According to Zenith International’s 2016 Premium Water Report, worldwide sales of premium bottled water advanced 3.9 percent to 10.3 billion liters (2.72 billion gallons) in 2014, taking its overall retail value to more than $15 billion (USD). Consultants noted that “85 percent of sales were in the mature markets of North America and West Europe. In many of these countries, premium brands outperformed other packaged waters, demonstrating that consumers appreciate the attributes of provenance and style as well as quality and convenience.” Other notable regions include Asia Pacific, where sales have been boosted by rising levels of disposable income. In China, premium bottled water has grown at a compound annual growth rate of 17 percent since 2010. The Middle East also continues to attract interest, as the spread of wealth in countries such as Saudi Arabia and UAE makes the potential returns attractive.