Drinking sparkling water has a significance
for each one of us; more than that, we would say it is a question of
personality. Because its taste is very specific and its composition different
from one brand to the other, sparkling water drinkers are usually very faithful
to the brand they like.
As we can see on this graph, in 2008, Perrier
detained almost 22% of the sparkling water market share, closely followed by
Badoit, in the second place, with 18% of the market share. Though they may seem
alike, their composition is very different thus implementing different targets
for each brand.
- BADOIT :
- Natural sparkling water (no gas added). Its water contains one of the highest rates of magnesium, making it an excellent choice for your meal to help you digest. Indeed, that has been Badoit’s motto since it has been found in the 18th century; a fine sparkling water with natural small bubbles.
- 300 million bottles produced annually.
- 250 people working on site in Saint-Galmier.
- Built a strong partnership with restaurants and cafés - 25% of its production.
- Imported in more than 28 countries in the world.
- Packaging : The bottle has kept the same pure line since its creation, adding small "modern look" features over past.
- Format : Badoit is available in plastic bottles as well as in glass bottles for restaurants, hotels and cafés.
- Taste : Same formula since its creation. However, in 2004, Badoit launched Badoit Intense (with a red bottle), a big bubble water to compete with its direct competitor Perrier.
- Mainly directed to be consumed during the meal time. (Except for Badoit Intense).
- PERRIER :
- Natural sparkling water with added carbon gas, thus making its taste much more bubbly (big bubbles).
- Nearly 750 bottles produced annually
- 46% of its production exported to 114 countries worldwide.
- 1000 people working on site in Vergèze.
- Packaging : The bottle has kept the same shape since its creation, though its main logo has been modernized over the years.
- Format : Perrier is available in plastic bottles, cans and glass bottles.
- Taste : Same formula since its creation. However, in 2003, Perrier launched Eau de Perrier. This new, lighter formula with small bubbles, is meant to compete Badoit. Eau de Perrier clearly wants to impose itself on the market of "digestive sparkling waters". As soon as 2005, it was available in restaurants, cafés & hotels, though never being able to take the advantage on Badoit on this sector. In 2012, Eau de Perrier was rebranded Perrier fines bulles, making it simplier for customers to identify its nature.
- October 2012 : New partnership between Perrier fines bulles and the restaurant & cafés industry.
- Perrier original formula mainly targeted to festive consumption - ideal for parties. Its slogan "Perrier, c'est fou" clearly sets the trend of the drink: it is destined to those who want to reveal their wild side.
Main competitors for both companies : San Pellegrino, St-Yorre, Salvetat, Quézac, Eaux de Vichy.
