Enhanced Water Market: Current Scenario and Forecast (2019-2025)

$3500$6860

Emphasis on Water Type (Alkaline Water, Nutrient Water, Electrolyte Water, Oxygenated Water), Distribution Channel (Online, Offline), End-users (Residential, Commercial End-Users) and Region/Country

Published:

Oct-2019

Pages:

194

Table:

131

Figure:

104

Report ID:

UMCG19190

Geography:

Clear
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Report Description
Table of content
Research Methodology

Report Description

The Global enhanced water market was valued at US$ 6.80 billion in 2018 and is anticipated to reach US$ 13.26 billion by 2025 displaying explosive CAGR of 10.04% over the forecast period (2019-2025). Enhanced water is primarily packaged water that is purified and is free from contamination. Available in plastic and glass water bottles, enhanced water is one of the convenient ways that can be used for drinking, household as well as commercial purposes. Enhanced water market has grown rapidly over the years and it has been estimated that approximately 600 million households consumed it in 2018. Moreover, despite ample initiatives undertaken to reduce plastic waste, oceans are swimming in plastic and enhanced or bottled water consumption is expected to stimulate to reach a volume of around 118 billion by 2022. Although bottled water was privileged to high class, foreign tourists and health-conscious people but the present decade has witnessed increasing popularity among average consumers.

Life Cycle of Enhanced Water

Growth in the travel industry coupled with the ever-expanding foodservice sector has tremendously influenced the market growth. While increasing population, spur in disposable income, rapid urbanization along with rising in healthcare awareness about waterborne diseases such as malaria, typhoid, diarrhea, and food poisoning constitute to be the augmenting factors driving the demand for enhanced water market. Moreover, shift in living standards and growing awareness among the sophisticated business houses as well as corporate houses has accelerated the preference of enhanced water in recent years.

Reasons to buy Enhanced Water:

  • Concerns about the quality of tap water
  • Healthier than carbonated soft drinks and other beverages that consumers were drinking before
  • The availability of different flavors and types of flavored water
  • Don’t like the taste of tap water due to chlorine and other content

To elaborate further, the US, China, Mexico, Germany and Italy presently hold the top five positions in the global enhanced water league table in terms of volume consumed. However, stringent environmental regulations imposed by the government on account of improper disposal of plastic bottles is expected to hamper the potential of enhanced water packaging market size over the forecast period (2019-2025).

Demand for Enhanced Water in High and Low-Income Group Countries, Billion, Liters, 2010-2016

“Amongst water type, nutrient enhanced water tends to conquer the market during the forecast period. Currently the segment account for 42.9% share”

Based on water type, the global enhanced water market is segmented into Nutrient Water, Electrolyte Water, Alkaline Water and Oxygenated Water. Nutrient Enhanced Water is expected to dominate the enhanced water market due to increasing awareness regarding the health benefits, extensive medical research and surging endorsements of athletes and celebrities.

“Offline distribution channel was the most preferred channel among the end-users, with more than 81.9% share.”

Based on the distribution channel, the market is bifurcated into offline and online distribution channels. Offline channels are expected to be the most preferred purchase channel among the end-users. The surging number of organized retailers such as supermarkets, hypermarkets, convenience stores, and discount stores in different countries proving to be extremely beneficial for the vendors operating in the enhanced water market during the forecast period.

“Commercial End-users is expected to dominate the global enhanced water market during the analyzed period.”

Based on end-users, the market is fragmented into residential and commercial end-users. Commercial end-users hold the maximum market and is expected to keep their dominance throughout the forecast, owing to the increasing demand for packaged water among big business houses and corporate offices

“North America is the largest market for enhanced water and is expected to remain dominant during the forecast period 2019-2025”

For a better understanding of the overall adoption and penetration of the global enhanced water, detailed analysis was conducted for different regions/country including North America, Europe, Asia Pacific and the Rest of the World. Among all these regions, North America constitutes to be the most matured enhanced water market. Europe and Asia-Pacific are expected to witness considerable growth over the analyzed period due to increasing per capita enhanced water consumption paired with surging urban population and increasing disposable income

Competitive Landscape-Top 10 Market Players

Over the past few years, the dominant players in this industry adopted a number of competitive strategies such as merger and acquisition, partnership and business expansion among others to expand their reach and market share. Some of the major players operating in the market include Danone SA, The Coca Cola Company, Pepsi Co Inc, Nestle, Otsuka Pharmaceutical Co. Ltd, FIJI Water Company LLC, Voss Water, National Beverage Corp., Spadel, and Bisleri International Pvt. Ltd.

