Because Zagori puts a French aroma in its waters

In a move to bring to its portfolio and distribute the natural mineral water Evian from the French Alps and the carbonated water Ferrarelle of Danone Waters, Hitos SA proceeded.

This is the company that produces and packages in our country the natural mineral water Zagori. Despite the fact that these two waters belong to the premium product category of the market, with the price of the six of Evian 1 liter via skroutz being approximately 15.65 euros and the corresponding retail price for Zagori in the six also via skroutz moving indicatively at 1.55 euros, this action is considered by market executives as a complementary move for the portfolio of Hetos, where in addition to the strong brand called Zagori, it adds to its portfolio the waters of Danone and at the same time through the strong network that has in retail but also in catering nationwide, will be able to strengthen the two water brands of the multinational.

Hitos is the second largest player in the bottled market with a turnover of 51.2 million euros during 2020, compared to the first player in the market which is the Mainland Bottling Industry (Vikos) with a turnover of 78.5 million euros by last year.

In any case, based on the market data we have for the bottled market for the nine months of 2021, Evian is not partially reflected in the measurements, which means that it is essentially a very limited portfolio of bottled water in terms of value and sales volume.

It should be noted that so far Evian has been distributed by the Beverage World of the Fotiadis group, which also manages brands such as Lavazza coffee, but also spirits such as Beluga vodka, Frangelico liqueur and several other products in this category.

The purchase of bottled water in Greek supermarkets

In order to understand the size of the bottled water market in Greece in the first nine months of this year, the sales value was in terms of quantities at 610,700,000 liters from 562,500,000 liters in the corresponding period of 2020 through the shelves of supermarkets.

In value, the specific category of products in the supermarkets was at 160 million euros in the nine months of this year, from 142.3 million euros that was last year, according to data available to the Capital.gr.

In order to have an order of magnitude for the market data, Acqua Carpatica, which is considered measurable in terms of shares by brands that maintain limited sales displacement compared to big players such as Vikos water and Zagori, is priced at around 6 euros. per six liters, with a nine-month turnover of 2021 amounting to 1.3 million euros, while waters such as Samarina – also one of the relatively small market players calculated in the market metrics – moved in the same period to 1.6 million euros turnover and Nefeli of the company Dirfys at 1.9 million euros, according to information at our disposal.

It should be noted that in the catering market the strongest player at the moment is considered to be Nestle Acqua Panna. We mention the focus as the HoReCa sector which includes hotels and restaurants is also a predictable market channel that has the ground to develop Evian.