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Bottled Water - UK - March 2014

“There is a lot of scope for packaging innovation, to increase the convenience of these products for users, make them more visually appealing and give them standout. Importantly, this would help position the company as being more innovative and forward-thinking than its competitors.”

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • How cam companies overcome bottled water’s reliance on the hot summer weather?
  • Could packaging innovation grow the appeal of bottled water?
  • How can flavoured bottled water compete more effectively with other soft drinks?

Highlighting the influence weather has on the bottled water market, 2013 was an exceptional year for off-trade sales. The hot, dry weather, the like of which has not been seen since 2006 – and in particular the prolonged July heat wave – saw volume sales jump by 10% year on year. This saw bottled water outperform the wider soft drinks market by a clear margin, with usage boosted by the widespread perception that these products offer superior hydration to other drinks.

The bottled water market also benefits from favourable comparisons to rival categories in terms of health. This is particularly the case given that the high sugar content of food and drink is a hot topic in both the media and political spheres at the moment, with CSDs often singled out as among the worst offenders.

This report covers sales of bottled water including:

  • Water for sale in PET (polyethylene terephthalate) bottles and glass bottles

  • Water offered for sale in other pack types, such as cans and cartons

  • Plain water ie unflavoured

  • Flavoured waters and fortified waters which see mineral water enhanced with natural flavours, herbs, vitamins and/or sweeteners

  • Carbonated water, also known as sparkling water, which is made by dissolving carbon dioxide into the water, through a process of carbonation.

According to the British Soft Drinks Association (BSDA), there are three main types of bottled waters as defined in the Natural Mineral Water, Spring Water and Bottled Drinking Water Regulations 2007. Only products which meet the specifications within these regulations may use one of these terms:

  • Natural mineral water: Natural mineral waters must come from a protected source and by law may not undergo any treatment except filtration to remove sand particles or the addition of carbon dioxide to create a sparkling product. Therefore what goes into the bottle is the same as what comes out of the ground.
  • Spring water: Spring waters can come from a single non-polluted ground water source. Unlike natural mineral waters, spring waters may undergo permitted treatments in order to meet the microbiological criteria and to comply with standards based on the Drinking Water Regulations. Unlike natural mineral waters there is no formal recognition process required for spring water, although they must still be registered with the local authority.
  • Table water: Table water refers to bottled water which may come from more than one source and may include the public water supply. Treatment is permitted which results in the water achieving the compositional or microbiological requirements of the regulations. Some companies may also add mineral salts to their waters to replace minerals lost during treatments or to enhance those which already exist.

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Table of contents

  1. Introduction

      • Natural mineral water
        • Spring water
          • Table water
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Forecast of UK value sales of bottled water, 2008-18
                • Market factors
                  • Sales soar during July 2013 heat wave
                    • Figure 2: Mean temperature, rainfall and sunshine hours over summer (June, July and August), 2008-13
                  • The ageing population presents a challenge
                    • Return to consumer spending bodes well for the market
                      • Companies, brands and innovation
                        • Danone extends its lead in value sales
                          • Figure 3: Leading brands’ shares in the UK bottled water off-trade market, by value, 2013*
                        • An uptick in new launches in 2013
                          • Figure 4: Share of NPD in the UK bottled water market as a percentage of all launches in the drinks market, 2009-13
                        • Adspend at a five-year low
                          • Figure 5: Main monitored media advertising spend on bottled water, 2009-13
                        • The consumer
                          • Unflavoured still water remains the nation’s favourite
                            • Figure 6: Frequency of drinking bottled water, by sub-category, November 2013
                          • Bottled water consumption is highest at home
                            • Figure 7: Occasions for usage of bottled water, by gender, November 2013
                          • Hydration is all-important
                            • Figure 8: Reasons for drinking bottled water, November 2013
                          • Portable hydration
                            • Figure 9: Attitudes towards bottled water, November 2013
                          • Health concerns work both for and against the flavoured water market
                            • Figure 10: Attitudes towards flavoured water, November 2013
                          • What we think
                          • Issues and Insights

                              • Companies can help overcome bottled water’s reliance on hot summer weather through flavour innovation and new marketing themes
                                • The facts
                                  • The implications
                                    • Packaging innovation grow the appeal of bottled water?
                                      • The facts
                                        • The implications
                                          • Flavoured bottled water could compete more effectively with other soft drinks
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Play Ethic
                                                    • Trend: Make it Mine
                                                      • Mintel futures: Access Anything Anywhere
                                                      • Market Drivers

