Gourmet makes another push into bottled water

Gourmet recently launched Gourmet Pure Water; the first alkaline version of the brand's locally produced bottled water. The launch is expected to introduce Pakistan's bottled water market to the global trend of functional beverages containing nutrients, a trend of rapid growth due to rising disposable incomes, contamination of drinking water, depletion of groundwater resources and increased product awareness. Because of the aggressive marketing of big brands.

The bottled water market includes 150 registered local and foreign brands. Gourmet Pure Water takes the lion's share, followed by Aquafina (PepsiCo) and Dasani (The Coca-Cola Company). Other important players include Atlantis Premium Water, Mt. Fuji Vanadium Mineral Water, PakTurk Bottlers and Qarshi Industries. In 2018, the market was valued at $ 274.6 million and is expected to reach $ 451.57 million by 2024.

However, according to Khurram Zia, Waters Sales Manager at Gourmet Pakistan, the bottled water market has still not grown to full capacity. "In Pakistan, the bottled water category is quite commonplace and innovation is not a familiar concept. The beverage category in Pakistan is dominated by sweet drinks. Although consumers are aware of the risks associated with sugar consumption, there is no serious intention to choose healthier options. That's why Pakistan has one of the lowest per capita bottled water consumption in the world. "

Gourmet has introduced its new variant in the premium segment, replacing the mainstream segment that the rest of the brands operate. The brand targets high-end consumers who lead an active, fast-paced lifestyle and seek healthier beverages.

"Our hot, humid climate forces our bodies to sweat and lose water, as well as electrolytes such as calcium, chlorine, magnesium, phosphate, potassium and sodium every day. To lead an active life, we must maintain our hydration by consuming both fluids and electrolytes, "says Zia.

To that end, Gourmet has focused its efforts on television, even though it has also relied on digital media to generate deeper engagement and ideas. According to Zia, the response has been very encouraging. "Our consumers and retail partners have enthusiastically embraced the new concept and have been curious to learn more about this innovation."

Gourmet's confidence in the new product is based on a solid foundation. According to the World Health Organization (WHO), the quality of drinking water in Pakistan is 80 out of 122, a majority of the water supply being contaminated by arsenic and various forms of bacteria. Combining these facts with global trends where the boundaries between water and beverages are fading, it's not hard to anticipate that Gourmet Pure Water Active is likely to make an encouraging breakthrough in the bottled water market in Pakistan.

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