Fiji Water expand with national rollout in Coles supermarkets

Posted by AFN Staff Writers on 10th December 2014
Fiji Water expand with national rollout in Coles supermarkets
Fiji Water expand with national rollout in Coles supermarkets

Premium water brand Fiji Water has launched its iconic square bottle designed products to Coles stores nationally.

The water brand is available now in Coles supermarkets nationally in the 1 litre size.

“We’re excited to expand our presence in Australia”, said Wai Mei Lee, Managing Director of Asia, Australia & EMEA. “We were previously stocked in 120 Coles stores, so the national expansion is a good indication that Australians are enjoying Earth’s finest water,” she said.

Fiji Water is the number one imported bottled water in the US, and has continued to extend its global presence in Europe, Australia/Oceania, South Africa and Asia. Fiji Water arrived in major Australian cities such as Melbourne, Sydney, Adelaide, Brisbane and Perth and continues to expand to more cities throughout the country.

Fiji Water said it sources its water from a remote Pacific island in Viti Levu (Fiji islands), 1,600 miles from the nearest continent. The Company said the water collects in a “natural artesian aquifer, deep below the Earth’s surface, shielded from external elements by confining layers of impermeable rock”. Natural pressure forces the water towards the surface, where Fiji Water said it is “bottled at the source”. Widely available at restaurants and hotels, all major retail channels including grocery and convenience, Fiji Water has also expanded globally to more than 50 countries.

Bottled water industry

According to market research organisation IBISWorld, the Bottled Water Manufacturing industry in Australia has performed well over the past five years, and competition has increased, following the introduction of private-label bottled water brands.

IBISWorld said rising competition had driven volume growth, through lower prices and increased availability, but such prices had also meant that revenue has grown at a slower rate. IBISWorld forecasts that industry revenue will grow over the five years through 2014-15 at an annualised 3.7 per cent, to $710.7 million. In 2014-15, industry revenue is expected to grow 5 per cent.

Demand for bottled water has been mostly buoyed by population growth and ongoing consumer desire for healthy, convenient beverages, according to IBISWorld. However, the industry also faced downward pressure from consumers’ increased focus on its environmental footprint.