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Pure New Zealand
Artesian Water

One of the unique features of Mt. Taranaki is its rich water resource.
The mountain is the source of several rivers that provide irrigation
water to the fertile farmland surrounding it. Additionally, there are
numerous underground water reservoirs that have been tapped for drinking
water, irrigation and other purposes. The mountain is estimated to
capture and store over 100 million litres of water each day, making it a
crucial resource for the local communities.

European Market

Revenue in the bottled water segment amounts to US$74.75bn in 2023. The market is expected to grow annually by 3.34% (CAGR 2023-2027). The European market is made up of 5 major water bottling companies Nestle SA, Coca-Cola, Danone SA , PepsiCo, Inc. and Gerolsteiner Brunnen Gmbh & Co. Kg.
A prime factor contributing to the market growth in the European market, is the increasing consumer concerns in regarding the consumption of contaminated tap water. Alongside, quality regulations play a pivotal role in boosting consumer confidence in the bottled water market in Europe. This flaw in the market is a key opportunity for Earth Juice to be introduced with a unique selling proposition being New Zealand’s premium, pure and artesian water, while adding functionality with a premium reusable packaging design.

Foreign Ownership

Foreign ownership is extremely common in the water bottling industry. Due to the ‘New Zealand Pure’ green, clean and earthly image, New Zealand water has been particularly popular to the Chinese market for the last 10 years. The New Zealand Pure is 100% family owned. While the cost to set up a water bottling plant depends on many factors, including the nature of the water source, location, type and capacity of the plant, a typical large-scale operation will cost between $10 million and $40 million to establish.