Reasons to buy:

  • The study includes market sizing and forecasting analysis validated until 2025. The analysis presented in the report is a combination of deep-dive secondary research and input from Key Opinion Leader of the industry
  • The report presents a quick review of overall industry performance at one glance
  • The report covers in-depth analysis of prominent industry peers with primary focus on key business financials, product portfolio, expansion strategies and recent developments
  • Detailed examination on drivers, restraints, key trends and opportunities prevailing in the industry
  • Examination of industry attractiveness with the help of Porter’s Five Forces analysis
  • The study comprehensively covers the market across different segments and sub-segments
  • The study also covers the comprehensive country wise analysis in the specific region
  • Regions Covered: North America, Europe, Asia-Pacific and Rest of the World

Customization Options:

The Global Enhanced Water Market can be customized to the country level or any other market segment. Besides this, UMI understands that you may have your own business need, hence we also provide fully customized solutions to clients.

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  1.1Market Definition
  1.2Objective of the Study
  1.3Limitation 
  1.4Stakeholders
  1.5Currency used in the Report
  1.6Scope of the Global Enhanced Water Market Study
  2.1Research Methodology for Global Enhanced Water Market Study
   2.1.1Main objective of the Global Enhanced Water Market Study

 

  5.1Market Introduction
  5.2Market Trend & Drivers
   5.2.1Modern Lifestyles
   5.2.2Ever-Expanding Food & Beverage Sector
   5.2.3Accelerating Disposable Income & Surging Population
   5.2.4Rise in Healthcare Awareness about Water Borne Diseases
  5.3Market Challenges
   5.3.1Water Scarcity
    5.3.1.1Key Facts on Drinking Water
   5.3.2Excessive Use of Plastic
  5.4Market Opportunities
   5.4.1India-Booming Potential Market
  6.1Demand Side Analysis
   6.1.1Overview of Water Demand across the Globe
  6.2Supply Side Analysis
   6.2.1Top Product Launches
   6.2.2Major Strategic Alliances
   6.2.3Major Investments
   6.2.4Major Business Expansions
   6.2.5Major Merger & Acquisitions
   6.2.6Major Start Ups
  7.1General Overview
  7.2Regulatory Authority
   7.2.1Safety Regulations of Bottled Water
   7.2.2Inspection of Bottled Water Plants
   7.2.3Sampling and Testing
   7.2.4State and Local Regulations
   7.2.5Developing New Regulations at FDA
  7.3Other Regulatory Activities

 