                                                        • Key points
                                                          • 2013 July heat wave created a major boost in the peak summer season
                                                            • Figure 11: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2008-13
                                                          • Healthy attitudes benefit the bottled water market
                                                            • Ageing population presents a challenge
                                                              • Figure 12: Trends in the age structure of the UK population, 2008-18
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Unflavoured water matches flavoured in NPD
                                                                    • Figure 13: Share of NPD in the UK bottled water market as a percentage of all launches in the drinks market, 2009-13
                                                                    • Figure 14: Share of NPD in the UK bottled water market, by sub-category, 2009-13
                                                                  • Brands continues to dominate NPD
                                                                    • Figure 15: Share of NPD in the UK bottled water market, branded vs own-label, 2009-13
                                                                  • Morrisons snatches the lead in NPD
                                                                    • Figure 16: Share of NPD in the UK bottled water market, top 10 companies in 2013, 2009-13
                                                                    • Figure 17: Share of NPD in the UK bottled water market, top 10 brands in 2013, 2009-13
                                                                  • Stevia reformulations saw Coca-Cola lead the branded charge in 2013
                                                                    • The prominence of “green” packaging reaches a peak in 2013
                                                                      • Figure 18: Top ten claims in the UK bottled water market, 2009-13
                                                                    • An uptick in new launches of fortified water
                                                                      • New flavour enhancers enter the UK market
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • A big summer boost from July heat wave
                                                                            • Figure 19: UK Value and volume sales of bottled water, 2008-18
                                                                          • Growth of 20% over 2008-13
                                                                            • The future
                                                                              • Figure 20: Forecast of UK volume sales of bottled water, 2008-18
                                                                              • Figure 21: Forecast of UK value sales of bottled water, 2008-18
                                                                            • Factors used in the forecast
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Still water continues to dominate
                                                                                  • Figure 22: UK Value and volume off-trade sales of bottled water, by segment, 2012-13
                                                                                • Encouraging growth from flavoured still water
                                                                                  • Sparkling water growing in popularity
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Danone extends its lead in value sales
                                                                                        • Figure 23: Leading brands’ shares in the UK bottled water off-trade market, by value, 2013*
                                                                                        • Figure 24: Leading brands’ sales and shares in the UK bottled water off-trade market, by value and volume, 2012* and 2013**
                                                                                      • Highland Spring and San Pellegrino had the strongest 2013
                                                                                        • CCE fails to benefit from the summer surge
                                                                                          • A steady presence for own-label
                                                                                          • Companies and Products

                                                                                            • Britvic
                                                                                              • Coca-Cola
                                                                                                • Danone Waters
                                                                                                  • Highland Spring
                                                                                                    • Isklar
                                                                                                      • Nestlé Waters
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Adspend at a five-year low
                                                                                                            • Figure 25: Main monitored media advertising spend on bottled water, 2009-13
                                                                                                          • Still water’s share of adspend continues to dwindle
                                                                                                            • Figure 26: Share of monitored media advertising spend on bottled water, by sub-category, 2009-13
                                                                                                          • Danone accounted for almost half of adspend in 2013
                                                                                                            • Figure 27: Share of above-the-line advertising spend on bottled water, by top advertisers, 2013
                                                                                                            • Figure 28: Above-the-line advertising spend on bottled water, by advertiser (top 4 in 2013) and brand, 2009-13
                                                                                                            • Figure 29: Above-the-line advertising spend, bottled water, top 10 brands, 2009-13
                                                                                                          • Danone Water
                                                                                                            • Nestlé ramps up investment across water brands
                                                                                                              • Vita Coco looks to capitalise on growth of segment
                                                                                                                • Rise in fortified and sparkling water adspend
                                                                                                                • Brand Research

                                                                                                                  • Brand map
                                                                                                                      • Figure 30: Attitudes towards and usage of brands in the bottled water sector, January 2014
                                                                                                                    • Correspondence analysis
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 31: Attitudes, by bottled water brand, January 2014
                                                                                                                      • Brand personality
                                                                                                                        • Figure 32: Bottled water brand personality – macro image, January 2014
                                                                                                                        • Figure 33: Bottled water brand personality – micro image, January 2014
                                                                                                                      • Brand experience
                                                                                                                        • Figure 34: Bottled water brand usage, January 2014
                                                                                                                        • Figure 35: Satisfaction with various bottled water brands, January 2014
                                                                                                                        • Figure 36: Consideration of bottled water brands, January 2014
                                                                                                                        • Figure 37: Consumer perceptions of current bottled water brand performance, January 2014
                                                                                                                      • Brand recommendation
                                                                                                                        • Figure 38: Recommendation of various bottled water brands, January 2014
                                                                                                                    • The Consumer – Usage of Bottled Water

