Consumers Confused as to Source of Fiji Water

Packaging design not enough to convince consumers the water is actually from Fiji

As we have reported extensively over the past year on both of our sites - bottled water has been the subject of increased scrutiny from a growing group of eco-conscious consumers.

Its interesting to see Fiji Water is dealing with a new issue - consumer confusion as to where it actually comes from.

The company is dealing with the problem through marketing and packaging design.  They have added the phrase "From the Island of Fiji" to all the bottled water packaging.

Fijilive reports at least 60 percent of Fiji Water’s customers are not convinced that the bottled mineral water comes from Fiji.

Margo Jamieson of Fiji Water said that while the source makes the product unique, consumer trial is really driven by package design and the “idea” of Fiji.

Some think that the product comes from Mount Fuji (in Japan).

At the FIA Congress, Jamieson said that definitely since the initial researches, they have started to put on the bottles “from the islands of Fiji” in their marketing.

“We point to where Fiji is unique. We are very much taking that as part of an education process and we are definitely part of it.

“In the world that we live in, where we have so many different consumer choices, different brands out there, there is confusion. But we definitely as part of our program is to market the idea of Fiji.

Jamieson says that most of Fiji Water is exported to the United States market, although non US markets are growing most rapidly.

She said Fiji Water holds 2 a percent share of the US market and that “over 600 competitors are always vying for our business.”

Fiji Water does magazine advertising with over 147 million impressions. “Our target consumers are 41 per cent more likely to read magazines and 29 per cent less likely to watch TV versus the general population.”`