High-Quality Mineral Water from Lithuania
Despite the recent ecological outcry against drinking bottled mineral water, the demand for bottled mineral water has been slowly rising, even in developed countries. People are choosing water over sugary drinks, which causes the consumption of bottled water to increase slowly in developed countries. In developing countries, the demand for bottled water has mainly been increasing due to rising income levels and shortages of clean, high-quality drinking water.
There are three main regions that drive the demand for bottled mineral water: the Middle East/Gulf states, China and India. In Gulf states, the bottled mineral water market grows by 10-15% annually. Growth in disposable income and the need for quality water that is not desalinated seawater are two main factors driving the mineral water market in the Gulf states. China is currently the biggest market of bottled water and it is projected to grow even further. As Chinese people become wealthier, they prefer high-quality water over tap water, which leads to an expected growth rate of over 10% for the premium water segment. India is also a major market for water, as India will run out of groundwater by 2020 and thus will need to import bottled water. However, the Indian market is highly regulated and has high import duties, making it difficult for companies to enter the market.
A startup that is trying to benefit from the rising demand for bottled mineral water, is Vis Aqua. This company is based in Lithuania, which has a plethora of clean, high-quality underground water reserves. The reserves of Vis Aqua, however, are unique. The company uses three pools that are located in the same area but are separated by different rock layers. The first pool is 60 meters deep and is protected by forest greenery. The second pool is 140 meters deep and is surrounded by natural chalk layers. The third pool, 230 meters deep, is the oldest. It is separated by a limestone layer at the top and granite bedrock underneath. All three pools have different mineral compositions and have different sources, with the water from the third pool, called Lamate, branded as the company’s most premium water.
The minerals present in these three sources are Iodine, Lithium, Selenium, and Strontium. Iodine is critical for thyroid function and is highly present in the Lamate water, which contains 0.8 mg/L, making it unique in the world. Lithium is important for mental health and is highly present in the water from the second pool. Selenium, which makes skin and hair strong, and Strontium, which helps bones absorb calcium, are present in all three pools. The presence of these minerals differentiates Vis Aqua’s waters from other high-quality water brands.
The main points of considerations for high-quality mineral water consumers are cleanliness, taste, brand, and packaging. The consumers want to know whether their water is pure: containing no hidden chemicals and free of biological contamination. The consumers also want their water to be smooth and pleasant to drink with no aftertaste and smell. The brand of the water is also important as certain brands signal quality. Finally, the consumers want their mineral water to be packaged conveniently, usually in 0.33-liter or 0.5-liter bottles, and want eco-friendly packaging, often preferring glass over PET.
Based on factors such as mineral composition or natural cleanliness, Vis Aqua’s mineral water is as good as or is higher quality compared to some of the well-known quality water brands such as Evian or Fiji. The company’s production cost is lower than its competitors because the factory is very new and the newest technology is employed. Even though the company is still in the early stages of its export process, the company is confident that it can offer competitive prices for top-quality bottled mineral water.
