness of responsible water use and preserving water resources in the long term.
Thanks to this highly participatory approach, Danone was able to begin building three new plants in Indonesia during the year.
In Mexico, Bonafont boosted its market share by two points, consolidating its position as market leader. Rising 12.9% in a sector that grew only 3-4%, the brand now holds 40% of the market for all water products combined.
In 2008, Bonafont expanded into the Brazilian state of São Paulo: in barely two years, the brand conquered 30% of the market and is now number one in bottled water. In late 2010, Danone acquired a home and office delivery company in São Paulo to meet strong demand for affordable six-liter family and economy sizes in this emerging market, as in many others.
Launched in Turkey under the Hayat brand and in Poland as Dobrowianka, the Bonafont concept owes its success to the three factors: combining multiple product sizes, a presence at all points of sale, and marketing that benefits both the brand and the market.
Mature markets rebound
In mature countries, the turnaround that began in the second half of 2009 continued in 2010. The upturn was particularly dramatic in Germany, where double-digit sales growth and momentum from market leader Volvic put Danone in the lead.The Waters division also had a very good year in France, where we regained market share. In both countries, our success was due in large measure to consumer awareness campaigns that emphasized the unique qualities of mineral water.
