Hanging Pure Life on for

Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water

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Pure Hanging on for Life

Why the Strategies Behind Nestls New Bottled Water Brand Good for the Company but Bad for Public Water May Be
Executive Summary.................................................................................................................................... Introduction........................................................................................................................................... ............iv ................1 Table 1: Change in sales, 2008-200 ..........................................................................................................1 Bac kground: Troubled Times for Bottled Water................................................................................................. Table 2: Top 10 U.S. Bottled Water Brands in Wholesale Dollar Sales, ...............................................2 ........2 200 Chart 1: Estimated Wholesale Sales for the U.S. Bottled Water Market,1984......................................2 200 Chart 2: Total Advertising Expenditures, 2004....................................................................................3 200 Chart 3: 2009 Advertising Expenditures ......................................................................................................3 A New Strategy: From Perrier to Pure Life........................................................................................................... .................................................................................................4 ....3 Chart 4: Nestl Pure Life Sales, 2004200 Bottling Municipal Water: Profitable for Nestl, Not for Public Water Selling Bottled Water as Healthy: Good Systems........................................... for Nestls Image, Not the .............4 Targeting New Markets Taps........................................................ Solves Nestls Sales ........6 Chart 5: Nestl Waters Sales by Region, 2007.................................................................................... Problems, Not the World Water 2010 Chart 6/Table 3: Change and Crisis....................................... in Nestl Waters Sales by Region Between 2007.............................10 ........8 2010 Conclusion: Hanging on for Pure Life............................................................................................................... Endnotes................................................................................................................................................... ....10 ...........11

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water

Executive Summary As many

iv

consumers cline in in the sales. drop 12.6 percent. United In fact, Today, and States betwee Nestl are its Pure Europe Life n 2007 appears brand. in the droppingto States or abroad. and United have Unfortunately, bottled 2010, The the developed while water, the Nestl Unitedsales. water has new brand industry is Waters, States The water strategies been beginning the is the a is companys industry concerns to combat profitable, to see biggest largest sales North tactics seeingthe about this these dewater bottledbodechanging its tactics to keep its sales afloat. American fall as many cost, America has pears challenging do notto be bottler water public subsidiary is consumers energy, said salesthat he is well for in the Nestluse market the biggest and not climate, water has world, shifted in the and 2009, in the bottler governments concerned which the saw plastic its focus of its spending expenditure world United are choosing waste about centertap total advertising on drink tap the more and has than Nestls next five spring water brands combined. States.Today, to Pure associated water cutting around sales dollarsin Life brand longU.S. the profits. water in with into Alonga the United advertising 2009 with been was bottled instead, Nevertheless, this company United to States increased more major than citing The water. the change in newin States municipal its of by any source CEO other ap-more expenditures terms of tap water and Life Pure 3000 than bottled of Nestl came a shift the source rather labeling tors, brand. percent; water Nestls Waters in strategy. of itshave than that PepsiCo especially Between the company bottled PureCocawater,onits spring plagued and compared teachers 2004 Life a companys spent the differs $9.7 messaging water, spring Cola,are to sugary who on States nearly and leadingfrom Nestls sell and therefore less inclined to drink from the tap because of safety concerns. used to which can water price. soft concerned emerging infrastructure millionThe domestic previous in it, and its help the operations company drinks, about markets brand,their In the in the brands its target company in 2009, focuses which childrens developing Nestls 2008 audience. avoid the past, It messaging improves health. nations and enues Pure Life it costly allowing on the the image also abroad brand 2009, went that bottles the conflictsto instead health of itsof specifically consumers helped Pure down overall sales over are its vie withthe benefits of product targets who of company Life with industry, Nestls water in the mainthe bottled and helps Hispanic accustomed outperform sales rest of which global access in other regions. United growth competiwater, it appeal immigrants to inadequate the rest grew went water States to the18 of in parents While the 5 percent industry down division. and U.S. United these the bottled while in that percent. Although Canada strategies environment. costs water to the every timePure The Nestl between appear No brand consumer addition, industry. as other and the period, to Lifematter Waters 2009 have source, well Nestls public Between leading when its 3.5 water. also as sales 2010, helped there environmental new Pure brand isasafe percent played declined total boost tap in damage Life sawwater overall from role 3.4 sales Nestls available, the associated strategies sales increasing percent increased profits, water bottled water energy, could be drop. decline the0.4 in Europe by total theyand plastic comes with use 1.1 especially While was less and have percent, not been unnecessary waste. In worrisome Nestls thanto percent due so 24.6 when rev- it the beneficial comes to percent for their consumers potential or impact on

Food & Water Watch

Nestls shift to municipal bottling water. while the municipal Between volume of than seven waterand 2005 the spring in times potential the ofthe 2009, Bottling water spring rate pality. United overall increased water shortages; municipal why residents in Sacramento, for one, opposed a new Pure Life facility that would draw on their city tap water. Statesinstead volume 9a by only of bottling. allowing water In addition, has waterwater tap led many percent, Today, corporation of spring selling also an bottle do bottled by which water public to healthy does not bottled the confidence industry are the sell meanstap. the systems and with in away water as Promoting tap tap political trend in support and funding. industry thatwater, inadequately community environmental healthy, the mindset which is shifting and grew by water can funded concerns, While is especially that frombottled 66 a raw bottling facing be which Nestls the idly in is a to children, water dangerous spring the percent expanded deal for global as our emerging these distracts good to today watersource at more municiwater markets other selling consumers of healthy disappearing divisions that regions bottled world fromNestl water public sales are is increased water to people another undermines drinking falling targeting by 25 populations crisis. abroad the customers abroad who can afford it, not those who are in most dire need of better water supplies. option in public that water Europe, need in lack percent around While rest who is the this sourcesthe Just asthat the beto of the over its world may access consumers water UnitedIn word. sales in 2009 sales, do not have profitable adequate the the United affected Statesand 2010, to in these by access for water water States needs it governance. human and of Nestlsright, not a source of profits. areas. This safe Nestl, are sanitation. better populations To Canada, sales not is fact, served drinking does ofthe In address In the a by world abroad the properly they are bottled problematic water provide company Unitedin the product maintained cannot be growing water crisis, because capitalizes long-term will likely States, water and water programs that will keep our public water clean and safe for future generations. is infrastructure public addressed the bottled rap-global specifically on the it solution sell is theto advertised. infrastructure without community for water important That treat than bottled recognizing must is why billions of to support Food & that access access to public Water to water is water as a drinking Watch basic is water to working rather promote than federal bottled for funding water drinking no matter water how cleverly

