Why Is Fiji Water So Expensive?

Water is one of the most abundant resources on earth with approximately 71 percent of the earth’s surface being water-covered. The oceans contain approximately 96.5 percent of all water on earth.

However, clean water is becoming a scarce commodity due to the amount of waste dumped into rivers globally.

Water resources that offer clean water are few and far between and people are prepared to pay a premium for such water. This begs the question “why is Fiji water so expensive?”.

In this article, we will look at:

  • Origin and source of Fiji water 
  • Bottling and distribution of Fiji water
  • Pricing components of Fiji water.
  • Composition of Fiji water

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Origin

Fiji water is artesian water from Fiji, a South Pacific tropical island more than 1,600 miles from any industrialized country.

Collected rainwater is stored in a natural underground aquifer located on Fiji’s largest island, Viti Levu.

Rainwater is naturally filtered through an aquifer. This is a mineral-rich rock consisting of limestone, sandstone, or any other similar filtering rock.

Artesian water is generally purer than other water as there is no need for mechanical or industrial purification processes.

Fiji water is bottled in the remote Yagara Valley on Viti Levu Island from where packaged bottles are shipped to the headquarters in Los Angeles, USA.

Therefore the import/export costs, shipping costs, and other costs add to the selling price of Fiji bottled water.

Reasons Why Fiji Water Is so Expensive

Bottled water is an extremely popular and top-selling beverage globally.

During the 217 financial years, sales of bottled water in the USA exceeded $18.5 with Fiji water being the number one seller in the USA.

This is quite interesting as Fiji water is one of the most expensive conventional bottled waters on the market. You are likely to pay up to $15 less for the PepsiCo equivalent.

Why is Fiji Water so expensive?

Transportation Cost

FIJI Water is a natural resource that is sourced from the remote island of Fiji which is approximately 1,600 miles from the nearest industrialized country.

Although this location provides untouched natural water, the transportation costs grow rapidly to get the product to its consumers.

Transportation is a surprising major driver of the cost of Fiji Water. To transport Fiji Water to its distribution point in the USA, the bottled package must travel more than 5,500 miles by ship before being distributed further by truck.

The Bottle

the bottle

Unlike most other bottled water that has round bottles, Fiji Water is bottled in square Polyethylene Terephthalate (PET) that is durable and can easily be recycled. Fiji Water’s classic blue caps are manufactured in Taiwan and shipped to Fiji.

Labels used on the Fiji Water bottles are printed in New Zealand and shipped to Fiji.

No Bisphenol A (BPA) is used in the manufacturing of the bottles that Fiji Water uses. The company complies with all regulations set by the Food and Drug Administration (FDA).

The combination of the bottles, blue caps, and unique labels make a marketing statement that cannot be ignored.

Bottling Process

Fiji Water is bottled through a closed system that requires no human intervention. This system comprises specialized pumping equipment that bottles the water before it reaches the surface.

This unique process is not only complex but adds costs to the price of Fiji Water.

Marketing Strategies

marketing strategie
Image: Adriaan Bloem

The FIJI Water brand has grown rapidly to levels the founders did not foresee when it hit the market in the early 2000s.

Based on the blueprint used by Evian, Fiji Water projects luxurious mage making their product available at luxury high-end hotels, restaurants, and resorts.

They then invite high-profile guests to these places and only make Fiji Water available to their guests.

In its continued quest to capture a larger market, Fiji Water signed a partnership with SoulCycle workout gym to sell its Sports Cap Bottle to active water drinkers globally.

Distribution Control

By limiting the distribution channels Fiji Water has been able to maintain an exclusive brand available in luxury establishments.

In addition to being an exclusive brand, the demand for the water is higher than the supply due to the restricted distribution channel thus driving up the price of Fiji Water.

Environmental Sustainability

environmental sustainability

Carbon footprint and sustainability are major talking points for companies, especially companies that are using natural resources in their production process.

Fiji Water is made from a natural resource that requires rainfall to supplement the product.

