Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Bottled Water - UK - March 2015

“That the concept of water filling stations resonates with almost four in 10 bottled water users indicates that opportunities are ripe for brands to explore this scheme. As well as helping to position companies as forward thinking and socially responsible, such a move would be in tune with the younger generation’s increasingly on-the-go lifestyles, helping to heighten engagement.”
– Emma Clifford, Senior Food Analyst

This report looks at the following areas:

  • Scope to make flavoured water more appealing to adults
  • Water filling stations can tap into consumers’ on-the-go lifestyles
  • Electrolytes, energy-boosting ingredients, protein and botanicals provide added value opportunities

Bottled water has been the major success story within the non-alcoholic drinks market in the last couple of years. After two consecutive years of 7% annual growth – helped by good weather. The continued importance consumers place on hydration, with its strong associations with skin health, has continued to drive the appeal of bottled water. This is particularly the case among young consumers leading increasingly on-the-go lifestyles.

The fall-out from the negative media coverage on sugar has been largely good news for the bottled water market, thanks to its favourable comparisons to CSDs (Carbonated Soft Drinks) in this area. However, there remain opportunities for the further development of flavoured water with natural sweeteners such as stevia. There is also scope for operators to explore bottled water containing antioxidants, energy-boosting ingredients, protein and electrolytes given the notable interest these concepts generated among bottled water buyers.

Natural 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.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

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

                  • The market
                    • Figure 1: Forecast of UK value sales of bottled water, 2009-19
                  • Market factors
                    • The sugar debate should benefit the bottled water category
                      • Second consecutive year of warm summer weather boosts usage
                        • Increasing consumer confidence should benefit bottled water
                          • Figure 2: Trends in how respondents would describe their financial situation: Agreement with the statement ‘Healthy – I have money left at the end of the month for a few luxuries or to add to my savings’, February 2009-December 2014
                        • Companies, brands and innovation
                          • Brands drive bottled water sales growth in 2014
                            • Figure 3: Leading brands’ shares in the UK bottled water off-trade market, by value, 2014*
                          • NPD activity reaches a five-year high in 2014
                            • Hike in total adspend in 2014
                              • The consumer
                                • Unflavoured still water continues to dominate usage
                                  • Figure 4: Frequency of drinking bottled water, by sub-category, December 2014
                                • Bottled water is most commonly drunk at home
                                  • Figure 5: Occasions for usage of bottled water, by sub-category, December 2014
                                • Antioxidants, energy-boosting ingredients and protein attract interest
                                  • Figure 6: Usage of and interest in buying different types of bottled water products, December 2014
                                • Strong associations between drinking water and skin health
                                  • Figure 7: Attitudes towards bottled water, December 2014
                                • A third of flavoured/sparkling water users want flavoured water to be calorie-free
                                  • Figure 8: Attitudes towards flavoured and sparkling water, December 2014
                                • What we think
                                • Issues and Insights

                                    • Scope to make flavoured water more appealing to adults
                                      • The facts
                                        • The implications
                                          • Water filling stations can tap into consumers’ on-the-go lifestyles
                                            • The facts
                                              • The implications
                                                • Electrolytes, energy-boosting ingredients, protein and botanicals provide added value opportunities
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Sense of the Intense
                                                          • Trend: Help Me Help Myself
                                                            • Trend: Factory Fear
                                                            • Market Drivers