Water links us to our neighbor in a way more profound and complex than any other. John Thorson

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Food & Water for the Water Brand May Be GoodWatch Company but Bad for Public Water

Background: Troubled Times for Bottled Water Nestls change in tactics with its new Pure Life brand
has likely been influenced by the new challenging sales $12 climate for bottled water. Starting in 2008, the multibillion dollar industry saw sales decline for two years$10 in a row, a trend that the Beverage Marketing Corporation attributes to a bad overall economy and a growing $8 eco-consciousness. This recent downturn is an anomaly for a product that$6 industry analysts describe as one of the great success 10 stories in the history of the beverage industry,9 a prod$4 uct that has transitioned from its precocious youth to energetic adulthood and now has a firmly entrenched $2 11 position in the U.S. marketplace.9 In the 25 years between 1984 and 2009, total estimated wholesale dollars 0 increased tenfold from 1 billion to more than 10 billion 198 12 dollars9 (see Chart 1), making it the second-best-selling 4 13 beverage category, next to carbonated soft drinks.

198 9

199 4

199 9

200 4

200 9

Pure Life is the newest of Nestl Waters North Americas top brands. Nestl Waters North America is the U.S.liters of water to produce each liter of bottled water, and Cola Waters 2008/0 based subsidiary of Nestl, a multinational corporation Brands Nestl that in 2007, the U.S. bottled water industry consumed 4 9 -10.00% based in Switzerland.9In 2009, the32 and 54 owned a 3 Poland $830.4 the energy equivalent of between company million Aquafina Spring North larger portion of 14 U.S. market than any other company. the America barrels of oil.9 bottled 5 Nestl Waters Dasani -7.90%It was responsible They also calculated thatindustry water for sales, 4 Nestl Pure North $698.8 production can take 35.4 percent of total much energy up to 2,000 times as Poland Spring -6.40% owned seven out of the 10 leading brands in the United as tap water if the plastic production, water extraction, Life America Nestl Waters States, including Pure Life,and brought in revenues worth 15 bottling and transportation costs all factored in. In Nestl Pure 18.00 5 Arrowhea North $478. $3.8 billion. (See Table 2.) Although are sales went down 6 its addition, the Government Accountability Office reported Life d % America Arrowhea -11.90% in 2009, along with the other leading companies, Nestl Crystal Geyser that in 2006, about three-quarters of plastic water bottles 7 d 6 Crystal Roxan $475.4 3.5 Crystal -10.40% Waters North Americas rate,percent decline outperwere not recycled.916 this At millions of tons of empty Geyser e formed the industry. Geyser Nestl Waters Deer -5.60% plastic bottles rest of the landfills, where they may never end up in 7 North $456.8 decompose. ParkDeer Ozarka -8.40% The Beverage Meanwhile, for many cash-strapped conMarketing Corporation attributes Nestls Park America sumers and to its competitive advantage and its drink Nestl Waters relative successgovernments, it makes more sense toskillful Ice -5.70% tap water, which costs between $0.002 and $0.003 per 8 8 Ozarka North $319.8 marketing. These traits appear to have contributed to the Mountain Zephyrhills -10.90% success of Pure Life, which differswater Nestls which gallon, rather than the typical bottled from brands, previAmerica Nestl Waters cost hundreds to source of of times the amount, while ous brands in the thousandsits water, that messaging the 9 Ice drop for the 10 North $261.6 Percent 17 being less environmentally friendly. company is using to sell it, and the target audience for its Mountain America brands leading Nestl Waters 6.20% 10 Zephyrhills North $225.8 advertising All Others -3.80% consumer and environmental organizations, along with As America theEdition. July have publicized these issues, company is using media, Unfortunately, while the tactics that the many consumers Source: Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Percent drop for entire and to sell Pure Life may be boosting Nestls bottom and governments are cutting down on bottled water, line, 2010 at 150. industry 5.20% Source: Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. industry well for the future of public water. sales are declining. they may 2010 at 150. so July not bode P Table 1: ChangeCocain sales, 2008-2009 acific Institute 3found that in 2006, the industry used three 2 Dasani $1,156.
2 1

Source: Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July Introductio 2010 at 20. n etween Top 10 U.S. Bottled Water Brands bottled of the change in outlook United Table 2: 2008 and 2009, only one leading in portion water brand in the appears to be A large 1 Wholesale Dollar Sales, sales: Nestl Pure Life. Theconsumer awareness of the social and States an increase in 2009 due to a growing brands 18 percent growth posted was a huge outlier in a year where every singleenvironmental concerns associated with the product. other leading brand saw sales decline, Total The bottled Brand Parentdropped 5 percent (see water industry uses water, consumes energy (in Sales andoverall industry sales Table Company millions) and creates mountains of plastic waste as a result of the 1 PepsiCo $1,176. production and transport of its product. Researchers at the 1). Aquafina

Chart 1: Estimated Wholesale Sales for the U.S. Bottled Water Market, in Billions of Dollars, 1994-2009

Food & Water Watch

As the tides are turning for bottled water, some compaChart 3: 2009 Advertising Expenditures, in Chartnies Estimated Wholesale Sales product. For ex1: appear to be losing interest in the for the U.S. Millions of Dollars Bottled Water Beverage Marketing Corporation notes that the ample, the Market, in Billions of Dollars, major 1994-2009bottlers have turned off the spigot of advertising $9.7
18 $10 dollars in recent years.9 The $0.004 per gallon that the overall industry spent on advertising in 2009 was a 3119 year low.9 PepsiCo spent 500 times less on Aquafina in $8 2005 than it did in 2009, as its advertising expenditures 20 went down from $25.6 million to $50,500.9 Coca-Colas $3.1 million budget for advertising Dasani in 2009 was $6 a far cry from its peak, which was in 2001, at $26.4 21 million.9 Even Nestl slashed ad spending on its major brands in 2008, although in 2009, it spent more $4 22 on some brands and less on others.9 In 2010, the Wall Street Journal reported that Danone, a multinational $2 corporation in France that owns some of the worlds leading brands, including Evian, was talking about selling its 23 water division to a Japanese company. 0

