Companynews // 01/27/2011

Gerolsteiner consolidates market leadership



Market leadership in first-class quality mineral waters consolidated / Turnover increase in the area of mineral water in the 2010 fiscal year  / Total sales stable


Gerolstein,  01/27/2011.  The Gerolsteiner  Brunnen  GmbH  &  Co.  KG can look back on a successful year 2010:  The total net goods sales of mineral water and mineral water based soft drinks equals the previous year's sales ? grossing 184 million euro - and is thus stable for the first time since 2007. Overall sales still show a slight downward trend at approximately 5.9 hectoliters. 


With a market share of 16.1  percent  (Nielsen:  December  2010  vs.  December  2009: 

15.4 percent) Gerolsteiner has significantly increased its market leadership as the leading mineral water brand in the price range above 0.40 € per liter. 


"Our quality strategy is paying off - a high level of quality and a reliable price tab are our answer to dropping price levels on the mineral water market", explains Axel Dahm, CEO of the Gerolsteiner Brunnen GmbH & Co. KG.


The top-selling products in the segment of mineral water based soft drinks were Gerolsteiner Linée, Gerolsteiner Fit and Gerolsteiner Moment. The company managed a sales increase of 23.8 percent with Gerolsteiner Linée. Sales in the gastronomy increased by 4.9 percent, Gerolsteiner thus once again managed to develop significantly better than the average on the market. "We are delighted that our customers in the catering trade managed to be so successful with Gerolsteiner's gastronomy products in spite of the difficult year it has been for the industry", says Axel Dahm.  


"Quality remains a central criteria when it comes to making a purchase decision. We profited from this fact not only during the top midsummer temperatures in June and July. Gerolsteiner's adherence to high quality standards plays a large part in many consumers' perception of the brand", according to Axel Dahm. 


In the course of the successful quality campaign, Gerolsteiner implemented further improvements regarding efficiency and quality in Gerolstein in 2010. The company firmly established its position regarding glass reusable bottles as a bottle alternative to PET by putting into operation one of the most modern tandem glass/reusable bottling plants and by increasing its storage capacity.


Gerolsteiner introduces new returnable glass bottle

The highlight amongst the bottle/case innovations since 2010 is the 1.0 liter returnable glass bottle in a six-bottle case. Gerolsteiner sells all of its three mineral water types - Sprudel, Medium and Naturell -  in this new case. "This innovation offers consumers who prefer drinking mineral water from glass bottles an alternative suited to today's consumer needs", says Dahm. "The development of sales and distribution is going according to plan. We are especially pleased with the excellent development that Gerolsteiner Naturell is showing in this new bottle."


Outlook 2011

The Gerolsteiner Brunnen GmbH & Co. KG will be continuing its efforts to consistently consolidate the company's quality leadership during the current fiscal year. "Innovations in Gerolstein, as well as further target oriented development of distribution and brand communication, will facilitate this process", says Dahm.