                                                              • Key points
                                                                • The sugar debate should benefit the bottled water category
                                                                  • Second consecutive year of warm summer weather boosts usage
                                                                    • Figure 9: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2009-14
                                                                  • Danone partners with TfL for free bottled water giveaway
                                                                    • Ageing population presents a challenge
                                                                      • Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                                    • Increasing consumer confidence should benefit bottled water
                                                                      • Figure 11: Trends in how respondents would describe their financial situation: Agreement with the statement ‘Healthy – I have money left at the end of the month for a few luxuries or to add to my savings’, February 2009-December 2014
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • NPD activity reaches a five-year high in 2014
                                                                            • Figure 12: Share of NPD in the UK bottled water market as a percentage of all launches in the non-alcoholic drinks market, 2009-14
                                                                          • Brands up their game in 2014
                                                                            • Figure 13: Share of NPD in the UK bottled water market, branded vs own-label, 2010-14
                                                                          • Nestlé and Danone are at the top by NPD
                                                                            • Figure 14: Share of NPD in the UK bottled water market, top 10 companies in 2014, 2010-14
                                                                          • Danone ventures into the flavoured sparkling water segment in 2015
                                                                            • Coca-Cola re-enters the UK bottled water market with Glacéau smartwater
                                                                              • Energy waters enter the mainstream
                                                                                • Environmentally friendly launches reached a five-year high in 2014
                                                                                  • Figure 15: Top 10 claims in new launches in the UK bottled water market, 2010-14
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • A second consecutive year of 7% annual growth in value sales
                                                                                    • Figure 16: UK value and volume sales of bottled water, 2009-19
                                                                                  • The future
                                                                                    • Figure 17: Forecast of UK volume sales of bottled water, 2009-19
                                                                                    • Figure 18: Forecast of UK value sales of bottled water, 2009-19
                                                                                  • Factors used in the forecast
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Still unflavoured is the off-trade market’s growth engine
                                                                                        • Figure 19: UK value and volume off-trade sales of bottled water, by segment, 2012-14
                                                                                      • Strongest growth in 2014 seen in flavoured still water
                                                                                        • Share held by flavoured sparkling water falls
                                                                                          • Off-trade sales overtake on-trade in 2014
                                                                                            • Figure 20: UK volume and value sales of bottled water, off-trade and on-trade, 2009-14
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Brands drive bottled water sales growth in 2014
                                                                                              • Figure 21: Leading brands’ sales and shares in the UK bottled water off-trade market, by value and volume, 2012-14
                                                                                            • Category leader Volvic is top-performing brand in 2014
                                                                                              • Buxton leapfrogs Highland Spring into third place
                                                                                                • Britvic suffers sales decline as it rationalises bottled water portfolio
                                                                                                  • Figure 22: Leading manufacturers’ sales and shares in the UK bottled water off-trade market, by value and volume, 2012-14
                                                                                                • Activity in flavoured waters fuels growth for manufacturers
                                                                                                • Companies and Products

                                                                                                  • Britvic
                                                                                                    • Background
                                                                                                      • Product range
                                                                                                        • Recent activity and innovation
                                                                                                          • Brand communication and promotion
                                                                                                            • Coca-Cola
                                                                                                              • Background
                                                                                                                • Product range
                                                                                                                  • Recent activity and innovation
                                                                                                                    • Brand communication and promotion
                                                                                                                      • Danone Waters
                                                                                                                        • Background
                                                                                                                          • Product range
                                                                                                                            • Recent activity and innovation
                                                                                                                              • Brand communication and promotion
                                                                                                                                • Highland Spring Group
                                                                                                                                  • Background
                                                                                                                                    • Product range
                                                                                                                                      • Recent activity and innovation
                                                                                                                                        • Brand communication and promotion
                                                                                                                                          • Nestlé Waters
                                                                                                                                            • Background
                                                                                                                                              • Product range
                                                                                                                                                • Recent activity and innovation
                                                                                                                                                  • Brand communication and promotion
                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                    • Key points
                                                                                                                                                      • Hike in total adspend in 2014
                                                                                                                                                        • Figure 23: Main monitored media advertising spend on bottled water, 2010-14
                                                                                                                                                      • Danone remains biggest spender on ad space in 2014
                                                                                                                                                        • Figure 24: Above-the-line advertising spend on bottled water, by top 10 advertisers in 2014, 2010-14
                                                                                                                                                      • Evian uses social and digital media to help Londoners beat the January blues
                                                                                                                                                        • Newly launched Glacéau smartwater tops adspend in 2014
                                                                                                                                                          • Figure 25: Above-the-line advertising spend on bottled water, by top 10 brands in 2014, 2010-14
                                                                                                                                                        • Sport remains a major focus for bottled water brands
                                                                                                                                                          • Nestlé doubles adspend
                                                                                                                                                            • Highland Spring plays on provenance in first above-the-line campaign for sparkling
                                                                                                                                                            • Brand Research