$2.3

$2.1

$2.4 $0.8 $0.7

But Nestl Waters North America appears to have no intention of letting up entirely. In his 2009 presentation on Source: Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July the future of bottled water, Nestl CEO Kim Jeffery said that 2010 at 270. the company is bullish on bottled 24 Further, the water. Bev erage Marketing Corporation reports that Jeffery is New Strategy: From Perrier to A not 25 outwardly concerned about the threat from tap water. Pure Life Yet while Nestl remains publicly optimistic, the companyLife is a new brand for the leading bottler in the Pure does appear to be changing its strategies in response to States. The Swiss food and beverage giant first United the consumer backlash shifts that are most evident in into the U.S. bottled water market with its Perrier tapped 26 its new focus on Pure Life. brand in the late 1970s.9 The expensive sparkling water from France appealed to some consumers as a status 27 symbol.

Nestl Pure Life

Arrowhea Polan d d Sprin g

Deer Park

Ozarka Zephyrhills

Chart 2: Total Advertising Expenditures, in Millions of Dollars, 2004-2009 Since then, Nestl acquired spring water brands around

$25

$21.2
$20

$18.5

$15

$10.4
$10

$11.2 $6.5

the country that extracted water from some of the most ecologically sensitive water sources in the United 28 States,9 which the companys own marketing suggests are also some of the most pristine. Today, six out of its seven leading brands are regional spring water brands: P oland Spring, from Maine; Arrowhead, from California, Arizona and Nevada; Deer Park, sold from New York to Florida; Ozarka, from the Southwest; Ice Mountain in the 2 Midwest; and Zephyrhills, in Florida.
30 In contrast, Pure Life is available on a national It scale. was actually the companys first multi-site bottled water 31 product, introduced in Pakistan in 1998.9 It came to the United States in 2002, when Nestl announced that it would change its recently acquired Aberfoyle Springs into 32 Nestl Pure Life.

$5

Source: FWW calculation based on data from Beverage Marketing Corporation. energy Bottled Water in the U.S. 2010 Edition. July 2010 at 270.

Nestl Pure Life

Arrowhea Polan d d Sprin g

Deer Park

Ozarka

Today, the company is focusing the bulk of its advertising on Pure Life rather than its regional spring water

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water
brands. The company increased expenditures on adverChart 4: Nestl Pure Life Sales, in Millions of tising for Pure Life by 3,000 percent between 2004 and Dollars, 2004-2009 33 2009, from $309,200 to nearly $9.7 million.9 In that time period, it spent more than twice as much on advertising $800 for Pure Life than its leading spring water brand, Poland 34 $698.8 Spring.9 (See Chart 2.) In fact, in 2009, Nestl spent far $700 more money advertising Pure Life than any company spent $592.1 on any other leading bottled water 35 brand.9 The amount it $600 $545.1 spent on Pure Life was four times as much as it spent on Arrowhead its next-highest brand in advertising dollars $500 spent and more than it spent on the next five of its lead36 ing spring water brands combined.9(See Chart 3.) $400 $355.7 This shift in expenditures appears to have paid off, as Pure $300 $248.8 Life has seen exceptional growth. Since 2004, Nestl Pure Life sales have increased 320 percent, from 166.4 million $166.4 $200 37 to 698.8 million in wholesale dollar sales.9(See Chart 4.) But it wasnt just the amount of money the company$100 spent 2004 2005 2006 2007 2008 200 9 advertising the product that changed. With Pure Life, Nestl also changed the source of its water, the messaging Source: Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. the company is using to sell it, and the target audience for July 2010 at 223. its advertising.

Bottling Municipal Water: Profitable These shifts are strategic because they allow the company to avoid some of the factors that have made selling bottled for Nestl, Not for Public Water water more difficult in recent years. Unfortunately, these Systems new strategies do not address consumer concerns Although Pure Life began as a spring water brand when about it first came to the United States, the company began its the environmental impacts of the product and, in fact, 38 shift to bottling municipal water in 2005.9 Today, Nestls present new problems for public water. shift in source water has played a large role in the whole industry trend towards bottling municipal water. Between 2005 and 2009, the overall volume of tap water bottled by the industry grew by 66 percent while the volume of spring water increased by only 9 percent, which means that tap water bottling expanded at more than seven times 39 the rate of spring water bottling.9 In the past five years, municipal waters share of the market has increased 14.3 percentfrom one third to nearly half of the total volume 40 sold.9 The Beverage Marketing Corporation attributes 41 much of this trend to the shift in source of Pure Life.
According to the Beverage Marketing Corporation, conventional wisdom in the bottled water industry is that the majority (but by no means all) of bottled water consumers do not recognize the distinction between spring water and drinking water packaged after it has been processed in 42 municipal systems.9 If changing the source water does not significantly affect sales, bottling municipal water is a strategic move for the company because it can help Nestl avoid the costly conflicts with communities that have plagued its spring water operations in the past.
Members of the Portland State University Environmental Club encourage other students from local to drink tap water instead of bottled water. Photo courtesy Lisa Meersman.