  8.1General Overview
   8.1.112 Steps of the Quality Process of Enhanced Water
    8.1.1.1Source Receiving and Inspection
    8.1.1.2Activated Carbon Activation
    8.1.1.3Pre-treatment
    8.1.1.4Demineralization Process
    8.1.1.5Water Storage and Monitoring
    8.1.1.6Remineralization Process
    8.1.1.7Micro-Filtration
    8.1.1.8Ultraviolet Light Disinfection
    8.1.1.9Ozone Disinfection
    8.1.1.10Bottling Control
    8.1.1.11Packaging Control
    8.1.1.12Clean in Place Line Sanitation Process
   8.1.2Processing Stages of Enhanced Water
    8.1.2.1Water Filtration
    8.1.2.2Tank Venting
    8.1.2.3Carbonation
    8.1.2.4Bottle Blower and Bottle Washer
    8.1.2.5Bottle Filler
  9.1General Overview
   9.1.1Intermediaries Involved in Enhanced Water Value Chain
    9.1.1.1Water from Natural Resources
    9.1.1.2Suppliers or Manufacturers of Bottles, Carbons and Plastic Cups
    9.1.1.3Suppliers of Labels, Closure and Seals
    9.1.1.4Mineral Water Producers
    9.1.1.5Distributors
    9.1.1.6Key Consumers
   9.1.2Stages in the Life Cycle of Enhanced Water
    9.1.2.1Manufacturing
    9.1.2.2Packaging
    9.1.2.3Distribution
  10Composition of Enhanced Water
  10Surveys Analysis of Enhanced Water
   10.2.1Health Benefits of Alkaline Water
   10.2.2Consumer Behaviour – Enhanced Water in North America
  11General Overview
   11.1.1Alkaline Water
   11.1.2Nutrient Water
   11.1.3Electrolyte Water
   11.1.4Oxygenated Water
  12General Overview
   12.1.1Offline Distribution Channel
   12.1.2Online Distribution Channel
  13General Overview
   13.1.1Residential End Users
   13.1.2Commercial End Users
  14General Overview
  14North America Enhanced Water Market (2018-2025)
   14.2.1North America Enhanced Water Market, By Water Type
   14.2.2North America Enhanced Water Market, By Distribution Channel
   14.2.3North America Enhanced Water Market, By End Users
   14.2.4North America Enhanced Water Market, By Country
    14.2.4.1United States Enhanced Water Market (2018-2025)
     14.2.4.1.1US Enhanced Water Market, By Water Type
     14.2.4.1.2US Enhanced Water Market, By Distribution Channel
     14.2.4.1.3US Enhanced Water Market, By End Users
    14.2.4.2Rest of North America Enhanced Water Market (2018-2025)
     14.2.4.2.1Rest of NA Enhanced Water Market, By Water Type
     14.2.4.2.2Rest of NA Enhanced Water Market, By Distribution Channel
     14.2.4.2.3Rest of NA Enhanced Water Market, By End Users
  14Europe Enhanced Water Ecommerce Market (2018-2025)
   14.3.1Europe Enhanced Water Market, By Water Type
   14.3.2Europe Enhanced Water Market, By Distribution Channel
   14.3.3Europe Enhanced Water Market, By End Users
   14.3.4Europe Enhanced Water Market, By Country
    14.3.4.1Germany Enhanced Water Market (2018-2025)
     14.3.4.1.1Germany Enhanced Water Market, By Water Type
     14.3.4.1.2Germany Enhanced Water Market, By Distribution Channel
     14.3.4.1.3Germany Enhanced Water Market, By End Users
    14.3.4.2Italy Enhanced Water Market (2018-2025)
     14.3.4.2.1Italy Enhanced Water Market, By Water Type
     14.3.4.2.2Italy Enhanced Water Market, By Distribution Channel
     14.3.4.2.3Italy Enhanced Water Market, By End Users
    14.3.4.3Spain Enhanced Water Market (2018-2025)
     14.3.4.3.1Spain Enhanced Water Market, By Water Type
     14.3.4.3.2Spain Enhanced Water Market, By End Users
     14.3.4.3.3Spain Enhanced Water Market, By End Users
    14.3.4.4France Enhanced Water Market (2018-2025)
     14.3.4.4.1France Enhanced Water Market, By Water Type
     14.3.4.4.2France Enhanced Water Market, By Distribution Channel
     14.3.4.4.3France Enhanced Water Market, By End Users
    14.3.4.5Rest of Europe Enhanced Water Market (2018-2025)
