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Bottled Water - UK - March 2016

“Bottled water has enjoyed robust growth, benefiting as a low-cost option on the go while incomes were squeezed and boosted by good weather and its sugar-free credentials. The slow growth in real incomes should facilitate growth in spending. However, bottled water risks this prompting trading up to other drinks, highlighting the need for New Product Development to drive engagement.”
Anita Winther, Food and Drink Analyst

This report covers the following areas:

  • Functional water has growth potential among Millennials
  • Convenience continues to warrant focus
  • Flavoured water suffers from doubts over healthiness

Convenience continues to play a central role as the reason for choosing bottled water. Packaging developments bolstering convenience on the go and at home therefore retain their relevance. Meanwhile the marked interest in lightly carbonated and lightly flavoured products suggests opportunities to build much-needed differentiation through small adjustments.

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.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Bottled water sees impressive growth
              • Figure 1: UK value sales of bottled water, 2010-20
            • Backlash against sugar in soft drinks continues
              • Growth in real incomes should facilitate trading up
                • Companies and brands
                  • Little change in competitive landscape
                    • Figure 2: Leading brands in the UK retail bottled water market, by value share, 2014/15*
                  • Brands dominate bottled water NPD activity
                    • Total adspend continues to climb in 2015
                      • The consumer
                        • Seven in 10 drink bottled water
                          • Figure 3: Frequency of drinking bottled water in the last three months, by type, December 2014 and December 2015
                        • Citrus flavours hold the widest appeal
                          • Figure 4: Interest in bottled water flavours, December 2015
                        • Convenience is key reason for drinking bottled water
                          • Figure 5: Reasons for drinking bottled water instead of tap water, December 2015
                        • Brand is important to just three in 10 buyers
                          • Figure 6: Choice factors for the purchase of bottled water, December 2015
                        • Lighter carbonation and flavouring has potential
                          • Figure 7: Preferences with regards to bottled water, December 2015
                        • Seven in 10 are interested in supermarket recycling schemes
                          • Figure 8: Attitudes towards bottled water, December 2015
                        • What we think
                        • Issues and Insights

                          • Functional water has growth potential among Millennials
                            • The facts
                              • The implications
                                • Convenience continues to warrant focus
                                  • The facts
                                    • The implications
                                      • Flavoured water suffers from doubts over healthiness
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Bottled water sees impressive growth
                                              • Retail bottled water growth slows down
                                                • Backlash against sugar in soft drinks continues
                                                  • Growth in real incomes but still a focus on price
                                                    • Warm summers boost bottled water demand
                                                    • Market Size and Forecast

                                                      • Bottled water sees impressive growth
                                                        • Figure 9: UK value and volume sales of bottled water, 2010-20
                                                      • Forecast
                                                          • Figure 10: UK value sales of bottled water, 2010-20
                                                          • Figure 11: UK volume sales of bottled water, 2010-20
                                                        • Forecast methodology
                                                        • Market Segmentation

                                                          • Retail bottled water growth slows down
                                                            • Sparkling water growth lags behind
                                                              • Glacéau Smartwater boosts fortified water sales
                                                                • Figure 12: UK value and volume retail sales of bottled water, by segment, 2013-15
                                                              • On-premise share continues to fall
                                                                • Figure 13: UK value and volume sales of bottled water, by retail and on-premise, 2010-15
                                                            • Market Drivers

                                                              • Backlash against sugar in soft drinks
                                                                • Growth in real incomes but still a focus on price
                                                                  • Taste and quality of tap water influence demand for bottled water
                                                                    • Warm summers boost bottled water demand
                                                                      • Figure 14: UK hours of sunshine, by month, January 2011-February 2016
                                                                    • Ageing population poses a challenge for bottled water
                                                                      • Figure 15: Trends in the age structure of the UK population, 2010-20
                                                                    • Growing child population creates opportunities for water
                                                                    • Companies and Brands – What You Need to Know

                                                                      • Little change in competitive landscape
                                                                        • Danone and Nestlé take nearly half of value retail sales
                                                                          • Bottled water launches drop in 2015
                                                                            • Brands dominate bottled water NPD activity
                                                                              • Total adspend continues to climb in 2015
                                                                                • Danone focuses adspend on Volvic
                                                                                • Market Share

                                                                                  • Overall market growth sees shares remain stable
                                                                                    • Glacéau sees impressive growth
                                                                                      • Figure 16: Leading brands’ sales and shares in the UK bottled water retail market, by value and volume, 2013/14 and 2014/15
                                                                                    • Danone and Nestlé take nearly half of value sales
                                                                                      • Smaller manufacturers see notable growth
                                                                                        • Figure 17: Leading manufacturers’ sales and shares in the UK bottled water retail market, by value and volume, 2013/14 and 2014/15
                                                                                    • Launch Activity and Innovation

                                                                                      • Bottled water launches drop in 2015
                                                                                        • Figure 18: Share of new bottled water product launches in the UK non-alcoholic drinks market, 2011-15
                                                                                      • Brands dominate bottled water NPD activity
                                                                                        • Figure 19: Share of NPD in the UK bottled water market, branded vs own-label, 2011-15
                                                                                        • Figure 20: Share of NPD in the UK bottled water market, by top 10 companies (sorted by 2015), 2011-15
                                                                                      • Other selected branded launches
                                                                                        • Environmentally friendly packaging and health claims continue to grow
                                                                                          • Figure 21: Top 10 claims made by bottled water brands – Unflavoured water, 2011-15
                                                                                          • Figure 22: Top 10 claims made by bottled water brands – Flavoured water, 2011-15
                                                                                        • Lemon and lime is the most common flavour blend
                                                                                          • Figure 23: Top 10 flavour blends in the flavoured water category (ordered by 2015), 2011-15
                                                                                      • Advertising and Marketing Activity