Spring water bottling sucks up large quantities of water sources, often near environmentally sensitive

Food & Water Watch Chart 4: Nestl Pure Life Sales, in Millions of 55 ways if water from the ground is pulled out faster than it municipal water systems and consumers,9 this ignores Dollars, 2004-2009 44 is naturally replenished.9 Often, residents near proposed the fact that pipes can also serve as intermediaries that
plants oppose spring water operations because ofbring the water straight to households at a lower cost to concerns about the long-term safety of their water supply, as wellconsumer. the as 45 issues such as noise and wear on local infrastructure.9 The Bev erage Marketing Corporation notes that residentsUnfortunately, many municipal water systems in the also United States today are woefully underfunded, in need express concerns that the company takes too much of a of maintenance and repair, and facing water shortages. finite resource (water) without paying adequate compen46 When bottlers take water out of a municipal system, they sation.9 Nestl has attracted negative press or paid for are profiting from a community resource that is funded expensive lawsuits because of such conflicts in Michigan, by taxpayer dollars. They may even pay less for the water Massachusetts, Colorado, Texas, Maine, Florida, California 47 than other users. For example, in January 2011, when the and Oregon. city of Pasadena, Texas, agreed to allow Nestls new Pure Today, the company is finding it more difficult toLife bottling plant in its city limits, it offered the company find new sources of spring water because local groups area 50 percent discount on the citys water and still said increasingly organized and vocal in their opposition to newwas giving the company a tougher deal than most muit 56 plants. Despite the vast financial resources that Nestl has nicipalities would have offered. at its disposal, it abandoned its attempt to bottle water from McCloud, California, after loud citizen outcry, and is facing strong resistance to its planned plant in Cascade 48 Locks, Oregon.
43 sources of water.9 This can deplete surrounding watermunicipal water bottlers as intermediaries between

The Beverage Marketing If most consumers do not care where their water comes Corporation describes from, bottling spring water may not be worth the bad publicity. Already, the top two leading brands in the country, municipal water bottlers as PepsiCos Aquafina and Coca-Colas Dasani, draw from muintermediaries between nicipal sources.9 Although the brands have received negative press for bottling tap water, many consumers do not water systems and consumers, appear to be bothered by it. Even with their respective 10 but pipes also serve as percent and 8 percent drops in sales in 2009, both brands still brought in more than a billion dollars in sales each. intermediaries that bring the In fact, the Beverage Marketing Corporation notes that water straight to households at most customers appear to have very little brand loyalty, a and instead are more concerned about the price.9 It says lower cost to the consumer.
49 50 51

that the bottled water market is increasingly price-sensitive and that price wars in the bottled water sector have 52 been prevalent in the last decade and a half. A perfect example of Nestls shift in strategy occurred This is where Nestl has an advantage as a low-cost recently in northern California. The company had planned producer it has a large parent company, so it can to bottle spring water from the rural town of McCloud, take risks other companies cant, and it produces its own but faced six years of resistance from residents concerned 53 bottles, which keeps costs down.9 A large portion of the about the effects a bottling plant would have on their local success of Pure Life appears to be due to its low price. 57 ecosystems and quality of life.9 Instead of pursuing the The new brand is cheaper than its leading rivals, which McCloud facility, Nestl announced in 2009 that it would helped the company make deals with large suppliers such use an existing facility to bottle municipal water in the as Burger King and Walmart that had previously gone to 58 more populous state capital of Sacramento instead.9 The 54 Aquafina or Dasani. plant planned to use 30 million gallons of the citys tap water While bottling municipal water appears to have been a in 2010, along with additional water from private springs,for bottle water under the Pure Life and Arrowhead good move for the company, its not such a great deal to brands.959 When the CEO of Nestl Waters North America the public. While the Beverage Marketing Corporation puts a positive spin on the product by describing wrote to the residents of McCloud announcing that the
5

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water
company was withdrawing its plans to build a plant there, In the past, Nestls major brands focused their advertishe said that Sacramento plant production will replace the quality of the water that comes from a specific ing on 60 the production we expected in McCloud.9 Seeing this, a location. Poland Spring, its label depicting a river flowgroup of concerned local residents formed the group between rows of pine trees, says that it Just may be ing Save Our Water Sacramento to oppose the plant and seek a tasting water on earth; Arrowhead is mountain the best 61 stop to bottling plants in the city.9 As a leader of Save Our spring water; Deer Park uses the line, Thats good waWater Sacramento stated regarding the switch from botter! Ozarka, from the Southwest, says it is Straight from tling water in McCloud to bottling it in Sacramento, Its nature to you! Ice Mountain claims to be Pure as the 62 not like those environmental issues disappear. Driven Snow! And Zephyrhills, in Florida, bills itself as 63 Pure water from a pure place. recently, the comMost pany launched a Born Better campaign, to help conSelling Bottled Water as Healthy: sumers learn about what makes Nestl Waters regional Good for Nestls Image, Not the 64 spring brands so unique. Taps the change in source water, Nestl has Along with In contrast, Pure Lifes messaging focuses on what you changed its messaging approach from promoting the do with the product rather than where it came from. Its pure source of the water to the health benefits. This 65 slogan is Satisfying your thirst for life.9 Instead of mounmove is strategic for the company because it can help tains and rivers, its label depicts people holding their avoid criticism over the accuracy of its labeling, broaden hands in the air.9 66 And, rather than advertising the area it the appeal of the product, and create a new, more posicomes from, its web page says that it is an essential part of tive overall image for Nestls bottled water by associating 67 a healthy lifestyle. itself with healthy kids and the anti-obesity movement. Unfortunately, promoting bottled water in this way under-water is clearly healthy, this new message is not Since mines consumer support for a healthy source of drinking be disputed as inaccurate unlike some of the likely to water that is also more cost-effective and environmentally companys previous messages, which have come under friendly: the tap. fire as its spring water operations have attracted public scrutiny. For example, Nestls Poland Spring brand was hit with several class-action lawsuits around the country accusing the brand of false advertising because of the alleged disconnect between the labeling and the way the 68 actual bottling operations work.9 The company admitted no wrongdoing, but in one suit, the judge approved a settlement in which Nestl would give plaintiffs $8 million 6 in coupons and donate $2.75 million to charities. While Nestl did not lose the case in court, many consumers have become skeptical of its claims. Moreover, as it is becoming more difficult to find new sources of spring water, it may be more difficult to defend spring water labels. Already, as the company continues its quest to bottle more water, many of its operations are moving farther away from the original sources described on their labels. oland Spring is no longer getting its water just from its P original site; it now has three plants in Maine, after add70 ing one in Hollis and one in Kingfield.9 It draws from additional sources around the state, including Fryeburg, oland, Dallas Plantation, Pierce Pond Township and St. P 71 Albans.9 Similarly, the Deer Park brand has moved away from its origins. The company said in 2001 that it was closing down its Deer Park plant in Deer Park, Maryland, and going instead to Allentown, Pennsylvania; it also 72 draws water from Florida.9 Selling bottled municipal water without emphasizing where it came from can help the

