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Summary of our market study
The size of the French market in 2022 is estimated at between 600 million and 1 billion euros.
The global gourd market is valued at $9 billion and is expected to grow at an average annual rate of 4.4%.
Asia-Pacific leads the way with a market share of 39%.
The French market is in line with global trends, showing a move away from plastic towards more eco-friendly options, with 54% of French people regularly using a water bottle.
Health concerns and ecological awareness are driving consumer preferences, leading to innovations such as connected water bottles and materials such as TritanTM and biodegradable plastics.
Regulations, such as EC Regulation 1935/2004, guarantee the safety of materials in contact with food, further driving the market.
Rising tide of ecological awareness in the French market
Companies and local authorities are actively involved in the distribution of gourds. Paris, for example, distributed around 50,000 gourds at a music festival, in an ongoing effort to support sustainable practices.
More than half of the French population uses gourds regularly, with the average user owning around two gourds, which are generally used over a four-year period. In particular, young people, especially in the 25-34 age bracket, and women, mainly from the south of France, are the main gourd users.
Whereas in the early 2000s, more than half the population preferred bottled water, the current trend is the opposite, with the majority of people now preferring tap water.
Another aspect influencing the market is the preference for the material of water bottles, with stainless steel being the material of choice in France, in contrast to the global market dominated by plastic.
Bottle selection criteria include size, cost, ease of use, sturdiness and isothermal capacity.
The dynamics of the water bottle industry
- Luxury brands:
Luxury groups such as Chanel and Prada have ventured into the water bottle market, bringing their signature aesthetics and high-quality craftsmanship to a product that traditionally prioritized functionality over style.
- Sports giants:
Décathlon stands out among sports-related retailers, offering a range of water bottles that appeal to sports enthusiasts.
- French innovators
Qwetch stands out for its ability to customize its stainless steel water bottles, giving them a unique touch.
Gobilab offers eco-friendly options, including water bottles with replaceable parts for long-term use.
Zeste focuses on clean design combined with sustainable materials,
Gaspajoe (Wakapop) offers a playful approach to water bottles, with bright patterns and fun elements to appeal to a younger audience.
- Global water bottle manufacturers:
Hydro Flask, specialist in insulated stainless steel bottles
Thermos maintains its long-standing reputation for quality insulation technology across its entire range
Klean Kanteen focuses on health and environmental impact through sustainable solutions.
S'well offers fashion with fashionable bottles
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
A gourd is a container for drinking any type of beverage away from home. Although often in the shape of a classic bottle, the gourd comes in a wide variety of shapes, colors, patterns and materials. Plastic is currently the most widely used material, but it could be overtaken by stainless steel, which is cleaner and less hazardous to health, and glass, which has the advantage of being infinitely recyclable.
The global market for water bottles is booming, and is expected to grow by 4.4% a year between 2023 and 2030. Asia-Pacific represents the largest regional market for gourds, with 39% market share. This growth, which is mainly localized, can be explained by consumers' growing awareness of the impact of their lifestyles on the environment, rising living standards in many developing countries, and increasingly stringent plastic regulations (notably on single-use plastics). In France, the water bottle market is booming, with double-digit growth rates.
The main players in the French gourd market are specialist sports retailers such as Decathlon and, of course, manufacturers such as Qwetch, Gobilab, Rebo, S'well and even luxury brands like Chanel and Prada. There is a wide variety of models on the market, to suit all price ranges.
The gourd market should continue to grow in volume over the next few years, until a large proportion of consumers are equipped with one. Trends in this market are towards diversification and innovation. In terms of diversification, brands are starting to offer products for different places or times of day (work, car, home, gym). In terms of technology, connected water bottles are beginning to develop, making it possible, for example, to count the number of plastic bottles saved thanks to the water bottle.
1.2 A booming global market
The global gourd market was valued at $*.** billion in **** and is expected to grow at a CAGR of *.*% over the period **** - ****.
Global gourd market size projection World, **** - ****, in billions of dollars Source: ****
Collective awareness of the pollution caused by plastic, coupled with rising living standards in many developing countries, ...
1.3 A fast-growing national market
at the time of writing, no market size is available for the gourd market. We therefore present below a method for estimating this market size:
The most reliable estimate is based on the results of a Gobi x OpinionWay survey published in May ****. According to their results, **% of French people own ...
1.4 Balance of trade
Unfortunately, there is no NAF code covering all gourds, so we'll be looking at imports and exports in the sector identified by code ****, which covers isothermal bottles and vacuum containers. This market is not limited to gourds and includes other products, but its trends reflect the gourd market.
Exports from the ...
2 Demand analysis
2.1 Bottled water loses popularity to tap water
In ****, **% of French people drank bottled water and only **% tap water. The trend was reversed for the first time in ****, and has been maintained ever since.
trends in water consumption France, **** - ****, in Source: ****
The gap continues to widen, with more and more French people drinking tap water every day. However, ...
2.2 The French are increasingly eco-responsible
**% of French people are well aware of the need to adopt eco-responsible behavior on a daily basis, and believe thatusing a water bottle is a gesture worth adopting.
