The bottled water category appears to have picked itself up out of free fall, paralleling its sister category,enhanced waters. In fact, the category showed some advances that were led by private label – apparently commodity pricing continues to be the most important factor is the category’s growth. While that might be a tough pill for big companies to swallow, there’s still some good news at the high end: look at Smart Water, which has become a top-10 brand and continues to grow.
Even Fiji, despite its recent troubles with tax structure abroad and high-end competition at home, managed to eke out a 3 percent gain.
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