Food & Water Watch

kids. Today, as many parents and teachers are worried company avoid criticism down the road that these sources about obesity affecting children, they are looking for alare not true to their labels. ternatives to soda and other sugary beverages. According Changing the message to focus on health rather to Beverage World, an industry publication, many of Pure than location also enables the company to reach a broader audiLifes television commercials are designed to convince con76 ence with a single product. Since the messaging does not that drinking water is better than drinking soda. sumers specify a particular location, it can appeal to a national, rather than a regional audience. The company appears to capitalizing on this trend by bringing its health Pure Life is be employing this new strategy with its new spring water message specifically to schools. Its Go Play! program brand, Re-source, as well, which says that it is spring wagave children the opportunity to redeem Pure Life labels ter but does not advertise the specific location the to earn points for their schools that could be redeemed spring 73 77 water comes from. as funds for recreational programming.9 The Beverage Marketing Corporation reports that in 2009 the company In addition, switching its message may help Nestl im- Pure Life is now present in a quarter of American said 78 prove its overall corporate image. In the past, the comschool cafeterias. pany has attempted to paint itself as more environmentally friendly by making lighter packaging, supportingUnfortunately, while these changes in messaging may imrecycling programs and making donations to water-relatedprove Nestls image, they promote a consumer mindset chari74 ties.9 These types of messages have been criticized is damaging to the future of public water. By advertisthat as greenwashing or bluewashing when it comesing bottled water as healthy, the company is encouragto water making environmentally friendly claims ing consumers to overlook the tap, even though it is also that contradict or distract from the true impacts of a 75 product. healthy. For example, one study conducted in Germany found that encouraging children to drink from school 79 By switching to a health message, the company may water fountains prevented obesity.9 In addition, removdistract consumers from these critiques and associate itself ing any mention of the source of the water means that the instead with a much less objectionable subject healthy packaging does not even give the consumer a reminder
7

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water

Targeting New Markets Solves Nestls Sales Problems, Not the World Water Crisis
Nestl is also shifting the target of its marketing from its traditional customer base in the United States and Europe to Hispanic immigrants in the United States and emerging markets in the rest of the world. This is a strategic move because it targets populations that have not had access to safe tap water but it wont solve the world water problems that make the product seem like a good option in the first place. In the past, most of the companys bottled water revenues have come from markets in Europe and North America 82 that are now less receptive to the product.9 In the United States, Nestles first bottled water product, Perrier, gained popularity as a status symbol among many urban middleclass consumers who were willing to pay the higher cost. Now, bottled water is ubiquitous, and many American consumers see tap water as a better alternative. Similar trends have occurred in Europe. But not everyone in the world has the option to drink safe that water is a finite natural resource that should be used tap water. According to the World Health Organization, responsibly. These sorts of messages are especially wor1.1 billion people worldwide lack access to an improved risome when they are targeted towards children, some of drinking water source and 2.6 billion lack sanitation the most impressionable consumers. facilities.9 83 United Nations says that urgent action is The 84 needed if we are to avoid a global water crisis.9 As one As bottled water has become more mainstream, consumfood and drink consulting company put it, In the westers are becoming more accustomed to buying water in ern world, we take tap water availability and quality for plastic packaging rather than drinking it from a tap or a granted. In other markets, bottled water is much more of a fountain. The increased availability of bottled water and 85 vital lifeline. dwindling or run-down sources of public drinking water only reinforce this shift in mindset. For example, a stadium Nestl is specifically targeting these emerging markets at the University of Central Florida was built without with its bottled water. Today, the water division of the water fountains during a brief time when the Florida building corporation has plants in 37 countries, wants to global code allowed the sale of bottled water to substitute for 5 more and is aiming to expand its proportion of enter fountains. The bottled water ran out during thesales from emerging markets to a third of revenue within a stadiums 80 opening in 2007, resulting in dehydrated and sick decade.986 has its eyes set on China, Brazil, the Middle fans. It Similarly, bottled water is now one of the most commonly Pakistan, and hopes to further accelerate the East and 87 sold products in schools, while many school drinkinggrowth of its Pure Life brand in emerging markets. 81 fountains around the country are falling into disrepair. Today, Pure Life specifically is sold in Algeria, Argentina, Brazil, China, Egypt, Indonesia, Iran, Jordan, Lebanon, Increasingly, bottled water is becoming available where Mexico, Nigeria, Pakistan, Russia, Saudi Arabia, South public water is not. Many of these decisions are made Africa, Thailand, Turkey, the United Arab Emirates and because selling bottled water generates a profit, while Uzbekistan, as well as Canada, the United Kingdom and providing public water does not, even though it is an ex88 the United States. tremely valuable service. If consumers are influenced by Nestls advertising to believe that bottled water is a good new markets appears to be bringing the comTargeting source of healthy water, they are likely to become less some level of success. Although Nestl Waters saw pany inclined to advocate for changes in policy and funding that decline 12.6 percent between 2007 and 2010, total sales are necessary to keep public water safe and affordable. the company began to see positive overall growth due to

Food & Water Watch

89 sales growth in emerging markets in 2010.9 For example, Chart 5: Nestl Waters Sales by Region, in in 2008, while Nestls global water division saw negative Billions of Swiss Francs, 2007-2010 growth overall, its emerging markets businesses grew more 0 than 20 percent.9 One Swiss publication dubbed Pure Life United Other 1 Europ The Perrier for the Poor.9 It is now the best-selling water States and regions e Canada 2 brand in the world.9 These Pure Life sales were probably a major reason why, by the end of 2010, Nestl Waters 2010 Annual Report indicated that, while the companys 5.12 sales in Europe, the United States and Canada had de4.56 4.44 4.39 clined again, the companys sales in other regions grew 3 4.55 dramatically.9 (See Chart 5.) Nestls sales in these other 4.26 regions were 25 percent larger in 2010 than they were 3.77 4 in 2009.9 This growth offset the declines in Europe, the 3.64 United States and Canada enough that Nestle Waters saw a 5 slight (0.4 percent) increase in overall sales.

