Report Published: "Bottled Water in Bosnia-Herzegovina"

The boom in flavoured bottled water consumption in Bosnia-Herzegovina started in 2013 with the launch of a carbonated variety under Agrokor’s Sensation brand. This product was made available as both Sarajevski Kiseljak Sensation (domestically manufactured by subsidiary Sarajevski Kiseljak dd) and Jamnica Sensation (imported from Croatia and manufactured by Jamnica dd). Consumers responded very positively to this new format, which combined traditionally popular carbonated bottled water with flavouring and a low sugar content. The new format was close to traditional bottled water in terms of price, but could compete with carbonates in terms of flavour. Moreover, carbonated flavoured bottled water tapped into growing concerns about calorie intake among consumers. Despite unfavourable weather conditions, many horeca managers reported that in the summer of 2013 – the first year the format was available – sales of carbonated flavoured bottled water matched those of Coca-Cola, the most popular on-trade soft drinks brand in the country. During 2014 and 2015 consumption of carbonated flavoured bottled water continued to grow strongly at both on- and off-trade level, indicating that the success of this format was more than just a passing fad. Accordingly, by late 2015 most of the top players in bottled water had introduced their own carbonated flavoured products, with Vitinka’s Vitinka Exotic and Coca-Cola’s Emotion being two of the most prominent examples.

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Competitive Landscape

Sarajevski Kiseljak led bottled water in off-trade value sales terms in 2015 with an overall share of 44%, followed by Jamnica and Vitinka with shares of 17% and 14%, respectively. Sarajevski Kiseljak and Jamnica are both part of Agrokor, and thanks to the backing of this Croatian giant both companies have substantial resources for advertising, distribution and developing new products in bottled water in Bosnia-Herzegovina. In terms of innovation, one of the most recent examples of how important this backing is can be seen in the success of carbonated flavoured bottled water products launched by Sarajevski Kiseljak and Jamnica during the review period.

Industry Prospects

After growing strongly at the end of the review period, bottled water consumption should stabilise over the forecast period. Off-trade volume sales growth is expected to remain close to that for soft drinks as a whole. Bottled water value sales at constant 2015 prices meanwhile are expected to decline slightly. This decline will be partly due to increasing price competition, but also attributable to rising penetration in modern grocery retailers channels, where operators typically work with lower margins than in traditional channels.

Report Overview

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