The competitive environment in the Germany bottled water market remained fairly fragmented. Gerolsteiner Brunnen GmbH & Co KG led in 2012 with a 9% off-trade value share, closely followed by Danone Waters Deutschland GmbH and Nestlé Deutschland AG, with shares of 8% and 7%, respectively.
Flavoured and functional water registered slower volume growth in 2012 than in 2010 and 2011, with both posting a 3% gain, which was still a good performance. Functional water in particular enjoyed a revival in 2010 when manufacturers started to introduce "vitamin waters", with these having a similar positioning to energy drinks. One example is Vitamizzer Vitaminwasser, launched in 2010.
The health and wellness trend is expected to continue to impact the bottled water category, albeit to a lesser extent than over the review period, with total volume sales set to decline slightly from 2016 onwards. The category is already quite saturated and it will become increasingly difficult for manufacturers to find growth opportunities.
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