Even in the United States, Nestl is now targeting popula1.06 tions that are more likely to see bottled water as a good 0.85 0.74 0.77 alternative to the tap because they come from countries where tap water is often not safe to drink. In 2008, the advertising magazine Brandweek reported that Pure Lifes 0 target audience is recent U.S. Hispanic immigrants, 2007 2008 2009 2010 moms in particular, who are un-acculturated to American Source: products, yet have an affinity for the Nestl 6 name.9 The Nestl Annual Report. 2010 at 39 and Nestl. Annual Report. 2009 at 29. company teamed up with Cristina Saralegui, a celebrity 7 who has been referred to as the Spanish Oprah for a series of television commercials. Overall, it spent $19 million on Hispanic network television and cable ads in 2006, which went up to $30 million in 2007. The company has also opened an entire store in New York City to appeal to this audience, which it calls Pure Life Mercado del 8 Agua (water store).9 Ironically, the Pure Life Mercado del Agua is located in the Bronx, one of the lowest-income areas of New York City a city whose tap water has been touted as some of the best in the world.9 This means that the store is specifically selling to a population that may be least likely to afford bottled water, even though there is a much cheaper water option available. Unfortunately, while selling bottled water abroad may be a good way to find new customers for Nestl, it is not going to solve the world water crisis. Nestls global headquarters is targeting the billion customers that it estimates will be able to increase their incomes enough to afford 100 Nestl products.9 It seems unlikely that the company will sell bottled water at a reduced price to the people who cannot afford to buy it. Unfortunately, the worlds citizens who most need water are the ones least likely to afford bottled water. Just as consumers in the United States are best served by functioning tap water, populations around the world need safe public water. The Second United NationsNestls Mercado del Agua, or Water Market, in the Bronx, specifically advertising the Water
Pure Life brand. Photos by Food & Water Watch.

Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water Chart 6/Table 3: 50% Percent age 40 % Change 30 in % Nestl 20 Waters % Sales 10 by % Region, 0 Betwee n 2007 and 10% - 2010
20% 30%
Europe United Other regions Total sales States and Canada

Europe United States and Canada Other regions Total sales

-20.1%

-14.2%

44.8% -12.6%

Source: FWW Calculation based on data from Nestl. Annual Report. 2010 at 39 and Nestl. Annual Report. 2009 at 29.

Development Report says that the water crisis is creConclusion: Hanging on for Pure ated by a crisis of governance who has control over Life A major part of Nestls success in the U.S. bottled water 101 it and how it is managed.9 Buying bottled water does industry relative to its competition in 2009 was the innot address this issue. In fact, water bottlers have financreased sales of its new Pure Life brand. This may be good cial incentive not to address these challenges if water for the companys bottom line, but it doesnt bode well for is scarce, they can charge a premium for their product. the future of public water if American consumers continue Even in the United States, the potential deterioration of to buy water infrastructure can be seen as a profit opportunity for bottled water when they could be drinking tap water the most cost-effective, environmentally friendly bottled water. In his 2009 presentation about the future of source of water there is. bottled water, Nestl CEO Kim Jeffrey said that the company believes that tap water infrastructure in the United how clever a companys marketing campaign, No matter States will continue to decline and that people will turn consumers are better served by properly maintained tap to filtration and bottled water for pure water102 water than by buying individually packaged bottles of waneeds. ter. Today, as many tap water systems in the United States While bottled water can be a temporary solution for are in need of maintenance and repair, it is important to obtaining clean water on an individual basis, it does not ensure that this important public resource is adequately address the broader need to sustainably manage water funded. That is why Food & Water Watch is working to resources in the United States or abroad, and it does not renew Americas water through increased federal funding provide access to water for the billions of people around for drinking water programs and infrastructure. the world who can least afford it. To achieve this goal, the global community must recognize that water should not be treated as a source of profits, but rather as a basic human right.

