PepsiCo Canada has launched Aquafina Plus Vitamins 10 Cal – the nation’s first low-calorie vitamin-enhanced water to feature stevia extract all-natural sweetener, called PureVia.
Stacy Reichert, president of PepsiCo Canada, said: “We are extremely proud to be the first and only nationally available beverage in the country to feature PureVia as a zero calorie, natural sweetener. Consumers have long anticipated a zero calorie natural sweetener and are seeking healthier beverage choices.”
“Our hydration portfolio, including Aquafina Plus+(R) vitamin-enhanced water, has seen explosive growth in Canada, and the Aquafina Plus Vitamins 10 Cal brand is going to further that leadership position. Being the first to offer a great-tasting, low-calorie option with a natural sweetener is a big deal, and we are excited about sharing it with health-conscious Canadians,” added Ms Reichert.
It’s interesting how Ms. Reichert claims that Aquafina Plus has the leadership position in Canada. BevWire would think that Glaceau’s vitaminwater has the leadership position for this beverage category (enhanced water). Is Ms. Reichert talking about litres sold (volume) or dollars? Aquafina Plus has a lower price point compared to vitaminwater and has ran more aggressive promotions than vitaminwater as well. If we’re talking about volume, then Aquafina Plus would most definitely have more market share. However, if we’re alluding to dollars and absolute profit, then BevWire believes vitaminwater has the leadership position.
Finding out some Nielsen market share numbers was not easy but BevWire managed to get some statistics. As of late August 2009, Aquafina Plus’ year-to-date market share (dollars) was closer to 3.5%, while vitaminwater hovered around 5%. In year-to-date market share (volume), Aquafina Plus has sold over 300,000 bottles litres more than their main competitor.
With the release of Aquafina Plus 10 in Canada and vitaminwater10 still only available in the United States, Aquafina Plus does stand to gain some market share with its healthier beverage. Still, if vitaminwater10 was ultimately released into Canada, BevWire believes that the leadership position will belong to vitaminwater.