Jääde Leverages Sustainability and Quality to Expand in Singapore's Growing Bottled Water Market

The bottled water market in Singapore has been steadily growing, with total revenue expected to reach USD 121.2 million in 2024. This growth is divided between the at-home market, which generated USD 58.4 million from sales in supermarkets and convenience stores, and the out-of-home market, which saw revenue of USD 62.8 million from restaurants and bars. Statista forecasts that the at-home segment is set to continue growing, with a compound annual growth rate (CAGR) of 3.49% between 2024 and 2028.

Figure 1: At-home Bottled Water Revenue in Singapore

Amidst this growth, Singapore-based company Jääde, a leading packaged water company, is positioning itself to capitalize on the increasing demand for bottled water. Founded in 2023, Jääde is focused on strengthening its brand presence within Singapore's local market while setting its sights on regional expansion. The company's flagship product, packaged Jääde Natural Finnish Spring Water, caters to a unique niche in Singapore that values health, wellness, and sustainability. This strategy aligns well with Singaporean consumers' interest in high-quality, pure drinking water.

Jääde sources its water from the Salpausselkä ridges in Lahti, Finland, a location UNESCO recognized for having the world's cleanest water. The water undergoes natural filtration and is packaged just 1.2 kilometers from its source, ensuring minimal alteration. The company is committed to sustainability, using innovative bag-in-box (BIB) packaging with 75% corrugated box material and 53% renewable and recycled materials. This approach reduces raw material consumption by up to 80% compared to traditional PET bottles. The BIB packaging also features a patented valve design that prevents air and bacterial contamination, keeping the water fresh for up to 180 days after opening. In addition, Jääde plans to introduce sparkling water in glass bottles by the end of 2024 and PurePak options (550 ml and 330 ml) by Q1-2025 to offer more choices that cater to diverse consumer preferences.

Jääde's products are marketed at premium prices on its website and e-commerce platforms like Shopee and Lazada in Singapore. For example, Jääde Natural Spring Water – 5.1 Litres (BIB) is priced at SGD 21.90 (USD 16.18), and Jääde Natural Spring Water – 15 Glass Bottles x 750 ml (Case) is set to be available for SGD 120.00 (USD 92.09). This pricing reflects the high-quality nature of the water and the environmentally friendly packaging that Jääde offers.

Figure 2: Jääde Natural Spring Water – 5.1 Litres (BIB)

Figure 3: Jääde Natural Spring Water – Glass Bottle

Beyond Singapore, Jääde has already launched online sales in China and is exploring further expansion into Southeast Asian markets and the Middle East. Its target audience includes health-conscious individuals, families, and environmentally aware consumers who prioritize high-quality water.

To achieve its expansion goals, Jääde plans to employ a combination of business-to-consumer (B2C) and business-to-business (B2B) strategies. For the B2C approach, the company will leverage digital channels, including content marketing, social media engagement, and advertisements, to enhance brand visibility and consumer engagement. It also seeks partnerships with eco-friendly and wellness-focused brands to broaden its market reach. In parallel, Jääde aims to use B2B strategies by participating in global trade shows, where it will connect with potential distribution partners possessing the expertise and networks to help the brand enter new markets.

Jääde is strategically positioned to capture a share of the growing bottled water market in Singapore and beyond by leveraging its focus on sustainability, quality, and consumer health. By offering premium Finnish spring water in innovative packaging and employing a mix of B2C and B2B strategies, Jääde aims to strengthen its presence in its home market and expand into Southeast Asia and the Middle East. As consumer preferences trend towards healthier and eco-friendly products, Jääde's commitment to these values provides a solid platform for growth and market differentiation.