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Food & Water Watch

Endnotes
1 2 3 4 5 6 7 8 Bottling Industrys Extraction of Groundwater. Subcommittee on Domestic Policy. Committee on Oversight and Government Reform. December 12, 2007 at 3. Beverage Marketing Corporation. Bottled Water in the U.S. 29 Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 150. 2010 Edition. July 2010 at 150;Nestl website, www.NestlSee Beverage Marketing Corporation. Bottled Water in the U.S. watersna.com/menu/ourbrands.htm accessed January 29, 2011. 2010 Edition. July 2010 at 150, 3. 30 SeeNestl website, www.Nestl-watersna.com/menu/ourbrands. Nestl website. Nestl Pure Life. Available at www.Nestlwatersna.com/Menu/OurBrands/NPL.htm. Accessed January 29, htm accessed January 29, 2011. 2011. Beverage Marketing Corporation. Bottled Water in the U.S. 31 2010 Edition. July 2010 at 152; Nestl. Annual Report. 2009 at 2.Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 165; Nestl Waters. [Brochure]. Beverage Marketing Corporation. Bottled Water in the U.S. Nestl Waters 2010: 2009 facts and figures. 2010. 2010 Edition. July 2010 at 152. 32 Beverage Marketing Corporation. Bottled Water in the U.S. Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 165. 2010 Edition. July 2010 at 150, 152. 33 Beverage Marketing Corporation. Bottled Water in the U.S. Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 270. 2010 Edition. July 2010 at 152. 34 FWW calculation based on data from Beverage Marketing Beverage Marketing Corporation. Bottled Water in the U.S. Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 2010 Edition. July 2010 at 153. at 262. Beverage Marketing Corporation. Bottled Water in the U.S. 35 Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 7, 22. 2010 Edition. July 2010 at 262. Beverage Marketing Corporation. Bottled Water in the U.S. 36 FWW calculation based on data from Beverage Marketing 2010 Edition. July 2010 at 2. Beverage Marketing Corporation. Bottled Water in the U.S. Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 262. 2010 Edition. July 2010 at 2. 37 FWW calculation based on data from Beverage Marketing Beverage Marketing Corporation. Bottled Water in the U.S. Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 2010 Edition. July 2010 at 20. at 223. Beverage Marketing Corporation. Bottled Water in the U.S. 38 Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 2, 4. Pacific Institute. Bottled Water and Energy: A Factsheet. 2007;2010 Edition. July 2010 at 254. 39 FWW analysis of Beverage Marketing Corporation. Bottled Gleick, PH and HS Cooley. Energy implications of bottled waWater in the U.S. 2010 Edition. July 2010 at 255. ter. Environmental Research Letters , 4, 014009. 2009 at 6. 40 Gleick, PH and HS Cooley. Energy implications of bottled wa- Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 254, 255. ter. Environmental Research Letters , 4, 014009. 2009 at 6. 41 Beverage Marketing Corporation. Bottled Water in the U.S. U.S. Government Accountability Office. Bottled Water: FDA 2010 Edition. July 2010 at 254. Safety and Consumer Protections are Often Less Stringent than 42 Beverage Marketing Corporation. Bottled Water in the U.S. Comparable EPA Protections for Tap Water. June 2009 at 23. Office of Water. U.S. Environmental Protection Agency. Water 2010 Edition. July 2010 at 253. 43 on Tap: what you need to know. (EPA 816-K-03-007). OctoberHyndman, David. Associate Professor, Michigan State University. 2003; NUS Consulting Group. 2007-2008 International Water Testimony on Assessing the Environmental Risks of the Water Bottling Industrys Extraction of Groundwater. Subcommittee Report & Cost Survey. July 2008; Food & Water Watch purchased five single-serve bottles of water in August/September on Domestic Policy. Committee on Oversight and Government 2009 from a Washington, D.C. 7-Eleven, CVS Pharmacy, Giant, Reform. December 12, 2007. 44 Safeway and Whole Foods Market. The cost, excluding sales tax, Alley, William et al. U.S. Department of the Interior. U.S. Geological Survey. Sustainability of Ground-Water Resources. totaled $5.77 for 97.4 ounces, which works out to $7.58 per (Circular 1186). 1999 at 22, 30-35. gallon. 45 SeeFood & Water Watch. All Bottled Up: Nestls Pursuit of Beverage Marketing Corporation. Bottled Water in the U.S. Community Water. January 2009. 2010 Edition. July 2010 at 262. 46 Beverage Marketing Corporation. Bottled Water in the U.S. Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 9. 2010 Edition. July 2010 at 259. 47 SeeFood & Water Watch. All Bottled Up: Nestls Pursuit of Beverage Marketing Corporation. Bottled Water in the U.S. Community Water. January 2009. 2010 Edition. July 2010 at 262. 48 Beverage Marketing Corporation. Bottled Water in the U.S. Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 162. 2010 Edition. July 2010 at 262. 49 Geller, Martinne. Aquafina labels to spell out source tap waBeverage Marketing Corporation. Bottled Water in the U.S. ReutersJuly 26, 2007. ter. . 2010 Edition. July 2010 at 263. 50 Beverage Marketing Corporation. Bottled Water in the U.S. Vidalon, Dominique and Soyoung Kim. Danone in talks to 2010 Edition. July 2010 at 150. Reuters sell bottled water unit: report. . November 9, 2010. Beverage Marketing Corporation. Bottled Water in the U.S. Cimilluca, Dana and Anupreeta Das. Can Danone slake 51 2010 Edition. July 2010 at 12. Japanese thirst? Wall Street Journal. The November 10, 2010. Beverage Marketing Corporation. Bottled Water in the U.S. Jeffery, Kim. [Powerpoint] The Future of Bottled Water. 52 2010 Edition. July 2010 at 12. September 18, 2009 at 15. 53 Beverage Marketing Corporation. Bottled Water in the U.S. Beverage Marketing Corporation. Bottled Water in the U.S. 2010 Edition. July 2010 at 153. 2010 Edition. July 2010 at 155. 54 Beverage Marketing Corporation. Bottled Water in the U.S. Moskin, Julia. Must be something in the water. The New York 2010 Edition. July 2010 at 166, 13. Times February 15, 2006. . Beverage Marketing Corporation. Bottled Water in the U.S. Davies, Jennifer. Business in a bottle. San Diego Union Tribune.55 2010 Edition. July 2010 at 253. January 16, 2005. 56 Dawson, Jennifer. Nestl bottles up location for $13M Pasadena Hyndman, David. Associate Professor, Michigan State University. Houston Business Journal . January 7, 2011. Testimony on Assessing the Environmental Risks of the Water plant.