     14.3.4.5.1Rest of Europe Enhanced Water Market, By Water Type
     14.3.4.5.2Rest of Europe Enhanced Water Market, By Distribution Channel
     14.3.4.5.3Rest of Europe Enhanced Water Market, By End Users
  14Asia Pacific Enhanced Water Market (2018-2025)
   14.4.1Asia-Pacific Enhanced Water Market, By Water Type
   14.4.2Asia-Pacific Enhanced Water Market, By Distribution Channel
   14.4.3Asia-Pacific Enhanced Water Market, By End Users
   14.4.4Asia-Pacific Enhanced Water Market, By Country
    14.4.4.1China Enhanced Water Market (2018-2025)
     14.4.4.1.1China Enhanced Water Market, By Water Type
     14.4.4.1.2China Enhanced Water Market, By Distribution Channel
     14.4.4.1.3China Enhanced Water Market, By End Users
    14.4.4.2India Enhanced Water Market (2018-2025)
     14.4.4.2.1India Enhanced Water Market, By Water Type
     14.4.4.2.2India Enhanced Water Market, By Distribution Channel
     14.4.4.2.3India Enhanced Water Market, By End Users
    14.4.4.3Australia Enhanced Waters Market (2018-2025)
     14.4.4.3.1Australia Enhanced Water Market, By Water Type
     14.4.4.3.2Australia Enhanced Water Market, By Distribution Channel
     14.4.4.3.3Australia Enhanced Water Market, By End Users
    14.4.4.4Japan Enhanced Water Market (2018-2025)
     14.4.4.4.1Japan Enhanced Water Market, By Water Type
     14.4.4.4.2Japan Enhanced Water Market, By Distribution Channel
     14.4.4.4.3Japan Enhanced Water Market, By End Users
    14.4.4.5South Korea Enhanced Water Market (2018-2025)
     14.4.4.5.1South Korea Enhanced Water Market, By Water Type
     14.4.4.5.2South Korea Enhanced Water Market, By Distribution Channel
     14.4.4.5.3South Korea Enhanced Water Market, By End Users
    14.4.4.6Rest of Asia Pacific Enhanced Water Market (2018-2025)
     14.4.4.6.1Rest of APAC Enhanced Water Market, By Water Type
     14.4.4.6.2Rest of APAC Enhanced Water Market, By Distribution Channel
     14.4.4.6.3Rest of APAC Enhanced Water Market, By End Users
  15Rest of World Enhanced Water Market (2018-2025)
   14.5.1Rest of World Enhanced Water Market, By Distribution Channel
   14.5.2Rest of World Enhanced Water Market, By Distribution Channel
   14.5.3Rest of World Enhanced Water Market, By End Users
   14.5.4Rest of World Enhanced Water Market, By Country
    14.5.4.1Brazil Enhanced Water Market (2018-2025)
     14.5.4.1.1Brazil Enhanced Water Market, By Water Type
     14.5.4.1.2Brazil Enhanced Water Market, By Distribution Channel
     14.5.4.1.3Brazil Enhanced Water Market, By End Users
    14.5.4.2Other ROW Countries Enhanced Water Market (2018-2025)
     14.5.4.2.1Other ROW Countries Enhanced Water Market, By Water Type
     14.5.4.2.2Other ROW Countries Enhanced Water Market, By End Users
     14.5.4.2.3Other ROW Countries Enhanced Water Market, By End Users
  15Porter’s Five forces analysis
   15.1.1Bargaining power of the Supplier
   15.1.2Bargaining power of Buyer
   15.1.3Industry Rivalry
   15.1.4Availability of Substitute
   15.1.5The threat of New Entrants
  15Global Enhanced Water Market Share Analysis by Company, 2018
  16Danone SA 
   16.1.1Key Facts
   16.1.2Business Description
   16.1.3Key Product/Services Offerings
   16.1.4Danone SA Growth Strategy
    16.1.4.1Danone Water Business at a Glance
    16.1.4.2Danone SA Business Objectives
   16.1.5SWOT Analysis
   16.1.6Key Financials
    16.1.6.1Revenue Split
   16.1.7Financial Overview of Danone SA
   16.1.8Research and Innovation in Water Business
   16.1.9Recent Developments
   16.1.9.1Product Launches
   16.1.9.2Strategic Alliance
   16.1.9.3Business Expansions
  16Coca Cola Company
   16.2.1Key Facts
   16.2.2Business Description
   16.2.3Key Product/Services Offerings
   16.2.4The Coca Cola Company Brands
   16.2.5The Coca Cola Network System
