FOODCO is eyeing a greater share in UAE mineral water sales

ABU DHABI — The Abu Dhabi National Foodstuff Company (FOODCO) is eying on a greater share of the UAE’s Dh338 million annual mineral water sales that are estimated at over 496 million litres per annum.

By A Staff Reporter

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Published: Sat 14 May 2005, 10:37 AM

Last updated: Thu 2 Apr 2015, 5:08 PM

Foodco’s Marketing Manager, Hagop Kassabian said: "Our brand of Hafeet Spring Water which was launched earlier this year is all set to capture a greater share of the UAE’s mineral water market as we step up our brand visibility in shelves across supermarkets, self-service outlets, large and small groceries throughout the UAE."

Kassabian noted that the highest water sales in the UAE were predominantly in Abu Dhabi that makes up for 47 per cent of the total volume of water sold inclusive of five gallon packs, followed by Dubai and Sharjah combined which account for around 38 per cent of the sales followed by the other emirates together which make up for about 15 per cent of the total sales.

Commenting on the packaging of the water and the sizes that are in greater demand Kassabian remarked, "The 600 ml and 1.5 litre packs are the ones that are in great demand contributing to the value share of most brands in the business."

A remarkable trend that has emerged in the water sales in the UAE is that almost 66 per cent of the total volume of business in the water market is handled by large and small groceries while chain supermarkets and self service outlets such as gas stations make up for 44 per cent of the total water sales.

The water market in the UAE is extremely competitive and largely controlled by homegrown brands with international brands making up for less than 2 per cent of the market share.


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