Europe Bottled Water Market Growth Forecast, Share Analysis, and Outlook to 2034

Market Overview

The Europe bottled water market size reached USD 75.7 Billion in the base year 2025 and is projected to grow to USD 107.2 Billion by 2034, with a CAGR of 3.94% during the forecast period 2026-2034. Growth is driven by increasing health awareness, demand for convenient hydration, and expansion in tourism and hospitality. The market also benefits from eco-friendly packaging initiatives and rising preference for premium, sparkling, and mineral-enriched waters.

Study Assumption Years

• Base Year: 2025
• Historical Year/Period: 2020-2025
• Forecast Year/Period: 2026-2034

Europe Bottled Water Market Key Takeaways

• Market Size in 2025: USD 75.7 Billion
• CAGR (2026-2034): 3.94%
• Forecast Period: 2026-2034
• The market is propelled by increasing health consciousness, convenient hydration demand, and the growth of the tourism and hospitality sectors.
• Eco-friendly packaging initiatives and expansion of premium and artisanal water brands are key trends.
• Leading companies focus on innovative functional waters enriched with vitamins, minerals, and flavors.
• Challenges include plastic waste concerns, stringent regulations on sourcing and recycling, and competition from private labels.
• Opportunities lie in premium and value-added waters, eco-friendly packaging, and growing health and wellness consumer interest.

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Market Growth Factors

Health consciousness is the main engine of the Europe bottled water market as bottled water is perceived as a safe and convenient means of drinking water, supported by an increase in the tourism and hospitality industry. It is particularly driven by international tourism, providing a convenient and hygienic source of drinking water to foreign visitors in tourism-heavy countries such as Spain and Italy, and by growth of the hospitality industry.

The growth of markets for sustainable packaging contributes to the industry's growth. Rising consumer awareness of environmental issues in Europe is changing the attitudes of consumers, and manufacturers are replacing plastics with recycled plastics (rPET), plant-based plastics and biodegradable packaging. Within the EU, policies mandate a reduction in plastic packaging waste by 5% by 2030 and 15% by 2040, driving innovation in sustainability.

Increased stringency of water quality standards of European countries would also help increase the market growth as the EU Drinking Water Directive mandates higher quality bottled water than tap water thus increasing consumer confidence which would drive the manufacturers to invest in more advanced treatment technologies such as reverse osmosis, UV filtration that are able to maintain the quality, safety of products, thereby contributing to the market growth.

Market Segmentation

By Product Type:

• Still: Plain water without carbonation or flavoring, preferred for its natural hydration and purity benefits in both home and on-the-go settings.
• Carbonated: Sparkling water infused with carbon dioxide, popular in Western Europe as a refreshing, calorie-free alternative to sodas and commonly used in bars and restaurants.
• Flavored: Water enhanced with natural flavors such as lemon or berry, growing in popularity among younger demographics as a healthy alternative to soft drinks.
• Mineral: Sourced from protected underground springs, valued for consistent mineral content and health benefits such as supplying calcium and magnesium.

By Distribution Channel:

• Supermarkets and Hypermarkets: Major channels offering a wide variety of bottled water brands and formats with competitive pricing and high foot traffic.
• Convenience Stores: Smaller outlets providing quick access for on-the-go consumers, often at a premium.
• Direct Sales: Includes online platforms and home delivery, enabling bulk purchases and subscription models.
• On-Trade: Venues such as restaurants and hotels where bottled water is sold for immediate consumption, often commanding premium prices.
• Others

By Packaging Type:

• PET Bottles: Most common packaging, lightweight, durable, shatterproof, and recyclable, favored by manufacturers and consumers alike.
• Metal Cans: Less common but gaining appeal for strength, impermeability, and recyclability, supporting sustainability efforts.
• Others

By Country:

• Germany: Largest market with health-conscious consumers prioritizing quality and sustainability; strong preference for sparkling and still water.
• France: High consumption of naturally sourced mineral waters, integral to gastronomy and fine dining culture.
• United Kingdom: Growth driven by health awareness and lifestyle changes, increased demand for flavored and functional waters.
• Italy: High consumption linked to natural mineral spring heritage, emphasizing origin and authenticity.
• Spain: Warm climate and tourism fuel demand, with growing interest in flavored and functional waters and sustainability.
• Others

Regional Insights

Germany is the dominant market in Europe for bottled water consumption, driven by a health-conscious population and strong environmental ethics. German consumers prioritize product quality and eco-friendly packaging, encouraged by strict recycling regulations. The market features a diverse preference for sparkling and still waters, supported by increasing sustainable production investments.

Recent Developments & News

In December 2023, FIJI Water transitioned its 500 mL and 330 mL bottles to 100% recycled plastic, significantly reducing plastic waste and environmental impact. This change replaces nearly 70% of FIJI Water's bottle volume in the U.S. with recycled material, contributing to a lighter ecological footprint.

Competitive Landscape

The competitive landscape of the industry has also been examined along with the profiles of the key players.

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