                                                                                        • Total adspend continues to climb in 2015
                                                                                          • Figure 24: Total above-the line, online display and direct mail advertising expenditure on bottled water, by category, 2012-15
                                                                                        • Nestlé becomes biggest spender on ad space in 2015
                                                                                            • Figure 25: Total above-the line, online display and direct mail advertising expenditure on bottled water, by top 5 advertisers (sorted by 2015), 2012-15
                                                                                          • Danone focuses adspend on Volvic
                                                                                            • Volvic Mineral Water tie-in with The Force Awakens
                                                                                              • Glacéau scales back adspend on Smartwater
                                                                                                • Dry January is targeted by Glacéau Smartwater and Evian
                                                                                                  • Figure 26: Total above-the line, online display and direct mail advertising expenditure on bottled water, by top 10 brands (sorted by 2015), 2012-15
                                                                                                • Highland Spring doubles adspend with ‘Everyone for Tennis’
                                                                                                  • Nielsen Media Research coverage
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Seven in 10 drink bottled water
                                                                                                      • Millennials and people in urban areas are core users
                                                                                                        • Citrus flavours hold the widest appeal
                                                                                                          • Convenience is key reason for drinking bottled water
                                                                                                            • Brand is important to just three in 10 buyers
                                                                                                              • Added vitamins and minerals appeal to Millennials
                                                                                                                • Lighter carbonation and flavouring has potential
                                                                                                                  • Seven in 10 are interested in supermarket recycling schemes
                                                                                                                    • Flavoured water suffers from doubts over healthiness
                                                                                                                    • Usage of Bottled Water

                                                                                                                      • Seven in 10 drink bottled water
                                                                                                                        • Figure 27: Frequency of drinking bottled water in the last three months, by type, December 2014 and December 2015
                                                                                                                      • Millennials are the core users of bottled water
                                                                                                                        • Figure 28: Usage of different types of bottled water at least once a week in the last three months, by age, December 2015
                                                                                                                      • Bottled water usage skewed towards urban areas
                                                                                                                        • Figure 29: Usage of different types of bottled water at least once a week in the last three months, by urban vs rural location, December 2015
                                                                                                                    • Interest in Bottled Water Flavours

                                                                                                                      • Citrus flavours hold the widest appeal
                                                                                                                        • Figure 30: Interest in bottled water flavours, December 2015
                                                                                                                      • Exotic flavours have potential
                                                                                                                        • Herbal flavours can take inspiration from teas
                                                                                                                          • Dessert flavours can be explored through limited editions
                                                                                                                          • Reasons for Drinking Bottled Water over Tap Water

                                                                                                                            • Convenience is key reason for drinking bottled water
                                                                                                                              • Convenience also warrants a focus at home
                                                                                                                                • Figure 31: Reasons for drinking bottled water instead of tap water, December 2015
                                                                                                                              • Three in 10 prefer the taste of bottled water
                                                                                                                                • Younger users most likely to think bottled water is healthier
                                                                                                                                • Choice Factors for the Purchase of Bottled Water

                                                                                                                                  • Brand is important to just three in 10 buyers
                                                                                                                                    • Figure 32: Choice factors for the purchase of bottled water, December 2015
                                                                                                                                  • Country of origin holds limited sway
                                                                                                                                    • Added vitamins and minerals appeal to Millennials
                                                                                                                                      • Vitamin and flavour releasing caps interest 16-24-year-olds
                                                                                                                                        • Space for functional waters to target exercise
                                                                                                                                        • Bottled Water Preferences

                                                                                                                                          • Lighter carbonation and flavouring has potential
                                                                                                                                            • Figure 33: Preferences with regards to bottled water, December 2015
                                                                                                                                          • One in three prefer smaller bottles
                                                                                                                                            • Space for more visually appealing bottles
                                                                                                                                            • Attitudes towards Bottled Water

                                                                                                                                              • Seven in 10 are interested in supermarket recycling schemes
                                                                                                                                                • TerraCycle provides cues for return packaging
                                                                                                                                                  • Figure 34: Attitudes towards bottled water, December 2015
                                                                                                                                                • Flavoured water suffers from doubts over healthiness
                                                                                                                                                  • Branded water refilling stations have potential with students
                                                                                                                                                    • Whole ingredients could add differentiation to flavoured water
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Definitions
                                                                                                                                                            • Consumer research methodology
                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                              • Forecast methodology
                                                                                                                                                                • Best- and worst-case forecast
                                                                                                                                                                  • Figure 35: UK value sales of bottled water, best- and worst-case forecast, 2015-20
                                                                                                                                                                  • Figure 36: UK volume sales of bottled water, best- and worst-case forecast, 2015-20

                                                                                                                                                              Companies Covered

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

                                                                                                                                                              Bottled Water - UK - March 2016

                                                                                                                                                              £1,995.00 (Excl.Tax)