                                                                                                                                                              • What you need to know
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 26: Attitudes towards and usage of selected brands, December 2014
                                                                                                                                                                • Key brand metrics
                                                                                                                                                                  • Figure 27: Key metrics for selected brands, December 2014
                                                                                                                                                                • Brand attitudes: Glacéau vitaminwater has a particularly innovative brand image
                                                                                                                                                                  • Figure 28: Attitudes, by brand, December 2014
                                                                                                                                                                • Brand personality: Buxton lacks upbeat traits compared to other brands
                                                                                                                                                                  • Figure 29: Brand personality – macro image, December 2014
                                                                                                                                                                • San Pellegrino has stylish and sophisticated brand associations
                                                                                                                                                                  • Figure 30: Brand personality – micro image, December 2014
                                                                                                                                                                • Brand analysis
                                                                                                                                                                  • Volvic enjoys an all-round strong image
                                                                                                                                                                    • Figure 31: User profile of Volvic, December 2014
                                                                                                                                                                  • San Pellegrino enjoys a more sophisticated and stylish image due to sparkling proposition
                                                                                                                                                                    • Figure 32: User profile of San Pellegrino, December 2014
                                                                                                                                                                  • Evian has very similar brand image to Volvic
                                                                                                                                                                    • Figure 33: User profile of Evian, December 2014
                                                                                                                                                                  • Buxton lacks upbeat associations but is seen as offering good value
                                                                                                                                                                    • Figure 34: User profile of Buxton, December 2014
                                                                                                                                                                  • Glacéau vitaminwater has a strong point of difference, but has niche appeal
                                                                                                                                                                    • Figure 35: User profile of Glacéau vitaminwater, December 2014
                                                                                                                                                                • The Consumer – Usage of Bottled Water

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Unflavoured still water continues to dominate usage
                                                                                                                                                                        • Figure 36: Frequency of drinking bottled water, by sub-category, December 2014
                                                                                                                                                                        • Figure 37: Usage of different types of bottled water at least once a week in the last three months, by age, December 2014
                                                                                                                                                                      • Families are valuable to the market
                                                                                                                                                                        • Usage of sparkling water shows an upmarket skew
                                                                                                                                                                          • Figure 38: Usage of different types of bottled water at least once a week in the last three months, by socio-economic group, December 2014
                                                                                                                                                                      • The Consumer – Usage Occasions

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Bottled water is most commonly drunk at home
                                                                                                                                                                            • Figure 39: Occasions for usage of bottled water, by sub-category, December 2014
                                                                                                                                                                          • The portable nature of bottled water
                                                                                                                                                                            • Unflavoured, still water is most popular for exercise
                                                                                                                                                                              • Sparkling water is the top choice for eating/dining out
                                                                                                                                                                                • Most usage occurs during the afternoon
                                                                                                                                                                                  • Figure 40: Times of day at which bottled water is drunk, December 2014
                                                                                                                                                                              • The Consumer – Interest in Different Types of Bottled Water Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Antioxidants, energy-boosting ingredients and protein attract interest
                                                                                                                                                                                    • Figure 41: Usage of and interest in buying different types of bottled water products, December 2014
                                                                                                                                                                                  • Energy waters provide exciting growth opportunities
                                                                                                                                                                                    • Functional sports benefits provide NPD opportunities
                                                                                                                                                                                      • 57% of 25-34s who buy bottled water are interested in bottled water with natural sweeteners
                                                                                                                                                                                        • Botanicals can lend an element of sophistication
                                                                                                                                                                                          • Scope for more unusual flavour NPD
                                                                                                                                                                                            • Bottled water brands can do more to appeal to children
                                                                                                                                                                                            • The Consumer – Attitudes towards Bottled Water

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Strong associations between drinking water and skin health
                                                                                                                                                                                                  • Figure 42: Attitudes towards bottled water, December 2014
                                                                                                                                                                                                • The need to drink water when consuming alcohol is widely accepted
                                                                                                                                                                                                  • Notable interest in water filling stations
                                                                                                                                                                                                    • Storage is an issue
                                                                                                                                                                                                    • The Consumer – Attitudes towards Flavoured and Sparkling Water

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • A third of flavoured/sparkling water users want flavoured water to be calorie-free
                                                                                                                                                                                                          • Figure 43: Attitudes towards flavoured and sparkling water, December 2014
                                                                                                                                                                                                        • Sparkling water benefits from favourable comparisons to CSDs
                                                                                                                                                                                                          • Room for brands to move into flavoured sparkling water
                                                                                                                                                                                                            • 22% prefer to flavour drinks themselves
                                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                                • Figure 44: Best- and worst-case forecasts for the total bottled water market, by volume, 2014-19
                                                                                                                                                                                                                • Figure 45: Best- and worst-case forecasts for the total bottled water market, by value, 2014-19

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                            Bottled Water - UK - March 2015

                                                                                                                                                                                                            £1,995.00 (Excl.Tax)