   16.2.6The Coca Cola Company Growth Strategy
    16.2.6.1Working Model of The Coca Cola Company
    16.2.6.2The Coca Cola Company Growth Strategy
   16.2.7SWOT Analysis
   16.2.8Key Financials
    16.2.8.1Revenue Split
   16.2.9Financial Overview of Coca Cola Company
   16.2.10Recent Developments
    16.2.10.1Product Launches
    16.2.10.2Business Expansion (Investments)
    16.2.10.3Merger & Acquisitions
  16Pepsi Co Inc 
   16.3.1Key Facts
   16.3.2Business Description
   16.3.3Key Product/Services Offerings of Pepsi Co Inc
   16.3.4Pepsi Co Inc Growth Strategy
    16.3.4.1Pepsi Co Inc Goals to be Achieved
    16.3.4.2Pepsi Co Inc Mission & Vision
   16.3.5SWOT Analysis
   16.3.6Key Financials
    16.3.6.1Revenue Split
   16.3.7Financial Overview of Pepsi Co Inc
   16.3.8Recent Developments
    16.3.8.1Product Launch
    16.3.8.2Business Expansion
  16Nestle Waters
   16.4.1Key Facts
   16.4.2Business Description
   16.4.3Key Product/Services Offerings
   16.4.4Growth Strategy
   16.4.5Nestle’s SWOT Analysis
   16.4.6Objective to Improve Environmental Impact of Bottled Water Manufacturing: Nestle
   16.4.7Key Financials
   16.4.8Financial Overview of Nestle
   16.4.9Recent Developments
    16.4.9.1Product Launches
    16.4.9.2Partnerships (Strategic Alliance)
    16.4.9.3Business Expansions & Investments
  17Otsuka Holdings Inc
   16.5.1Key Facts
   16.5.2Business Description
   16.5.3Key Product/Services Offerings
    16.5.3.1Otsuka Holdings Inc Product Portfolio
   16.5.4Otsuka Holdings Inc Growth Strategy
   16.5.5Otsuka Holdings Inc SWOT Analysis
   16.5.6Key Financials
    16.5.6.1Revenue Split
   16.5.7Financial Overview of Otsuka Holdings Inc
   16.5.8Recent Developments
    16.5.8.1Product Launches
    16.5.8.2Strategic Alliance
    16.5.8.3Business Expansions
  17National Beverage Corp
   16.6.1Key Facts
   16.6.2Business Description
   16.6.3Key Product/Services Offerings
   16.6.4National Beverage Corp, Growth Strategy
   16.6.5National Beverage Corp SWOT Analysis
   16.6.6Key Financials
   16.6.7Financial Overview of National Beverage Corp
   16.6.8Recent Developments
    16.6.8.1Product Launches
    16.6.8.2Business Expansion
  17Spadel  
   16.7.1Key Facts
   16.7.2Business Description
    16.7.2.1Key Facts about Spadel
    16.7.2.2Key  Milestones Achieved
   16.7.3Key Product/Services Offerings
   16.7.4Spadel, Growth Strategy
   16.7.5Key Financials
    16.7.5.1Financial Overview of Spadel
   16.7.6Recent Developments
    16.7.6.1Product Launches
    16.7.6.2Merger & Acquisitions
  17Bisleri International Pvt Ltd
   16.8.1Key Facts
   16.8.2Business Description
   16.8.3Key Product/Services Offerings
   16.8.4Key Brands by Bisleri International Pvt Ltd
   16.8.5Bisleri International Pvt Ltd Growth Strategy
   16.8.6Bisleri International Pvt Ltd SWOT Analysis
   16.8.7Key Financials
    16.8.7.1Revenue Split
   16.8.8Financial Overview of Bisleri International Pvt ltd
   16.8.9Recent Developments
    16.8.9.1Product Launches
    16.8.9.2Strategic Alliance
    16.8.9.3Business Expansions
    16.8.9.4Merger& Acquisition
  17Fiji Water Company LLC
   16.9.1Key Facts
   16.9.2Business Description
   16.9.3Key Product/Services Offerings
   16.9.4Fiji Water Objectives
   16.9.5Fiji Water Company LLC Ltd SWOT Analysis
   16.9.6Recent Developments
    16.9.6.1Product Launches
    16.9.6.2Partnership (Strategic Alliance)
  16.10Voss Water 
   16.10.1Key Facts
   16.10.2Business Description
   16.10.3Key Product/Services Offerings
   16.10.4Voss Water Growth Strategy
   16.10.5Voss Water Milestone Achieved
   16.10.6Voss Water SWOT Analysis
   16.10.7Recent Developments
    16.10.7.1Strategic Alliance
    16.10.7.2Business Expansions
    16.10.7.3Merger & Acquisitions

