Ever since it altered its product range, Nestlé has seen sizeable growth in its online orders for bottled water. The number of home-delivered orders grows twice as fast as in-store sales.
Nestlé has sold large, 20 liter bottles to companies and consumers alike for several years. It uses subscriptions for these bottles, supplying new bottles at fixed intervals. During the economic recession, this branch was hit hard and Nestlé altered its approach to compensate for the downfall.
It invested millions and updated its product range, with the addition of smaller packages (like 0.5 liter bottles) several years ago. Since 2014, customers can also order just once and get it delivered at home the next day, without the need for a subscription.
Sales in the United States grew 7.8 % in stores over the course of 2014. Nestlé's online sales grew 14 % however and even reached 21 % in the first quarter of 2015 despite the fact that online prices are usually higher than in stores. Nestlé currently controls about 30 % of the online market in the United States, when it comes to bottled water.