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Hanging on for Pure Life: Why the Strategies Behind Nestls New Bottled Water Brand May Be Good for the Company but Bad for Public Water
57 McCloud Watershed Council. Nestl Project in McCloud. 81 SeeFood & Water Watch. Teaching the Tap: Why Americas [website] Available at http://www.mccloudwatershedcouncil. Schools Need Funding for Water. Burke, Garance. School org/nestle-project. Accessed March 12, 2011; ECONorthwest. drinking water contains toxins. Associated Press. September The Potential Economic Impacts of the Proposed Water Bottling 25, 2009. Accessed April 29, 2010. Centers for Disease Control Facility in McCloud. Prepared for McCloud Watershed Council, and Prevention. Competitive Foods and Beverages Available for October 2007. Purchase in Secondary Schools ---Selected Sites, United States, Hurt, Suzanne. Discussion grows over Nestl water bottling 2006.Morbidity and Mortality Weekly Report.57 iss. 34. Vol. plant. Sacramento Press . October 25, 2009. August 29, 2008. Hurt, Suzanne. Discussion grows over Nestl water bottling 82 Nestl. [Press release]. Excellent first half for Nestl in 2008: plant. Sacramento Press . October 25, 2009; Johnson, Kelly. 8.9% organic growth, 3.5% real internal growth EBIT margin in Nestl Waters to set up plant in Sacramento warehouse. July constant currencies +60 basis points, +30 basis points reported. 24, 2009. August 7, 2008. Nestl Waters North America. [Press Release] Nestl Waters 83 World Health Organization and UNICEF. Joint Monitoring North America Withdraws McCloud Project Proposal. Programme for Water Supply and Sanitation. Water for Life: September 10, 2009. Making it Happen. 2005. Hurt, Suzanne. Discussion grows over Nestl water bottling 84 United Nations World Water Assessment Programme. Water in rd plant. Sacramento Press . October 25, 2009. a Changing World. 39 UN World Water Development Report. Hurt, Suzanne. Discussion grows over Nestl water bottling 2009 at vii. plant. Sacramento Press . October 25, 2009. 85 Thomasson, Emma. Slowdown weighs on bottledThe water. SeeNestl website, www.Nestl-watersna.com/menu/ourbrands. Calgary Herald. November 3, 2008. htm accessed January 29, 2011. 86 Mulier, Tom. Nestl Waters Optimistic Sales Will Rebound on Nestl Waters North America. [Press Release] Nestl Waters BloombergJune 21, 2010. Emerging Markets Growth. . North America Launches Born Better Campaign to Help 87 Mulier, Tom. Nestl Waters Optimistic Sales Will Rebound Consumers Learn About What Makes Nestl Waters Regional BloombergJune 21, 2010. on Emerging Markets Growth. . Spring Water Brands So Unique. November 10, 2009. Thomasson, Emma. Slowdown weighs on bottled The water. Nestl website. Nestl Pure Life. Available at www.NestlCalgary Herald. November 3, 2008. watersna.com/Menu/OurBrands/NPL.htm. Accessed January 29,Nestle Waters. [website] Brands by countries. Available at http:// 88 2011. www.nestle-waters.com/brands/all-countries.html. Accessed on Nestl website. Nestl Pure Life. Available at www.NestlMarch 15, 2010. watersna.com/Menu/OurBrands/NPL.htm. Accessed January 29, FWW calculation based on data from Nestl. Annual Report 89 2011. 2009 at 29; Nestl. Annual Report. 2010 at 39. Nestl website. Nestl Pure Life; Nestl Pure Life Sources. 0 Nestl. [Press release]. Excellent first half for Nestl in 2008: Available at www.Nestl-watersna.com/Menu/OurBrands/NPL. 8.9% organic growth, 3.5% real internal growth EBIT margin in htm. Accessed January 29, 2011. constant currencies +60 basis points, +30 basis points reported. Beverage Marketing Corporation. Bottled Water in the U.S. August 7, 2008. 2010 Edition. July 2010 at 160. 1 Thomasson, Emma. Slowdown weighs on bottledThe water. Beverage Marketing Corporation. Bottled Water in the U.S. Calgary Herald. November 3, 2008. 2010 Edition. July 2010 at 160. 2 Nestl Waters. [Brochure]. Nestl Waters 2010: 2009 facts and Beverage Marketing Corporation. Bottled Water in the U.S. figures. 2010. 2010 Edition. July 2010 at 158. 3 Nestl. Annual Report. 2010 at 39. Beverage Marketing Corporation. Bottled Water in the U.S. 4 FWW Calculation based on data from Nestl. Annual Report. 2010 Edition. July 2010 at 158. 2010 at 39 and Nestl. Annual Report. 2009 at 29. Beverage Marketing Corporation. Bottled Water in the U.S. 5 Nestl. Annual Report. 2010 at 39. 2010 Edition. July 2010 at 163. 6 De Lafuente, Della. Nestl pitches Pure Life to U.S. Hispanics. Beverage Marketing Corporation. Bottled Water in the U.S. Brandweek August 6, 2008. . 2010 Edition. July 2010 at 170. Los Angeles 7 Fernandez, Maria. Fairwell for El Show de Cristina. Food & Water Watch. Bluewashing: Why The Bottled Water Times November 1, 2010. . Industrys Ecofriendly Claims Dont Hold Water. March 22, 8 Beverage Marketing Corporation. Bottled Water in the U.S. 2010. 2010 Edition. July 2010 at 166, 167; Lafuente, Della. Nestl Food & Water Watch. Bluewashing: Why The Bottled Water Brandweek August 6, 2008. pitches Pure Life to U.S. Hispanics. . Industrys Ecofriendly Claims Dont Hold Water. March 22, New York City Department of City Planning Population Division. 2010. Socioeconomic Profile Social Characteristics New York City As Water Sales Dry Up, Nestl Pans Soda. Bev erage World. 1990 and 2000 Census. Data from U.S. Census Bureau, 2000; November 13, 2008. New York City Department of Environmental Protection. New Nestl Waters North America. Nestl Pure Life Go Play! Fact York City 2009 Drinking Water Supply and Quality Report. 2009 Sheet. 2007. at 3. Beverage Marketing Corporation. Bottled Water in the U.S. 9 Nestl to make a splash. Financial Times 1, 2010. The 100 . July 2010 Edition. July 2010 at 166. 101 9 United Nations Educational Scientific and Cultural Organization Muckelbauer, Rebecca et al. Promotion and Provision and Bergham Books. Water: A Shared Responsibility. The of Drinking Water in Schools for Overweight Prevention: United Nations World Water Development Report 2. 2006 at i. PediatricsVol. 123. iss. 4. 102 9 Jeffery, Kim. [Powerpoint] The Future of Bottled Water. Randomized, Controlled Cluster Trial. . 2009. September 18, 2009. SeeFood & Water Watch. How Your Organization Can Promote Tap Water. May 2010 at 2; UCF Says No Water Fountains For You. Wesh TV/DT, Orlando, Florida, September 14, 2007. Accessed on July 17, 2009; UCF To Install Water Fountains In New Stadium. Wesh TV/DT. Orlando, Florida, September 18, 2007. Accessed on July 27, 200

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