Fiji Water launched in Australia in 2003 and is stocked in Coles supermarkets and Thomas Dux nationally, as well as selected Woolworths supermarkets, IGA stores, restaurants, hotels, and venues around the country.
A Fiji Water spokesperson told Inside FMCG the company is confident it will become of the leading premium water brands in the country.
“Australia is a very important market for Fiji Water, and we will continue to invest to ensure the brand’s continued success in the market,” a spokesperson for the company told Inside FMCG.
“Fiji Water is already available in a number of supermarkets, restaurants, convenience stores, hotels, and venues. We feel confident that as we continue to expand our presence in Australia, Fiji Water will become one of the leading premium water brands in the country,” the spokesperson said.
“We expect our sales to continue to grow. The market conditions are really solid and robust for the premium water category. We’ve seen growth in the premium water category as a whole over the last three years, and we are thrilled by the double digit growth we’ve experienced annually in Australia. We attribute our success to consumers recognising the quality of our product, and predict similar figures for the coming year.”
Fiji Water says it plans to educate customers and build more awareness in Australia, noting it has seen particular growth in its 1 litre bottles.
“We intend to continue our communication with the Australian consumers, educating them about the brand and what differentiates it from other bottled waters. We hope that soon more Australian consumers will make Fiji Water their bottled water of choice.”
The bottled water manufacturing industry in Australia has grown strongly over the past five years, according to IbisWorld, with industry revenue is expected to rise over the five years through 2014-15 by an annualised 3.7 per cent, to $710.7 million. In 2014-15, industry revenue is expected to grow five per cent. Fiji Water says one of the key growth drivers is consumers of bottled water consumption is that more Australians are seeking healthier lifestyles.
“As people are drinking less carbonated soft drinks, more are turning to bottled water. In particular, we have noticed growth in the premium category. Consumers respond to our brand because they can taste the difference.”