                                                                                                                      • Key points
                                                                                                                        • Unflavoured still water remains the nation’s favourite
                                                                                                                            • Figure 39: Frequency of drinking bottled water, by sub-category, November 2013
                                                                                                                          • Usage is heavily skewed towards under-35s
                                                                                                                            • Figure 40: Usage of bottled water at least once a week in the last three months, by age group, November 2013
                                                                                                                          • Busy lifestyles and families benefit the market
                                                                                                                          • The Consumer – Usage Occasions

                                                                                                                            • Key points
                                                                                                                              • Bottled water consumption is highest at home
                                                                                                                                  • Figure 41: Occasions for usage of bottled water, by gender, November 2013
                                                                                                                                  • Figure 42: Selected occasions for bottled water usage, by age group, November 2013
                                                                                                                              • The Consumer – Reasons for Drinking Bottled Water

                                                                                                                                • Key points
                                                                                                                                  • Hydration is all-important
                                                                                                                                      • Figure 43: Reasons for drinking bottled water, November 2013
                                                                                                                                    • Favourable comparisons to soft drinks help to drive sales
                                                                                                                                      • One in three prefer the taste to tap water
                                                                                                                                      • The Consumer – Attitudes towards Bottled Water

                                                                                                                                        • Key points
                                                                                                                                          • Portable hydration
                                                                                                                                              • Figure 44: Attitudes towards bottled water, November 2013
                                                                                                                                            • Question marks over vitamin water
                                                                                                                                              • Older consumers care most about green issues, while under-25s express most interest in aesthetics
                                                                                                                                                • Figure 45: Consumers who agree that for social events it is important that the water comes in a bottle which looks good and consumers who would like to see more bottled water in eye catching packaging, by age group, November 2013
                                                                                                                                            • The Consumer – Attitudes towards Flavoured Water

                                                                                                                                              • Key points
                                                                                                                                                • Health concerns both work both for and against the market
                                                                                                                                                    • Figure 46: Attitudes towards flavoured water, November 2013
                                                                                                                                                  • One in four are put off by overly sweet flavours
                                                                                                                                                    • Opportunities for NPD in unusual flavours…
                                                                                                                                                      • Figure 47: Consumers who would like to see more unusual flavours, consumers who find unflavoured water boring to drink, and those who would be interested in flavoured water which gives them an energy boost, by age group, November 2013
                                                                                                                                                    • … and energy-boosting ingredients
                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                        • Figure 48: Best- and worst-case forecasts for the total bottled water market, by volume, 2013-18
                                                                                                                                                        • Figure 49: Best- and worst-case forecasts for the total bottled water market, by value, 2013-18
                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                        • Figure 50: Share of above-the-line advertising spend on bottled water, top 10 brands, 2009-13
                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                        • Figure 51: Brand usage, January 2014
                                                                                                                                                        • Figure 52: Brand commitment, January 2014
                                                                                                                                                        • Figure 53: Brand momentum, January 2014
                                                                                                                                                        • Figure 54: Brand diversity, January 2014
                                                                                                                                                        • Figure 55: Brand satisfaction, January 2014
                                                                                                                                                        • Figure 56: Brand recommendation, January 2014
                                                                                                                                                        • Figure 57: Brand attitude, January 2014
                                                                                                                                                        • Figure 58: Brand image – macro image, January 2014
                                                                                                                                                        • Figure 59: Brand image – micro image, January 2014
                                                                                                                                                    • Appendix – The Consumer – Usage of Bottled Water

