Mineral water evolution: evian on meeting changing consumer demands and hitting sustainability milestones in Asia
According to evian, the COVID-19 pandemic has brought with it several major changes to the F&B sector in Asia, hitting even the premium mineral water space which mostly deals with the one product, natural mineral water.
“[COVID-19 has led to a situation where, in the last few months with more or less encirclement, [it has] changed the way consumers consume,” the firm told FoodNavigator-Asia via an email statement.
“[Consumers in Asia] are now at home more, increasing e-commerce and online shopping, and also not having to carry things around [such as bottled water].
“So, taking into account these trends in behavioural changes, evian launched a new format on e-commerce in 2021: The evian 1.5L (with a bottle made from 30% RPET) - this is the largest format available today [and more suited for consumers staying home and not requiring small bottles to bring around].”
In addition to this, evian is also stepping up its work on sustainability in Asia due to a ‘renewed impetus’ brought on by COVID-19 to tackle environmental issues – and one of its latest initiatives has been the launch of a label-free, 100% recyclable water bottle in the region.
“[This] positions evian as a pioneer in sustainable design solutions, with the bottle made from 100% recycled materials [excepting the cap] and label-free, this acts as a tangible proof of our commitment to becoming a circular brand by 2025," evian global brand Vice President Shweta Harit told us.
The firm previously also launched a similar water bottle in other regions such as France and the Middle East, but this is the first time this invention has been brought over to Asia and is part of the firm’s 2025 sustainability strategy.
“The launch of this label-free [and] 100% recyclable bottle in Singapore is evian’s first circular-designed bottle launched in Asia, following years of design, testing and the use of different technologies,” added the firm.
“It’s without doubt that this unprecedented [pandemic] has given us a renewed impetus to do more and effect long-lasting change in our sustainable journey - Despite the ongoing challenges presented by COVID-19, we are determined to become part of a solution to tackle environmental issues on a global scale.
“[Such has been demonstrated with our milestones hit including] Carbon neutrality, Bottles made from Bottles (bottles made with recycled plastic), and No Label (bottles with no labels attached such as the Singapore launch).”
The first launch of the new packaging is as a 400ml bottle with a pink cap. This will initially be available on online platforms such as Lazada and Redmart, foodservice outlets such as SaladStop with other retail and foodservice outlets to follow. A 24-pack is retailing for S$38.80 (US$29.13) on Lazada.
Sustainability achievements
The company’s value proposition has always been that its natural mineral water is sourced from the French Alps, so apart from packaging innovation, another major focus for the firm is to preserve this water source so as to keep business going.
“We co-founded the Association for the Protection of the evian Mineral Water Impluvium (aka APIEME) along with 13 other municipalities in the area back in 1992, and are very conscious to [be] protective of our water and the environment that provides it,” said the firm.
“This has included initiatives such as setting up cooperation projects to ensure resource protection and sustainable development of the territory and sharing the know-how on water resource management and preservation.
“evian was certified carbon neutral after revealing the ambition in 2015 at the United Nations Climate Change Conference (COP 21) in Paris, and we are also becoming a B Corp company soon.”
