mardi 28 octobre 2008

Eau en bouteille : 5ème année de baisse consécutive des ventes

2008 s'annonce aussi mauvais que 2007 pour les eaux plates en bouteille de Danone (Évian, Volvic, Taillefine), Nestlé (Vittel, Contrex, Aquarel) et du groupe Alma (Cristaline, Courmayeur).

« La baisse des ventes en volume devrait s'établir à 6,5 % à la fin de l'année, comme en 2007 », estime Michaël Aïdan, le vice-président marketing de Danone Eaux France.

Comme le remarque Le Figaro, début juin, ces groupes comptaient encore sur juillet et août (les mois les plus importants pour leurs ventes) pour se refaire. « L'été 2007 a été si déplorable que nous serons sans problème en progression sur l'année 2008 », assurait alors un dirigeant, qui espérait mettre fin à quatre années de baisse du marché.

La météo maussade a certes contribué à ce nouvel affaissement des ventes. Mais celui-ci s'explique également par la baisse du pouvoir d'achat, et par la prise de conscience de plus en plus vive de l'impact écologique du marché de l'eau en bouteille.

Les minéraliers se mobilisent pour tenter de redresser le marché. Leur chambre syndicale vient d'investir 3,5 millions d'euros pour une campagne de publicité destinée à expliquer les spécificités de l'eau minérale, dont la teneur en minéraux est stable et garantie par l'Académie de médecine, contrairement à l'eau du robinet. Mais faute d'une étude démontrant une réelle valeur ajoutée pour la santé des consommateurs, force est de constater que cet argument sonne un peu creux.

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