Question

Topic: Research/Metrics

Bottled Water Early-growth Market Size - Pakistan

Posted by Anonymous on 4/25/2008 at 7:54 AM ET 125 Points
My client is a very large commodities trading firm operating out of Lahore & Karachi (Pakistan), run by a tradition-bound Pakistani family. After we successfully launched a food product brand ten years ago, we are now looking at branded bottled water. Nestle's 'PureLife' pioneered this product about twelve years ago; it's the market leader followed by AquaFina & 8-10 other local brands.

Problem is: Retailers' market estimates vary absurdly. My client won't buy Retail Audit data because its "far too costly" or authorise any market research. Yet, I'm expected to arrive at a plausible estimate of market size as well as its future growth.

I 'feel' the Pakistani market for branded bottled water is in early-growth. Others say its close to the upper limit because of rising food prices & lower disposable income.

Is any data available in the public domain on country market sizes for branded bottled water? If not, are there quantitative estimation models I can use? If not, what other approach(s) would be reasonable?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/25/2008 at 9:11 AM Member
    I don't know if you're already committed to the bottled water industry. However, in the United States (where the industry is huge), the downside to the ecology is also huge: it takes a lot of water and oil to produce plastic bottles (and the bottles themselves have limited reuse). I don't know about the quality of water in your area, but if you can both provide clean/safe water and do so environmentally sustainably, you might have a unique niche.
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