                                                                                                                                                        • Figure 60: Frequency of usage of bottled water by type, November 2013
                                                                                                                                                        • Figure 61: Frequency of usage of bottled water by type – Any bottled water, by demographics, November 2013
                                                                                                                                                        • Figure 62: Frequency of usage of bottled water by type – Unflavoured still, by demographics, November 2013
                                                                                                                                                        • Figure 63: Frequency of usage of bottled water by type – Flavoured still, by demographics, November 2013
                                                                                                                                                        • Figure 64: Frequency of usage of bottled water by type – Unflavoured sparkling, by demographics, November 2013
                                                                                                                                                        • Figure 65: Frequency of usage of bottled water by type – Flavoured sparkling, by demographics, November 2013
                                                                                                                                                    • Appendix – The Consumer – Occasions for Drinking Bottled Water

                                                                                                                                                        • Figure 66: Occasions for drinking bottled water, November 2013
                                                                                                                                                        • Figure 67: Most popular occasions for drinking bottled water, by demographics, November 2013
                                                                                                                                                        • Figure 68: Next most popular occasions for drinking bottled water, by demographics, November 2013
                                                                                                                                                    • Appendix – The Consumer – Reasons for Drinking Bottled Water

                                                                                                                                                        • Figure 69: Reasons for drinking bottled water, November 2013
                                                                                                                                                        • Figure 70: Most popular reasons for drinking bottled water, by demographics, November 2013
                                                                                                                                                        • Figure 71: Next most popular reasons for drinking bottled water, by demographics, November 2013
                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Bottled Water

                                                                                                                                                        • Figure 72: Attitudes towards bottled water, November 2013
                                                                                                                                                        • Figure 73: Agreement with the statement ‘Carrying a bottle of water with you is a good way to keep hydrated throughout the day’, by demographics, November 2013
                                                                                                                                                        • Figure 74: Agreement with the statement ‘Bottled water with added ingredients is overpriced’, by demographics, November 2013
                                                                                                                                                        • Figure 75: Agreement with the statement ‘It is important to me that bottled water is environmentally friendly’, by demographics, November 2013
                                                                                                                                                        • Figure 76: Agreement with the statement ‘Bottled water is more hydrating than other drinks’, by demographics, November 2013
                                                                                                                                                        • Figure 77: Agreement with the statement ‘Sparkling water is a good alternative to having fizzy drinks’, by demographics, November 2013
                                                                                                                                                        • Figure 78: Agreement with the statement ‘I prefer bottled water from the UK than bottled water from other countries’, by demographics, November 2013
                                                                                                                                                        • Figure 79: Agreement with the statement ‘For social events it’s important that the water comes in a bottle which looks good’, by demographics, November 2013
                                                                                                                                                        • Figure 80: Agreement with the statement ‘I trust that bottled water with added vitamins is healthier than standard bottled water’, by demographics, November 2013
                                                                                                                                                        • Figure 81: Agreement with the statement ‘Bottled water is worth the expense over drinking tap water’, by demographics, November 2013
                                                                                                                                                        • Figure 82: Agreement with the statement ‘Sparkling water tastes better than still water’, by demographics, November 2013
                                                                                                                                                        • Figure 83: Agreement with the statement ‘I would like to see more bottled water in eye catching packaging’, by demographics, November 2013
                                                                                                                                                        • Figure 84: Agreement with the statement ‘I prefer sports/energy drinks to bottled water when exercising’, by demographics, November 2013
                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Flavoured Water

                                                                                                                                                        • Figure 85: Attitudes towards flavoured water, November 2013
                                                                                                                                                        • Figure 86: Most popular attitudes towards flavoured water, by demographics, November 2013
                                                                                                                                                        • Figure 87: Next most popular attitudes towards flavoured water, by demographics, November 2013

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Badoit
                                                                                                                                                    • Bluewater Shopping Centre
                                                                                                                                                    • Britvic Soft Drinks
                                                                                                                                                    • Buxton Foods
                                                                                                                                                    • Cadbury Schweppes European Beverages
                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                    • Danone UK Ltd
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Gatorade
                                                                                                                                                    • Highland Spring
                                                                                                                                                    • Investec
                                                                                                                                                    • Isklar
                                                                                                                                                    • ITV plc
                                                                                                                                                    • Nestlé UK Ltd
                                                                                                                                                    • Paul Smith Ltd
                                                                                                                                                    • Pepsi-Cola UK
                                                                                                                                                    • Perrier Vittel UK Ltd
                                                                                                                                                    • The Feel Good Drinks Company
                                                                                                                                                    • The Times Newspaper
                                                                                                                                                    • The Woodland Trust

                                                                                                                                                    Bottled Water - UK - March 2014

                                                                                                                                                    US $2,570.96 (Excl.Tax)