What are the main eco-responsible gestures to adopt on a daily basis? France, ****, in Source: ****
It also emerges that people over ** prefer simple ...
2.3 The French and gourds
According to a May **** Gobi, OpinionWay survey, **% of French people use a gourd on a daily basis, and users own an average of two that they've been using for four years. The **-** age group is over-represented, and gourds are more commonly owned by women and people living in the south ...
2.4 Consumer apprehension about the health risks of gourds and tap water
Water can cause two types of pathologies:
Infectious pathologies (***); Pathologies linked to chemical pollution.
The substances that pollute tap water are :
Lead ; Pesticides ; Nitrates; Arsenic; Water chlorination by-products; Drug residues.
However, tap water is the most strictly controlled product in France[***]. The rules are strict: the water must contain no trace ...
2.5 The rise of B2B demand
Atrendy object par excellence, the gourd is now in demand by many music festivals, sports clubs, companies and local authorities, who offer these objects to their customers or employees. This phenomenon is particularly beneficial for gourd manufacturers, since corporate consumption often focuses on high-end items, enabling manufacturers to generate higher ...
3 Market structure
3.1 Value chain
Source: ****
3.2 The different types of players on the market
Major food retailers:
The major food retailers (***) sell numerous brands in their stores and on their websites.
Carrefour, through Greenweez, the leader in organic and eco-responsible e-commerce created in ****, offers nearly *,*** references in all materials, shapes, sizes and colors.
Major sports retailers:
The first players to benefit from the explosion in ...
3.3 Key market players
The Similarweb site gives us information on website traffic, which in turn gives us information on the popularity of gourd brands.
Website traffic for * gourd brands World, ****, in thousands Source: ****
On this panel of six water bottle manufacturers, Hydro Flask comes out on top, always with between * and * times more visits ...
3.4 The complexity of gourd production in France
Gobilab is the only company to offer water bottles made in France. The product underwent a thorough eco-design analysis before being launched on the market, to limit environmental impact at every stage: manufacture, use and end-of-life. The results of the analysis revealed, rather surprisingly, that injected plastic was the most environmentally-friendly ...
4 Offer analysis
4.1 Overview of the different types of water bottles
The gourd is an easily customizable object that offers consumers the opportunity to differentiate themselves and let their creativity express itself.
Materials:
Glass gourd: Advantages: odorless and tasteless, dishwasher-safe, attractive appearance, recyclable Disadvantages: extremely fragile, heavy, energy-intensive to produce and transport Stainless steel bottle (***): Advantages: robust, dishwasher-safe, durable, free from harmful ...
4.2 Some popular models
The table below shows the prices of some of the most popular gourds, according to articles in Le Monde and Le Parisien.
While the price of some brands' water bottles may seem very high at first glance, it's worth remembering that a water bottle is made to last for many years. ...
4.3 A fast-growing market driven by numerous innovations
There are many different types of water bottles, each with its own materials, appearance, function, capacity and properties. Manufacturers work hard to innovate in order to stand out from their competitors and meet consumer expectations.
Zanmimi, for example, focuses on the quality of its heat-retaining properties. Unlike most water bottles, this ...
5 Regulations
5. A strictly regulated market
The main regulatory points applying to water bottles, and more generally to materials and articles in contact with foodstuffs, are set out below.
The suitability of materials for contact with foodstuffs is governed by EC Regulation ****/****.this regulation establishes the principle of inertia (***) with foodstuffs must be manufactured in accordance with ...
6 Positioning the players
6. Player segmentation
- Hydro Flask
- S'well
- Klean Kanteen
- Gobilab
- Wakapop
- Qwetch
- Decathlon Groupe
- Go Sport France
- Zeste
- Thermos
List of charts presented in this market study
- Global water bottle market size forecast
- What are the main eco-responsible gestures to adopt on a daily basis?
- In your day-to-day life, what reusable equipment do you use to eat or drink away from home?
- To what extent do you consider the following practices to be environmentally problematic?
- What do the French drink?
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Latest news
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
- The network has 1,751 stores worldwide.
- Décathlon has just sold the walls of 90 of its stores for 600 million euros.
- The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
- The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.
Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
- Number of Decathlon employees in Israel: 500
- Number of Decathlon stores in Israel: 10
- Most popular sector: Camping
Decathlon changes strategy - 22/07/2023
- Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
- The company aims to reduce the in-store offer by 20% by streamlining its brands.
- The company has 1,751 stores worldwide, including 325 in France.
- In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
- Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
- Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
- Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
Intersport to the rescue of Go Sport - 08/06/2023
- Intersport takes over 72 Go Sport stores
- 1,446 employees taken over out of 1,574
- 50 Go Sport stores will become Intersport
- 22 Go Sport stores to remain Go Sport
- Target: 250 new Go Sport stores by 2030
- Target sales: over €650 million
- Intersport - 800 Intersport stores
- Intersport sales in 2022: 3.3 billion euros
- Intersport target with the arrival of Go Sport: 4.4 billion euros
- Decathlon sales: 4.5 billion euros
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the gourd market | France
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