The gourd market - Italy

1.1 Definition and scope of study

Reusable water bottles are a flattened flask or bottle-shaped container, made of aluminum or plastic, with or without thermal insulation, originally used by soldiers, hikers or hunters to carry water or other drinks.

Moreover, the reusable water bottle is an Italian invention. Created in 1851 by the craftsman Pietro Guglielminetti, the first reusable water bottle was made of wood.

The global reusable water bottle market, estimated to be worth billions of dollars, is driven by cultural differences between countries and is expected to grow at a compound annual growth rate of 4.0% through 2028. In addition, environmental awareness related to plastic pollution from single-use and non-disposable water bottles is boosting the demand for refillable bottles.

Following the global trend, the reusable water bottle market has exploded in Italy in recent years with sales increasing by 20% between 2018 and 2019. Considered trendy and eco-friendly in the country, this push is expected to continue in the coming years, in part fueled by the excellent water quality of Italian taps and economic factors.

Product innovation is not just about technical features, and reusable water bottles are gradually becoming trendy accessories and even a fashion item. For example, at the Dior men's pre-fall 2020 fashion show, models wore reusable water bottles. The brand had launched, in collaboration with the company 24Bottles, its own reusable water bottle.