Bottled water is a hot industry with sales of $10.9 billion in the United States. Major players in this industry include Nestle, PepsiCo, and Coca-Cola. Nestle is the market leader with four brands among the top 10 leading brands. Nestle's Pure Life brand was the top-selling brand with $1.28 billion in sales, but the company's other brands account for an additional $1.21 billion. Nestle saw an opportunity in this market and launched a new brand, Resource, aimed at wealthy women. It is fortified with source electrolytes and is advertised as "more than hydration, it's the total electrolyte". Nestle is trying to take Glaceau's market share from Vitaminwater and Smartwater. If Resource reaches just 3 percent market share, it will be among the top 10 selling brands. Nestle's Pure Life'

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Nestle's Pure Life market share

Nestle's overall market share