Research Methodology

Analyzing the historical market, estimation of the current market and forecasting the future market for enhanced water were the three major steps undertaken to create and analyze the overall adoption of enhanced  water at a global scale. Exhaustive secondary research was conducted to collect the historical market of the packaged water variant and overall estimation of the current market. Secondly, to validate these insights, numerous findings and assumptions were taken into consideration. Moreover, exhaustive primary interviews were conducted with industry experts across value chain of the global enhanced  water market. Post assumptions and validation of market numbers through primary interviews, top-down approach was employed to forecast the market size of enhanced water market globally. Thereafter, market breakdown and data triangulation methods were adopted to estimate and analyze the market size of segments and sub-segments of the enhanced water. Detailed methodology is explained below:

Analysis of Historical Market Size

Step 1: In-Depth Study of Secondary Sources:

Detail secondary study was conducted to obtain the historical market size of the global enhanced water market through company internal sources such as annual report & financial statements, performance presentations, press releases, sales figures etc., water supply, consumption trend, and external sources including trade journals, news & articles, government publications, economic data, competitor publications, sector reports, regulatory bodies publications, safety standard organizations, third-party database and other credible publications. For economic data collection, sources such as Trading Economics and Trade Map among others were used.

Step 2: Market Segmentation:

After obtaining the historical market size of the global enhanced water market, detailed secondary analysis was conducted to gather historical market insights and share for different segments & sub-segments for the enhanced water market. Major segments included in the report are water type, distribution channel and end-users. Further analysis was also done for major regions/countries to know about the overall adoption and penetration of enhanced water among the end-users.

Step 3: Factor Analysis:

After acquiring the historical market size of different segments and sub-segments, detailed factor analysis was conducted to estimate the current market size of the enhanced water market at global scale. Factor analysis was conducted using dependent and independent variables such as purchasing power and consumer behavior, towards the consumption of enhanced water, overall penetration of bottled water etc. The demand and supply-side scenario were also thoroughly studied by considering top partnerships, merger and acquisition, business expansion, product launches and start-ups.

Current Market Size Estimate & Forecast

Current Market Sizing: Based on actionable insights from the above 3 steps, we arrived at current market size, key players in the global enhanced water market, market shares of major players in the industry. All the required percentage shares split, and market breakdowns were determined using the above-mentioned secondary approach and were verified through primary interviews.

Estimation & Forecasting: For market estimation and forecast, weightage was assigned to different factors including market dynamics such as drivers & trends, restraints, and opportunities. After analyzing these factors, relevant forecasting techniques i.e. Bottom-Up approach was applied to arrive at the market forecast pertaining to 2025 for different segments and sub-segments in different regions/countries. The research methodology adopted to estimate the market size encompasses:

  • The industry’s market size, in terms of the value of the global enhanced water market
  • All percentage shares, splits, and breakdowns of market segments and sub-segments
  • Key players in the global enhanced water industry in terms of their product portfolio, water variants offered as well as market share of each player. Also, the growth strategies adopted by these companies to compete in the ever-growing global enhanced market

Market Size and Share Validation

Primary Research: In-depth interviews were conducted with the Key Opinion Leaders (KOLs) including Top Level Executives (CXO/VPs, Sales Head, Marketing Head, Operational Head, and Regional Head, Country Head, etc.) in different region/countries. Primary research findings were summarized, and statistical analysis was performed to prove the stated hypothesis. Input from primary research was consolidated with secondary findings, hence turning information into actionable insights.

Split of Primary Participants

Market Engineering

Data triangulation technique was employed to complete the overall market engineering process and to arrive precise statistical numbers of each segment and sub-segment pertaining to the global enhanced water market. Data was split into several segments & sub-segments and countries post studying various parameters and trends in the areas of applications of enhanced water.

Main objective of the Global Enhanced Water Market Study

The current & future market trends of the global enhanced water are pinpointed in the study. Investors can gain strategic insights to base their discretion for investments from the qualitative and quantitative analysis performed in the study. Current and future market trends would determine the overall attractiveness of the market not only at the regional level but also at country level, providing a platform for the industrial participant to exploit the untapped market to benefit as first-mover advantage. Other quantitative goals of the studies include:

  • Analyze the current and forecast market size of global enhanced water in terms of value (US$)
  • Analyze the current and forecast market size of different segments and sub-segments of the global enhanced water market
  • Segments in the study include water type, distribution channel and end-users
  • Analyze the value chain involved in the industry along with the presence of various intermediaries. Detailed analysis of market drivers and restraints were also studied along with growth opportunities available in the market for the industrial participants
  • Customer and competitor analysis, etc.
  • Define and analysis of the government regulations for the enhanced water at a global scale
  • Analyze the current and forecast market size of the enhanced water market, in terms of value for regions/ countries including North America, Europe, Asia Pacific and Rest of the world

Define and analyze the competitive landscape of the global enhanced water market and the growth strategies adopted by the market players to sustain in the ever-growing market in different countries of the region