Since the company uses plastic bottles, and to avoid unnecessary criticism, Fiji Water has spent millions of dollars to make itself a green company.

They reduced their carbon footprint by taking up less and using fewer resources.

Projecting an environmentally conscious image makes the higher price more palatable for their target market.

Image

The exclusiveness of Fiji Water creates an image of its consumers being well connected and able to afford the most exclusive luxuries available only at premium establishments.

Many people are prepared to pay the premium to enhance their image by simply having a Fiji Water bottle in their hands.

Contents Of The Water

Fiji Water is a natural resource that undergoes a unique extraction and bottling thus remaining untouched by humans until the consumer drinks the first sip out of the bottle.

This combined with the unique mineral profile produces an unparalleled soft and smooth taste that you will not find in other brands of bottled water.

The mineral profile includes silica, calcium, and magnesium with 100 percent natural electrolytes, including potassium, chloride, and sodium.

Minerals are dissolved into your blood to control your nerve and muscle performance while electrolytes maintain the balance of base and acid in your body.

Its pH level is 7.7 which is within the best range for water. A pH of 7 is considered neutral with water below 7 rated as acidic while pH levels above 7 are alkaline.

Drinking water should be within the range between 6.5 and 8.5

Employees’ Salaries

Fiji Water looks after its employees by paying them above-average salaries pushing the price of its bottled water upwards.

This adds to the exclusivity and image of Fiji Water as no exploited resources are used in their process.

What Price?

Even with all the benefits associated with Fiji Water, the market will not absorb unreasonable pricing.

The supply /demand equilibrium must be maintained to keep the sales at a level that can sustain the company without sacrificing the image of exclusivity.

While the demand for Fiji Water can be sustained at current sales levels, Fiji Water will continue to produce and supply a restricted amount of water.

FAQ’s

Does The Fiji Water Come From Fiji?

Fiji Water is only sourced from the unspoiled, South Pacific tropical islands, which are over 1,600 miles from an industrialized country.

To prevent dilution of the water, and extraction and bottling process on the island prevent human interaction with the water until it reaches the end consumer.

What Is Natural Artesian Water?

Artesian water is extracted from an underground source via an aquifer. This water is pressured out of the chamber through layers of filtering rocks into a well where it can be accessed for bottling.

What Kinds Of Minerals Are Found In Fiji Water?

Fiji Water contains calcium, magnesium, and silica offering a smooth, soft taste.

Are There Any Electrolytes In Fiji Water?

Fiji Water does contain 100% natural electrolytes such as chloride, magnesium, potassium, and sodium producing its smooth taste and feel. The common electrolytes in Fiji Water are.

What Is Fiji Water’s PH Level?

Fiji Water’s natural pH level is 7.7 placing it in the middle of the recommended range of 6.5 to 8.5.

Are FDA Regulations For Bottled Water Met?

All Food and Drug Administration regulations are met.

What Is The Plastic Used To Bottle Fiji Water?

Fiji Water uses high-grade PET (polyethylene terephthalate) recyclable plastic that is considered safe by the FDA for use to store food and beverages.

Any Bisphenol A In Fiji Water’s Packaging?

Fiji Water does not use any BPA in the packaging of Fiji Water.

Is Fiji Water available in glass bottles?

No, Fiji Water is only available in high-grade PET bottles to protect the water from carbon dioxide and oxygen migration.

The lighter plastic bottles also reduce transportation costs.

Fiji Water Shelve Life

Fiji Water has a shelf life of 2 years. The “Best By”, is printed on the back of the label.

Why Is Fiji Water So Expensive? – Conclusion

Fiji water is priced higher due to its natural location in an untouched environment at least 1,600 miles from the nearest industrial environment.

This adds to the exclusiveness and smooth taste but adds to the price with increasing transport costs.

The marketing targets the upper end of the market pricing Fiji Water in the upper end of the pricing spectrum and limiting distribution to high-profile establishments.

Ultimately the consumers dictate the price of any product such as Fiji water by creating the demand for the water at higher than normal pricing.