more market fragmentation in water

06/22/2006 11:32:00 PM
One sign of a market's maturity is that it starts to fragment and develop new segments. This appears to be happening with the water category where are new segment has just emerged; pet water.

Molli Brands is a Boston based company that believes pets need their own special water. Given the explosive growth of the pet market, it's difficult to argue with them.

Molli's water follows the Dasani and Aquafina route by using reverse osmosis to create the purest water possible. However, that's where the similarities end. The waters are especially formulated with vitamins to promote health teeth, bones, eyes and heart for pets

Molli is also offering flavored waters, but not lime and lemon like their human counterparts, but pet-friendly flavors bacon, chicken, turkey and beef.

It will be interesting to see if Molli can carve out their own niche and build a brand fast enough, because on the first sign of success its difficult to imagine one of the leading pet food players, like Mars' Pedigree, not wanting to jump on this opportunity.
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